An interview with the after sales manager of Changchun BMW 4S shop

On November 7, 2012, everyone officially entered the winter season, and the transition of the season has made winter maintenance the topic most concerned by current owners. How to maintain the winter car? Chang Chunhui baby horse 4S shop sales manager Lu Bin brings you some professional advice.

Reporter: Please tell us about the scale of the Huibao 4S store after-sales service? How is the profit rate allocated?

Guests interviewed: As of the end of last year, BMW's customer retention in Jilin province was around 5300, Huibao 4S shop had an after-sales inventory of approximately 2500 units, and the maintenance rate of repairs was controlled within 5 parts per 1,000. It can be said that it is precisely because customers are increasingly recognized after the BMW brand after-sales service, BMW's sales and retention rates are constantly rising.

In terms of profits, our store has not yet been specifically quantified, but according to official data released in the first half of the year, the profits of the BMW 4S store after-sales service are more than 50%, and Huibao stores should also be so.

BMW's goal is to become a leader in after-sales service in luxury brands. Specifically, it is "small profits but quick turnover". BMW's after-sales profits are at the level of mid-range cars, and services have to be the best. Five years ago, BMW owners wanted to wait a week or more for repairs. Now, BMW has improved and perfected logistics, maintenance services, and online technical support from manufacturers to complete repairs in the shortest possible time. maintenance. Imagine if the owner has not been repairing the car for a long time, then his satisfaction with the brand is certainly very low, not to mention the pleasure of enjoying driving.

Reporter: What is the state of the technical level of after-sales service staff in Huibao Store?

Respondents: We will rate the service satisfaction of after-sales service consultants according to the return visits in the store. The BMW official website will also update the satisfaction ranking every month. Customer satisfaction is linked to the performance of the employees. If the customer is not satisfied, It will be reflected through performance. Therefore, employees need to provide services while ensuring customer satisfaction. In 2011, Huibao Store won the national top ten best operating awards.

On the other hand, in the development of technicians, there are currently 66 after-sales service staff in Huibao Store, 11 of whom have been removed, and 35 have already obtained the certification of BMW manufacturer. According to the requirements of BMW manufacturers, the establishment of the store within five years to complete the 100% certification, and Huibao shop in the first three years has exceeded the phase of the index, which can maximize the quality assurance of after-sales service.

Reporter: At present, there are three BMW 4S stores in Changchun. What are the advantages of Huibao 4S stores in after-sales service?

Respondents: Following the principle of BMW brand, the three stores provide the same after-sales service for customers. In fact, the three stores are in a cooperative relationship. Only three stores can help each other to work together to make a good market for the local market.

Huibao Store has always adhered to humanized services in terms of services, for example, providing free insurance agents to provide customers with the greatest degree of convenience; 24-hour roadside assistance services, in addition to BMW roadside assistance, Huibao has its own since the establishment of the store. The high-quality rescue trailers, as long as customers are repaired in Huibao stores, can enjoy free rescue services in Changchun City, while in the three provinces of East China, Huibao stores can enjoy the lowest prices. In addition, Changchun Huibao has its own member club, members can enjoy the above services.

Reporter: Would you please introduce to the majority of motorists what are the key aspects of winter maintenance? Huibao 4S shop for winter maintenance and repair will launch what policies?

Interviewed guests: Northeast riders have been accustomed to winter cars in winter, but many customers are not very accurate about winter tires and call them "snow tires." In fact, winter tires are not replaced by snow, but are used in environments below 7°C to ensure grip at low temperatures and to ensure safe driving. Therefore, it is recommended that customers change the winter tires at the first time if the temperature is lower than 7°C.

Before entering the winter season, BMW Germany has launched a winter wheel set for the northeastern market. Customers can easily use the direct purchase and installation at the store. In terms of price, it is relatively cheap this year because it was introduced for the first time. In addition, the stock of tires in Huibao 4S shop is relatively sufficient to meet the different needs of customers. In addition, members of Huibao store can enjoy 50% off working hours for winter tyres, and old tyres can be stored for free.

In addition, the glass and engine oils used in automobiles need to be replaced with products that are more resistant to low temperatures, ensuring that the vehicle can start normally and reduce wear. Therefore, the owner needs to go to the 4S shop to detect the freezing point of the engine oil in the winter so as to select the right engine oil.

BMW's maintenance services will feature spring, summer, autumn and winter themed activities to provide professional maintenance strategies for different weather conditions.

Reporter: The industry now has a view that vehicle sales and after-sales services in the Chinese auto market will gradually move away. How do you view this view?

Interviewed guests: I think vehicle sales and after-sales service are integrated, and the two should not be separated. China's auto market will gradually tend to the automotive aftermarket, but even so, vehicle sales and after-sales service are also inseparable, the two are complementary, without good after-sales service, we can not guarantee the smooth progress of vehicle sales. According to the German experience, "the salesperson sells the first car and wants to sell the second car and needs good after-sales service as the basis." In addition, related products are also sold through the after-sales service stage. A good after-sales service will drive customers to complete the second purchase, in other words, after-sales service will promote sales. Looking to the future, more dealers are competing for after-sales services, and the more perfect after-sales service, the higher the awareness of the brand and the better the sales of the entire vehicle.