According to data from the Cass survey, the overall score of customer satisfaction in China's auto after-sales service in 2014 was 85.53 points, a significant drop from the previous year. Imported brands are still in the leading position in the industry. However, the gap in the satisfaction level of each brand has gradually narrowed, and the leading edge of imported brands is no longer prominent.
At the same time, the customer churn rate of 4S shop after-sales service has also shown an upward trend with the increase of the number of car purchases.
"This is an inevitable trend. Compared with other repair shops, the maintenance cost of many brand 4S stores is still very high. At present, for 4S, the profit margin of selling new cars has become thinner and thinner, and the after-sales service has become a profit. The main source, how to retain customers should be the main problem that 4S stores need to consider." There is a domestic joint venture brand 4S shop manager told the "Securities Daily" reporter.
Overall decline in after-sales service satisfaction It is understood that the 2014 Cass survey was officially launched on April 1, 2014, and completed on July 5, sampling covers domestic mainstream brands and models, involving 50 large and medium-sized cities in 27 provinces. The owner of the vehicle is purchased within 5 years.
Among them, the scores of independent brands, joint venture brands and imported brands were 84.5 points, 85.81 points and 86.19 points respectively, all of which showed a slight decline. FAW Pentium, GAC Toyota and Cadillac ranked first among independent, joint venture and imported brands.
The top 10 customer satisfaction of self-owned brand automobile after-sales service are FAW Pentium, SAIC Roewe, SAIC MG, Changan Automobile, BYD, Dongfeng Nissan Qichen, Haima, Chery, GAC Chuanqi and Zotye.
The top 10 customer satisfaction of joint-venture brand automobile after-sales service are Guangzhou Automobile Toyota, BMW, FAW Toyota, Dongfeng Honda, Volvo, Guangzhou Automobile Honda, Shanghai Volkswagen Skoda, Shanghai GM Buick, Shanghai Volkswagen and Mercedes-Benz.
The top four imported brands are Cadillac, Lexus, Land Rover and Infiniti.
4S shop customer churn rate increased According to Cass survey data, in 2014, brand 4S shop after-sales customer retention rate (71%) and recommendation rate (57%) continued to decline. The customers of 4S shop gradually flowed to the fast-repair chain stores and auto repair factories with convenient transportation and convenient price. Especially for customers who have purchased cars for more than three years, the 4S shop has lost more than 41% after sales and steadily increased with the increase of car purchase years. .
The data shows that when the customer's satisfaction reaches 89.69 points, the next time "will definitely" choose to go to the 4S shop to continue maintenance, and 80% of the people will consider the existing brand when redeeming. When customer satisfaction rises to 91.46 points, the customer “will definitely†recommend the 4S shop to friends, 90% of whom will consider existing brands when they redeem, while other customers account for only 61%.
“The price of parts in many 4S stores is too high. Because of the high price of the car itself, the luxury car users have a higher proportion of the designated 4S stores during the maintenance. The users who purchase the car below 200,000 yuan are out of the car for more than three years. Regarding the cost of maintenance, the proportion of other repair shops will be high.†The above-mentioned person said that 4S stores also need to improve their own maintenance services, including the attitude towards customers and the technical level of problem solving.
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