How much is it appropriate for home appliance installation and maintenance? Which brand, e-commerce after-sales service can make consumers feel at ease? Is the service flow of the merchant standardized and transparent? Which appliance company insists on integrity in the process of appliance maintenance?
Recently, after collecting more than 24 million survey data, the China Household Appliance Service and Maintenance Association released the “Report on Customer Satisfaction and Corporate Integrity in 2018” (hereinafter referred to as the report). The data shows that the service level of the Chinese home appliance industry last year The score reached 75 points, which is close to the historical high. Jingdong Home Appliances holds the leading position among channel distributors, e-commerce, and third-party platforms with a huge leading edge and won the '2018 Consumer Demonstration Demonstration Enterprise of the Year'.
According to industry insiders, under the background of consumption upgrade, in addition to the product's own design concept and material quality improvement, shopping scenes, shopping experience, and upgrade of after-sales service system will become the starting point for channel providers.
Enterprises want to lead must pay attention to four elements that consumers are most concerned about
As consumer demand for products has become more diversified, the level of home appliance services has become a hot topic of concern to consumers in recent years. The price that was once the most concern, whether it is sensitive to consumers or in the minds of consumers The degree of importance has already shown a clear downward trend.
The "Report" pointed out that according to the three-level evaluation of the Ministry of Commerce's service maintenance satisfaction, the current consumers are most concerned about, the most sensitive factors are: logistics level, customer service response level, installation level, repair and maintenance. The service is becoming The core factors that consumers consider when making consumer decisions. It can thus be seen that consumer appeals have shifted from 'prices, preferences, gifts' to 'quality, service, efficiency'.
Judging from the scores, Jingdong, Haier, and Fangtai, etc., topped the household appliances industry with 25 companies in terms of service integrity and satisfaction. Among them, Jingdong Electric Appliances topped the list of channel distributors, e-commerce, and third-party platforms with a huge leading edge and won the '2018 Annual Report. Consumer Protection Demonstration Enterprise'. 'WG2'
According to the data, head companies in the home appliance industry such as JD.com’s home appliance industry have a significant effect on the overall service level of the industry. This is mainly reflected in the increasingly rich content provided by well-known brand enterprises for consumers, and the average service category increased by 2.23 from 2016. %; The service quality score was raised to 75.02 points, and the customer satisfaction and brand influence were expanded. The difference was +13.48 for the industry average, and 2016 was +6.26.
Judging from consumer complaints, the home appliance service maintenance economy with less than 10 employees has accounted for 96.41% of the infringing entities and has become a hard-hit area with high infringement. Therefore, the China Household Appliance Service and Maintenance Association issued a warning that the home appliance industry is speeding up the elimination of tail-end enterprises. This requires companies to take the initiative to transform and upgrade and seek survival, otherwise the crisis is imminent.
In addition, the sudden emergence of a piece of data is worth paying attention to: Customer service level. Data analysis shows that customer responses (including telephone seats and online customer service) are becoming the vanguard of enterprise-to-consumer communication. The dynamic processing ability of customer service is becoming an important factor affecting consumer experience. Factors, even in many cases, played the role of 'one vote veto'.
E-commerce Rush second-half problem solving password is service
As can be seen from the report, whether it is maintenance and maintenance standards, customer service, logistics speed, etc., all belong to the service area for consumers.
For the home appliance e-commerce industry, service standards are becoming the key factors that determine life and death. Against the background of high acquisition costs for new users, the competition between e-commerce companies has entered the second half. The launch point has been focused on increasing consumer spending. Unit price, increase user purchase frequency, etc., enhance the user's viscosity on the platform and release user requirements as soon as possible.
From the action of the mainstream home appliance e-commerce platform, you can also glimpse one or two. In order to seize the opportunity of the new consumption model, Jingdong Home Appliances made an early adjustment of the organizational structure, and its goal is to serve this to win the future market. The key factor.
Before March 15, JD.com launched 36 service promises for consumers. These services not only included '30-day price protection, 30-day quality return, and 180-day quality replacement' but also included 2013 The one-stop professional customer service platform 'Jingdong Home Appliances Small Secretary', which can be launched for consumers in 2017, includes product information, logistics information, order sales, and price guarantee applications. It constitutes a complete service system for consumption. The home network purchase is escorting.
It can be seen that in the fierce commercial competition, merchants have used 'service' as the key to unlock the battle, which is undoubtedly a good factor for consumers.
Platform service concept is worth paying attention
In a complete home appliance process, it includes five steps: platform, pre-sales, sales, installation, and after-sales service. It is worth noting that brand companies integrate shopping processes, systems, and platforms. This is undoubtedly a kind of From the perspective of consumers as the core perspective, taking JD Electronics as an example, the focus of the 36 commitments is to systematically cover the services in five steps through their own integration.
This means that after the consumer purchases the home appliance, it needs to face the home appliance manufacturers after the after-sales service, maintenance and other after-sales service, and only needs to face the Jingdong home appliance platform known for efficiency and service. In the modern fast-paced life, This undoubtedly hits the consumer's pain points: Considering that companies often outsource their repairs and installations to third-party organizations, companies that deal directly with JD.com household appliances will undoubtedly reduce consumers' time costs and enhance their shopping experience.
Compared with the traditional home appliance industry in which companies have struggled with individual soldiers in the past and service providers struggled with corporate interests, the concept of platformization can also be reflected in the flexibility of services. As pointed out in the “Report”, consumers are waiting for customer service (queuing). The demand for customer service, such as rapid transfer, is relatively high. Jingdong Home Appliances, which started as a service, has also demonstrated its own advantages. In the 36 commitments, the company’s dedicated WeChat Customer Service (1v1) service was provided to solve the problem of queueing up of customers and dispel consumers. Concerns, is a very attractive extra points, but also set a benchmark for the home appliance industry.
On the other hand, customer service ranks through evaluation, and the number of reviews has become a key factor, making the customer service staff become an 'entrepreneur' who strives for themselves. From the passive completion of the assignment of orders to active entrepreneurship, the company realizes its own value and stimulates internal motivation. , Helps improve the customer service level of the entire platform.
In addition, in terms of quality assurance, JD.com’s home appliances continue to roll out 30 days of quality problems and 180 days of quality issues. Since this service was born in 2013, it has been proven by consumers that it can enhance the consumer experience. The shopping option will naturally not be absent. The purchase of large appliances will have a certain threshold. The commodity 'paid back and change' is a magic weapon for the e-commerce industry, which can eliminate the worries of consumers. At the same time, there is a 30-day price guarantee, 7 days. There is no reason to return such routine guarantees.
In terms of delivery time, in addition to the well-known speed limit, in order to meet the high-end customers also joined the 'Jing Jida' 'Jing Zunda' service, in home appliances delivery insisted on delivery, delivery, integration, after all, efficiency and service It is a magic weapon and excellent tradition of JD.
Jingdong’s ambitions and advantages of entrance
According to the data released by the CCID Research Institute of the Ministry of Industry and Information Technology in 2017, 'WG3' JD is already the first platform for online and offline channels of home appliances, and the market share has exceeded 60%. In the card slot battle at the traffic entrance, JD.com’s home appliances have been far away. Leading. How to take advantage of this leading edge, on the one hand to consolidate the advantages of the entrance and increase consumer stickiness; on the other hand, to better improve the service standards, and further integrate upstream manufacturers and their own superior resources to become the best way to show business intelligence.
Judging from the current information, JD.com’s expansion service is declining. Recently, JD.com announced that it will join industry-leading tripartite investigation agencies to provide consumers with guidance data such as brand service rankings and rankings for merchandising index to promote home appliance upstream. The company provides guidance on consumer behavior. This is both a service to consumers and a promotion of service to upstream manufacturers of home appliances. In the future, Jingdong Household Appliances will surely continue to promote service standards for home-grid purchases and promote consumer services. Further upgrades.