Shulou(Shulou.com)11/24 Report--

Entering the Singles Day holiday, in this carnival node of traffic and sales, it brings all-round challenges to enterprises. Behind the soaring sales of brands and merchants, it is also a "big test" for follow-up after-sales service. Take household appliances in typical industries where after-sales service accounts for a high proportion of the whole life cycle of products as an example, how to improve consumers' experience in after-sales service? How to comprehensively improve the efficiency of after-sales service and achieve the goal of reducing cost and increasing efficiency? And how to create more value for the brand through service?

We summarize this "after-sales service insight and digital management strategy of home appliance industry" (hereinafter referred to as "management strategy"), to interpret for the industry after-sales service personnel how to improve and increase the value of after-sales service through digital system tools, better deal with the challenge of great promotion.

At the same time, the improvement of the enterprise's after-sales service ability is not overnight, the management of this strategy also hopes to provide more management ideas for the enterprise after-sales service, so that the after-sales service can protect the enterprise every time in the future. "

01 understanding service requirements: new service challenges in the scene-based intelligent era

With the economic recovery after the epidemic and the rejuvenation of mainstream users, the consumption structure of China's home appliance market is ushering in a new upgrade. Intelligence, high-end, green and scene have become the new consumption preference of home appliances.

Because consumers pay more attention to the "scene" lifestyle, they combine and optimize home appliances and household products according to different use scenarios, so as to create a more convenient, comfortable and efficient life experience. therefore, different from the previous product demand, the trend of home appliances is becoming more and more obvious, and the products that provide full-scene intelligent solutions will become the mainstream of the market in the future.

Under this market trend, first, the after-sales service scene of home appliance enterprises is constantly expanding. in addition to the traditional after-sales maintenance, enterprises also need to constantly improve in consultation, design, installation and other links to establish an integrated service system; second, consumers have a higher demand for home appliances home service experience, enterprises need to provide services that match products and improve service quality and experience in an all-round way.

In our strategy, we summarize the relevant behavior and psychological trends of consumers in the current home appliance industry in the after-sales service scene as follows, in order to help managers better understand the needs of consumers:

1. Product function consultation and maintenance service has great potential.

2. Paid value-added services gradually infiltrate the after-sales scenario

3. Consumers are willing to pay for reasonable service products

4. After-sales service has a profound impact on consumer repurchase and recommendation.

5. Consumers' repair habits tend to be online.

6. Users tend to actively submit service evaluation online.

02 clear service indicators: disassembly of business objectives for improving efficiency and value-added

Consumer experience and satisfaction is the starting point and main goal of the after-sales service management of the whole enterprise. at the same time, how to improve service efficiency, control service costs and create profits for enterprises on the basis of ensuring customer satisfaction? in this era of paying attention to human efficiency, it is also the focus of every service manager.

Based on these service objectives, we believe that the key indicators of after-sales service of home appliance enterprises mainly include: service quality, service efficiency, product quality, service cost and service revenue. Service managers can be targeted according to the phased goals of the enterprise, and work in a more planned manner around the key indicators.

1. Service quality: service quality includes two aspects: service timeliness and customer satisfaction, by providing timely service to customers, so as to improve customer service experience.

2. Service efficiency: enterprise service efficiency refers to the ratio of enterprise service resource input to enterprise service effect output and the effectiveness of enterprise service resource allocation. From the perspective of the resources needed to complete the service, the key to the assessment and improvement of service efficiency lies in two aspects: service human efficiency and spare parts management.

3. Product quality: in the after-sales service scene, product quality mainly refers to the indicators related to product failure. Through the statistics and analysis of failure rate, fault cause, fault distribution and other data, it is of great significance for the judgment of enterprise product quality and the targeted improvement of product performance in the research and development of enabling products.

4. Service cost: under the environment of insufficient power of economic recovery, reducing cost and increasing efficiency has become the main theme of enterprises. Managers should optimize the indicators such as engineer man-hour / travel cost, spare parts cost and service network settlement cost through the rational arrangement of service personnel and the fine management of process and spare parts, so as to ensure service quality and reduce service cost at the same time.

5. Service revenue: in the after-sales service scene of home appliances, after the product is sold, through value-added services such as maintenance / cleaning, extended insurance and spare parts sales, it can effectively enhance customer value and increase revenue for enterprises.

03 optimize the service system: digitally open up the whole process "the second pulse of governor"

After defining the index of after-sales service, how to optimize it through effective operation and management means? From the process of after-sales service, the work link mainly involves service access, work order management, service network management, spare parts management and service marketing.

Through the digital management system, it can help enterprises to comprehensively reshape the business processes of these links, empower service personnel to improve service efficiency, realize the on-line, closed-loop and high efficiency of service processes, and through visual data, provide strong support for managers' decision-making, so as to help service managers to achieve the goal of cost reduction, efficiency improvement and value-added.

We sort out for managers how digital tools can empower every aspect of the business and the desired results that can be achieved:

1. Service access: connecting customers through multiple channels, service autonomy, and real-time response of online customer service.

2. Work order management: intelligent dispatch, mobile tool empowering engineer, multi-type work order online closed-loop management

3. Service network: online service provider files, automatic fee settlement, service data visualization.

4. Spare parts management: online management of the application process, rational allocation of inventory

5. Service marketing: precipitate user data, service stores carry out service marketing.

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