China Automobile Dealers Association: Consumer Evaluation Report on China's Automobile After-sales Service Quality in the Fourth Quarter of 2019

On January 2, the 2019 fourth quarter Chinese automotive after-sales service quality consumer evaluation report was officially released. The report shows that in 2019, the consumer experience of automotive after-sales service quality is improving.

The annual score of China's automotive after-sales service quality consumer experience was 94.16 in 2019. The consumer experience scores showed a steady upward trend in each quarter, from 92.19 in the first quarter to 95.38 in the fourth quarter. In the fourth quarter of 2019, the scores of all dimensions increased compared with the previous quarter, with the largest increase in the maintenance quality dimension, which increased by 1.88 points.

In the fourth quarter of 2019, the China Automotive After-sales Service Quality Monitoring Big Data Platform (hereinafter referred to as the Platform) monitored 72 brands, covering 255 cities across the country. The data came from more than 3,000 4S stores and dealer group-owned after-sales brand stores.

The maintenance quality indicators monitored by the platform include: service notification at the time of delivery, complaints, three guarantees and maintenance manual notification, consistency of service settings, vehicle cleaning at the time of delivery, one-time repair, transparent maintenance process, direct communication with technicians, etc. The monitoring results show that in the fourth quarter of 2019, compared with the third quarter, the scores of six indicators increased, among which the indicator with the largest increase was: service notification at the time of delivery, which increased by 4.31 points compared with the third quarter. Among the eight indicators, the scores of transparent maintenance process and direct communication with technicians decreased slightly.

In the survey on "If repeated repairs occur, would you consider changing stores?", 58.76% of consumers said they would consider changing stores. In terms of the age of the car, as the age of the car increases, the proportion of consumers who choose to change stores when repeated repairs occur gradually increases.

Among the more than 70,000 consumers who participated in the evaluation in the fourth quarter of 2019, 5.65% of consumers had complaints. In terms of the results of complaint handling, 89.93% of consumers expressed satisfaction with the results. In terms of the timeliness of complaint handling, 98.25% of consumers expressed satisfaction with the timeliness of handling.

The results of the investigation into the aspects of maintenance quality that need the most improvement show that 42.79% of consumers think that maintenance quality needs the most improvement. The second is car wash quality, accounting for 37.37%. In terms of brands, the proportion of consumers who choose maintenance quality is the highest in the luxury group, joint venture group and independent group.

Monitoring shows that in the fourth quarter of 2019, luxury brands performed best in terms of maintenance prices. Domestic brands performed best in terms of service facilities and maintenance quality. Joint venture brands performed best in terms of service consultants and maintenance time.

Consumers believe that repair and maintenance quality needs to be improved the most

In the fourth quarter of this year, the platform's monitoring scope of dealer groups' own after-sales brands has been further expanded, and currently covers 19 provinces including Beijing, Liaoning, Shandong, Shanghai, and Shaanxi.

This quarter, the platform compared the characteristics of dealer group-owned after-sales brand stores and 4S stores and found that:

In the process of contacting service consultants (professional technicians), 57.55% of consumers in dealer-owned after-sales brand stores believe that service attitude needs to be improved, while 36.68% of consumers in 4S stores believe that vehicle professional knowledge needs to be improved the most.

In terms of repair quality, consumers of dealer group-owned after-sales brand stores and 4S stores believe that the most important thing to improve is the quality of repair and maintenance, accounting for 54.69%. In addition, consumers of dealer group-owned after-sales brand stores believe that the most important thing to improve is one-time solution to vehicle problems, accounting for 38.54%, far higher than 8.01% of consumers of 4S stores. And consumers of 4S stores believe that the most important thing to improve is car washing quality, accounting for 37.37%, far higher than 3.13% of consumers of dealer group-owned after-sales brand stores.

In terms of repair time, consumers of dealer group's own after-sales brand stores and 4S stores believe that the convenience of appointment needs to be improved, followed by the duration of the car wash process.

In the fourth quarter of 2019, China's automotive after-sales service quality monitoring big data platform was officially upgraded to the "Consumer 360° Insight System". Based on the existing after-sales service experience evaluation, it analyzes the user experience evaluation from the perspective of the user's entire life cycle, including "user loyalty", "sales service experience", "car purchase motivation and demand", "financial insurance experience evaluation" and other contents, and organizes the analysis results for each group and store to help companies understand user needs, enhance service awareness, and increase profitability.

Starting from January 2020, the Automobile Consumer Research Professional Committee of the China Automobile Dealers Association will derive the China Automobile Consumption Reputation Index based on consumer experience evaluation data from the China Automobile After-sales Service Quality Monitoring Big Data Platform, which will be officially released at the China Automobile Dealers Association's monthly formal analysis meeting.

China's automotive after-sales service quality monitoring big data platform - with automotive service stores as the data source, customer experience and demand as the data core, and designed in the Internet + real-time collection mode, has five core advantages:

1. Different from the traditional consumer experience analysis based on service process, the platform is centered on consumer experience, understands consumer service feelings, and explores consumer service intentions;

2. Enterprises can view and analyze consumer evaluation data in real time through the backend management terminal;

3. The platform has set up a real-time BI monitoring system to refresh and display consumer evaluation performance in real time, and intuitively view the service quality performance of enterprises;

4. And it is precise data collected through the big data collection mode;

5. And lower operating costs.

The platform's after-sales service experience model consists of three levels of service indicators. The first-level indicator is the Chinese automotive after-sales service quality consumer experience indicator. The second-level indicator consists of five dimensions: service consultant, service facilities, maintenance quality, maintenance time, and maintenance price. Different weights are assigned to each link according to the importance of each dimension. There are 76 third-level indicators in total, including 44 empowerment indicators and 32 exploration indicators.