汽车维修企业的服务竞争策略(中英对照版).doc

汽车维修企业
的服务竞争策略
李东江

u 现在服务的竞争已经在各行各业蓬勃展开。
u 许多汽车维修企业的经营者在激烈的市场竞争中，也开始摸索以顾客为中心，提高服务水平，推行服务竞争的策略，以适应残酷的市场竞争。
u 但是许多汽车维修企业的服务水平和理念还是停留在低层次的层面上，缺乏系统的研究和实施。

u 随着社会主义市场经济实施的建立和完善，买方市场的形成，尤其是我国加入WTO后，对于汽车维修企业服务提出了更高更新的要求
u 决定了我国汽车维修企业只有开展激烈的服务竞争，才能在残酷的市场中生存和发展。

u 在新世纪任何一家汽车维修企业在质量、技术、价格上要明显超过其他竞争对手都会变得很困难
u 因此服务竞争策略对于企业的生存和发展便具有了决定性意义
u 可以预见：在不久的将来，服务竞争将成为汽车维修企业之间竞争的主要焦点。
转变服务理念策略
u 用什么样的服务理念指导服务活动，对于汽车维修企业能否赢得竞争优势十分关键
u 服务理念是人们从事服务活动的主导思想意识，反映人们对服务活动的理性认识。
u 汽车维修企业必须转变传统的服务理念，树立现代服务观。

u 在这里有必要区别传统的服务理念和现代服务理念。
单纯奉献型的服务理念
u 这是改革开放前，在计划经济的买方市场条件下，由于我国生产力水平低，商品长期供不应求，汽车维修企业维修的车型非常单一，而且几乎全是顾客自己上门，不愁没有活干，这时有没有服务、服务好坏，对汽车维修企业经营活动没有什么影响

u 因此汽车维修企业
u 只把服务归属于商业道德和精神文明的范畴
u 看作是汽车维修企业对社会的一种无偿奉献
u 是多余成本的支出
u 缺乏改善服务的内在动力

u 于是汽车维修企业便
u 轻视服务，或者把服务当成政治任务
u 用运动式的检查、评比办法硬性推动
u 显然这种服务理念不符合市场经济运行的规律。
经济型服务理念
u 随着生产力发展，市场逐步繁荣，商品供不应求紧张状态逐渐缓和，有些商品开始进入买方市场。
u 这时候汽车维修企业的着眼点是努力拓展业务渠道，增加顾客群，提高企业的赢利能力。

u 这时服务水平的高低对汽车维修企业销售活动和经济效益影响很大
u 而且越来越成为汽车维修企业竞争力大小的一个重要因素

u 于是很多汽车维修企业开始把服务纳入经营范畴，从提高经济效益的角度抓服务
u 不过这种服务理念把提高汽车维修企业经济效益看成是首要的，是汽车维修企业惟一的目标，把服务顾客，使顾客满意看成是次要的，是提高效益的手段

u 不能真正理解“服务客户是汽车维修企业利润的惟一源泉”的内涵，没有对市场经济条件下的服务进行深入研究
u 因此这种服务非常有限，顾客不可能成为汽车维修企业真正的“上帝”，服务不可能达到最佳，从而也制约了汽车维修企业自身的发展。
现代服务理念
u 是在经济型服务理念上的发展
u 是以顾客为中心的服务观
u 即把服务看成是奉献与获取经济利益的统一

u 汽车维修企业服务
u 既要最大限度满足顾客需要
u 又要最大限度提高汽车维修企业经济效益
u 提高经济效益是汽车维修企业服务的原动力，是汽车维修企业全部活动的最高目标

u 现在顾客成为汽车维修企业利润之源
u 汽车维修企业
u 只有通过产品和服务更好地满足了顾客需要
u 才能提高经济效益。
修正服务缺陷策略
u 汽车维修企业能够提供稳定、高水平、高质量的服务，就意味着充足的客户和良好的市场占有率，其有效途径之一是修正服务缺陷

u 服务缺陷是指汽车维修企业由于服务员工的素质缺陷所造成的服务失误及服务体制存在的缺陷。
u 要修正服务缺陷及服务体制存在的缺陷。据国内外提供优质服务成功汽车维修企业的经验发现和修正服务缺陷的有效方法有：
第一
制定明确具体的服务标准
u 这是识别服务缺陷的重要依据。
u 通过制定明确具体的服务标准，可以消除顾客的“模糊预期”，使服务具有可衡量性。
u 如果达不到标准，汽车维修企业可以迅速从中发现服务缺陷。
第二
引导顾客投诉
u 顾客投诉是汽车维修企业发现服务缺陷的又一个重要依据。
u 汽车维修企业可以通过建立不满意顾客投诉表来完成

u 此表是汽车维修企业内部用以记录服务缺陷的表格
u 它可以使汽车维修企业从服务缺陷中获得学习的良机，确保顾客投诉能得到合理的解决。

u 然而据统计在现实中
u 不满意顾客只有5％左右的人投诉
u 95％的顾客之所以不投诉，主要是因为不知道怎样投诉和向谁投诉

u 为此服务部门应当
u 设计方便顾客投诉的程序，并在顾客中进行宣传和讲解，鼓励顾客投诉
第三
实施服务恢复是发现服务缺陷的目的
u 实施服务恢复就是对服务缺陷进行弥补和修正，善待顾客抱怨，解决顾客后顾之忧，使顾客由不满意变为满意。

u 一是在服务员工中广泛进行服务恢复理念的教育，使员工理解服务恢复对提高服务满意度，加强同顾客关系的意义，使员工注意倾听顾客意见，确保服务恢复战略得以有效执行。

u 二是使员工满意，因为员工满意是顾客满意的前提。
u 有研究表明：
u 凡是使员工满意，员工就关心顾客，顾客问题就容易得到圆满解决；反之，员工就对顾客漠不关心。

u 因此
u 汽车维修企业要建立激励机制,对提供优质服务的员工进行奖励,对一线服务员工进行系统的培训,使其掌握服务顾客的知识与技能

u 福特汽车公司就设立了服务员工培训中心,新员工在参加工作前，要在这里接受6周系统的服务培训，以确保员工对顾客的满意服务。
第四
利用技术支持，这是当今发现并修正服务缺陷的重要手段。
u 目前在国外汽车维修企业中通过设立免费电话中心处理与顾客关系日益成为一种趋势。

u 美国一些汽车维修公司建立了“顾客电话答复中心系统”，一年365天，每天24小时回答顾客问题，许多汽车维修公司还利用国际互联网推行服务恢复战略。
提供超值服务策略
u 超值服务是指超出产品本身的价值，超出服务本身的价值、超出顾客期望值、超越常规的服务，在企业向顾客奉献爱心、诚心、耐心的基础上，与用户建立起全新的亲情关系，以此留住、吸引和发展顾客群。

u 超值服务成为近年来很多汽车维修企业非常时新的做法。
u 超值服务主要包括：
超越物质产品的价值
u 这是促使顾客购买产品的服务,是最基本的超值服务
u 如买一送一,如在销售电脑时，必须同时配备这样的最基本的服务，免费提供优质的电脑培训、上门安装、产品广告、送货上门、设立咨询机构等。
超出服务本身的价值
u 这是顾客购买了产品或服务以后的服务
u 如免费检测维护，配件包退包换，无偿提供咨询，回访顾客等。

u 类似这样的服务活动，其价值超出了服务本身原有意义上的销售商品、配套服务的范围，从而创立了新型的营销文化，树立了良好的汽车维修企业信雀和形象。
超越顾客心理期望值
u 这是高层次的超值服务，从而使顾客满意度达到极限。
u 使每一位顾客在得到物质享受的同时，还能得到精神的享受，感受到汽车维修企业的精神魅力和诚心、敬业的品格及有远见的行为，使其经常获得意外的惊喜，得到的服务超过他的期望值
超越时间界限
u 不受时间限制，一天24小时随时可以为顾客排忧解难。
超越部门限制
u 实行全员服务，要求汽车维修企业各个部门所有成员都动员起来投放到超值服务链上
实施服务创新策略
u 服务创新策略就是要突破原有的服务方式
u 在当代，产品的内涵在增加，原来属于服务的部分被产品吸收，成为核心产品的一部分，不再属于服务，不再是附加利益，只有创新的部分才是服务

u 汽车维修企业不在服务上创新，就没有服务水平的提高。
u 现在市场竞争力越来越取决于服务创新。
u 如何实施服务创新策略，主要有以下几点要素：
1.
以产品质量为中心与以顾客为中心结合起来。
u 汽车维修企业要提高产品质量(即维修质量)，因为产品质量是汽车维修企业开展竞争的基础
u 但在市场经济条件下，产品在技术上、价格、质量方面的差距越来越小

u 具有决定性意义并使汽车维修企业获得竞争力的是汽车维修企业对顾客的服务。
u 为此汽车维修企业更要对以顾客为中心进行创新，把注意力集中到对顾客期望的把握上

u 比如丰田公司从买车到开车过程中，充分了解顾客对服务的期望，为潜在顾客群争取优厚的贷款与保险条件，为购车者提供免费检查服务。
u 由于采用这一营销策略，丰田成为最畅销的汽车品牌
2.一视同仁与区别对待结合起来
u 一视同仁指不论顾客是准都同样热情对待
u 即不论顾客的身份、衣着、维修车辆的档次都同样热情对待
u 区别策略，在一视同仁的同时，还应当对消费者的个别合理需要进行更有针对性的区别服务
3.
硬件服务与软件服务相结合
u 硬件服务是充分利用现代化设施为顾客服务。
u 如许多汽车维修企业都为车主配备了宽敞舒适的接待厅或休息室，安装了电视或电脑，准备各种报刊，供车主等候时消遣或休息。
u 但仅仅做到这一点还很不够

u 软件服务策略认为，现代化的服务设施是服务的中心环节，但要与热情周到的服务态度相匹配。
u 在硬件大体相同的情况下，靠软件服务取胜，软件服务构成汽车维修企业文化的重要内涵。
4.
售前、售中、售后是服务的三个环节，都必须重视，汽车维修企业要根据内外情况做出决定。

u 售前服务本着参与化的原则，通过感情交流与沟通，了解用户的潜在需求；
u 售中服务本着方便化的原则，通过全方位咨询引导，提供符合顾客期望的维修服务；
u 售后服务则本着及时化的原则，通过星级服务消除用户的一切烦恼，并通过用户回访不断征求意见。
5.有求必应与主动服务结合起来。
u 有求必应是被动适应顾客需求，如今汽车维修企业要在竞争中取胜，仅仅有求必应是不够的，而应当由被动适应变为主动关心，主动探求顾客期望。
6.
无条件服务顾客宗旨与合理约束顾客期望结合起来
u 无条件服务顾客是达到一流服务水平的基本原则，但必须灵活，合理约束顾客期望常常是必要的。

u 因为顾客对服务评价易受其先入为主期望的影响，广告、业务员要严格控制对顾客的承诺，而在实际提供服务时尽可能超出顾客期望，顾客才会满意。
谢谢

Auto maintenance enterprises

Service competition strategy
LiDongJiang

u now compete in service industries has been booming.
u many car maintenance operator in the fierce competition in the market, also began to fumble regard customer as the centre, raises the service level, service competition strategy, in order to adapt to the brutal competition in the market.
u but many automobile maintenance service level and the concept of the enterprise or stay in low-level level, lack of the study and implementation of system.

u with the socialist market economy, to establish and perfect the implementation of buyer's market, especially after China's entry into WTO, car maintenance service for enterprise puts forward a higher demand
u determines that China automobile maintenance enterprises in the fierce competition is fierce, service in the survival and development of the market.

In the new century u any car maintenance enterprises in quality, technology, price significantly more than other competitors will become very difficult
u so service competition strategy for enterprise survival and development has a decisive significance
u predictable: in the near future, service competition will become automobile maintenance, that is the main focus of competition between enterprises.
To change the service idea strategy
What kind of u service idea guidance for automobile maintenance service activities, the company can gain a competitive advantage is the key
u service concept is engaged in service activities, leading people to reflect the ideology, the rational knowledge service activities.
u automobile maintenance. The enterprise must change the traditional service concept, establish modern services.

u here between the traditional necessary service idea and modern service concept.
Pure dedication service concept
This is u before reform and opening up, the buyer's market in the planned economy conditions, due to low level of productivity, commodity long-term demand, vehicle maintenance and repair the car very single enterprise, and almost all customer is door, oneself have no work, then any service, service quality, the vehicle maintenance without any business activity

u so vehicle maintenance enterprises
The service u only belongs to the business ethics and spiritual civilization
u as automobile repair enterprises to a free society
u is redundant cost
To improve service u lack of intrinsic motivation

u and vehicle maintenance enterprises
u despise service, or the service as a political task
With the movement u inspection, the comparison to push hard
u obviously this service concept does not conform to the rules of market economy operation.
Economical service concept
With the development of productive forces, u gradually prosperous commodity market demand, gradually ease tension, some goods begin to enter the market.
u this vehicle maintenance enterprises to expand business focus is increasing channel, customer group, improving enterprise profitability.

u then service level of vehicle maintenance and economic benefits of the enterprise marketing activities
u become automobile repair and the size of the competitiveness of enterprises is an important factor

u so many automobile maintenance service into the business enterprise began to increase economic benefits, from the Angle of catch service
u but this service concept to improve automobile repair the enterprise economic benefit as the top car maintenance, is the only goal, the enterprise customer service, customer satisfaction as a minor, is to improve the efficiency of the method

u cannot understand "service to customer's vehicle maintenance of enterprise profit, the connotation of" only source of market economy condition without the services have been studied
u therefore this service is very limited, the customer may not become automobile maintenance enterprise real "god", service could not reach the best, and also restricts the development of enterprise's car maintenance.
Modern service concept
u is in the development of economy in service
u customer center services
u namely service as a dedication and obtain the economic benefits

u automobile maintenance service
u to satisfy customer needs
u and to maximize the automobile maintenance enterprise economic benefits
u improve economic benefit is the driving force of the automobile maintenance service, car maintenance is the highest aim of all enterprises

u now customers become the source of enterprise profit car maintenance
u automobile maintenance enterprises
u only through the products and services to better meet the needs of customers
u can improve economic efficiency.
Fixed service defect strategy
u automobile maintenance enterprises to provide stability, high level and high quality service, means enough customers and good market share, the effective way of service is fixed

u service defect means vehicle maintenance service enterprise staff's quality defects due to failure caused by defects and service system.
u to fixed service defects and the service system. According to provide quality service and maintenance of the automobile business success and fixed service experience of the effective methods are:
First,
Formulate specific service standards
This is the service u important basis of defects.
u through specific service standards, can eliminate the customer expectations, "fuzzy" service is measurable.
u if can not reach the standard, automobile maintenance enterprises can quickly find service defects.
The second
Lead customers complaints
u customer complaint is that car maintenance service enterprises is an important basis of defects.
u automobile maintenance enterprises may not satisfied customer complaints by establishing table to finish

This table is u car maintenance services to record internal defects of form
u it can make the enterprise from the vehicle maintenance service learning opportunities in the defects, ensure customer complaints can get reasonable solution.

u however according to the statistics in reality
u dissatisfied customers only 5% of complaints
u 95% of customer complaints, mainly because the don't complain and does not know how to who complain

This service department shall u
u convenient customer complaints of design procedure, and in the customer of publicity and interpretation, encourage customer complaints
The third
Implementation of service recovery is found service purpose of defects
u implementation service recovery is to make amends and correction of defects in service to customer complaints, and to solve customer, make customer satisfied by not satisfied into.

u in service staff is a widely for education concept, service recovery make staff to improve understanding of service recovery, strengthen with customer service satisfaction, employee relations of significance to listen to the customer opinion, to ensure effective implementation service recovery strategy.

u is employee satisfaction, employee satisfaction is customer satisfaction for the premise.
u study showed that:
u who make employee satisfaction, employee concern customer, customer problems easily get settled satisfactorily, Instead, employees to customers with indifference.

u accordingly
u automobile maintenance enterprises to establish incentive mechanism, to provide quality service to the employees of a service staff training, make its mastery of customer service knowledge and skills

Ford motor company was established u service staff training center, new employees to work in, in six weeks of training service system, to ensure the staff to the customer's satisfaction.
The fourth
Using the technology support, this is found and corrected an important means of service defects.
u currently in foreign automobile repair enterprises through the establishment of free call center processing and customer relationship has increasingly become a trend.

u some American automobile repair company established a "customer telephone center system", 365 days, answer customers 24 hours a day, many car maintenance company also use the Internet service recovery strategy implementation.
Provide value-added services strategy
u supervalve service is the value of the product itself to exceed the value of itself, service customer expectations, and beyond the routine service, beyond the enterprise to customers love, sincerity, patience, and based on the established new user affection to retain, attracting, developing and customers.

u supervalve service in recent years many automobile maintenance became very new. Enterprise
u overbalance services include:
Beyond the value of material goods
This is u leads to customer to purchase products services, is the most basic overbalance services
u if buy a send a, such as computer, must be in sales and equipped with the most basic services that provide high-quality, free of computer training, on-site, product advertising, door-to-door, consultancy, etc.
Beyond the value of services
This is u customer purchase a product or service after service
u as free testing and maintenance, fittings, baotuibaohuan provided free consultation, return customers, etc.

u such service activities, and its value beyond the original meaning of the sale of goods and service range, which created new marketing culture, establish a good car maintenance enterprise faith and image.
Exceed customer expectations psychology
This is u high value-added services, thereby to customer satisfaction.
u make each customer in material comforts, also can get mental enjoyment, car maintenance enterprise spirit of sincerity, dedication and charm of personality and farsighted behavior, which often get surprise, serving more than he bargained for
Beyond the time limits
u no time limitation, 24 hours a day for the customer can troubleshoot.
Beyond the department
u adopt service, car maintenance enterprise departments all members mobilization to value chain
Implementation of service innovation strategy
u service innovation strategy is to break the original service manner
u in contemporary China, the content of the products, belong to increase in part of the service by product absorption, become the core part of the product, no longer belong to the service, is no longer a fringe benefit, only innovation is service

u automobile maintenance service innovation, the enterprise is not to raise the level of service.
u now market competitiveness increasingly depends on service innovation.
u how to implement the service innovation strategy, basically have