Before the process of thinking: Interpretation of Dongfeng Cummins Terminal Services

A company that focuses on the manufacturing and production of automotive core parts and components, how to deal with end-user services such as drivers and drivers, and how to practice the flexibility of dealing with people? This issue is becoming more and more important for end users. Today, mass media is becoming more and more popular. It becomes increasingly urgent for manufacturers. The answer to this question from Dongfeng Cummins Engine Company, a mainstream diesel engine manufacturer in the country, is to constantly optimize service processes and innovate service value with “user demand” as the core. Not only use high-quality products, but also use high-quality services to retain users.

As a joint venture of a global brand in China, Dongfeng Cummins's terminal services in the past have been accompanied by a clear foreign company DNA: emphasis on internal processes rather than user experience; accountability for product failures is clear and then handled. Although this model ensures the unity of global service policies and systems, it has affected the service satisfaction of end users somewhat because of “imperfections”. With the rise of local engine brands in the market, end-users have deeper understanding of the engine's brand, and Dongfeng Cummins has also put forward the strategy of “strengthening terminal sales, vehicle manufacturers and end-users to walk on both legs” and transforming the service DNA. The more suitable for the local market and the psychology of the Chinese people, is the proper meaning of terminal marketing.

Dongfeng Cummins service personnel visit end users

“The services that manufacturers understand are usually referred to as “post-sales” and are post-business processes, and improving customer satisfaction requires forward-thinking thinking instead of “post-process.” Li Lei, deputy general manager of Dongfeng Cummins Marketing Co., Ltd., is in Dongfeng. Cummins has nearly 10 years of experience in service management and has served as a service station leader.His many years of experience dealing with ordinary drivers gave him in-depth insight into the user's psychology.He believes that the new idea of ​​service is to stand in the From the user's point of view, the company's business processes are reintegrated, through more rational service station layout and division of labor, more favorable to end-user service policies, faster and more accurate fault diagnosis, more specialized service engineers, and faster spare parts deployment speeds. Provide users with value-added services to improve user satisfaction.

In accordance with the product sales of Dongfeng Cummins now all over the country, Dongfeng Cummins has set up more than 1,000 service stations nationwide, distributed in a radius of a certain number of kilometers, enabling users to find service stations within the fastest time; with the application of Dongfeng Cummins The market has expanded from the predominantly trucks and buses to the construction machinery and generator market. The services have also extended to mines, large-scale engineering sites and other places farther away from the main roads of the city and traffic, and put forward a proposal for large-scale construction machinery. The measures for maintenance and reconsideration shall be followed. At the same time, Dongfeng Cummins also plans to set up service stations according to different types of vehicles and different working conditions. Take dump trucks as an example, due to long-term work on dusty project sites, Engines that are susceptible to work efficiency due to dust require service stations to perform targeted maintenance services and spare parts preparation.

In addition to the rational distribution of service stations based on geography and application areas, the capacity building of service stations has also been highly valued by Dongfeng Cummins. In the view of Dongfeng Cummins, there are two core elements of the service station's capability: the first is the professional maintenance capability, and the second is the ability to create a satisfying, comfortable atmosphere for the customer. For the first item, in addition to regular training, Dongfeng Cummins conducts an annual "service engineer contest" event to use this platform to strengthen technical exchanges and reward outstanding service engineers. While improving its service skills and expertise, This has directly or indirectly led to the satisfaction of the customer by providing service engineers with help in the development of career advancement pathways. For the second item, Dongfeng Cummins conducted a uniform renovation of the service station according to the "Expert Services, Changxingxiaxia" service brand and VI system; the components and parts were clearly marked and the user felt transparent and relaxed. In the past, Dongfeng Cummins had a long spare parts deployment period and a long waiting time for customers. Since the previous year, Dongfeng Cummins has launched a pre-equipment project to increase the number of parts warehouses across the country, shortened maintenance time, and maintained frequent use of spare parts during maintenance. To reduce.

In addition to the above regular content, Dongfeng Cummins has also continued to upgrade its high-tech services with the help of Cummins global advanced technology. For example, in the on-site maintenance process, the service personnel obtained the support of the technical personnel of Dongfeng Cummins headquarters through the telecommunications system, making the maintenance of one person become a number of “expert consultations”, which greatly improved the ability to solve “incurable diseases”. .

“We have done a statistic that many customers who make secondary purchases are brought by good repair services. When the customer is not satisfied, he does not have to say it. He directly chooses other brands.” Li Lei said. In fact, as the cost of acquiring a new customer is getting higher and higher, the brand loyalty asset is indeed worthy of continuous improvement from both product quality and service quality. This is why Dongfeng Cummins insisted on forward-thinking about the so-called "post process".

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