Dongfeng Cummins: Service Branding, New Channels
How to communicate with end-users as an intermediate product for auto parts? Apart from advertising, service stations are an important platform. Users experience a clean and tidy environment at the service station, experience professional and prompt services, and will greatly increase their feelings and loyalty to the brand. Starting from November 2010, the driver of the Dongfeng Cummins Engine will go to the service station and will see the new service station one after another. This is the image of service stations that Dongfeng Cummins Engine Co., Ltd. is carrying out in more than 1,000 authorized service stations in China. Improve the project.
“The service station image promotion project is a systematic project that Dongfeng Cummins has set out from the point of view of improving the driver user experience and improving customer satisfaction.†Li Lei, deputy general manager of Dongfeng Cummins Marketing Co., Ltd., said that this project is also 2010. Expert service, making the world go "An important part of the Dongfeng Cummins service brand building. It is understood that the project being promoted includes the following four major contents:
The first is to uniformly replace the new service station store logo with the circular icon of Dongfeng Cummins' “Expert Service Run the World†as the guide for the door and the roadside. The robot in the image reaches out and gestures as if it is a driver who welcomes you from afar. . Coupled with the eye-catching "Dongfeng Cummins authorized service provider" in white, the driver can quickly recognize the service station even if it is far away. The uniform and eye-catching store sign also bears the role of distinguishing between the authorized service and other roadside maintenance points, reminding the driver to accept the service from the regular service provider so as to maintain and ensure the interests of the driver.
While the service station is changing to the new store mark, the service engineers at the service station will also welcome the driver user with a brand-new image: In the past, service engineers often did not attach importance to the image while working, and situations in which clothes were not uniform and unclean appeared from time to time. This time, the Dongfeng Cummins service center engineered a four-year workwear for spring, summer, autumn and winter seasons and clearly stipulated the dress requirements. On the one hand, the driver who came to be repaired felt professional and rest assured; on the other hand, a uniform and clean dress code. It also helped service engineers establish a collective sense of honor and belonging, motivating them to serve drivers in a more focused and professional manner.
In addition to unified store labels and clothing, Dongfeng Cummins started with details and came up with multiple ideas to strengthen the marketing and service functions of the service stations. For example, every driver who comes in for maintenance can receive a comic cartoon style. The produced driver's manual, including the engine maintenance knowledge, driving precautions, tips, etc., in a novel and lively way to enhance the driver's engine maintenance level, to avoid unnecessary maintenance caused by improper use and maintenance, ensure that Customer benefits. The newly-produced maps and contact details of the newly-developed large-scale nationwide service stores show the driver's panorama of a dense and well-designed service shop in front of the driver, making it easy for Mercedes-Benz truck drivers across the country to quickly learn the location of Dongfeng Cummins Service Station and obtain professional and efficient services as soon as possible. Service.
If the service station's “change of appearance and appearance†reflects Dongfeng Cummins’ increasing investment in service channels from the hardware, then more initiatives to enhance service specialization are reflected in the “silent†software capacity building. In particular, the continuous improvement and assessment of service engineers’ technical capabilities. In September 2010, the "big contest" of Dongfeng Cummins Service Engineer lasted for two months. The Dongfeng Cummins National Service Engineer System improved the capabilities of service engineers by focusing on training, examinations, exchanges, and evaluation programs. Electronically controlled engine maintenance service capabilities. Through the sharing of technical capabilities from the inside out, the transfer of professional and efficient services to the drivers truly reflects the quality of the Dongfeng Cummins service brand. It is also the practice of the core concept of “Expert Service, Run the Worldâ€. At the same time, Dongfeng Cummins has also started a collection and sharing system of internal service cases so that the experience of one-to-one service can be quickly shared within the Dongfeng Cummins service system to improve system service capabilities to ensure that users receive the most professional and prompt service. service.
According to Ma Xiaofeng, service manager of Dongfeng Cummins Marketing Co., Ltd., the service station image and technical capabilities under the branding of “Expert Services, Smooth World†service are key strategic tasks for Dongfeng Cummins this year and next year, due to the number of service stations involved. With a large geographic area, this work will be gradually carried out. According to surveys of service stations users who have completed their image updates, drivers generally reflected that the Dongfeng Cummins service station now gives them a brighter feeling, and comfort and service satisfaction have also greatly improved. In addition to the improvement in customer satisfaction, the core competitiveness of Dongfeng Cummins Service Channels is also expected to increase substantially. This will also inspire service providers to achieve closer cooperation with Dongfeng Cummins.
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