Car companies spend money to buy high score car survey data

This is a very good time. Again, this is a very bad time. "Good" is good enough to buy almost any car you want to buy. "Bad" is bad if you don't know who to trust, and you don't know which car has the most reliable quality, best service, and highest quality. The reason is simple. China lacks a convincing consumer report, even the famous J. D. POWER, which came to China, also began to degenerate, becoming less authoritative. As for the investigation reports issued by auto companies themselves, they need not go beyond words.

Dealers Openly Ask for High Score Cases: Ms. Wang had purchased a car for nearly a year. During the year, the car brought great convenience to the family, but the dealer had two calls and she was very surprised. The first time she got the car the next day, the dealer's salesperson telephoned her and the manufacturer would call back. I hope she can keep her hands and all the items are given. If this is done, Ms. Wang will be able to enjoy the service fee after the vehicle is brought to the store and receive a small gift. The second time was the second day after she completed the first insurance. This time it was the phone number given to her by the after-sales manager. It also required her to give a perfect score when the factory returned....

Investigation: In fact, Ms. Wang experienced a few owners. Before and after the investigation, more than 20 car owners were investigated and more than 15 received similar phone calls. Faced with the dealer's "critical", most of them choose to "submit" because they do not want to bring unnecessary trouble to the future car maintenance. The reporter interviewed several large-scale 4S stores in Guangzhou on this matter, and the person in charge admitted that he did have this problem, but at the same time, he was also bitter: “There is no reward for the high points, and there are penalties for the low points”. The general manager of a dealer in Guangzhou told the Times reporter that sales customer satisfaction (SSI) scored 1,000 points. Last year, they scored 970 points, but the national ranking was already 30, so the factory was fined.

Analysis: The return visit to the owner, based on feedback and make up for deficiencies - the original intention of car companies is undoubtedly good. However, the specific implementation has changed, but it also confirms the ancient Chinese saying, "There are policies, there are countermeasures." Under the dealer's "report", car companies get figures that are undoubtedly beautiful, "customer satisfaction is 100%," and other highly motivated slogans have been concocted out to deceive new consumers.

Extension: Salespersons are not blindly "critical". If they fail to do so, they will generally switch to "begging" and beg them to seek mercy from the owners. If the beggars do not work, they will change to "passing the sky" and deliberately put the last digits of the owner's phone number. Wrong or write directly to your friend's phone instead.

Car companies to spend money to buy high scores Case: At the end of last year, the owner of Mr. Wu received a call, the other party that the identity is J. D. POWER investigates the company and gives him time to do an interview. Mr. Wu believed the letter and sent the phone to the dealer. The dealer answered promptly and simply, asking him to give full marks as much as possible, but he must also give high scores if he can't. He cannot mention enough, and he can't even mention vehicles. If this is done, the car company will provide a fine 3,000 yuan gift package, which can be used to redeem car supplies, and can also be used to offset maintenance costs...

Investigation: Mr. Wu obtained the "J. D. POWER gift package." In China, there are not a few people who get. Among the more than 20 car owners interviewed by the reporter, two of them got this gift package. Another Mr. Huang’s gift package was even higher, at 5,000 yuan, because his car price was even higher. A car company public relations official told reporters that this has long been a hidden rule in the industry, J. D. POWER is currently the most reliable survey report, "Spend some money to buy high scores, value!"

Analysis: It is understood that J. D. POWER has been in China for years, but the automobile is its most important area of ​​investigation. This is the same as the United States. The Chinese people are j. D. The POWER approval is not high. The problem lies in "no tigers in the mountains, monkeys call them kings", J. D. The POWER report in China is far from being comprehensive, objective, and fair in the United States. However, foreign monks are chanting the Scriptures. Compared with the consumer reports launched by relevant domestic institutions and survey companies, POWER has much higher credibility.

Root cause: Shepherd's end-to-end service concept Why does the distributor lack confidence? Why do you have to score high by all means? I am afraid that the reasons appear in the service concept. The reporter has repeatedly participated in the after-sales skill contest organized by the car enterprises. In the contest, the salesman will hold the customer on the sky: the customer arrives and needs to go out to meet; the customer sits down and wants to pour the tea; when the customer needs to wait, the first A brief introduction of the service facilities in the rest area; the customer just stood up and immediately went forward and asked if there was any need to help...

At first glance, there seems to be nothing wrong with it, but in fact, there are many things that are wrong. The reporter is also a car owner. He hopes that the 4S shop will be able to repair and maintain the car quickly, well and well. As for whether or not the lounge area is luxurious or not, whether the staff members can pour water or not is all secondary. In this interview, a number of owners told reporters that they were very patient with the staff's "over-zealous enthusiasm." They even hoped that there would be no harassment.

Now the dealer service has entered a misunderstanding. It is not clear what the consumer needs in the end. "If the dealer can lower the cost of maintenance, let me wait on the road, I am willing to." A car owner told reporters.

Believe it or not, I don't believe it anyway!

If you are the prospective owner, please do not trust any consumer reports because they all contain moisture or have deteriorated, whether these figures are from neutral institutions, media, or car companies. Who should believe? It is recommended to listen to the recommendations of friends around you, especially those who are familiar with the old drivers of the car. The vehicles they approve will usually pass their verification and will not be worse.

Finally, to remind you that in recent days, car companies have started a new round of celebrity endorsements, such as Li Na endorsement Mercedes-Benz, Jiang Wen hand in hand with the new Passat, even if you are fans of these stars, do not believe they like it, only to endorsement, They and the car companies are all signing contracts for money. The cars they drive daily may be Ferrari or Porsche.