After operation, the market depends on the enterprise's investment and determination. Only when the service expectation of customers is exceeded, can the customer value be maximized.
At present, in the post market of construction machinery in China, most enterprises focus on services in the warranty market. Once the insurance is released, customers will have higher requirements for services, including service prices and service quality, which are still facing considerable challenges. In addition, when the market is good, everyone will sell the complete machine. When the market goes down, if you want to transform to post market services, you will suddenly find that there are not enough resources to invest in services.
To sum up, after the transformation of the enterprise, the market service faces five challenges:
The first is the concept of service. It is difficult to decide whether to invest in cost or profit. Long term free service will make people think that the investment in service is cost.
The second is service resources. The investment of spare parts and human resources will bring a certain investment pressure, and the stability of service personnel also needs to be considered.
The third is the service value. How can agents differentiate (different from backpackers) in their services to obtain premium space.
The fourth is the spare parts supply chain. If the spare parts are provided with warranty service, in many cases, the spare parts rely on the OEMs to provide their own warranty service, a complete spare parts supply chain management is required.
The fifth is the service of the whole life cycle. A complete post market service must focus on customers and provide different services at different stages, which is a great challenge.
It is suggested to address the above challenges from the following aspects:
First, build a service brand based on the post market for the brand side or agent. OEMs attach great importance to service brands. It is also necessary for agents to establish their own service brands. They should have this awareness and determination to make customers realize that providing services can create additional value for them.
Secondly, it is the innovation and reform of the service model. The O2O mode of in-depth service, based on the maintenance characteristics of construction machinery, integrates the industry's maintenance technicians, backpacks, accessory manufacturers, accessory retailers, agents, agent warehouses and other resources to build an O2O maintenance platform. At the same time, the intelligent hardware IOT can be used to collect device details, actively warn, and actively serve.
The third is the service process covering the whole scene and the whole process. Covering delivery service, active service, service warranty, process tracking, service support, service completion, service evaluation and data analysis, to ensure more timely, efficient and high-quality services.
The fourth is the optimization of the supply chain. Once we start to provide customers with a complete spare parts supply chain, the requirements for the entire background management system and digital system are very high.
The fifth is accurate customer operation. With the help of digital means, complete equipment and customer information is recorded to facilitate warranty judgment, repair and delivery processing, customer return visit and active service. At the same time, parts forecasting, spare parts marketing, value-added service sales and secondary sales are conducted based on the inventory, operation time and other information.
The foundation of all above is still data, and the implementation of digitalization cannot be separated from the establishment of the system. To sum up, online, connected and data-driven are the accelerators of post market service transformation.
Ruiyun Service continues to refine the service digital model to make the service more valuable.
Focusing on customers/assets, build an end-to-end digital service system, provide multi-channel, timely, proactive and predictive services, improve customer experience and personnel efficiency, and promote continuous business growth;
Based on mobile, social, IOT and other technologies, realize the connection of devices, customers, customer service and service personnel, closed-loop operation, rapid response and improve customer experience;
Improve service process efficiency and service personnel efficiency through online customer service, automatic business flow, intelligent dispatching, mobile service APP, intelligent suggestions and reminders;
Guide product improvement based on fault data, and promote value-added services/spare parts sales, repurchase/replacement and NPS based on full life cycle services of customers/assets.
As far as the construction machinery industry is concerned, the past growth depends on sales, and the future growth depends on services. It is a major trend to move from passive operation and maintenance to active services.
How can we grow through services? One way is to improve efficiency and value. The so-called connection refers to connecting customer resources, connecting all service resources, and connecting devices. Only after the connection is completed, the customer is your customer resource, and the service is your resource.
To improve efficiency is to improve efficiency through the online operation of all businesses, such as how to shorten the travel time of service personnel, how to collect their service hours, how to check the cycle of spare parts, etc.
Value added refers to how to develop different service products and promote them to different customers, so that the revenue of our entire service is rising.
Referring to the current cooperative enterprises of Ruiyun Service, in terms of customer connectivity, I think that the construction machinery industry should be like the home appliance and automobile industry, and the investigation will find that the post market value of the construction machinery industry is the largest, higher than the home appliance and automobile industry.
