Sales exceeds quality Chinese car consumers are ignored

In the market economy environment, the rise of consumer power is an indisputable fact. One of the prerequisites for industrial progress is that consumers' voices are transmitted and listened to, which in turn translates into the decision-making basis for product development, quality improvement, and service improvement. The voice of a single consumer may be weak, but thousands of consumer groups can form a loud appeal, prompting manufacturers to continue to innovate and improve.

In the automotive industry chain in China, consumers are still a group that has not been given sufficient attention. At present, sales volume is the most important issue for most manufacturers, but at the same time, sales orders are greatly increased, and quality, sales, and after-sales services are often out of touch, causing service problems and affecting consumers' experience. Due to the maturity of the market, the relationship between the vehicle manufacturers in China and consumers is not harmonious at this stage. The contradiction between the two has erupted.

China's 70-80% of car consumers are the first to buy a car. The experience of new car owners determines their impressions and reputation for the manufacturers of car brands and distributors, as well as the decision they make when purchasing the next car.

With the release of consumer power in the Chinese automotive market, consumers should be placed in the right place. Therefore, as an important channel to reflect the voice of consumers, consumer satisfaction will become more and more important. Consumer research is like a doctor who auscultates the doctors, takes the pulse of the automobile industry, finds out the general appearance and health characteristics of the industry, and then diagnoses each individual’s health status. At the same time, the results of the research are also used by consumers: the experience and opinions of existing owners can be used as reference for other consumers who want to buy a car, and play a role in word-of-mouth and enlarge their propaganda effect. This will more urge manufacturers to give full attention to consumer feedback. In this way, consumer research has played a role as a booster for the progress of the industry.

The third party focuses on the basics of consumer research and truly reflects the voice of consumers. To do this, the research process must be independent and third-party, and the research results must also maintain independence and neutrality. It is entirely based on consumer feedback and consumer research to measure the various components of the consumer experience and define the industry’s Benchmarks, evaluate the relative weaknesses of various vendors, and propose improved key performance indicators. Extensive consumer research has made manufacturers realize that satisfying the owner is a long-term and continuous investment, and it runs through all links from design, production, quality control, sales to after-sales service.

The process of consumer research seems mysterious, but in reality it is very easy to understand. Reflecting the whole as a representative part is the basic principle of consumer research. Statistics is the basic theory of consumer research. The process of consumer research is generally divided into several steps: questionnaire design, sampling, data collection, data analysis, and report generation.

The foothold of consumer research is to truly reflect the voice of consumers. To do this, the research process must be independent and third-party, and the research results must also be independent and neutral, based entirely on consumer feedback. Cannot contain opinions of any company or research institution itself. Therefore, during the research process, strict quality control measures must be set up for data collection and analysis to avoid artificial or other causes of contamination or distortion of data results.

There are several key criteria for measuring the reliability of data. Random sampling: The sampling is used in a random manner within the scope of the sample's requirements to ensure that the mother's condition is fully represented in the population statistics and related standards. Sample standard: Compare all vehicle owners, distributors, products, and brands on the same platform. Standards are set in advance based on the purpose of the study; sample size: the total sample size of each brand needs to be guaranteed; sample review: In order to ensure that everyone compares on the same platform, consumer research has strict requirements on the sample, ensuring that Sex. All valid samples have been verified, confirmed and reviewed by third parties.

In short, only the effective avoidance of any external factors affecting the selection results guarantees a true reflection of the consumer's experience and feedback.

Satisfaction or score As long as the manufacturers and distributors are concentric and down-to-earth, real and consistent efforts are paid, their results will be reflected in the satisfaction survey. The so-called "managing your store, not scores," is the reason that in a mature market, the face of consumer satisfaction reports, the focus is on how to achieve customer satisfaction, rather than to promote the results of the score. A good consumer research report should only focus on this topic. Among them, the following sections require special attention.

Satisfaction drivers: What market and consumer changes have caused satisfaction? In general, satisfaction is equal to the actual performance of the product or service minus the consumer's expectations.

Advanced Practices for High Satisfaction Brands: If certain brands are more prominent in the industry, it is worth noting that in what areas they perform better than other brands. Consumer research needs to promote industry best practices rather than the outcome itself.

The Critical-To-Quality of Actual Quality of Service Affecting Customer Satisfaction: Which are the factors that consumers prioritize? What are the key inputs for improving customer satisfaction? In addition to identifying proven drivers of satisfaction, a high-quality research report also requires the definition of key performance indicators (KPIs) to refine and quantify the standards achieved. For example, one of the KPIs for after-sales service satisfaction (CSI) is to contact the customer within 3 days of service to ensure that everything is satisfied. Having specific quantitative indicators can better guide manufacturers to optimize service standards and processes.

Practice has proved that as long as manufacturers and distributors are concentric and conscientious, consistent and consistent efforts are made, their effectiveness will be reflected in the satisfaction survey. The so-called "management of your store, not a score" is the reason.