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Service brand visual system to make the service more intuitive
Dongfeng Cummins Engine Co., Ltd. took the lead in launching the service brand “Expert Services, Run the World†in the domestic engine industry. For the first time, it used a complete set of brand VI system to fully demonstrate its service commitment to users. The main image of this VI system is a silver-white cartoon character with a metallic sense. The right hand holds a spanner, and the left hand waves forward. It represents the professional, timely and sincere image of Dongfeng Cummins. The blue sky and white clouds behind the cartoon characters. Symbolizes the service of Dongfeng Cummins' “Going to the Worldâ€, and the surrounding is the main color of Cummins LOGO. According to Dongfeng Cummins Marketing Co., the branding work of uniform service staffing and uniform service site exterior wall decoration extended from the original VI system of this VI and Cummins will be gradually launched to provide users with an easy identification. Good memory service brand image.
Service upgrade, more dense network
It is worth noting that the proposal of the subject language “Expert Services, Run the World†is closely related to the upgrading of engine technology. Li Lei, deputy general manager of Dongfeng Cummins Marketing Co., Ltd., said: “Expert Services†means that Dongfeng Cummins’ overall service management, service technicians, and service equipment tools should be maintained at a highly professional level. With the implementation of the National 3rd and 4th national emission standards, electronically controlled engines have become the mainstream in the market, and service and maintenance are no longer the protagonists of the past. Instead, they rely more on modern professional maintenance diagnostic equipment and tools. The overall quality of engineers also put forward higher requirements.†In order to meet the standards of expert services, Dongfeng Cummins has conducted high-frequency training on a wide range of scales so that the service personnel’s professional knowledge and service skills have been continuously improved to a higher level. At the same time, it is supplemented by the “service contest†and through skills competition, it forms a great environment for encouraging talents and promoting exchanges. On the other hand, Cummins global maintenance database and its advanced diagnostic equipment also provide strong support for expert services. : Globally-connected service database stores Cummins engine fault and maintenance records in various operating conditions around the world. Diagnostic equipment has also been verified by various markets in Europe and America. It can quickly determine the cause of the fault and give advice on its resolution. Improve service efficiency and shorten the waiting time for users .
With expert-level services, it is also necessary to provide such services in time to the users who need them. This is what makes the world run smoothly. For drivers and vehicles that travel all the year round, faults often occur during operation and require prompt response. This places demands on service networks and spare parts. At present, Dongfeng Cummins has more than 1,000 service providers across the country, and has set up pre-repository libraries in many regions so that spare parts can be quickly provided to peripheral service providers when needed. The high-density service network not only satisfies the mass market such as trucks and buses, but also extends to the remote construction site where the engine of the construction machinery is located.
Process reorganization endorsement service branding
To provide strong endorsement for Dongfeng Cummins' service branding is Dongfeng Cummins' customer-centric business process system and resource guarantee system. The customer-centric business process system includes two aspects: The first is a more flexible after-sales service policy. For some special cases of construction machinery users, some of the faults can be repaired first, and then the responsibilities can be negotiated to save user time and reduce users. Loss caused by shutdown. Followed by the "accessibility communication mechanism", special circumstances, the next-line market and service personnel can directly through the company's market, report the situation, coordinate resources, provide customized services to customers. The combing of customer-centric business processes will inevitably require the reconfiguration of company resources. Starting from the beginning of 2009, Dongfeng Cummins has set up a commercial office in the national regional market, and the right to allocate resources has moved forward, and has quickly responded to user requests. At the same time, the entire service work system fully utilizes information technologies such as CRM, global service database, and remote electronic diagnosis to improve work efficiency and quality. What customers see is "expert services, running the world," and hidden behind this is an efficient and powerful back-end support system.
Service branding has become a trend. For the engine industry, there are two reasons for this trend: First, the role of end-user opinions in the engine procurement of OEMs is increasingly important. In the past, engine manufacturers only needed to influence the entire industry. A few direct customers, such as car manufacturers, now need to be endorsed by the end user. Service is an important occasion for end users to contact with engine manufacturers after sales behavior. At the same time, service branding is not unrelated to the competition among various engine manufacturers. : Past product competition has developed into a comprehensive customer experience competition. The customer service experience is one of the key factors for secondary sales. Industry observers believe that the service branding proposed by Dongfeng Cummins seeks to optimize the user experience from the purchase to the end of product use through better after-sales services. This not only played a guiding role in engine industry service standards upgrade, but also marked an important change in the development model of Dongfeng Cummins: from a production-oriented manufacturing company to a brand-oriented marketing company that focuses on user experience.