Car sales satisfaction survey: Guangzhou ranks behind Dongguan

It took two months for the Nanchang Guangshen Dongguan Auto Satisfaction Survey to be announced this week. We have learned the most important aspects of the 4S shop service, sales and after-sales, to measure the quality of its service. In sales, we took the form of “Mystery Customer Survey” and more than 10 Nandu auto reporters went to the auto markets of Guangzhou, Shenzhen, and Dongguan to experience more than a hundred 4S as customers. Store pre-sales service. The results of the sales satisfaction between the joint venture and the autonomy of the survey showed that the overall sales service level was higher, with an average score of 86.38 points, the highest in Dongguan (89.09), and the highest in Guangzhou (86.79). Shenzhen did not achieve an average score of 83.04. Despite the number of new cars on sale in Shenzhen exceeded 160,000 units in 2011, Shenzhen is ranked first in the auto market in the province. Statistical analysis shows that the level of sales service in the Shenzhen auto industry is mainly due to its customer reception, product introduction, and showroom environment. In the other three evaluations, the score came later. On the contrary, in Dongguan, competition was fierce and its sales satisfaction was affirmed.

One of the reasons why many people choose a luxury brand is a good experience in sales. The results of sales satisfaction in this survey support this point. From the point of view of total score, the value of luxury brands (90.42 points) is significantly higher than that of joint venture brands (85.23 points) and independent brands (85.26 points). However, with the development of self-owned brands for many years, the standards of self-owned brands in the sales process have improved, and the gap between self-owned brands and joint venture brands in this area is no longer obvious, and even surpassed joint venture brands in certain items. Our survey shows that in terms of total scores and customer reception, the self-owned brands are slightly better than the joint venture brands.

The joint venture brand has the lowest level of sales satisfaction. For this reason, the huge impulse of the joint venture brand in Sun Shiqing’s phrase, the auto industry analyst, forced them to open a price tag, causing many joint venture brand 4S stores to lose money in sales, and thus to sales. The importance of the links has also declined, directly affecting the scores of their sales satisfaction."

Service details determine the success or failure This sales satisfaction survey has five factors, namely, customer reception, product introduction, exhibition staff, exhibition hall environment, etc., and the above five key indicators are divided into up to 55 sub-divisions to measure customers. Satisfaction of new car purchase experience in the above three PRD cities. SSI (Satisfaction Satisfaction) out of 100 points, the higher the index score, that represents the vendor's sales service level is better. In the end, Nandu Automotive Research Institute obtained 25 SSI scores for survey brands based on an objective, true, and neutral analysis of the collected data.

The three Pearl River Delta cities we selected for Guangzhou, Shenzhen, and Dongguan are also quite representative. For many years, the number of new cars on passenger cars has been ranked in the top three. The 25 mainstream car brands are also relatively high market share brands. Many car brands have always attached great importance to the experience of customers in sales, whether it is luxury brands such as Mercedes Benz, BMW, Audi, or joint venture brands such as FAW Toyota, Dongfeng Honda, Dongfeng Yueda Kia, etc. Each year, sales skills are held. Contest and award the best sales award for authorized dealers and other corresponding awards. However, our investigation also found that although there are several detailed items for car dealers to regulate the distributors' sales services, the most critical one is implementation and there is still much room for improvement. For example, in the sales reception section, the “responsible salesperson takes the initiative to introduce himself” as a subitem, the luxury brand and the joint venture brand have not reached a score of 60 points, and the self-owned brand is slightly higher (72.22 points). Apart from introducing product knowledge, sales links In addition, there is no excessive skill content, the key is whether the implementation of the 4S store pays attention to the details "details determine the success or failure."