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汽车售后服务的常见软肋
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  汽车商报售后服务调查不仅走访了大量经销商和消费者,同时也对汽车企业的售后体系进了调查。调查过程显示,尽管直接接触消费者的是经销商,但车企的售后服务理念、体系、作为才是决定因素。然而,调查结果显示,中国车企售后服务存在多个软肋。
  售后服务有品牌无认同
  汽车商报2012年末的调查显示,已购车消费者知晓该车企服务品牌的比例仅有14%。
  据调查,2002年上海通用别克品牌推出中国第一服务品牌——“别克关怀”。10年间,其它车企陆续跟进,但包括中国一汽、长安汽车、长安铃木在内的多家企业直到2011之后才推出了自己的服务品牌。
  同时,商报调查显示,已购车消费者认为企业售后服务质量达到服务品牌承诺的仅有30%。业内专家表示,这反映了车企在推出服务品牌之后,没有将打造品牌公信度、知名度和美誉度落到实处。2012年12月20日,北京大学企业文化研究院,服务质量专家潘玉明在中国汽车售后服务大会上说,“推出服务品牌但不充实和维护这个品牌是常见现象。这种现象反映了,企业对售后服务的认识层次仍然较低低。对多数企业来说,售后只是销售的补充、是生产经营活动末端的一环,它没有被上升为企业的核心战略目标”。
  售后部门在企业内部地位偏低
  汽车商报调查显示,超过半数车企售后部门隶属于企业下属销售公司,其负责人多数仅为销售公司部长级别。
  而根据本报记者调查,在不少跨国公司售后服务往往由公司副总裁级别的人员担任。2012年5月,通用汽车从大众汽车挖来马克·巴恩斯,同时负责市场营销和售后服务,巴恩斯在通用即为副总裁级。跨国公司同时将这一做法沿袭到国内,梅赛德斯-奔驰(中国)汽车销售有限公司即有专门负责售后的副总裁韦达利;宝马(中国)汽车贸易有限公司则有负责售后的副总裁康波。与这些国际公司相比,国内企业设立售后服务专职副总裁一职的非常罕见。同时,调查显示,售后部门人员数量在销售公司占比偏低。据某年销近30万辆的车企内部人士透露,该企业售后部门隶属销售公司,总人数不足70人。
  汽车售后人员职业素质有待提高
  2012年末,汽车商报联合车人网对北京近30家经销商售后服务人员进行了一次调查,结果显示,超过50%的受访者为初中学历。与这一数字相应,近26%的消费者认为经销商售后服务态度差、近16%的消费者对售后维修技术水平不满意。有业内专家对本报记者表示;“国内汽车售后服务培训体系没有统一标准,职业准入门槛低,这导致合格的售后服务人才稀缺。”
  调查中,某汽车企业内部人士则认为,靠企业自己培养售后人才满足不了需求,企业内部解决了,但庞大的经销商售后人员从何来,怎么培养,都是问题。汽车企业管控经销商售后服务人员素质鞭长莫及。
  服务理念淡薄无系统
  2012年12月25日,太原的王女士来到万国汽贸城中的铃木4S店修车,登记之后,坐在一旁等候,一汽车维修工人见无人招呼客户,就让正在擦地的一名工作人员倒水,没想到,这名工作人员竟然说:“我只管擦地,别的不是我的事。”王女士很无奈,当初买车的时候,又是端茶倒水又是满脸陪笑,买车之后,待遇简直有天壤之别。
  记者在走访多家4S店后发现,销售人员与售后人员的态度差距确实大,尤其是经济型轿车的4S店。业内人士认为,导致售前售后服务反差巨大的重要原因就是汽车企业自身的服务意识相对落后,售后服务没有形成系统。据了解,国外售后服务推行“保姆式”售后服务,涉及的项目包括咨询服务、对客户进行技术培训、配件供给、维修、保养、改装等一条龙服务,不仅仅是为消费者提供方便,更多的是个性化的满足和一种汽车文化的享受。但我国的售后服务只是作为销售的补充,很多企业对售后服务的认识和理解不够充分,导致了售后服务水平低下。
  售前和售后脱节  信息传递不畅
  山东消费者刘先生花81万余元,购得一辆全新进口车,开了约2000公里,车辆打不着火。刘先生将车拖回4S店修理,技术人员始终无法找到故障原因。但在一次试车时车辆突然打着了。把车开回去不到2个月,车辆再次打不着火,同样一番检测后,依然没找到故障原因。刘先生忍无可忍,要求换车,但4S店不同意,要刘先生与厂家沟通。在与厂家多方调解后,刘先生依然没有得到想要的回复。
  北京市消协系统投诉登记显示,汽车类投诉同一故障送修一次的占39%,但送修五次及以上的也占到了34%。经销商屡修屡坏,汽车企业为何不出面解决?
  记者了解到,给消费者退换车辆,4S店需征得厂家的同意,否则就由4S店承担损失。出于自身利益,4S店给消费者的解决方案就只能是修理、修理、再修理。而这种售前与售后的脱节是汽车售后服务不尽人意的重要原因之一。汽车商报调查显示,经历投诉的车主有29%的人遭遇过厂家与经销商“扯皮”推诿的情况。
  事实上,经销商处于售后服务的最前线,每天直接接触用户进行检查、保养、维修、索赔等工作。但如果这些信息未能有效反馈给企业并一同解决问题,势必影响企业售后服务的美誉度。



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