Author: Duo Duo
From the era of fuel-powered cars to the era of smart electric cars, there has been a fundamental change in the industry landscape.
The change here is not only the “change” in the form of propulsion, the “change” in the industry supply chain, but also the “change” in the relationship between users and OEMs.
You can see a phenomenon: more and more car companies are starting to reassess their relationship with users and want to become user-oriented enterprises.
Jaguar Land Rover is such a low-key “undercover agent”.
Recently, the 2021 J.D. Power China After-Sales Service Satisfaction Study SM (CSI) was announced, and the Land Rover brand achieved the second place in the luxury car segment.
It is necessary to briefly understand CSI. CSI was initiated by J.D. Power, a global leader in consumer insights and market research.
This study evaluates the satisfaction of car owners who have owned their vehicles for 13 to 48 months for their service experiences in the brand-authorized dealership in the past 12 months.
And this year is also the 21st year of its development, so it has high reference significance and industry value, and it is an affirmation of Jaguar Land Rover’s user service capabilities.
It is worth mentioning that this is also the third year in a row that Land Rover has won this award.
If winning an award once may be accidental or lucky, being able to win it continuously for three years shows the solid and profound foundation of Land Rover in user after-sales service.
In the view of Li Dalong, the president of the joint marketing, sales, and service organization between Jaguar Land Rover China and Chery Jaguar Land Rover: “Customer-first” as a part of Jaguar Land Rover’s corporate DNA, has been integrated into all aspects of corporate development.”
“There is no shortcut to customer service satisfaction. We must focus on details together with dealers and take a series of measures with engineers and procurement teams to solidly promote the implementation of various work.”
Online and offline, both work together
This year, Land Rover has once again optimized and improved its service appointment, service facility, reception and diagnosis, and service team, etc., further improving reception efficiency and reducing customer waiting time.
Let’s talk about offline first. In order to ensure a high-quality service experience, Jaguar Land Rover has timely understood changes in customer needs based on customer surveys.
In order to ensure service consistency, Jaguar Land Rover has a sound training system and a strict job certification mechanism, and has also cultivated a large number of elite technicians and after-sales service personnel to ensure service quality.
Moreover, Jaguar Land Rover encourages dealerships around the world to customize heartwarming services such as owner afternoon tea, ladies exclusive, owner restrooms, and the owner classroom based on the needs of local owners, truly giving users a “home away from home” feeling.
Sometimes, what truly moves people are not the routines, but these small details.
Furthermore, Jaguar Land Rover has begun to extensively use digital tools and systems online.
For example, Jaguar Land Rover has built a technical diagnosis and dealer support process to achieve cloud diagnosis of vehicle problems and “next day delivery” of parts supply chain protection and other services.
Dealers can also use the MCT intelligent service reminder to provide accurate and personalized vehicle maintenance reminders for owners.
In addition, the Jaguar+ App and Land Rover+ App have further enhanced their functions. Users can book home pickup and delivery services with one click, combined with functions such as the mobile workshop, work order confirmation, online payment, and service evaluation, which can complete car maintenance and repair without leaving home.
“After the online platform is interconnected, the entire set of service processes are online, and the entire service process is completely transparent. Customers can see the entire set of maintenance and repair processes, and the service progress is updated in real-time. Customers can communicate with the dealership at any time.”
At the same time, in terms of products, Jaguar Land Rover is also actively responding to Chinese consumer demands. For Chinese customers’ personalized demands for high-quality vehicle accessories, Jaguar Land Rover provides personalized premium attachments.
For example, the all-new Land Rover Defender has up to 170 attachments, including folding roof ladders and externally mounted expandable luggage boxes, to meet the personalized needs of users.
Moreover, these attachments adhere to globally uniform standards, not only synchronized with the entire vehicle development, but also undergo strict reliability testing. These details demonstrate Jaguar Land Rover’s pursuit of customer service and quality.
Now, domestic models such as the Range Rover Evoque L, Jaguar XEL and XFL, as well as imported models such as the Range Rover Velar, Discovery, and Jaguar F-PACE all adopt the latest EVA2.0 electrification and electronic architecture platform, providing better vehicle connectivity and intelligent driving assistance experience, which can meet the needs of more young consumers.
As can be seen from both online and offline channels, as well as product aspects, Jaguar Land Rover has been listening to consumers’ voices and actively responding to feedback, improving users’ intuitive perception of the Jaguar Land Rover service experience.
Heart Service, New Value
Jaguar Land Rover’s global core business philosophy is “putting customers first” and referring to their service as “Heart Service.”
According to Wang Jun, Executive Vice President of After-sales Service for Joint Market Sales and Service Institutions at Jaguar Land Rover China and Chery Jaguar Land Rover, after-sales service is very detailed and has many links. Only by being down-to-earth, serious, starting from the heart, and providing Heart Service can everything be done well.
I think this is also the reason why Jaguar Land Rover’s services are so good.
Jaguar Land Rover is not satisfied with this. Li Dalong stated that next year, they will continue to improve customer satisfaction, continuously enhance the profitability and sustainable development of dealerships. “We will continue to learn, including digital APPs, digital services, and digital communications. There is no doubt that this is the default feature of the younger generation, and there is no dispute about this.”
More specifically, Jaguar Land Rover will strive to become the number one in CSI luxury car subdivisions in the coming year.
Although it was not explicitly stated, from various signs, Jaguar Land Rover is moving towards a user-focused enterprise.
As the saying goes, “winning the hearts of the people, wins the world.” For automakers, it is “winning customers wins the world.”
This is well demonstrated by Jaguar Land Rover: it entered the Chinese market in 2010 and its cumulative sales in China exceeded one million last year.
Behind this achievement is the excellent user service. Good service brings good customer loyalty and brand awareness, thereby promoting sales growth, and forming a positive cycle.# Jaguar Land Rover Unveils “Reimagine” Strategy
In February of this year, Jaguar Land Rover announced its “Reimagine” strategy. Starting in 2025, Jaguar will become a pure electric luxury brand, while Land Rover will introduce six pure electric products in the next five years.
In short, the future of Jaguar Land Rover lies in electrification. However, the market competition in 2025 will undoubtedly be fierce.
For Jaguar Land Rover at that time, in addition to electrification, it will also have a new label: user enterprise.
And it will be a powerful weapon for Jaguar Land Rover to cope with the competition.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.