In the early stage of the rethinking of WeChat marketing, the sales director of a distributor group, Mr. Yin, couldn't help but sigh: "It seems that the management system's own birth and adoption are not the same." Today, whether it is the manufacturers' dealer conferences, auto industry forums, or various types of auto media and dealer salons, the appearance rate of WeChat marketing topics is simply higher than the price reduction promotion. For dealers, whether WeChat marketing is a panacea, or just a name, has only been known before. Why Wechat Tools Are Treated In the past two years, when “Internet +†was surging in the field of automotive sales services, many dealers had commissioned third-party software companies to develop client (app) or WeChat service numbers for themselves, in an effort to increase business volume and efficiency. Closer relationship with customers, collecting customer data and improving marketing accuracy. However, most dealers found that such Internet tools did not seem to have the desired effect after being actively implemented for some time. What exactly is going on? “The workload has not been reduced but has increased.†Mr. Liu, a service group director of a dealership group, told the story. “Now all industries and industries are not talking about 'Internet+', we commissioned a third party to develop ourselves early on. The WeChat service number hopes to occupy the initiative and improve customer satisfaction. However, after using it, it discovered that the DMS system with the manufacturer could not achieve effective connection. Originally, the Group and the store had two systems, and the business information and customer information on the WeChat With the introduction of the handcraft, the freshness of the promotion was gone and the staff complained." From the previous two years of competing on the line WeChat tools to now considered to be tasteless, and many dealers have the same feelings as Mr. Liu. Recently, in the exchanges with his peers, Mr. Liu found that if they were to engage in WeChat function on the DMS system, they would be very different. The original WeChat marketing should be like this! Mr. Liu’s colleague, Mr. Yin, is in a group dealership. The boss attaches great importance to management. Last year, Mr. Yin’s peers met with CDK Global’s Autoline Drive. According to Mr. Yin, with the in-depth deployment of the system, the function modules in Drive were implemented one by one in the form of projects. At the end of last year, he was responsible for the pilot of the CDK Global microservices solution. Caring point to point service heart to heart Nowadays, on weekends, the ever-increasing contradiction between increasing demand for maintenance and the limited supply of 4S stores has become increasingly prominent, not only in the Guangzhou-Shenzhen area, but also in many second and third-tier cities. This problem has been particularly prominent in the group where Mr. Yin is located. The 4S stores over five years are generally faced with the problems that the after-sales department and the customer relations department have expanded their enrollments every year but the staff is still tense. The original after-sales staff can always be on the weekends. After a day of rest, all employee rest days including management began last Monday to Friday. Not only did employees have dissatisfaction, but due to the long waiting time for maintenance on weekends, the so-called radish was not washed quickly, and some details were ignored or handled improperly, resulting in increased customer complaints. According to Mr. Yin’s introduction, in response to the problem of customers getting together during the weekend, technicians and workers are usually idle, the Group selected several stores to launch the WeChat reservation trial at the time of failure for half a year, on the one hand to cultivate customer habits, and on the other The new system features go through in order to carry out more informative marketing strategies. Through the Drive system to filter out a group of customers only after the weekend to maintain the post-80s. Ms. Zhao is one of the first experience customers. Ms. Zhao, who works in a fashion media, is a person who is more willing to accept new things. Last year, her 4S shop had just posted the WeChat QR code. She scanned and registered the code, but found that the number was mainly used to push brand new cars, car care tips, and so on. Until recently, she received a text message from the 4S store informing her that she received two WeChat vouchers. One is a 50-yuan maintenance vouchers and the other is a free vouchers, but the conditions of use are from Monday to Friday. Make an appointment via WeChat. Although Ms. Zhao’s car still has more than 2,000 kilometers before it reaches the maintenance period, considering a family of three to drive back to their hometown during the Spring Festival, they would like to do a second-level maintenance before the holiday. However, due to the adjustment of the rest day before the holiday, only one day was closed. On this day, she and her husband wanted to work overtime. So she placed orders through WeChat and used two voucher. In accordance with the agreed time, the driver on behalf of the driver will deliver her car to the 4S shop. The car track can be viewed in real-time through WeChat. After the vehicle arrives at the store, she receives a confirmation message from WeChat and ten minutes later receives a video link. , Open can watch real-time maintenance situation. Three hours later, the vehicle was properly parked in the basement of Ms. Zhao’s company and the driver’s key was handed to her on behalf of the driver. At the same time, her order confirmation was received on WeChat. The efficient, convenient, and transparent service completely eliminated her. Concerns, and in the evaluation of orders, did not hesitate to check the "very satisfied" option. Mr. Yin said that in fact, WeChat reservation and maintenance service is only the first step. For customers with higher service evaluation, they also push the activity of recharging gifts, that is, customers can recharge 2,000 yuan, 3,000 yuan, and 5,000 yuan to obtain value. The splendid gift package includes various services vouchers such as fault-tolerant maintenance, in-vehicle or engine cleaning, renewal insurance, and driver's license, as well as gifts such as oil, Bluetooth headsets, and driving recorders. Although the trials have only been carried out for two months, the imbalance in the supply of 4S shops has changed dramatically. After the Spring Festival, several 4S stores have found Mr. Yin and hope to include their own stores in the group's WeChat booking. In the early stage of the rethinking of WeChat marketing, when it was delayed, Mr. Yin couldn't help but sigh: "It seems that the management system's own birth and adoption are not the same." About CDK Global CDK Global is the world's largest provider of integrated information technology and digital marketing solutions for the automotive retail and related industries, with annual sales of nearly $2 billion. CDK Global provides solutions and services to more than 26,000 dealers and most automotive manufacturers in more than 100 countries. CDK Global's automated solutions integrate key workflows, from pre-sales targeted advertising and marketing campaigns to sales, finance, insurance, parts supply, repairs and vehicle maintenance, and focus on the use of data analysis and intelligence. prediction. Learn more, visit
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