The ＂Wenjie Hotel＂ exploded, and the after-sales service of automobiles reached a new height.

The "Wenjie Hotel" exploded, and the after-sales service of automobiles reached a new height.

Recently, "Wen Jie Hotel" exploded on social media and became a hot topic in the automobile circle and even in the consumer field. However, it is not a real hotel, but an interesting name for the customer service center in the world. Behind this nickname is the bold innovation in the field of automobile after-sales service and the eager response of consumers to high-quality service experience.

When you walk into the "Wenjie Hotel", you will see the service facilities comparable to star-rated hotels. Free buffet with a variety of dishes, including hot dishes, cold cuts, fruits and desserts, to meet the taste needs of different people; At the bar, coffee, juice, milk tea and other drinks are refilled indefinitely, providing car owners with a pleasant leisure time; In the rest area, massage chairs and children’s play areas are all available, and high-speed WiFi is fully covered, so that car owners can bid farewell to boredom while waiting for vehicle maintenance or repair. In addition, basic services such as free charging and fine car washing are also in place, and even some stores provide free painting services.

The explosion of "Wenjie Hotel" was not accidental, but accurately hit the pain point of traditional 4S shop service. In the past, when car owners went to 4S shops for maintenance, they often encountered problems such as long waiting time, cold attitude of staff and poor environment. The whole process was like suffering. Starting from the needs and feelings of car owners, the authorized center of the asking world uses "service combination boxing" to solve these problems one by one, and makes the after-sales service center a comfortable and warm place, so that car owners can feel respected and cared for.

In the new energy vehicle market, the phenomenon of product homogeneity is becoming more and more serious, and the gap between brands in hardware parameters such as cruising range and intelligent configuration is gradually narrowing. In this context, the appearance of "Wen Jie Hotel" marks the change of the competition track for car companies-from pure product competition to competition for user experience and emotional value. By improving the quality of after-sales service and providing cost-effective value-added services for car owners, Wenjie not only enhanced users’ goodwill and loyalty to the brand, but also successfully shaped a unique community culture of car owners, which stood out in the fierce market competition.

From the marketing point of view, "Wenjie Hotel" is also a successful example. Car owners spontaneously share their experience in the service center on social media, upload beautiful food photos and comfortable rest environment videos. These contents have their own communication attributes and become the most powerful publicity of the brand. Every shared car owner is like a walking billboard, which makes the brand image of the world more deeply rooted in people’s hearts. The effect of this word-of-mouth communication is far from that of traditional advertising.

Of course, the model of "Wen Jie Hotel" also faces some challenges. For example, how to balance service input and operating cost to ensure the sustainability of services; How to maintain the consistency of service standards in different regions and stores across the country; How to prevent some car owners from taking up public resources excessively … These are problems that need to be considered and solved by the industry and other car companies interested in emulating.

The explosion of "Wen Jie Hotel" has brought new enlightenment to the development of automobile industry: in today’s increasingly convergence of technology and products, only by truly taking users as the center, paying attention to users’ emotional needs and providing service experience beyond expectations can we win users’ favor and market recognition.

Source: online news/official media