March is the traditional consumer protection month, but when the home gradually enters the era of industrialization and branding, do you still think that consumers only need products that are not problematic? Comprehensive interviews with several major brand companies in the home furnishing industry, sincere smiles of salesmen, skilled craftsmanship of delivery workers, intimate design of designers, and even the attitude of customer service personnel in anxious... these are often overlooked. The details have gradually become the requirements of consumers for branded home businesses. In addition to products, quality services are increasingly needed to be upgraded to a strategic position.
Consumers are becoming more and more demanding
What are the most concerned consumers today? What are their main dissatisfaction? In response to these problems, the reporter has interviewed a number of well-known home furnishing companies. Everyone said that although consumers are still paying attention to product quality and environmental protection, with the self-discipline and development of the home furnishing industry, “consumers and enterprises are not qualified for the products.†More complaints focus on the product's early consultation, post-distribution, maintenance and other services, consumers are more and more "demanding".
In addition to buying good products, consumers also demand "buy peace of mind" and "buy cool." “The attitude of the shopping guide is sometimes complained.†Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, said that whether the shopping guide’s tone of voice is in place, whether the attitude is good or not, and whether there is exaggerated publicity or not, has become the focus of consumers’ attention. More and more consumers are paying more attention to “brand added valueâ€, which is particularly evident in high-end home consumption. Consumers seem to have some “zero tolerance†for the flaws in manual products. Li Binbin, customer service department of Lewu home improvement project, said that “the repair of wooden doors and cabinets during the transportation process is not acceptable.†Although many consumers can understand the details or some problems, they are “more interestedâ€. The speed and sincerity of the brand to solve problems." Wen Shiquan, chairman of Yifeng Furniture, revealed.
Business grows in spurs
More and more “harsh†consumers actually represent a group of growing consumer groups. Tang Kejin, director of customer service department of Jimei Home Dahongmen Store, believes that with the accumulation of a large amount of consultation and knowledge, consumers' professional knowledge about home consumption has increased, and their awareness of rights protection has also been greatly enhanced. "In the past, there was a problem with the product, and it was possible to lose a product. Now consumers may also ask for property damage, personal injury compensation, lost time, and even mental damage." These require corporate service personnel to be familiar with consumer rights protection. Laws, product quality laws and other laws and regulations, higher rights to safeguard rights also make all production companies pay more attention to product quality and service. "Consumer changes have actually promoted the progress of the industry. Many manufacturers are also aware of the importance of after-sales service. Products are good to do and good to sell is one aspect, but to maintain corporate brand and honor, after-sales service must be kept up. â€
“Either consumers and our companies are actually growing together.†Wang Xiaobing, executive vice president of the current decoration group, said that the improvement of consumer demand will prompt enterprises to upgrade their products and services, while the home industry is a private The enterprise-centered industry is a completely competitive field. Brand enterprises have been improving the quality of products and services, and gradually raising the standards of consumers. The two are related to the relationship between “high and high, mutual promotionâ€.
Fighting service has become a brand consensus
In response to changes in the market and consumers, the service has become more and more a consensus of brand companies. The performance of the Beijing store is remarkable. For example, the home has launched services such as “first payment†and “installation delivery zero delayâ€. It will also launch the service of “extension of three guarantees to three yearsâ€, and strive to pass better. The after-sales service enhances customer satisfaction; Jimei Home has launched a commitment to “repair and repair, and change or not changeâ€, and Blue Jingli’s family will start “satisfying service brand allianceâ€... ...
All the industry insiders believe that "quality service" is an important magic weapon for competition now. "The business model of the home improvement company is almost the same. Only the service is worthy of word of mouth. With word of mouth, there will be repeat customers." Some companies have carefully detailed the service to the smile of the shopping guide a few years ago. This is fruitful and the word-of-mouth benefits have been double harvested.
However, there are also stores that some manufacturers do not know enough about improving services. "It is not a real improvement of service, but a game of playing cats and mice with the store." Blue King Li Yin said that with the acceleration of the industry Development, the importance of service will become more and more prominent, and it will become more and more the brand enterprise's fight position. In fact, the family said that after taste of the sweetness brought by the service - repeat customers and word of mouth, more and more "sales-led" companies began to pay attention to improve services, enterprises in the store again and again mandatory service standards In the implementation, word-of-mouth and repeat customers were obtained, which in turn promoted the further upgrading of services.
Consumer complaint hotspot ranking
1. Product quality disputes (although the number of complaints about product quality has declined, consumers are still the first to pay attention to product quality. In recent years, many disputes have come from the environmental performance of products.)
2, communication disputes (especially custom products include wooden doors, cabinets, home improvement and other non-finished products, communication with the designer in the early stage and drawings to confirm that there are many problems, consumers have knowledge of blind spots, and the professionalism of the designer needs to be improved Some of the information that is told is not in place, and often the finished product does not match the expectations, resulting in complaints.)
3. Installation disputes (some companies' training of employees and internal management of the company are not in place, often because of the accuracy of the staff installation technology and the problems of missing parts, resulting in the need for two or even three installation services, often causing consumer dissatisfaction.)
4. Integrity disputes (Some salespersons exaggerate or even falsely promote products in order to achieve sales purposes at the time of sale, causing consumers to find complaints when they purchase home.)
5. Maintenance disputes (many household products will only have problems after one year, such as cracking of solid wood furniture, but at this time, the warranty period of the three-package of the product has often passed, not in the scope of maintenance of the manufacturer, and the attitude of the manufacturer is not Positive, resulting in disputes.)
6. Service attitude disputes (Many consumers can understand the problems such as embarrassment, but the service attitude of the brand becomes higher, the enterprise feedback is not timely, and the communication is not in place will escalate the contradiction.)
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