[原创]一份汽车行业FGD Guideline

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FGD guideline

I Evaluation on after-sales service

1.    Each presenter has the experience on car maintenance and then please evaluates the service, give the mark and write it down on the paper in front of you. (the full mark is 100). 

a)    No talking before the mark is given

b)    Attention: It’s only about the field of after-sales service on feelings and experiences, but not automobile’s function and quality. 

2.    Now please show ur main reasons on the given marks

a)    With referring which aspects or points are better that make the transformed marks

b)    Assistant write down all the linkages mentioned on after-sales service（attention：only the framework but not details），and count the frequency be mentioned.（refer to appendix 1）

c)    The host summarizes points into outlines and writes them down on the paper and tells them further comments will be discussed later.

d)    Attention: All complaints on automobile’s quality are not this research focus.

 

II Discussion on MOT points

3.   We’ve discussed numbers of important linkages on after-sales services; now let’s have further discussion on each specific ones. It’s just about ur feelings and recommendations 

a)    Start with the one that has the largest frequency，and then the less one

b)    To each linkage ask them “are u satisfied with it ?” respectively, and then on “which aspect u are satisfied with ” or to the dissatisfied aspects ask them “could u state ur experience on what happened, ur feelings, reactions”, and “what should be done at least according to ur mind”，“what kind of level could be reach at most”

c)    Keep adding the new linkages be mentioned to the white paper

d)    Detailed information should given, like if them said the waiting time is too long to stay, the host should ask “could you number the longest minutes that u could wait？”

4.    there are some other linkages that haven’t be mentioned, can we share our feelings and suggestions on them respectively

a)    the host please check appendix 2, write the missed ones on the paper and discuss them as step 3

III Others

5.    we’ve exchanged our points on automobile after-sales service, then could u tell us when do u usually send ur car for repair and maintenance？

a)    First, which day to each week(Tuesdays, Wednesdays, etc)？And which time during the day?

b)    Then, ask them “ what’s ur idea on 24-hour service” and state the reason

6.    How far the way usually is when u drive ur car to the dealer? Are u satisfied with it？

a)    Ask them their feelings

b)    Then about the expected distance

c)    Attention: remind them it’s about the longest distance acceptable. Avoiding the answer like the nearer the better, etc.

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7.   Now let’s recollect our latest experience when we went to the dealer. What u saw first, then what? E.g. u saw the brand logo first, then the shinning windows. And when u went through the gate, it’s …

a)    Ask individuals the description on service environment. Whatever the order is, but guide them speak their full memory out

b)    After that, ask them “ which part make u feel good, which not and what ur expectations are”

8.    how long it took when u do the repair/maintenance for the latest time

a)    ask specific time(how many minutes/hours)

b)    How do u feel about it? What are ur expectations?

c)    Attention: what’s the longest time acceptable? Please avoid answers like the faster the better, etc. 

9.    We’ve talked about the waiting time. Now please remind that what kinds of facilities offered in the waiting room?

a)    Ask what kinds of facilities first

b)    Then about their feelings and expectations

c)    Attention: details should be given like which kink of magazines they are like, once they mentioned magazines

d)    E.g. TV, magazines, kids entertainment, internet, etc. The host rises such points once it is missed and asked their points. 

10.   What kinds of special services are offering from ur dealer?

a)    Ask about their opinions, suggestions and expectations

b)    Then about their other demands not be mentioned

c)    Check the service not be discussed in the right column, ask them if such services are necessary

11.   How do u evaluate the cost spent on maintenance?

a)    Ask first on how much money is spent in latest maintenance and what kinds of accessories are changed?

b)    Then about the working-hour cost and accessories cost

c)    Finally ask them feelings on each of them on price, suggestions.

12.   How does u look at the original accessories?

a)    Ask them the attitude to original accessories to insight their related  confidence

b)    Then ask about the reasons

13.   There are many manufactures launched their service brands, like Buick Care, Quality Care, etc. Are u familiar with them? How about the details? 

a)    First ask them how did they know the service brand?（friend recommendation/ads/dealer-promotions） how do they evaluate these ways and what’s their expectations

b)    Ask them the feelings on varied service brands, like it or not?

c)    Then ask about if their will continue use the dealer’s service only because prefer the service brand.

d)    After that, ask them if he/she will recommend this service brand to friends?

e)    At last, ask them how this service brand affects the re-purchase process.

14.   We’ve talked over the topic on after-sales service. Now, I’d like to know what kinds of accessories ur have got when ur car was buying?

a)    First ask about whether each of them have bought the accessories , which kinds and the reasons

b)    Then about what else they are interested in? Why didn’t get it at that moment?

15.   Whether all of us have joined car-club？What’s the name？

a)    Identify clubs into varied kinks？（by individuals/dealers /manufactures）

b)    Then about what kinds of activities

c)    Thirdly, ask about their expectations on club functions and activities

16.   What kinds of consumer-care activities organized by manufactures u have attended 

a)    First ask them the feelings on care activities

b)    Then ask them what kinds of activities they want to get from the manufactures