In this week's reading, I was impressed by the content of embracing customers. The only source of profit in the business field is customers. The company needs to use good behaviors to provide customers with services that exceed satisfaction and supreme care. These services can attract and retain more customers. The company can also get feedback from customers and change its attitudes and opinions, which is good for both parties.
In 2020, due to the outbreak of COVID-19, many auto companies have had a bad start, and sales have been affected, but this is an exception for Dongfeng Nissan. From 65,000 vehicles when it was first established in 2003 to the 12 million vehicle production mark on May 13, 2020, Dongfeng Nissan took only 17 years and once again set the industry record with “Dongfeng Nissan Speed”. Later sales achieved a strong rebound.
At present, the automotive industry is facing unprecedented challenges. The market continues to be sluggish, sales polarization is intensified, the 5G era is approaching, and the changes brought about by the five aspects of auto To develop, cultural upgrading is also imperative. On June 16, 2020, on the important day of NISSAN FAMILY DAY, Dongfeng Nissan Corporate Culture 2.0 was officially released.
Under the guidance of the cultural positioning of “More for Good” (creating the future, enjoying the beautiful), Dongfeng Nissan’s corporate culture inherits the vision and mission of “people, cars, and life” and “create value and seek common well-being together”, and focus on behavioral values. In China, it focuses more on customers, emphasizes innovation, responsibility and learning, puts "embracing customers" as the primary criterion of behavioral values into corporate culture 2.0, and emphasizes the service concept of "serving with heart and embracing customers".
Chen Hao, Vice President of Dongfeng Co., Ltd. and Deputy General Manager of Dongfeng Nissan, said: “Dongfeng Nissan's rapid development for 17 years has benefited from the guidance and promotion of corporate culture. In this corporate culture 2.0 upgrade, we will focus on 'embrace customers'. The outline is launched in the hope that customer awareness will become the values of Dongfeng Nissan’s entire value chain that are deeply rooted in the bones of bones. Every employee and every partner will integrate "embracing customers" into every job, every process, and every communication."
Dongfeng Nissan’s corporate culture 2.0 upgrade has played a key role in the “customer-centric” concept. Of course, this is not a slogan, but the actual corporate culture of Dongfeng Nissan. This kind of corporate culture puts "embracing customers" at the top of behavioral values, emphasizes "satisfying service", and pursues the optimization of customer experience and the improvement of customer satisfaction. The slogan "Customer is God" has been put into practice. Despite the constant changes in the times, industries, and markets, Dongfeng Nissan has continued to grow vigorously, achieving an amazing development from quantitative changes to qualitative changes.
Dongfeng Nissan’s cultural 2.0 upgrade has shifted from focusing on the product itself to an "ecosystem" built with products, with the goal of creating a "people, cars, and life" smart travel ecosystem and promoting the prosperity and development of the "ecosphere".
After the outbreak of the epidemic in 2020, Dongfeng Nissan took the lead in issuing the "Letter to the Family of Car Owners", taking the initiative to condolences and caring for the families of car owners, and also jointly launched the "4 Major Actions and 10 Measures" for epidemic prevention and control in conjunction with franchised stores across the country. Services such as 24-hour rescue, door-to-door pick-up and delivery, provide customers with warm and caring care.
In addition, Dongfeng Nissan is still actively carrying out digital marketing transformation, focusing on building a three-level live broadcast system of headquarters-regions and franchise stores to get closer to customers. As of June 8, 2020, nearly 10,000 live broadcasts have been carried out nationwide, and the total number of viewers is close. 6000000.
Through online marketing, Dongfeng Nissan has launched a "one-stop" car purchase service on its online marketing platform. Another example is the transformation of automobiles from products to ecology driven by the tide of interconnection. Dongfeng Nissan now carries 1.5 million connected vehicles, and actively provides users with various active care such as feedback, return to the factory, and road rescue.
In promoting the smart transformation of 4S stores, Dongfeng Nissan is also actively exploring and innovating. It is reported that since 2018, Dongfeng Nissan has piloted the construction of three Nissan Intelligent Mobility Technology Experience Halls (NIM Gallery) in Beijing, Shanghai, and Changzhou to explore a new model of online and offline collaborative operation with franchised stores. Through the intelligent transformation of 4S stores, brand favorability is improved, customer experience and franchise store efficiency are improved.
As a car company with a production and sales of more than 12 million vehicles, Dongfeng Nissan will embrace customers in an all-round and more three-dimensional manner through the six concepts of trust, safety, responsibility, creation, care, and happiness, and continue to promote new ways of communicating with consumers. Establish. Dongfeng Nissan hopes that through this emotional link with customers, it can convey a brand image that is warm, emotional, and life-conscious.
Give customers a sense of belonging through continuous improvement of service quality and brand value, while maximizing the value of customers and themselves with a more open and innovative attitude. Under the guidance of corporate culture 2.0, Dongfeng Nissan will continue to embrace customers, innovate around customer needs, and build a green, comfortable, and beyond expectations "people, cars, and life" ecosystem with intelligent automotive products and services. Grow together, and this is also an important foundation to support the sustainable development of Dongfeng Nissan in the future.
Do you have some examples of companies embracing customers? You can leave a message in the comment area.
Hi Haoran,
ReplyDeleteThank you for sharing. You associate the content of the book with Dongfeng Nissan. I also have an example to share with you. Starbucks also attaches great importance to "customer experience", they believe that this is a very important part of the core value, through a good experience, customers can appreciate and feel the core value that Starbucks pursues. Ordinary people understand that it takes a lot of money to create a good customer experience, and it may not directly help performance. But in fact, Starbucks not only improves operational efficiency, but also promotes revenue growth by improving customer experience and embracing customers.