A little unexpectedly, Li Bin refused reluctantly: all these things were designed by our own team and suppliers, and some of them also had NIO design patents.
When Haidilao rose more than ten years ago, there was a wave of "service doctrine" imitation in the catering industry. Many hot pot restaurants began to learn from Haidilao to send "head ropes" to female customers (now there are also).
Nowadays, learning from Wei as a household enterprise has become a major "political correctness" in the automobile circle.
"If nothing else, Great Wall Lao Wei attaches great importance to it, and specially organizes the project team to study Weilai, and also digs Weilai's store to be responsible."
A user operator of Great Wall Haval told Auto Sankei.com: Weilai's user work is really the object that all car companies learn to imitate now.
Even Li Bin himself said that many enterprises are making "pixel-level copies" of Weilai.
In addition to imitating Weilai's organizational structure and renaming the marketing department as the user development department, or imitating the spatial layout of the cowshed, it is easier to directly recruit people from Weilai.
For example, in addition to the Great Wall, almost all new car brands have been dug into the head of Weilai Direct Store.
Some people even ridiculed Weilai as a "Whampoa Military Academy" operated by users, exporting graduates and methodology.
However, interestingly, according to insiders, Zhao, a recent graduate of Huangpu Military Academy, is a little "nervous".
No. 1 ["I didn't expect it to be so difficult"]
Since its debut in April last year, Krypton Space has defined its brand positioning as "the main user * * *", but what is "amazing" is that in the subsequent operation, the user operation of Krypton Space has repeatedly overturned.
From changing configuration, delaying delivery to moldy moon cakes, the last user-operated rollover was around the Spring Festival.
Brief description:
Due to the decline in subsidies for new energy vehicles in 2022, many manufacturers have introduced preferential policies at the end of the year, so that users identified in 2022 can enjoy prices and rights basically equivalent to those of 202 1. However, among the "outperforming 2022" rights released by Krypton Space, the policy rights in 2022 are more favorable than those at the end of 20021.
This operation really angered the car booking users of 202 1. Some users even jointly issued a statement requesting a refund of the deposit or an increase in compensation. In the extreme krypton APP community, some people even ridiculed that extreme krypton is "Kryptra". It means "buy early and lose early" like Tesla.
The above-mentioned insiders said: regarding this price deviation, it is indeed that the relevant personnel are somewhat careless. Preferential policies were rashly introduced without careful consideration.
"However, the content expressed in a poster is very limited and easily misunderstood. Later, I explained it to the user in person and I understood it. "
The superposition of accidents can't help but make people feel that Krypton's "user-oriented car companies" are like a joke. Many people attribute this achievement to Zhao Yuhui, who was born in Weilai.
On 20 17, Zhao zaiweilai served as the vice president of user center, responsible for the expansion of NIO HOUSE, and his duty was to maximize the interests of users through brand experience.
After staying in Weilai for three years, in March 2020, Zhao was dug to the Great Wall and served as the general manager of the user center of his sales company. It is rumored that the post is newly established by Great Wall, and only Wei nationals are recruited.
However, Zhao did not stay in this seemingly "tailor-made" position for too long. Only half a year later, in the media reports, he left the Great Wall because of "acclimatization" and joined a real estate company.
Until April of 20021year, Geely released Krypton, and Zhao's title has become "Vice President of Krypton Intelligent Technology", focusing on connecting users' businesses.
An employee of Krypton told Sankei.com: Although Krypton, like other new automobile brands, has set up a user operation center and a user growth center. But in fact, its user operation function permeates all business lines, and each business line has set up posts related to user operation.
The purpose is to let everyone form the ideology of user service, rather than limiting this function to one or two departments.
This starting point is really a bit of a taste of Wei Lai. But judging from the current results, it is "a good idea and difficult to implement."
As an extremely disappointed staff member said privately, "From the very beginning, we tried to be a home furnishing enterprise and worked overtime, but now we feel that we are drifting away from users. I didn't expect it to be so difficult to do user operations. "
In addition to extreme krypton, new brands of "national team" such as Zhiji and Extreme Fox have also turned over their cars in the "basic link" of customer service to varying degrees.
For example, a user complained that he applied for a test drive in official website and left his mobile phone number for three days, but no one took any notice.
At the Guangzhou Auto Show at the end of last year, Zhao Zhinan, general manager of the National Direct Selling Division of Extremely Fox, once told Sankei.com: Extremely Fox is in the form of direct sales and distributors. Some dealers are former dealers of BAIC, and they have no experience in selling new energy vehicles. There is indeed a gap in service compared with brands such as Weilai.
"We are also trying to dig people from new forces such as Wei Lai, but it takes a process."
In short, through more than a year of customer service "big test", we can see that not many people learn the image of Wei Lai's three points, but many people overturned at the first step.
NO.2 [Wei Lai, why can't you learn? ]
According to insiders, the reason why Geely separated the extremely Krypton 00 1 model originally belonging to the Lectra brand as a new brand is to raise funds through the IPO of this car.
This is also doomed, to complete Geely's "unfinished business", it is more necessary to create a distinctive brand image, rather than spending money for a long time.
Perhaps it is this eagerness that laid the groundwork for a series of user operations to turn over later.
For traditional automobile brands, it is almost impossible to implement the "sea fishing" service like Weilai on the basis of millions of customers.
Despite this, there are still enterprises that "study hard".
An APP operator of a joint venture car company once complained, "There are too many demands from internal leaders, and we have to recommend cashing when we come up. We are also very passive. Coupled with the organizational structure of the joint venture company, it is impossible to do this kind of thing for users (leaders personally come down to communicate with users). The number of users has exceeded several million, and the education process from 0 to 1 is already a huge project. "
For user operations, it is sometimes like "darkness day and night" between leaders and executives.
In addition, according to sankei.com, except Weilai, almost all car companies will cooperate with the agency to manage the related work of customer service (such as 400 hotline). ).
Weilai once expressed the view that "all agent operators can't meet the customer service response speed that Weilai needs."
So what is the root cause of "you can't learn when you come"?
"The biggest pain point for traditional car companies to do user operations is not the lack of people, nor the rapid change of organizational structure, but the determination to do user operations. The brand has just been established for half a year or a year, but it has no profitable performance in the field of user operations for two or three years, and the pressure from the leadership to the executive level will be great. "
A senior user who has worked in a traditional car company for many years has given such an "experience summary".
In his view, for traditional car companies and new brands established by traditional car companies, factors such as resource allocation and cost considerations have been included in the development of enterprises at the beginning of brand establishment. This is related to