Agricultural machinery enterprises to watch: pay attention to the service of old users, have you done it?

Some enterprises, especially some well-known enterprises, attach great importance to the three-package service of users, but once the three-pack period expires, whether they can continue to enjoy satisfactory services becomes a problem for users.

Serving users requires tangible action, not just verbally.

Agricultural machinery enterprises to watch: pay attention to the service of old users, have you done it?

The annual summer harvest curtain has already opened, and agricultural machinery companies will also open a new round of service wars. For agricultural machinery enterprises, the annual summer harvest and autumn harvest service is a touchstone for testing the strength of enterprises and customer satisfaction.

The industry said that in recent years, many users have reported that some of the company's parts supply can't keep up, especially for the machines bought in previous years. I don't know where to buy the parts, or even sell the corresponding parts, causing losses to the users. This is not It should be. Ma Jinying also asked the company's dealers to establish a national chess awareness, not only to provide services for the users of the machines they sell, but also to serve local users in the summer harvest and autumn harvest.

In recent years, under the strengthening of national supervision and fierce market competition, some enterprises, especially some well-known enterprises, attach great importance to the three-package service of users, but once the three-pack period expires, can they continue to enjoy satisfactory services. It becomes a problem for users. Some enterprises' services are not timely, service attitude is indifferent, the price of accessories is too high, and repair parts are difficult to buy. These are the problems that users often encounter.

Throughout the current agricultural machinery industry, rapid innovation and rapid change can be said to be a major advantage of China's agricultural machinery enterprises, but also a shortcoming under the premature technology and unstable quality. Many of our companies have not done enough safety, reliability and applicability tests before they are introduced to the market. Some even use one side to change, and the annual product changes are very large, resulting in very large changes in some structural parts. The past accessories may not be used this year. Some companies have a wide product line, but the sales scale of each product is not large, and the corresponding parts storage and market supply are not enough. Once the user machine has problems, it is difficult to buy the matching parts.

In addition, due to the large number of agricultural machinery enterprises in China, no country in the world has so many agricultural machinery enterprises in our country. Therefore, a typical feature of the agricultural machinery field is that the products of each enterprise are designed by themselves, and the product models are various, and the versatility of the components between them is extremely poor. The state also lacks relevant standards in this regard. Take the current corn harvester as an example, there are only one line, two lines, two lines, three lines, three lines, four lines, four lines, four lines, five lines, five lines, six lines in the product category. , the small seven lines and more cutting width products, the company's product model is more than a hair.

Under this circumstance, many companies themselves do not pay attention to providing accessory services for old users. As a result, users who purchase machines in previous years have nowhere to go when they encounter problems, which brings great losses to agricultural machinery users with high concentration in the work season. One part can't work, and the whole machine is stuck in a "stop". From a broader perspective, the early “retirement” of agricultural machinery also caused a waste of social resources and state subsidies. This phenomenon is even more pronounced under the boost of large-scale agricultural machinery subsidies in some places.

In contrast, in the western developed countries, the upgrading of products and the upgrading of most agricultural machinery enterprises in China are not a concept at all. After their products are promoted to the market, in addition to the optimization of the fine details, there have been no major structural components for many years thereafter. Significant changes. One of their leading products has to be sold for many years, and the quantity of parts produced by suppliers is also very large. Therefore, once the product fails, the machine purchased more than ten years ago can also find the repair parts more easily. This is commonplace for multinational giants such as John Deere, Case, and Klass. Of course, these foreign multinational companies in the domestic market, they also need to combine China's national conditions, provide users with more timely and thoughtful service, and build more service outlets and spare parts.

Agricultural machinery after-sales service involves the entire industrial chain of the main engine factory, dealers and suppliers. This requires that the mainframe manufacturers, especially large enterprises, must first have the awareness of long-term service users and long-term supply of accessories. Under today's conditions, OEMs can use big data to analyze the consumption of consumables, and jointly dealers, suppliers, and the number of parts of a certain type of machine for the user in combination with the life of the machine. In addition, in the current fierce market competition, some small and micro enterprises may disappear this year next year, while large enterprises are relatively stronger and more competitive, have longer survival time, and are more valued for brands and word of mouth. Accidents have a greater degree of influence on their brand image. Therefore, users are advised to buy more products and products from large enterprises. Otherwise, after two years, your machine is still in use. Once you have a problem, you can find even the enterprises that produce the machines. Not enough, where else to buy accessories for its products? For the national competent authorities, the versatility and standardization of agricultural machinery parts and components should be strengthened to improve the utilization rate of resources and reduce the losses of farmers.

In this regard, domestic agricultural machinery enterprises undoubtedly need to strengthen learning from foreign agricultural machinery enterprises. In fact, providing long-term service support to users is not only a business practice, but also a business philosophy. The latter reflects the attitude of being responsible to users. We often hear that some companies have proposed to be kind to users, and they are better than singing, but not many of them are actually implemented in reality. Some companies like to exaggerate the publicity of the publicity service, but during the busy work season, for such subjective and objective reasons, it is rare to provide customer satisfaction services, and some enterprises serve when the production scale is small. More thoughtful, and later with the increase in scale, the service level and security capabilities have not kept pace, resulting in a serious disconnect between service and marketing, and reduced user experience.

Change can bring improvement. Paying attention to the end user experience, improving the after-sales service system, improving customer satisfaction, and cultivating loyal customers are the only way to promote enterprise transformation and upgrading and achieve long-term development.

(Original title: Agricultural machinery enterprises need to pay attention to serving old users)