Internet-based Automotive After-market Business

Background

This Auto company, the most extensive passenger car distribution and service group in China, has set up 786 outlets, and 745 4S stores as of December 31, 2021, with operations in 28 provinces, autonomous regions, and municipalities. Among these, there are 14 4S super-luxury brand stores and 161 4S luxury brand stores, selling 471 mid-to-high-end brands and 57 regular passenger car brands. The company decides to expand China Grand Auto's internet-based automotive after-market business after it succeeded in new car sales, second-hand car trading, and car rental.

Challenge

The variety and high demand for after-sales business resulted in difficulty counting offline or telephone reservations, which negatively affected the efficiency and quality of service and thus customer satisfaction. The lack of a unified platform to manage the after-sales business system resulted in an inability to quickly connect customers and their vehicle information to the after-sales business, making it difficult to carry out related analyses and evaluations. Attract new customers by leveraging the content of the after-sales service platform, achieve higher revenues by selling related products while strengthening and enhancing the after-sales service

Approach

Set up a website with SAP Commerce Cloud to meet the business needs of online after-sales reservations, online sales, and more. By using the SAP Marketing Cloud, generate 360 customer profiles, analyse vehicle histories and evaluate the effectiveness of campaigns for "after-sales", "value-adding", "vehicle logistics", and "customer service" businesses. Create a business mobile app that enables end customers to easily access after-sales services and improve their overall user experience.

Key results

Benefits

Design and implement a one-stop vehicle platform for repair and maintenance management, and provide customer-focused services to increase customer loyalty. Understand customers' needs more accurately to help strike more deals. Expand service offerings to non-standardised services and focus on consumers, from the management and maintenance of the use of vehicles, to building a life-business ecosystem.

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