Recently, for the automotive industry customer service field, Tencent Auto launched WeCarLa, a WeChat car owner management product. Tencent said it will help the automotive industry manage customer relationships with the characteristics of the times such as big data and strong social interaction.
In recent years, the competition in the automotive industry has intensified, and the market environment has changed rapidly. Whether it is online or offline stores, how to better maintain customer relationships has become the focus of the automotive industry. At the same time, with the further rise of the automotive aftermarket, the automotive aftermarket will become an important scene to maintain customer relationships.
Huo Yujia, head of Tencent's micro-karala business, said that the current end-customer management of the automotive industry lacks the insight into the owner's insight and service experience, and there are problems such as low communication efficiency and high car owner turnover rate. According to statistics, only 20% of car owners of car brands will remain in the brand's after-sales system for continuous service, and up to 80% of car owners have been lost. At the same time, it is difficult for auto companies to create a data ecology across the online and offline marketing links, which makes it difficult for auto brands to obtain user data, especially social data representing user personalities.
Cao Yunfei, senior product manager of the automotive industry in WeChat Payments Joint Products Department, believes that WeChat has gathered a large number of consumers and huge data, which is an effective platform for corporate marketing. It can help to achieve strong correlation between offline big data and accounts through the transaction process. Enterprises reach end users and retain users through efficient management services.
According to the industry, the micro-karala launched by Tencent Auto broke the customer management dilemma of the auto industry, “payment is over, leaving the store is lostâ€. While customer relationship management is more convenient, it also further enhances the user's goodwill to the car brand and enhances customer stickiness.
At present, Tencent Auto Micro Kara has cooperated with many well-known car companies at home and abroad. Among them, in cooperation with Maserati, Micro Kara has established a complete point database for Maserati through WeChat as a data exchange support platform, helping companies to better reach the owners and potential consumers and achieve good marketing results. Guangqi Honda is also using the WeChat platform to strengthen the collaborative cooperation service with dealers and has achieved good results.
What is more worth mentioning is that Tencent Auto Micro Kara tightly grasps the characteristics of the aftermarket of the car, and uses various payment scenarios of the automotive aftermarket to penetrate the transportation industry system, through with gas stations, car washes, highways, parking lots, etc. The cooperation between the offline scenes helps the car companies to master more car data, accurately reach the users, and recall the lost customers. This kind of cross-industry cooperation has solved the problem that the automobile is a high-end durable goods, and the low-frequency consumption scene is difficult to maintain the long-term concern of customers.
Huo Yujia said that the value of big data lies in the application. Enterprises can transform from post-knowledge to prophetic vision through big data, and then master the initiative of all links in user relationship. "We want to help auto companies turn their payment tools into terminal capabilities, turn big data into smart marketing, turn fans into certified owners, and ultimately turn owners into member customers."
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