9 -11月区服务关爱行动方案program

O9-11月华中区服务关爱行动方案OSep.-Nov.RSD3ServiceCareActivityprogram部门Division华中区销售事业部版本号Version05更新日期Date2015-07-07活动背景1、

受交通法规以及保险新规等的影响，经销商进场台次不足，单车备件消耗下降，售后产值普遍下滑2、反垄断加剧售后市场竞争，用户流失预期加强3、华中区备件、附件销售任务重

应对策略：1、通过邀约进店免费检测保养，体现一汽大众对客户关爱，提升客户满意度；2、通过抽奖吸引客户回店，利用代金券的消费杠杆作用，拉升维修产值；3、由于轮胎成对配换，利用轮胎作为奖品，促进备件、附件的销售4、以汽油添加剂作为抽奖奖品，培养客户使用原厂附件的习惯。应对策略：ActivityBackgroundBeingaffectedofthenewregulationsofinsuranceandthetrafficregulations,Dealers

generallyareshortofcustomerwhoisbacktothestore.Spare

partsconsumptionofpercardrops.GeneraldeclineinAfter-salesserviceoutput.Theanti-monopolyisanexacerbationtothepost-salescompetitioninthemarket,andtheestimatedcustomerchurn;

ThesparepartsandaccessoriesinRSD3isheavyinassignmentStrategyinReply:1.Byinvitingcustomerstostoresforfreedetectionandmaintenance,FAW-VWshowsitsconcernsforcustomers,andimprovementofdegreeofcustomersatisfaction;2.Bydrawinglotteries,customersareattractedtoextendandrenewtheirinsurance.Withtheleverageofcoupon,pulledmaintenancevalue;3.Becausetiresarechangedinpairs,thesalesofsparepartsandaccessorieswillbepromotedbyusingtiresasawards.4.Withgasolineadditiveasalotteryprize,Trainingthehabitofcustomerstouseoriginalaccessories.活动概况——2015年一汽－大众华中区服务关爱行动活动时间：9-11月活动范围：华中全区经销商活动对象：全部保有客户，重点邀约2013年9月以后购车的用户，预计120000台以上活动内容：客户通过购买延保产品；续保产品；维修代金券；客户俱乐部入会充值四种方式参与抽奖.金秋礼伴众享关爱ActivityProfile——ServiceCareActivityofFAW-VWRSD3ActivityPeriod:September-NovemberActivityScope:AllthedealersintheRSD3ActivityObjective:Allthecustomerswhohadpurchasedcar,mainlythecarbuyersafterSeptember,2013,thenumberofwhichisestimatedtosurpass120000ActivityContent:customersthatbuytheinsuranceextension,renewalorcouponsandcustomerclubmembersrechargewilltakepartinthelotterydrawing.GoldAutumnCompanionCommonlySharedCare活动主视觉ActivityKV

活动规划活动前1周9月-11月每周抽奖一次；当周延保、续保及购买十足代金券、办理客户俱乐部会员或会员充值的客户参与当周抽奖，奖池每周清零一次；通过自媒体、店头物料进行宣传分析筛选客户，重点邀约即将出保客户，告知客户利益点，增加参与兴趣；宣传邀约期活动执行期ActivityPlanningAweekbeforetheactivityFromSeptembertoNovemberOnelotteryamonth；Whenthecustomersthatpurchaseinsuranceextensions,renewalsand100%couponsandcustomerclubmembersrecharge

areallowedtoparticipateinthelotteryoftheweek,andtheprizepooliscleanedonceaweek;Publicitythroughwe-media,andstorefrontmaterialsByanalyzingandselectingcustomers,especiallyinvitingthepotentialinsurancecustomers,aswellasinformingthecustomersoftheirbenefit,wewillincreasethecustomers’participatinginterest;ActivityImplementationPeriodPublicityofInvitationPeriod宣传邀约媒体利用经销商微信公众账号、日常投放媒体上进行传播，告知活动详情，吸引客户到店参加活动抽取奖品。电话邀约重点邀约2013年9月份后购车的客户，制定统一邀约话术，由服务顾问统一主动电话邀约店头物料通过店头物料布置，告知到店维修保养客户，吸引到店客户参与活动短信告知利用经销商短信平台发送短信，进行活动告知。活动宣传活动邀约PublicityInvitationMediaByusingthedealers’WeChatpublicnumberanddailymedia,publicizeandinformcustomersofactivitydetails,wewillattractthecustomerstoparticipatetheto-storeactivityofaward-winninglotterydrawingTelephoneInvitationObtainfromthesystemthecarpurchasers’customerinformationafterSeptember,2013,formulatetheuniformmethodforinvitation,anduniformlyinitiatethetelephoneinvitationStorefrontMaterialsInformthecustomersthatreceiverepairandmaintenancethroughthestorefrontmateriallayout,andattracttheto-storecustomerstoparticipateintheactivityMessageNoticeInformcustomersoftheactivitynoticewiththeshortmessageonthedealers’messageplatform.ActivityPublicityActivityInvitation活动执行活动流程筛选客户档案将出保客户结束否是邀约进店否结束是续保或延保免费检测、保养、维修代金券否兑奖微信抽奖结束是是否办理客户俱乐部入会充值否是ActivityImplementationActivityProcedureSelectionofCustomerFilesCustomerstoPurchaseInsuranceEndNOYesTo-StoreInvitationNOEndYesExtensionorRenewalofInsuranceMaintenance/Repair、Free/DetectionCouponNOPrizeExpiryWeChatLotteryENDYESYESNOcustomerclubmembersrechargeYES活动执行参与条件购买续保，获得一次抽奖机会购买延保，获得一次抽奖机会，购买代金券，同一周内多次购买均只有一次抽奖机会，第二周购买仍可参与抽奖，互不影响。办理客户俱乐部会员或会员充值

，获得一次抽奖机会按照购买产品的项数，多买多抽，每周单个客户最多拥有四次抽奖机会ActivityImplementationConditionforParticipationAccordingtotheitemnumberofpurchasedproducts,themoreyoupurchase,themoreyoudrawlotteries.Everycustomerhasatmostfourlotterychanceseveryweek.Thepurchaseofinsurancerenewaliscountedasonelotterychances.Thepurchaseofinsuranceextensioniscountedasonelotterychances.Thepurchaseofcouponmanytimesaweekiscountedasonelotterychances,whilethepurchaseintheconsecutiveweekisstillallowedtotakepartinlotterywithoutmutualdisturbance.CustomerClubMembersrecharge

iscountedasonelotterychances.活动执行参与流程服务顾问参与客户服务顾问将用户的信息录入系统，包括车主姓名、电话、车型、车牌号、购买的服务类别、身份证号码、对应发票号码或客户俱乐部会员编号（若购买多个产品，需分开开发票）以及接待服务顾问姓名。用户扫描二维码进入抽奖活动页面，填写发票号码或客户俱乐部会员编号（若有多张发票，需分别填写），会显示客户信息，客户确认无误后，点击确定即参与成功。ActivityImplementationParticipationProcedureServiceAdvisorParticipatingCustomerTheserviceadvisorinputstheuser’sinformationtothesystem,includingthename,telephonenumber,cartype,carbrand,purchasedservicetype,correspondinginvoicenumberorcustomerclubmembershipnumber(whenmorethanoneproductisbought,invoicesshouldbeissuedseparately)aswellasthenameoftheadvisorsinreception.UsersmayscantheQRcodetoentertheenrollmentpage.Aftertheinvoicenumberorcustomerclubmembershipnumber(ifmorethanoneinvoiceisrequired,itshouldbefilledseparately)isfilledintheblank,thecustomerinformationwillbeondisplay.Onaffirmationbythecustomer,clicktheconfirmiconforsuccessfulparticipation.活动执行抽奖方式信息统计每周日统计当周参与活动客户的信息，将客户信息导入抽奖池；每周日下午进行抽奖；抽奖完毕后将获奖信息进行公示；将每家经销商当周续保、延保、代金券销售金额、办理客户俱乐部会员数量以及充值金额进行统计.ActivityImplementationLotteryDrawingMethodInformationStatisticsEverySunday,gatherthestatisticalinformationofcustomersthatparticipateintheactivitiesoftheweek,andinputthecustomers’informationintothelotterypool;everySundayafternoon,arrangeforthelotterydrawing;afterthelotterydrawing,theaward-winninginformationwillbemadepublic；Gatherthestatisticsofeachdealer’ssaleslimitandthenumberandtherechargeamountofthegettingmembershipofCustomerCluboftheweek.活动执行抽奖方式抽奖地点：济南五家经销商展厅轮流进行（金宝利、首佳、银座、润捷、庞大一众）；每家2次，共计10次；抽奖时间：每周日14:00抽奖；抽奖嘉宾要求：在经销商店头随机邀请客户（保有客户）作为抽奖嘉宾，每次邀请5名嘉宾（一等奖4个，需抽4次；二等奖200个，需抽4次，每次50个；三等奖200个，需抽4次,每次50个；如经销商展厅保有客户较少，经销商需提前邀约客户）；抽奖方式：抽奖采用电脑软件系统抽奖，奖池中客户信息连续不规则滚动，点击鼠标，系统随机抽取获奖客户；抽奖嘉宾均可在4S店领取参与奖品，并填写礼品领取表（通过见证抽奖过程，可刺激抽奖嘉宾参与到客户关爱活动中）抽奖需全程录像，以备抽奖公证性核查ActivityImplementationLotteryDrawingMethodPlaceofLotteryDrawing:Ittakesturnsproceedinginthefivedealers’exhibitionhallsinJinan(Jinbaoli,Shoujia,Inzone,Runjie,PangdaFAW-VW);everydealerdrawstwice,with10timesintotal;TimeofLotteryDrawing:Drawthelotteryat14:00everySunday;Requirementforlotterydrawingguests:Randomlyinvitethecustomers(retainedcustomers)onthedealers’storefrontaslotteryguests,andinvite5guestseachtime(4first-prizeguestsdrawthelotteryfourtimes;200second-prizeandthird-prizeguestsdrawthelottery4times,with50lotteriesdrawneachtime;iftherearefewretainedcustomersatthedealers’exhibitionhall,thedealersarerequiredtoinvitethecustomersaheadoftime);LotteryDrawingMethod:Thelotterydrawingisconductedonthecomputersoftwaresystem,andthecustomers’informationisconsecutivelyandirregularlyrollingintheprizepools.Clickthemouse,andthesystemwillrandomlydrawoutaward-winningcustomers;Allthelotteryguestscanobtaintheirprizesatthe4Sstores,andfillinthegiftreceivingtable(throughthewitnessingoflotterydrawing,thelotteryguestswillbestimulatedtoparticipateinthecustomercareactivities)Thewholeprocessoflotterydrawingshouldbevideoed,incasethenotarycheckwillbemadeforlotterydrawing活动执行活动进度规划每周二抽奖一次，共计10次

每周抽奖进程规划：9月10月11月9月21日11月29日每周抽奖流程活动周周日参与抽奖用户，将在活动当周日统一抽取，抽取完毕后，奖池清空。客户参与期ParticipationPeriodofCustomersActivityImplementationLotteryFrequencyOnelotteryisdrawnaweek,with10timesintotalPlanningforlotterydrawlprocesseveryweek:SeptemberOctoberNovemberSeptember21stNovember29thProcedureoflotterydrawlseveryweek

SundayUsersthattookpartinthelotterydrawlintheweekwilluniformlydrawtheirlotteriesonSunday.Whentheprizesaredrawn,theprizepoolwillbecleaned.Eachweek活动执行奖项公示华中区微信平台统一公示（附有现场公证视频资料）每周日抽奖完毕后进行公示建议各经销商利用此机会，自行将本店的获奖名单进行公示，吸引客户关注经销商公众号ActivityImplementationPrizeAnnouncementUniformannouncementismadeonthepost-salesWeChatplatforminRSD3(attachedwiththevideomaterialsofon-siteauthorization).AnnouncementismadeafterlotterydrawleverySundayItisadvisedthateverydealershouldmakeuseofthisopportunitytopublicizeitsprizewinnerlistineachstorefortheattractionofcustomerattentiontoOfficialAccountsofdealers.活动执行奖品领取奖品发放：一、二、三等奖：短信通知客户到经销商处领取奖品，代理公司将获奖名单呈报事业部，事业部将获奖名单统一下发给经销商，要求经销商在2个工作日内通知获奖客户获奖信息；此次活动一等奖由一汽-大众供应商提供；活动二三等奖为华中区事业部自采备件；参与奖：活动期间凡参与此活动的客户离店前均可获得领奖要求：1、客户站在所购车辆旁边（露出车牌号），由经销商现场发奖，照片留档2、提供清晰的客户消费的财务发票扫描件3、所有资料，待活动结束，将电子版本统一上报供稽核ActivityImplementationPrizeCollectionPrizeDelivery:Thefirstandsecondandthirdprize:receivingshortmessages,customersareinformedtocollecttheirawardsinthedealers’place,andprofessionalcustomercall-instaffmembersrepayavisittocustomers;To-storePrize:duringtheactivity,allthecustomersthatparticipateinthiseventwillobtainthisprizebeforeleaving.Requirementforprizecollection:1.Customersstandbesidetheirpurchasedcars(carregistrationnumbersareexposed),anddealershandoutprizesonthesite,withphotoskeptforfiling.2.Clearscanningcopiesoffinancialinvoicesaboutcustomerconsumptionsareprovided.3.Electronicversionsofallthematerials,attheendoftheactivity,willbehandedinforcheckandaudit活动执行奖项奖品个数价值备注一等奖数码产品（Applewatch)403000元/个一汽-大众供应商提供二等奖固特异轮胎（一汽-大众原厂）2000536元/个一汽-大众事业部自采三等奖汽油添加剂（一汽-大众原厂）200039元/瓶一汽-大众事业部自采参与奖玻璃水（一汽-大众原厂）1500011元/瓶经销商提供，不用抽取，所有参与此活动客户都可获得，直接在4S店领取ActivityImplementationPrizeAwardNumberValueRemarksFirstPrizeDigitalProduct（ApplewatchorIpaidmini）403000Yuan/unitProvidedbyFAW-VWdealersSecondPrizeGoodyearTire（OriginalPlantofFAW-VW）2000536Yuan/unitCollectedfromFAW-VWRSD3ThirdPrize

Gasolineadditive（OriginalPlantofFAW-VW）200039Yuan/unitCollectedfromFAW-VWRSD3ParticipationPrizeGlassofwater（OriginalPlantofFAW-VW）1500011Yuan/unitOfferedbydealerswithoutlotterydrawing;allthecustomerswillhavethembycollectingfrom4Sstores活动执行经销商激励设置服务总监和服务顾问激励，提升其积极性，确保项目效果奖项范围周期评比规则奖励服务总监小区月度1、备件完成率（权重40%）2、附件完成率（权重10%）3、续保以及延保销量（权重40%）4、客户俱乐部充值数量（权重10%）5、按照小区经销商总数量，按照比例进行分配￥1012每月更新礼品服务顾问大区月度1、代金券销量(权重15%)2、续保销量(权重60%)3、延保销量(权重10%)4、客户俱乐部充值数量（权重15%）5、只在对应分档进行排名￥332每月更新礼品备注：服务总监和服务顾问奖励为等额礼品，所有续保信息必须录入DSERP系统，

事业部会针对续保数据真实性进行核对。StimulationofDealersServiceinspectorgeneralsandserviceadvisorsareinstalledfortheimprovementoftheirmotivationandtheprogrameffect

ScopePeriodRulesforAppraisalAwardServiceInspectorGeneralSmalldistrictMonthlyCompletionrateofspareparts,weight40%Completionrateofaccessories,weight10%Salesvolumeofinsurancerenewalandinsuranceextension（weight40%）Therechargeamountofcustomerclub(10%)Electedtheaward-winningdealersaccordingtotheproportionofnumbers￥1012RenewalofgiftseverymonthServiceAdvisorRSD3Monthly1.Salesvolumeofcoupons(15%)2.Salesvolumeofinsurancerenewal(60%)3.Salesvolumeofinsuranceextension(10%)4.Therechargeamountofcustomerclub(15%)5.Onlyrankedinthecorrespondinglevel￥332RenewalofgiftseverymonthRemarks:Theserviceinspectorgeneralsandserviceadvisorsareawardedwithgiftsofequalvalues.AlltherenewedinsuranceinformationmustbeinputintheDSERPsystem.TheRSD3willverifytheauthenticityoftherenewedinsurancedata.ActivityImplementation活动执行经销商激励服务总监激励精品

大众优越拉杆箱（新秀丽20寸R05）单价：1012元全新高尔夫帐篷单价：332元服务顾问激励精品

ActivityImplementationdealersIncentiveServiceDirectorIncentiveGiftsTrolleyofFAW–Volkswagenprice：1012yuanThenewGolfTentprice：332yuanServiceAdvisorIncentiveGifts活动执行ActivityImplementation抽奖嘉宾奖品lotteryprizesofguests抽奖嘉宾可获得原厂CC保温水杯一个DrawgueststogetaInsulationglassofCC大众CC黑色保温水杯blackinsulationglassofCC单价：98元price：98yuan活动效果评估

服务产品目标用户数邀约成功率活动参与率产品购买率单台次备件消耗总计(万元)工时代金券363,28510%25%70%350223续保119,92230%20%50%900324延保285,66520%15%1%7006客户俱乐部87,00030%20%10%45024轮胎消耗-----100

汇总677

PerformanceFCServiceProductNumberofTargetCustomerSuccessfulRateofInvitationRateofActivityParticipationRateofProductPurchaseConsumptionofEachSparePartperTimeSumTotal(TenThousandYuan)WorkingHourCoupon363,28510%25%70%350223InsuranceRenewal119,92230%20%50%900324InsuranceExtension285,66520%15%1%7006customerclub87,00030%20%10%45024ConsumptionofTires-----100

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发现投诉客人的时候也迅速与投诉应对人员联络遇到无法解决客户移交到项目经理（项目经理应具备PR应对技巧），隔离投诉客户PartC活动筹备应急预案1.抽奖软件可用性保证1.全程监督软件开发，多次测试，保证抽奖的公正性；2.购买流畅网络，保证抽奖时的稳定性3.如果抽奖软件临时崩溃，可使用最原始抽奖方式，使用抽奖箱和卡片抽奖，制作备用物料。3.抽奖上限规定活动中奖率上限为60%，超过上限，多余获奖名额顺延至下一次抽奖，在抽奖程序中做好设定。PartCActivitypreparationEmergencyplans2.ResponseforlotterycomplaintsCalmlylistentothecomplaint,quicklyguidetothestaffareaforcomplaintresponse

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