In the process of using furniture and building materials products, once the fault or damage is encountered, the consumer must first think of calling the brand's after-sales service phone. But can the after-sales phone be connected at any time? Can the after-sales personnel handle it on time? In response to these situations and questions, the reporter interviewed the heads of several major brand after-sales departments in the industry, knowing that although the overall level of telephone after-sales service in the home industry is not as good as that of the home appliance industry. However, many brand companies are actively investing in manpower and funds, applying for free after-sales calls, and improving the level of after-sales service.

Investigate only 70% of home brands with free service calls

Only 70% of the brands have free service calls

At the beginning of this year, a website conducted an after-sales telephone service survey on 271 brands of ceramic tile, bathroom, wardrobe, cabinet, furniture, floor, door and window, wallpaper, and kitchen appliances. It lasted for two weeks on workdays and rest days. In the time period, in the case of not providing the warranty card and invoice, the product problems encountered by the netizens are simulated, and the quality of the after-sales service of the enterprise is investigated.

According to the survey results, after several years of brand building and after-sales improvement, only 70% of the top 10 brands use 400 or 800 free service calls. It is understood that in the home appliance industry, from refrigerators to color TVs to air conditioners, 100% of the brands have set up 400 or 800 free after-sales service calls. On average, only 70% of the home furnishing brands have free after-sales services.

Industry after-sales service atmosphere

Undoubtedly, the phone is the most convenient and fastest way for consumers to communicate with the company when they encounter problems; the second is the online consultation of the company website. The reporter learned that all home building materials brands will leave a unified contact information on the product sales list, product catalogue and corporate website, but 20% of the brands need to find the after-sales service hotline through the switchboard. Some companies will directly indicate the after-sales hotline.

Why is there such a big gap between the home furnishing industry and the home appliance industry in terms of free after-sales service calls? Lan Fang, president of the Guangdong Building Decoration Materials Industry Association, analyzes that there are many categories of home building materials, low thresholds, and many enterprises, especially the uneven development level of enterprises. Inconsistent, brand concentration is low, many companies only pay attention to production and do not pay attention to service, resulting in the overall after-sales service atmosphere of the entire industry is not strong, many third-line brands are waiting to see and follow the first and second-line brands. First-line brand pays attention to telephone service

In 2010, the relevant person in charge of the Europa Group, which opened 400 national free customer service calls, said that the European party has greatly improved the ability to check the headquarters of the after-sales service system by opening 400 free calls. In fact, the application for 400 calls requires very little fee. The main cost is to bear the long-distance telephone charges for customer calls. The expenditure of the European party on passive telephone consultation and active telephone return visit last year was about 180,000 yuan.

Xu Haitao, director of the MIA mattress brand of Meiya, said that for high-end software furniture with a price of tens of thousands of yuan, after-sales service and word of mouth are more important. After-sales service is included in the value of the products purchased by the customer. It is necessary to provide consumers with free and timely communication after-sales channels, which is in line with the positioning of the home business to provide customers with comfortable home services.

After-sales call completion rate is the lowest on weekends

With after-sales calls, and after-sales problems, consumers need to give feedback to manufacturers or distributors. When looking for door-to-door services and solutions, can these after-sales calls be answered and handled in a timely manner? The survey shows that around the Spring Festival this year, 10 The telephone call-through rate of each home category is only about 50%. It can be seen that most enterprises have greatly relaxed their attention to the after-sales service before and after the Spring Festival.

The reporter learned that the after-sales frequency of furniture and building materials products is indeed lower than that of household electrical appliances, and usually consumers usually do not have time to work. Sofas, wardrobes, walls, wooden floors and other products have problems until the weekend. Purchase a document to call the after-sales phone. The survey report shows that in the after-sales call-through rate, the kitchen, cabinet and bathroom industry ranked in the top three, and the connection rate was over 70%. When you call the hotline on the weekend, many companies will encounter a busy tone. They have to be connected several times to get through. There are also hotlines for the company.

After-sales problems are pushed to dealers

Due to the uneven size of home furnishing enterprises and the level of national sales channels, even if there is a national “400, 800” telephone or factory headquarters customer service call, after the consumers get through, they will be directly transferred by the after-sales telephone receivers of many enterprises. Go to the dealer. More than a flooring company said that it is not convenient to provide dealers' telephone calls; even Lemumen customer service staff even bluntly said: "We can give you the items, but no one can help you repair"; a sofa brand after-sales phone answering staff told reporters " I didn’t go to work today after the sale." The overall service attitude of the industry is relatively poor, and the situation of mutual promotion is more serious.

Insiders pointed out that for the low attention and low maturity industries of furniture and building materials, many companies are still in the stage of growth and investment, the after-sales system is not perfect, and because of the large size of the products, most of them are semi-finished products, so most of them are local. The dealers contracted the after-sales, and the dealers can provide customers with perfect after-sales service without cost, and truly solve the problem. It is completely dependent on the personal quality, business philosophy and enterprise management system of the local dealers.

The problem resolution rate needs to be improved

In the comparison of the "complaint problem resolution rate" of the survey, the reporter learned that the quality of service attitude is not directly proportional to whether the problem can be solved. Some companies have a good attitude, but they are perfunctory consumers, shirking their responsibilities, either letting consumers find local distributors, or let consumers solve their own problems and carry out multi-party "kicking the ball."

Li Jiacong, general manager of Shangpin Home Furnishing Custom Home, said that because cabinet products cannot be mass-produced and there is no uniform standard, it is easy to use inconvenience in the size and internal structure of cabinet cabinets. For telephone consultations and complaints, the nationwide 400 free telephones of Shangpin Home Delivery will be opened 24 hours a day, and will be handed over to 600 stores nationwide for the first time, and will be processed within 24 hours. The headquarters will also provide follow-up visits and coordination. Only with strong after-sales problem handling ability can we gain a reputation and stand firm in the fierce market competition.

Insiders pointed out that two years ago, the after-sales service of the home was mainly reflected in the passive maintenance of simple products, and did not integrate emotional communication with customers. At present, such services are clearly behind. In particular, the after-sales service level of important categories such as tiles, furniture, doors and windows is still at a low level. They should put the after-sales service construction in the first place while carrying out product upgrades and brand building.

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