This week, three consumers received a payment of "advance payment" from the actual home. For two of them, this was an unexpected gain. Recently, the home actually accepted the customer complaint caused by "the new Hengyi floor was not delivered in time". Huang Meng, the manager of the home's Shilihe store, said that the payment has been remitted to the customer's account before July 15. Why is it that the two customers' compensation payment is an unexpected gain?
Actually, the home initiative to start the "first payment" mechanism
On May 20th, the Shilihe store of the house actually received a complaint from the customer Mr. Song, saying that the "Xinhengyi" brand floor he had purchased had never been delivered.
According to Mr. Song, he purchased the "Xinhengyi" brand floor from the Shilihe store of the actual home on December 14, 2013. The contract agreed to deliver on January 30, 2014, but the manufacturer failed to meet the requirements. Delivery installation.
In fact, when the Shilihe store in the house actually received a complaint from Mr. Song, "Xinhengyi" had no store here. It is understood that after the lease contract expired on March 31 this year, due to "more investment", the home actually Shilihe Store has terminated its cooperation with Beijing Land Land Xingbang Building Materials Co., Ltd., which operates "New Hengyi" flooring.
Even so, after receiving customer complaints, the after-sales staff of the store immediately went to the customer's home to verify the situation and repeatedly communicated with the person in charge of Xinhengyi Floor, but in the end Xinhengyi still failed to deliver and install according to customer requirements.
After this complaint occurred, in order to prevent a similar situation, the actual home Shilihe shop inquired about the delivery situation of the contract signed by Xinhengyi Floor from January 1, 2013 to March 31, 2014, and called back one by one. Understand the delivery and installation situation, and found that there are two customers with the same situation.
In order to protect the rights and interests of customers, the Shilihe store of the actual home has repeatedly contacted the person in charge of Xinhengyi Flooring, hoping that it will deliver the goods to the customers in time in order to properly resolve the matter, but the two have not been able to reach a consensus.
In view of the above situation, the Shilihe Store of the Home actually took the initiative to activate the "advance compensation" mechanism. At present, all three customers have received advance payment.
According to Huang Meng, the manager of Shilihe Store, actually, the compensation for the "New Hengyi" incident totaled about 200,000 yuan.
Relying on the "advanced compensation" reputation in the industry
In March 2000, Actually Home took the lead in proposing the "advance compensation" service in the industry, promising to assume joint and several liability for the business activities of businesses in the market. When the merchandise sold by the merchant has quality or service problems, consumers can bring the sales contract and payment voucher to the actual home to complain, and the actual home should pay the consumer first. This service commitment means that merchants "drop the chain" and consumers can directly find their home.
This is the first time that the store has taken responsibility for compensation to itself, making the store the subject of fulfilling its promises to consumers.
Some people in the industry commented that the "first payment" not only made the home's signature at that time, but also laid the foundation for it to become a leading enterprise in the Beijing home furnishing industry.
In fact, about half a year after the start of the advance payment, the home actually ushered in the first challenge.
In the early period of heating in 2000, the well-known brand Fule radiator products had serious quality problems. The lighter flooded the wall and the more severe flooded the house. Almost all consumers using the brand's products were not spared.
According to information, there were more than 200 Beijing residents involved in the incident at that time, and their direct economic losses totaled more than 8 million yuan. 13 home building materials cities in Beijing that sold the brand radiators received customer complaints, but in the end only More than 80 customers in the actual home received compensation.
According to information, the total amount of compensation for the actual home of that incident reached more than two million yuan. For the current home, this number is not high, but for them at that time, this is undoubtedly a huge sum of money. paragraph. However, in order to let everyone know that "advance compensation" is not just for fun, the home has faced difficulties and solved the crisis. For a time, the home actually became famous in the home furnishing circle at that time, not only became the leading enterprise in the circle, but also allowed many consumers to keep the name of "home actually" in their minds.
This seemingly "loss of money" initiative has actually insisted on home. The "Eastern Oriental Yipin" incident in 2007, the "Totem Baojia" incident in March 2014, and this "New Hengyi" incident undoubtedly all used actions to illustrate the concept and actual implementation of the "first payment" of the actual home. force.
"Advance payment" service upgraded to version 2.0
The initial "advanced compensation" presupposes that consumers complain to the store and the store meets to solve it together. However, can the store "make a difference", after receiving a complaint, actively pursue similar problems?
This time, when actually handling the complaint, Shilihe Store of Home actually took a more proactive approach and pushed the "first payment" to version 2.0.
In fact, in addition to Mr. Song who came to the store to complain, two other customers encountered similar situations. One customer signed a contract with Xinhengyi on October 17, 2013, and agreed to deliver on January 30, 2014; the other signed a contract on May 14, 2013, and the agreed delivery date was 2013 June 30, 2016. But neither of them received the goods.
From the time, it is not difficult to find that the delivery time agreed between the two customers and the manufacturer is not later than Mr. Song, or even earlier, but they do n’t seem to take the matter seriously. In this case, even if the home does not "speak", it is estimated that these two customers will not find a store. However, the home actually chose to send it to the door and took the initiative to pay the compensation. This seemingly "loss of money" thing, can win the reputation and trust of customers.
"Forcing" opponents to progress
It can be said that the service commitment of "Advance Payment" helps actually create a good brand image.
Marketing management guru Philip Kotler once said that the significance of the brand lies in the pride and advantages of the company. When the company is established, the brand power forms an invisible business positioning because of service or quality. Industry analysts pointed out that with the development of the market and the enhancement of consumer brand awareness, the role of the brand and its impact on the enterprise are immeasurable.
Some people in the industry said that the "advance compensation" policy proposed by the home actually enveloped many consumers. Seeing people take this opportunity to reach the forefront of the industry, other stores are really anxious.
If the "advance payment" in 2000 was only a unique service of the home, then in the home circle two years later, the after-sales service regulations have blossomed everywhere. In the first to two years after the actual home "first payment" policy was introduced, Lan Jinglijia launched the "quality problem first responsibility", Jimei Home Furnishing launched the "first question responsibility system", Red Star Macalline launched the "first "Compensation", etc., although the name of each family is slightly different, but its essential attributes are similar to the "advanced compensation" of the actual home.
"One step faster" makes the difference
Unlike today's diverse online marketing and TV marketing, "Advance Payment", as an integral part of enterprise service marketing, was first brought into the early Beijing home furnishing industry. As an industry insider commented in the past, "Advance payment" is to incorporate consumer rights into the company's strategy, which is of great significance for improving the service level of the entire industry.
Carefully tracing the development process of the actual home over the years, people will find that it has always adhered to an important aspect, that is, service. More than ten service commitments such as "Advance Payment", "Green Environmental Protection", "One-month Return without Reason", and "Zero Delay in Delivery and Installation". On average, a new service commitment is launched every year, which has become a reserved program for the home. .
Lao Li (a pseudonym), who has spent more than ten years in the home furnishing circle, said: "Every home has a service commitment that is a step faster than others. They rely on a faster service, not only to make a brand, but also to do There is a brand differentiation. "
Don't underestimate this first step. A well-known writer once said: "In the shopping mall, competition is the competition of time, fast is opportunity and efficiency, and success is always in front of others."
This time, the actual home is a quick step, upgrading the "advance payment" to version 2.0, and changing "passive" to "active", not just waiting for customer complaints in the store, but taking the initiative to attack, there may be problems. To return visits and actively initiate the "advance payment" mechanism.
It is understood that this year's home will increase the development of the imported furniture market and prepare to build "European and American home years" in many city branches in Fuzhou, Shenyang, Dalian, Chongqing, Wuhan, Changsha, Shijiazhuang and other cities. In this regard, Wang Ningning, the manager of the operation and management department of the actual home group, said: "This is an important step for us to differentiate ourselves from our competitors and make differentiation." The high standard of service of the actual home is undoubtedly the attraction of high-end imported brands. An important indicator of entry, it has virtually promoted the expansion of the imported furniture market in the home. At the same time, the introduction of high-end imported brands will also promote the home to improve the standard and level of service. The two can be described as complementary.
Editor in charge: GO Jiaju Jiujie
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