A Volvo CE customer care campaign in China yields honors at the China Engineering Machinery 2015 Marketing & Aftermarket Conference and Dealers meeting, and from the China Machinery & Electric Industry Magazine.
The members of the China Engineering Machinery Marketing & Aftermarket Conference and Dealers Annual Meeting know a bright idea when they see one. That’s why, from a competitive pool of entries, they awarded Volvo CE China its ‘Top 10 Marketing Events’ accolade for its Customer Care Upgrading Campaign, an honor the company is enjoying for the fourth consecutive year. The annual event, held in Hefei from 22-23rd October, recognizes the most innovative ideas in the industry and declared Volvo CE the winner to an audience of 450 executives. The campaign also garnered attention from China Machinery & Electric Industry magazine, awarding Volvo CE China with the Equip China Innovation Pioneer Marketing Innovation honor in September.
The campaign, first initiated in 2012, offers a comprehensive range of customer afterlife services that carry each machine through a long and productive life. Since its launch, the campaign has benefited over 10,000 customers across China.
However, the process of transforming a bright idea into an industry-leading campaign was met with particular challenges, particularly the shift in the economic landscape. After a decade of rapid growth, China’s engineering machinery industry experienced an adjustment period as it entered the aftermarket era. This shift, introduced a greater demand for equipment repair and maintenance occurred, requiring Volvo CE China to react quickly.
To keep up with the changes in economy and customer demand, Volvo CE China, together with its distributors launched the (loosely translated) ‘Eliminate Sub-optimal performance of valued machine, and be successful without machine uncertainties’ program from June to September this year. The aptly named program has not only improved customer awareness of equipment safety precautions, but also helped customers address their needs with individualized solutions, digitalized technology and innovative service approaches.
Using customized services based on specific customer groups, the program classifies the required services by machine model, operating time and customer type to provide specific contents according to the customer’s needs. To eliminate waiting time for the supply of repair tools and accessories, the ‘Yellow Box’ Mobile Service Station was launched in June, ensuring that individual customer needs are addressed. With unrestricted access to information at their fingertips, customers are better able to manage productivity, and control costs for maintenance and repair parts.
The innovation did not stop there. To maximize machine uptime and prevent unexpected costs, Volvo introduced the ‘e-Report on In-process Inspection’ during the program launch. This application of mobile internet technology provides customers with access to a wide range of machine maintenance information. The e-Report can also be used to manage machine servicing. After a full inspection of the equipment, a service engineer can remotely generate an illustration report, offering individualized recommendations and maintenance instructions. With this service approach, customers can optimize machine performance, manage service and maintenance to maximize uptime.
“It is with great pleasure to receive these honors,” says Wang Yefeng, vice president of aftermarket and customer solutions department of Volvo CE sales region China. ““There is no secret to providing superior customer service, only by approaching customers and traveling to their production sites, and enhancing service quality with highly demanding requirements can we win the victory of aftermarket service.”
Picture - The Volvo CE China team gathers at their facility to celebrate the success of the Customer Care Upgrading Campaign.
Director, External Communications
Volvo Construction Equipment