Just past the double eleven, the home business once again handed over a perfect transcript, and consumers are often plagued by after-sales service after the "shopping" of the big bang, the wallpapers bought need to be paved themselves, before The workers who install the floor are not the professional service personnel of the brand... These problems have become a stumbling block in the development of home e-commerce while exposing the drawbacks of home shopping.
Online explosive marketing after-sales service can't keep up
"Double eleven orders from the Internet are indeed much cheaper than physical stores, but no one is given after arriving at home. Consult customer service, the other party said that there are special installation services available online, you can place an order separately." Recently, Ms. Xu, who bought two tips in an online store, was very annoyed. “Really, there are quite a few stores on the Internet that do this after-sales work, but they have nothing to do with the brand itself. Who knows which one is good? Which one is guaranteed?"
Mr. Liu, who had similar experience with Ms. Xu, also said that the floor that was bought online was installed by the master who delivered the goods at that time. Later, there was a phenomenon of squeaking. The seller no longer managed, and had to find another third party. The workers came to mend. Obviously, as some consumers have said, unlike the purchase of clothes on the Internet, the chain after-sales problems caused by online shopping home building materials directly affect the lives of consumers.
"If it is true that the workers in the home improvement industry come to the door for after-sales maintenance, it is better to say that if the third party providing the service itself has no experience and is immature, and the workers are highly mobile, then the ultimate damage is the consumer's rights." Senior people said so. Indeed, with a small number of construction experience and unrelenting professional qualifications, many third parties without background in the home improvement industry have started their own after-sales service.
Service outsourcing vulnerabilities frequently reduce consumer spending
In fact, in addition to the online after-sales service is not reliable, some after-sales service of home building materials storefronts are often uncomfortable. An industry veteran said that most of the building materials installation and after-sales service in the market are completed by third-party outsourcing brands. When you come to your home to serve you, you can neither guarantee the professionalism of the construction method nor represent the brand. Make a warranty.
At present, in addition to the increasingly popular online shopping furniture and building materials, the phenomenon of online sales of online stores and specific centralized promotional venues has been one after another. In the state of more concentrated consumption, can consumers get better delivery and installation services? Weng Shaobin, the chairman of the icon, who is trying to set up a third-party platform to provide professional after-sales service to consumers, said, "Some special products, including flooring, must have their professional skills reserve in their after-sales service. Taking the floor as an example, workers who provide installation and repair services need to know at least the relevant types of flooring and product characteristics before they can get the right medicine. The installation and maintenance of solid wood composite flooring, laminate flooring and solid wood flooring are different. With the “wood floor repair†signboard, the understanding of product features only stays on the surface of the service side, how can consumers trust?
It can be seen that having professional qualifications and being able to understand the characteristics and performance of products is a necessary condition for providing reliable after-sales service for consumers.
"Three no" construction does not depend on the after-sales service to be branded
It is not difficult to find that after searching for the after-sales service of the corresponding building materials products from the network e-commerce platform, there will be a variety of shops for consumers to choose. And many of them have multiple "functions", paving the floor, tiling, dredging the pipes, repairing the toilet...
The same is true, whether these online after-sales services, or offline third-party construction teams, rarely have their own independent brands, and rarely leave a way to directly contact them. It is difficult for consumers to find the "temporary" service without a brand and without warranty, so that consumers can find the person who provided the corresponding service when they encounter "secondary maintenance". “In fact, it is not easy to establish a third-party service platform to support the logistics, installation and after-sales links of home building materials.†Weng Shaobin, chairman of Shengxiang Group, said, “This third-party platform should be an optimization of resource allocation. It is necessary to collect qualified and experienced service personnel from various industries. With its own brand and corresponding post training, consumers can conduct score assessment according to the professional level and service attitude of the service personnel. Only in this way can the consumption be made available. Satisfied service."
Obviously, it is not only mere products, but also a third-party after-sales service system, which requires systemization, branding, specialization and standardization of the home market.
Online and offline services "series" mutual interference often causes dilemma
Another phenomenon that exists in after-sales service is that some brand online storefronts provide installation and maintenance links, which need to rely on the after-sales service team support of the physical store.
Although it sounds more reliable than re-ordering for help, for some small brands, once the sales volume of the product is too high or too low, it is difficult to guarantee the stability and quality of after-sales service, and the supply may not be postponed or It is possible to reduce the number of employees by oversupply. Weng Shaobin also said, "The success of online success depends on whether the service can be put in place. In the future development, efforts will be made to achieve the goal of not requiring physical store support and e-commerce independent operation." He also revealed, "At the recent holy Like Power·National Floor, it has received 150,000 orders and sales of 1.4 billion yuan, and the total amount of payment is about 800 million. This market situation itself needs the support of the brand's strong after-sales service system, otherwise consumers also It's hard to pay for it."
In fact, what kind of after-sales service method the brand itself chooses for consumers is also an important reason for consumers to give back to the brand different word of mouth. Even if the product is made more fancy, lack of intimate professional after-sales service, it is still difficult to capture people's hearts.
(Source: Beijing Youth Daily)
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