上海大众售后服务商务政策

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1、2010上海大众售后服务商务政策部门 Department 售后服务部 版本号 Version No. 1 保密级别 Secrecy level 更新日期 Date 2010-01 2010 2010售后服务商务政策 售后服务商务政策 2010 Dealers After Sales Commercial 2010 Dealers After Sales Commercial Policy Policy2 激励经销商拓展市场空间，提高销售额的商务政策是完成公司下达的销售及边 际贡献目标的重要保证 满足服务能级、配件利润、附件等各项业务的进一步提升要求 提高经销商满意度，引导经销商提高售后服务的

2、整体质量，最终提升用户满 意度 关注经销商服务过程中关键岗位的人员奖励 背景 背景 提高II、III车龄段用户进站率3 理由 2010 2010年方案调整项目 年方案调整项目 调整项目 1.取消原I、II、III档目标的设置 减轻经销商超目标压力 以完成目标为重点，提高100%完成率奖 励系数 3. 季度系数细化为月度系数 提高经销商计划的准确率和完成率 与分销中心考核相呼应 4.调整油漆考核方法，将油漆开关 指标与等级系数相结合 激励因事故车偏少的经销商提高业务 随着项目全面推广，专项考核应逐步衔 接到常规销售额考核 2. 返利质量等级从三级上升到六级 与整车返利体系保持一致 细化返利差异，

3、鼓励经销商提高业务水 平4 2010 2010经销商目标完成奖励 经销商目标完成奖励 奖励金额 = (年度销售额 - 超额10%以内销售额 )X 基本奖励系数 + 超额10%以内销售额 X 超额奖励系数 奖励金额 = (年度销售额 - 超额10%以内销售额 )X 基本奖励系数 + 超额10%以内销售额 X 超额奖励系数 计算说明 1.经销商完成年度总目标为获得基本奖励的必备条件，年度总目标 = 配件年目标 + 附件年目标 2.完成季度目标，可取得当季3个月的月度系数，包括未完成月份的系数。未完成季度目标，只能取得完成月份的月度系数 3.超额10%以上的经销商，超额10%以内销售额 = 年度目标

4、 X 10%；超额10%以内的经销商，超额10%以内销售额 = 年度销售额 - 年度目标 4.当年新建经销商工具销售额不计入考核销售额 5.原则上，全年目标不低于2009年实际销售额，上半年目标应大于全年目标的46%，如有特殊情况，应提出书面申请。 6.考核销售额不含税 7.升级规定：服务满意度MOT得分符合以下两个条件，则年度奖励系数可再跃升一级（以A级为限） 四个季度MOT得分环比持续提升且一季度MOT得分75分； 2010年度MOT得分相比2009年度MOT得分提升 2分； + = 配件直销完 售后服务质 成率 量综合排名 基本奖励系数(100%,110%) 超额奖励系数(100%-11

5、0%) 奖励系数 年度系数 月度系数 超额销售额 X 超额奖励系数 RSSC TOP 20% A 4.50% 2.70% 0.15% x 12 15.00% RSSC TOP 21%-40% B 3.90% 2.10% 0.15% x 12 12.00% RSSC TOP 41%-60% C 3.30% 1.50% 0.15% x 12 12.00% RSSC TOP 61%-80% D 2.70% 0.90% 0.15% x 12 10.00% RSSC TOP 81%-100% E 2.10% 0.30% 0.15% x 12 10.00% 低于合格线 F 0.00% 0.00% 0.00

6、% 0.00% + = 奖励系数 奖金计算5 获得奖励的条件 1. 100%完成经过经销商签字确认的年度配件采购总目标（签署目标中已包含附件目标） 2. 附件完成率必须大于总目标的7% 3. 外采购率考核达标 4. 油漆采购专项考核达标（占配件总采购额=3，奖励金额x100%；2%-3%,奖励金额x95%；1%- 2%，奖励金额x90%，0%-1%，奖励金额x0%，每季度检查油漆专项外采购，检查出一次则当季奖励 取消，检查出2及2次以上，取消全年奖励） 5. 基础库存考核达标 6. 维修站之间不允许批发销售配件 7. 获得奖励必须完成年度目标 1. 1. 2010年分设配件，增设奖励 2. 奖

7、励系数基于年度总目标， 奖励基于实际超额部分采购金额 3. 月度目标合计等于年度目标，季度目标等于当季3个月累计目标 4. 奖励按月度和季度考核，但于年终执行 注意 配件 配件/ /附件业务基本条件 附件业务基本条件6 基本达标后的奖励等级分类依据： MOT? 70% + 神秘顾客调查?20%+投诉处理 ? 10% 投诉处理： 1. 投诉率 -30% 2. 一次解决率-25% 3. 投诉响应率-20% 4. 投诉封闭率-25% 服务质量基本条件（同时适用季度和年度）： 服务质量基本条件（同时适用季度和年度）： MOT MOT 72 72分以上 分以上（满分 （满分120 120分，二季度起可能

8、视需要调整） 分，二季度起可能视需要调整） Audit II Audit II评级 评级C C级及以上 级及以上 投诉处理 投诉处理60 60分以上 分以上（满分 （满分100 100分） 分） 服务质量基本条件 服务质量基本条件 MOT 投诉处理 神秘顾客调查7 V V- -Star Star奖励方案（详见具体方案） 奖励方案（详见具体方案） 经销商 售后服务奖励 经销商 售后服务奖励 管理层 管理层 总经理 总经理 服务总监 服务总监 服务经理 服务经理 配件折扣额度 90% 配件折扣额度 90% V-Star服务人员奖励 10% V-Star服务人员奖励 10% V-Star奖励发放周期

9、： 同售后服务奖励一致，年度发放 V-Star奖励预算： 10从经销商服务奖励中配件奖励中提取。 另外10奖励预算由售后服务部申请，并与上述10一起发放 追加10的预算用 于V-Star奖励 追加10的预算用 于V-Star奖励 + 一线人员 一线人员 服务顾问 服务顾问 索赔员 索赔员 配件经理 配件经理 技术经理 技术经理 附件经理 附件经理8 配件直销完 售后服务质 成率 量综合排名 基本奖励系数(100%,110%) 超额奖励系数(100%-110%) 奖励系数 年度系数 月度系数 超额销售额 X 超额奖励系数 RSSC TOP 20% A 4.50% 2.70% 0.15% x 12

10、 15.0% RSSC TOP 21%-40% B 3.90% 2.10% 0.15% x 12 12.0% RSSC TOP 41%-60% C 3.30% 1.50% 0.15% x 12 12.0% RSSC TOP 61%-80% D 2.70% 0.90% 0.15% x 12 10.0% RSSC TOP 81%-100% E 2.10% 0.30% 0.15% x 12 10.0% 低于合格线 F 0.0% 0.00% 0.00% 0.00% 附件：举例 附件：举例 某经销商服务达标分数排名位于21%-40%之间，定为B级奖励； 年目标500万元；年度系数2.1% 实际完成采购5

11、68万元，超额50万元，超额系数12%；剩余518万元，年度系数2.1% 第1季度油漆外采购超标，第2季度未完成季度月累计目标，但6月完成月度目标，扣除1季度的0.45%以及4 、5月度0.3%，全年月度系数1.05%； 油漆采购率2.5%，奖励金额x95% 年终奖励金额=518x(2.1%+1.05%)+50x12% x95%=21.20115万元。其中： 1、90%即19.081035万元作为企业奖励，以配件折扣方式发放 2、10%即2.12万元作为服务V-Star，奖励经销商服务顾问等个人 3、追加与10同等金额的2.12万元奖作为经销商服务顾问等个人的补充奖励，与上述10一起发放 某经

12、销商服务达标分数排名位于21%-40%之间，定为B级奖励； 年目标500万元；年度系数2.1% 实际完成采购568万元，超额50万元，超额系数12%；剩余518万元，年度系数2.1% 第1季度油漆外采购超标，第2季度未完成季度月累计目标，但6月完成月度目标，扣除1季度的0.45%以及4 、5月度0.3%，全年月度系数1.05%； 油漆采购率2.5%，奖励金额x95% 年终奖励金额=518x(2.1%+1.05%)+50x12% x95%=21.20115万元。其中： 1、90%即19.081035万元作为企业奖励，以配件折扣方式发放 2、10%即2.12万元作为服务V-Star，奖励经销商服务

13、顾问等个人 3、追加与10同等金额的2.12万元奖作为经销商服务顾问等个人的补充奖励，与上述10一起发放 举例 举例9 In order to encourage dealers to exploit market potential and increase turnover, commercial policy is the important support to achieve target. To meet the need of further increase of service level, parts profits, accessories, and other busi

14、nesses Increase our dealers satisfaction and improve their after sales service quality, and finally increase our customers satisfaction Concern about incentive to key position staff in dealers service process Background Background Increase the consumer repair and maintenance rate for Segment II and

15、Segment III.10 Reasons 2010 2010年方案调整项目 年方案调整项目 Amendments 1.The target levels I, II, III will be cancelled Reduce the overachievement pressure for our dealers To encourage our dealers to achieve 100% of the target. The bonus rate for 100% achievement is increased 3. Change the quarterly bonus to mo

16、nthly bonus Improve our dealers parts order accuracy and their achievement In line with the RSSC check 4. Adjust the paint assessment methods, combine the painting level assessment bonus with old method. Encourage the dealers with low accident car repair to increase their business Since the painting

17、 project has been extended, the special check should be changed to normal check 2. Bonus levels will be increased from 3 to 6. In line with the car sale bonus structure To encourage our dealers improve their after sales business, the policy will be more detailed.11 2010 2010 Dealers Bonus Plan Deale

18、rs Bonus Plan Annual bonus = (Actual purchase volume more than 10% over purchase volume ) X basic bonus factor + more than 10% over purchase volume X overachievement bonus factor Annual bonus = (Actual purchase volume more than 10% over purchase volume ) X basic bonus factor + more than 10% over pur

19、chase volume X overachievement bonus factor Notes: 1.100% achieve annual parts purchase target signed by dealers (target includes accessories target) is the basic requirement to get the after sales bonus. 2.Achieve the quarterly target could get 3 months bonus (includingthe unachieved month), if did

20、nt achieve the quarterly target, only can get the monthly bonus which has achieved. 3.more than 10% over purchase volume = Actual purchase volume annual target（=10%) 4.The tools purchase volume of new dealers will not get the bonus 5.In principle, 2010 parts target could not be lower than 2009, and

21、first half year target should be 46% of whole year, if have some special situation, RSSCs should apply first. 6.Exclude tax 7.Upgrade rule: if the dealers meet the two conditions as follows at the same time, the annual bonus could jump-up one level (the maximum is level A). The dealers MOT score kee

22、p increasing from quarter to quarter during the whole and the MOT score of the first quarter in 2010 75 Annual MOT score is 2 points higher than 2009 + = Part Achievement After Service Quality Synthetic Ranking Basic Bonus(100%,110%) Overachievement Bonus(100%- 110%) Total Annual Monthly Overachieve

23、ment Volume X Overachievement Bonus Factor RSSC TOP 20% A 4.50% 2.70% 0.15% x 12 15.00% RSSC TOP 21%-40% B 3.90% 2.10% 0.15% x 12 12.00% RSSC TOP 41%-60% C 3.30% 1.50% 0.15% x 12 12.00% RSSC TOP 61%-80% D 2.70% 0.90% 0.15% x 12 10.00% RSSC TOP 81%- 100% E 2.10% 0.30% 0.15% x 12 10.00% Lower than qua

24、lification line F 0.00% 0.00% 0.00% 0.00% + = Bonus Factor Formula12 Bonus Conditions 1. 100% achieve annual parts purchase target signed by dealers (target includes accessories target) 2. Accessories purchase volume shall be 7% of total target 3. External purchase satisfy the requirement. 4. Painti

25、ng purchase satisfy the requirement. For parting purchase volume: . Painting purchase volume 3% of total purchase = whole bonus x 100%; . Painting purchase volume 2% and 3% of total purchase = whole bonus x 95%; . Painting purchase volume 1% and 2% of total purchase = whole bonus x 90%; . Painting p

26、urchase volume 1% of total purchase = whole bonus x 0%; . We will check the painting external purchase every quarter. If we found painting external purchase once, one quarterly bonus will be cancelled. If we found twice, the whole year bonus will be cancelled. 5. Basic stock satisfy the requirement

27、6. No whole sales between dealers 7. To get the monthly bonus should get the annual bonus first 1.We have parts target in 2010, add overachievement bonus 2. bonus factor is based on annual target. Overachievement bonus is based on actual purchase; 3.The sumof monthly targets shall be equal with annu

28、al target, and sum of 3 months targets = quarterly target 4.bonus will be evaluated monthly, and paid by the end of year Attention Basic Conditions of Parts and Accessories Business Basic Conditions of Parts and Accessories Business13 Service Satisfaction Basic Condition Service Satisfaction Basic C

29、ondition Complaint treatment： 1. Complaint rate -40% 2. One time resolution rate-30% 3. Complaint response rate-20% 4. Complaint treatment complete rate-10% Service quality basic conditions (for annual and quarter bonus): Service quality basic conditions (for annual and quarter bonus): Service satis

30、faction CSS Service satisfaction CSS 70 70 (full score 120) (full score 120) Complaint treatment Complaint treatment 60 60 (full score 100) (full score 100) MOT Complaint Treatment Classification formula： MOT ?50% + Complaint treatment quality ?50% MOT Complaint Treatment Classification formula： MOT

31、? 70% + Phantom test?20%+Complaint treatment quality? 10% 30% 25% 20% 25% Service quality basic conditions (for annual and quarter bonus) Service quality basic conditions (for annual and quarter bonus) Service satisfaction MOT Service satisfaction MOT 72 72（ （full score 120 full score 120， ，can be a

32、djusted if need from Q2) can be adjusted if need from Q2) Audit II Audit II C C Complaint treatment Complaint treatment 60 60 (full score 100) (full score 100) Phantom test14 V V- -Star Bonus (The details please see the specific plan Star Bonus (The details please see the specific plan) Dealer After

33、 Sales Service Bonus Dealer After Sales Service Bonus Parts Discount 90% Parts Discount 90% V-Star Service score bonus10% V-Star Service score bonus10% V-Star bonus payment time: By the end of year, as after sales bonus. V-Star bonus budget： 10 from parts bonus Another 10% budget to be applied by SA

34、 and paid with the 10% above. Another 10% budget for V-Star bonus Another 10% budget for V-Star bonus + Front-line Staff Front-line Staff Service consultant Service consultant Claims staff Claims staff management staff management staff Manager Manager Service Director Service Director Service Manage

35、r Service Manager Parts Manager Parts Manager Technical Manager Technical Manager Accessories Manager Accessories Manager15 Part Achievement After Service Quality Synthetic Ranking Basic Bonus(100%,110%) Overachievement Bonus(100%- 110%) Total Annual Monthly Overachievement Volume X Overachievement

36、Bonus Factor RSSC TOP 20% A 4.50% 2.70% 0.15% x 12 15.0% RSSC TOP 21%-40% B 3.90% 2.10% 0.15% x 12 12.0% RSSC TOP 41%-60% C 3.30% 1.50% 0.15% x 12 12.0% RSSC TOP 61%-80% D 2.70% 0.90% 0.15% x 12 10.0% RSSC TOP 81%- 100% E 2.10% 0.30% 0.15% x 12 10.0% Lower than qualification line F 0.0% 0.00% 0.00%

37、0.00% Dealer with Service KPI ranking between 21-40%, belong to Service KPI level B； Annual target is 5mio, and annual factor 2.1%; Actual annual achievement is 5.68mio, 0.5mio for overachievement, and overachievement factor is 12%； and the factor of the rest sales 5.18mio is 2.1% Painting external

38、purchase in Q1, and it does not achieve Q2 target, but achieve the Jun, so loose Q1, April and May bonus, the annual bonus factor is 1.05% Painting purchase 2.5% of whole purchase volume, so the bonus will x95% Final bonus volume = 5.18x(2.1%+1.05%)+0.5x12% x95%= 0.2120115mio. 1、90% (190,810.35) as

39、company bonus, to be paid by parts discount 2、10% (21,201) as V-Star bonus, for individual bonus to dealer service consultant 3、Another budget equal to 10% (21,201) as additional individual bonus to dealer service consultant, to be paid as the above 10% together. Dealer with Service KPI ranking betw

40、een 21-40%, belong to Service KPI level B； Annual target is 5mio, and annual factor 2.1%; Actual annual achievement is 5.68mio, 0.5mio for overachievement, and overachievement factor is 12%； and the factor of the rest sales 5.18mio is 2.1% Painting external purchase in Q1, and it does not achieve Q2

41、 target, but achieve the Jun, so loose Q1, April and May bonus, the annual bonus factor is 1.05% Painting purchase 2.5% of whole purchase volume, so the bonus will x95% Final bonus volume = 5.18x(2.1%+1.05%)+0.5x12% x95%= 0.2120115mio. 1、90% (190,810.35) as company bonus, to be paid by parts discount 2、10% (21,201) as V-Star bonus, for individual bonus to dealer service consultant 3、Another budget equal to 10% (21,201) as additional individual bonus to dealer service consultant, to be paid as the above 10% together. Example Example Example: Example:16