Y2014MBAftersalesServiceAppIBoardOgilvy&MatherAdvertisingDecember2014PresentationtitleinCorpoSRegular9pt|Department|Date*Background&ObjectivesEnhancetheconsumerexperienceandsatisfactionOptimizearchitecturetopresentmorecontentEnhancetheconsumerstickinessandloyaltyDrivetheconsumptionofaftersalesserviceCurrentinformationarchitectureandnavigationdesigncannotfulfilldailybusinessrequirementandvariouscontent.Customercannotfindtherelevantinformationeasily.ASplatformsshouldberevampedtosatisfythechangingdigitalbehaviorofcustomers.》CONTENTS目录|ConsumerSurvey&AnalysisASAPPSituation&CompetitorAnalysisAPPRevampPlanAPPPromotionAPPOptimizationPlan*ConsumerSurvey*“我要换一条轮胎,4S店要收我2800元,我也不知道这个标准是怎么来的”“作为车主能享受一些特别的优惠和服务,让我感觉很好”“日常生活中该怎么用车、养护车,有些什么注意事项我都不知道”“有一些小问题和如何使用,应该可以很快的查询和解决”“我买车这么多年,也从来没收到过他们什么优惠信息。如果能随时关注优惠活动动态就好了”“每天要考虑限行、要注意查违章,都