How to do a good job of customer experience on WeChat
Source: Shangpin China |
Type: website encyclopedia |
Time: March 27, 2014
Website construction company Shangpin China? The enterprise has ignored or even forgotten. If the customer experience in traditional business is not good, even unexpected, let alone the customer experience on social media and WeChat.
In the CRM experience of the past ten years, there are corresponding methods to manage and optimize customer experience. Teacher Ye reviewed it in general and sorted out the routine of customer experience management from memory and experience, which can be divided into six steps:
1. Conduct detailed customer contact point analysis, including off-site, on-site, off-site and other stages. As the name implies, customer experience is the actual feeling of customers at their contact point with the brand, and it is compared with their own expectations, so as to produce the final customer experience. Good is satisfaction and reputation, bad is dissatisfaction and loss. Therefore, it is necessary to analyze the touchpoints where all customers may appear, and consider the scenarios of each touchpoint, information collection and transmission guarantee of unified customer experience.
2. Enterprises should set up customer experience officers or similar positions, and consider establishing a mysterious customer mechanism. Well, that is to invite consumers to be mysterious customers in different scenes, or their own people or industry seniors to be secret visitors. By the way, Mr. Ye has done many mysterious customers for many enterprises. Instead of walking around, he needs to observe carefully according to the process and write detailed reports afterwards.
3. After customer contact analysis and customer experience demand analysis, redesign the customer experience points in the business operation process. The previous link is not just for fun, but to optimize and redesign the current business process based on it, especially to carry out creative design of customer experience points in combination with customers' differentiated needs and demands.
4. Conduct customer role play and demand analysis with both voice and emotion, or conduct customer play PK with different teams. This is fun. Ye Sir has organized similar customer role-playing competitions and exchange PK in many enterprises. In the process of playing and PK, the operators of enterprises have better experience of thinking from the customer's perspective and understanding of customer demands.
5. Social media collects information to achieve a perfect or surprising offline experience. Enterprises can use microblog, WeChat, SNS, etc. to collect customers' fragmented needs and real-time needs, and present customers with a perfect experience or a surprise experience offline through the design process, such as giving a small gift that consumers just said on microblog yesterday in the process of regular consumption.
6. Make full use of new technologies, new equipment and new systems, especially the transformation of sales sites or service sites. Customer experience can often be transformed and optimized by using interactive devices, NFC technology, WIFI positioning, WeChat Weibo, etc., which can bring unexpected customer experience.
The most important thing to do well in customer experience is to be able to consider problems from the perspective of consumers, rather than enterprises considering problems based on imaginary customer needs. Therefore, similar steps can be taken for the customer experience on WeChat:
1. Analyze WeChat users' touchpoints, including use, browsing, code scanning, payment and other touchpoints;
2. Register new WeChat users as mysterious customers, and test WeChat applications and interfaces prepared for customers;
3. Because the QR code is the key in the consumer's WeChat scene, it is convenient to scan the code, such as the size of the QR code, printing and placement location, placement time, consumption stage and consumption status. For example, in a mysterious retail customer, Mr. Ye had many QR codes in the lower right corner and had to squat down to scan them
4. Carry out detailed experience and PK experience with competitors' WeChat environment, including the shortcut, speed and size of WeChat application and activity page entry, click menu, open page, input information, return button, etc., as well as reverse operation experience;
5. If you open and use the location information of WeChat to design the customer experience based on the LBS location, you should consider the strength of the GPS signal. If it is one or two floors underground, how to strengthen and deal with it?
6. If there are pictures in the WeChat application scenario, will the size and optimization of the pictures be affected by the network speed? Wait, these should also be considered in advance;
7. WeChat dialogue is like a sales consultant talking to consumers, so intelligent interaction? Or manual? Is there a standard script? How to deal with the returned results? Think clearly.
8. Finally, is the collected information and saved information collected by WeChat stored and analyzed after the event, or real-time and rapid application?
The SocialCRM series does not only talk about systems and functions. This issue is about customer experience. In fact, the social customer relationship management of an enterprise is not just a system, but first thinking, awareness and business processes, and then technical support. I hope this issue can make you pay attention to the customer experience on WeChat and further optimize the WeChat application scenarios you provide for consumers. Come on, partners!
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