What to do if there is a problem with website user loyalty
Source: Shangpin China |
Type: website encyclopedia |
Time: November 28, 2015
Customers are God, everyone knows. But if one day you suddenly find that your God doesn't play happily with you, or you lose your way and don't know where to find God, perhaps you should think about whether there is a problem with the user loyalty management of your brand.
In the book Customer Service Bible: How to Create Customer Loyalty Successfully, Paul Tim proposed that "only by continuously exceeding customer expectations can an enterprise distinguish itself from other enterprises." Beijing Website Design Only by continuously providing value to users and communicating with loyal users fairly and satisfactorily can brands capture their hearts.
It is not easy for brands to achieve good user loyalty. It does not mean that purchasing a CRM or SCRM system can solve the problem. The relationship between business and users is a step-by-step process, which requires the following four steps: strategic support, operational support, software support and big data analysis support.
1. Strategic support
All brands know that users will appear on platforms such as e-commerce, Weibo, WeChat, official websites and stores. But how to find the users you want and establish long-term friendly relations with them?
This is actually a strategic issue. The brand needs to make a strategic plan first to understand what its business logic is, how to revitalize the whole business, and what the goal of user loyalty management is.
For example, brand A is a condiment maker, and it is clear that its target audience is chefs. Their traditional way to maintain user loyalty is offline sales calls.
But there are several difficulties: first, China has a vast territory, and sales will not reach all chefs; Secondly, the number of sellers is limited, and the number of cooks contacted is even more limited; And not all channels are willing to inform them of the chef's information.
For Brand A, they are very clear about their business logic and pain points. What they need to solve is only the means and methods, so they can happily transition to the next step.
Another cosmetics brand, B, has just started to focus on the domestic market. They don't know who their users are, nor how to do effective activities on social platforms.
At this time, it is impossible to force them to come up with a user loyalty management strategy. They can also first enter the next operation process and explore the market.
2. Operation support
In terms of contacting users, condiment brand A first built a platform using WeChat official account to recruit members. The advantage of this is that it can reach a wider range of target groups, communicate with users on this platform, let them participate in their own activities, and so on.
When the brand has accumulated a large number of fans in the early stage, it needs to communicate with users in terms of operation. The communication here is not unilateral and from the perspective of brand, but from the perspective of users.
According to continuous communication with users, we can estimate their communication power, activity power and other information. Then, according to this information, users can manage labels. The advantage of label management is that it can enable brands to have intuitive insight and analysis of users, grasp the preferences of target users, and make content push more customized and targeted.
In addition, we can also see how the whole communication coverage is through communication. Analyze the user's characteristics according to the user's opening rate of push content, and make a user portrait description to lay the foundation for further management and communication of the brand in the future.
And cosmetics brand B, which has no user management strategy, also needs to establish an operation team to be responsible for content and communication, and also needs to establish a communication and dialogue mechanism.
They can collect user information from stores, promote their SNS platform and collect user data. And you can also begin to test your users' personality, preferences and sensitivity in content design.
3. Software support
When brands and users have emotional communication on social media, SCRM software is required to support one-on-one group communication, loyalty management, and user relationship data collection and analysis for users. When the number of users reached increases by magnitude, the software can greatly improve the efficiency of communication with users.
For example, if a user has booked a room in a hotel today, the hotel can inform the user in advance of the current location and destination temperature, and send a notice of pick up service after the user arrives.
After collecting user information and establishing contact with them, seasoning brand A needs SCRM for one-on-one communication. Push the ingredients and recipe information according to the chef's preferences, solar terms, etc. Push master classes, cooking salons and other activities according to the age level of chefs.
Cosmetic brand B needs more assistance from software and data departments. Deep mining and analysis of data can help her better understand her user attributes.
The software connects all the resources previously touched, so that enterprises can understand users more accurately. Only in this way can we provide services that exceed user satisfaction and make users become loyal fans of the brand.
4. Data analysis support
The ultimate realization of one-on-one communication is inseparable from the description of user profiles using underlying data.
Using the DMP data management platform, we can collect, mine, analyze user data, and iteratively optimize advertising, get visual analysis results, guide marketing decisions, and help brands support marketing decisions.
Flavor brand A can optimize the content of communication between itself and chefs in real time with the cooperation of data mining. Cosmetic brand B needs data analysis to formulate its user loyalty management strategy, so it doesn't need to touch the elephant with the blind.
User loyalty is inseparable from rules, research and KPIs
The brand needs to maintain different user loyalty at different stages of innovation, interaction and transformation. Therefore, after the establishment of the loyalty system, research rules and KPI indicators at different stages should be formulated according to these.
The research can analyze the problems existing in the current brand and how to improve it. It is usually divided into online and offline research, as well as internal research of the enterprise. For example, what kind of digital assets are there, current ideas and difficulties, etc. Then compare the needs with the reality to find out where to improve.
KPI focuses on quantifying the goals of the brand in different stages, such as how many target members will be added in the recruitment stage, and how many old and new transformation effects will be achieved in the operation stage. KPI indicators are no longer a simple measure of how many members will be added. Reasonable and meaningful KPIs need to be assessed from multiple dimensions, including industry value, experience value and data status.
Loyal users are the most valuable asset of a brand. Without users, there will be no long-term survival and development of the brand.
However, the establishment of user loyalty cannot be achieved overnight, but needs to be implemented in several steps. Each of these steps has many details to pay attention to, and enterprises also need to constantly review in the process of practice. Users will also feel it as long as they work hard.
User loyalty management dilemma
There is no doubt about the value of users' brand loyalty, but this seemingly easy to solve problem is full of difficulties. The reasons are as follows:
1. Holding your hand without knowing who you are
As many people tease Beijing's smoggy days, "You and I hold hands, but I can't see your face". The same is true for brands. After a long time of accumulating a large number of users, they do not know who they are.
I have to say that this is a very sad thing. Without knowing who the users are, we cannot know their interests and preferences, nor their preferences for products, let alone establish long-term relationships with them.
Many brands will also say that I know who my users are. But the benign user loyalty system is not just that you know your users, but that the brand also needs to know whether it has established the communication they want with users.
This kind of communication must be one-on-one. It is not what the brand needs to say to users, but to provide them with the services they want according to their preferences and interests.
2. It has been reduced to the "three no matter" or "all must manage" zone in the urban-rural fringe
Any brand that finds its users disappear will become very nervous. Then they will immediately start to say that it is necessary to clarify the situation of user churn, how to retain users, what to do for users, what plans and resources are needed, and so on.
But who should do these things? Marketing, Technology, or Sales? However, the reality is that when there are interests, we rush to do it, and when there are drawbacks, we push to do it.
The inability to collaborate is also one of the reasons for the problems in user loyalty management. To do a good job of user loyalty management requires a core person to coordinate the cooperation of all departments.
It is precisely because of such unstable service and communication that brand users lose their loyalty. In today's mobile Internet era, if brand services and value provision cannot meet the needs of users, this situation will be magnified infinitely, and many people will know it. The loss of users will only be faster.
Therefore, successful brands spend a lot of time and effort on user loyalty, while those enterprises that have problems do the opposite.
What is traditional CRM doing?
User loyalty will appear only when the market is relatively mature. In the underexplored market, market occupation is always the first priority. Recruitment is far more urgent than retaining users.
In the fully developed market environment, in order to solve the problem of retaining users, customer management system CRM was born.
The goal of CRM is to enable enterprises to retain users by managing user information. Enterprises communicate with users by asking them to fill in form information, reserve phone information or email.
But this is a passive mode. It is basically the user who buys the product that the enterprise will start to communicate with you.
Generally speaking, there is an 8:1 principle in traditional CRM, that is, to pull a new user, it must be achieved at 8 times the cost of maintaining an old user.
From the traditional CRM model, we can see that from the market, suspected users become potential users of the brand through various interactive channels (websites, SNS, products, etc.). If the user buys the product, he or she will become a user, otherwise, he or she will be lost and return to the market.
Traditional CRM is the middle part, transforming users into registered users. I will contact you when the user comes, and then let the user stay through a series of means.
However, it is unscientific for current enterprises to establish user loyalty system according to this model.
Because now is the time when users are subconsciously interested in the brand, or when they are suspected of being customers, the enterprise will start to communicate with them and start to manage users' preference for the brand.
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