A little brother programmer who loves coding and BB products at the same time Source: Classmate Chen | Public Opinion Monitoring and Customer Experience
A few days ago, I wrote a blog about the product thinking caused by Tencent Cloud Data Disk , and shared an inconvenient point when purchasing cloud servers.
I posted on CSDN in the early morning of the 14th, and at about 9:00 on the evening of the 14th (Saturday), Tencent Cloud personnel had already found me, learned about the situation in detail, and explained their solutions.
This way of making products is shocking. I 一天时间found a 某个博客post 阅读量几乎为零in it, using 博客信息it to quickly find users and solve problems.
I sincerely admire their attitude, thinking, and efficiency in making products, and it also refreshed my understanding of how to collect customer experience.
Traditional Ways to Collect Customer Feedback
In my life, I have encountered the following ways to collect user feedback:
- User evaluation function provided by various life consumption platforms
- When shopping in e-commerce, add a small feedback card to the goods, take a photo and upload it to get a few bucks back
- Banks, government agencies and other teller services, place an evaluation device in front of the user, and the user can click to select "satisfied" or "dissatisfied"
- Collected through questionnaires (various methods, such as: let customers fill in immediately after the service; random surveys on
问卷星the streets; online surveys such as) - Evaluation of call satisfaction after voice service, commonly found in various types of telephone customer service
- Telephone interviews
- Online feedback channels provided by software, platforms, etc., such as instant messaging customer tools, work order functions, email feedback, etc.
Everyone is accustomed to these methods, which are quite satisfactory, and the efficiency is relatively low. Users often tend to complain in places they are familiar with (for example: Moments, blogs, Weibo, etc.), and then stop consuming similar services. After all, no one is obliged to help merchants do better, and communicating with merchants will also bring time costs.
Use public opinion monitoring to collect customer feedback
With the advancement of science and technology, various industries are constantly being subverted, and even reduced in dimension.
Tencent Cloud's process for customer feedback?
Their process for handling customer feedback, I guessed like this:
- Analysis of customer feedback channels Most of the people
who buy cloud servers are technicians, so they may be mixed in various technical information platforms, such as: InfoQ, CSDN, Jianshu, Open Source China, SegmentFault, official account, etc. - Conduct public opinion monitoring
Use keywords corresponding to products (such as Tencent Cloud, Alibaba Cloud, etc.) to obtain data from user feedback channels, use part-of-speech rules to automatically identify negative feedback, and report to specific personnel at designated points every day.
It is very convenient for large factories to obtain data. Whether it is crawler acquisition, API cooperation, etc., they do have the strength to do this. - Manual preliminary review The collected data is manually reviewed
every day . If intervention is required, it will be transferred to the relevant department for direct processing. - Targeting Customers Locate customers
by collecting data, this next subsection is devoted to analysis. - Contact customers to solve problems
How to target specific customers based on data?
Customer feedback must have subject information, for example: I explained the purchased server configuration in the feedback.
That can at least analyze the data of these dimensions:
- which user
- When (often very close to when the feedback is generated)
- What service or product was purchased (users will often explain when giving feedback)
- What feedback was made (something that was really useful and helps the company to continuously improve the service or product)
The key is which user, how to locate it?
First of all, when you feedback information, you may expose these personal information (don't forget that a person often has a lot of other historical data in addition to feedback information):
- Account (now basically mobile phone and email)
- Avatar, Nickname
- location, IP
Based on the above information, it is not difficult to find users if it is supported by a strong technical team + related internal systems.
Why does Tencent Cloud have such a great experience?
With so many products, why are the product experiences so different? Taking cloud services as an example, a little analysis:
- The cloud service market is very competitive. At
present , domestic companies such as Alibaba, Tencent, Baidu, Huawei, as well as several small companies, and foreign companies such as Amazon are vigorously developing cloud services. In such a fiercely competitive environment, who is more cost-effective and whose service is better has become a concern of consumers and a problem that businesses are trying to solve. The current 2B is not in this list, more rely on sales resources. - The influence of the company system The
cruel but attractive KPI assessment, the company's product atmosphere, the company's comprehensive strength and other factors can drive the relevant personnel to do everything possible to make the product well, just like my own experience this time. - Using technology to change traditional methods
This time , using information to collect user feedback can be regarded as refreshing my cognition and learning. This is an example, the public opinion itself also has more scenes, you can YY yourself.
Do you still have privacy?
This incident is a very scary thing, although this incident has nothing to do with privacy, it is a normal product operation process within Tencent.
But aside from this matter, it means that if an individual bubbles up on the Internet at will, if necessary, they can be like the 特朗普先生的导弹精准打击叙利亚(纯属玩笑)same, and they can also find a person immediately.
Now Facebook is still in the midst of a privacy crisis, and it is expected that the protection of personal information in China will get better and better.