In addition to the community, the key content of private domain operations also includes one-to-one communication and transactions. Especially for products with high prices, high decision-making costs, need for customization and in-depth services, and privacy, they are very suitable for one-to-one transactions.
By establishing standardized user operation SOPs, private domain customers can be managed more scientifically, and suitable conversion strategies can be formulated based on the different stages of customers.
In the process of private domain operations, how do companies need to formulate standardized operation SOPs to efficiently complete private domain transformation?
Below, we will share the content in two parts: the construction of private domain user labeling system and scientific hierarchical operation; and the five stages and operational focus of private domain customer transactions. Take you step by step to formulate private domain user operation SOP that is consistent with corporate business.
1. Construction of private domain user tag system and scientific hierarchical operation
1. Two common problems in labeling system construction
The labeling system was established too late
In the early stages of the private domain, the label system should be established first, rather than being built as you go. This avoids confusion. During the customer service process, we found that many brands have established many label groups. However, the logic of these labels is very poor, and many labels are only for one-time use.
The label system is too complicated to build
In the early stages of the rise of private domains, many brands tend to establish very detailed tag systems, in which there may be dozens or even hundreds of tag groups, and the total number of tags may reach thousands. However, after practice, we found that too many labels actually increased the burden on operations and front-line sales.
Therefore, we need to be clear that the more labels the better, we only need to focus on the most core labels in the business scenario.
Next, we will introduce in detail how to optimize the labeling system of the enterprise. The scientific method includes three steps: customer portrait analysis, business scenario analysis, and building a basic label and refined label system.
2. Three scientific steps to build a customer labeling system
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Customer portrait analysis
When doing customer portrait analysis, user portraits can be divided into core portraits and detailed portraits. Take a low-fat snack as an example:
The core image includes two aspects:
User core characteristics: Target customers are urban white-collar workers aged 20-40 who pursue a healthy lifestyle and good body shape.
User core needs: The core pain point of users is that they want to eat snacks but are worried about gaining weight and being unhealthy. The core need of users is to find delicious, healthy, low-calorie snacks.
After analyzing the core profile, we need to conduct detailed profile analysis to further clarify the various attributes of the target users.
It is recommended to divide based on demographic attributes, social attributes, and behavioral habits.
Demographic attribute analysis:
- Male to female gender ratio: Calculate the ratio of males and females through statistical data.
- Age distribution: According to age division standards, the population proportion of each age group is calculated.
- Regional distribution: Based on the demographic data of different regions, the population proportion of each region is calculated.
- Occupational distribution: Investigate the proportion of the population in different occupational groups.
Social attribute analysis:
- Education level: Statistics of users’ education level are conducted through surveys, and the proportion of the population at different education levels is calculated.
- Consumption situation: Collect users' consumption data, including consumption frequency, consumption amount, etc., and analyze users' consumption habits.
- Life stage: According to the user's age and family status, different life stages are divided and the population proportion of each stage is calculated.
Behavioral Habit Analysis:
- Shopping time distribution: Use surveys to measure the proportion of users shopping in different time periods.
- Shopping frequency: Collect user's shopping frequency data and calculate the user's average shopping frequency.
- Average monthly consumption amount: counts the average monthly consumption amount of users and analyzes the user's consumption level.
- Family situation: Investigate the user's family situation, including whether they have a house, a car, etc.
- Interests and hobbies: Collect users’ interests and hobbies data and analyze users’ consumption preferences.
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Business scenario analysis:
Based on the above analysis results, specific demographic attributes, social attributes and behavioral habits are tagged for subsequent reach and marketing activities. Through these tags, business goals such as reaching friends, mass messaging, customer follow-up, repurchase follow-up, and targeted product recommendations can be achieved.
When doing business scenario analysis, you need to look at four dimensions:
Customer source channels: through which channels customers are generally obtained, and whether there are differences in conversion rates across different channels. If there are differences, we need to label each channel.
Customer classification method: Front-line sales staff usually classify customers according to their age, industry, and gender, or according to their industry, education level, marriage and childbearing status, or according to their needs.
Customer transaction cycle: How long does it take for a customer to complete a transaction? It usually consists of multiple stages.
Participation in activities: In the private domain, what activities will customers participate in before, during and after the transaction is completed. The more customers participate in activities, the more frequently they interact with the brand and the stronger their stickiness.
After completing the user portrait analysis and business scenario analysis, a label system needs to be established.
The labeling system can be divided into basic labels and refined labels. First-level tags refer to the broad categories of tags, second-level tags group tags, and tags are personalized tag content.
Select the core tag group under each category and create corresponding tags.
For example, for e-commerce brand private domain users, first order time, first order channel, monthly consumption amount, customer source, and expected repurchase time are all very important tag groups.
After building the tag group, you need to synchronize it with internal members of the enterprise to clarify the difference between automated tags and manual tags. Automated tags are generated by the system based on user behavior, purchase history and other data, while manual tags require front-line sales or shopping guides to actively label them, for example, based on information provided by customers, interviews, etc. During synchronization, the purpose and meaning of these tags must be explained in advance. For example, automated tags can be used for personalized recommendations, marketing activities, etc., while manual tags can be used for more precise customer communication and sales strategies. At the same time, training and guidance should also be provided to ensure that internal members of the enterprise understand how to use labels correctly, and labels should be updated and revised regularly to ensure their effectiveness and adaptability.
2. Five major stages of customer transactions and key operational points
We divide the user life cycle into the introduction period, growth period, maturity period, dormancy period and churn period. This life cycle also applies to private domains.
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During the introduction period, we have just come into contact with customers, and the value of users has yet to be developed and tapped. As users stay in the private domain longer and longer, we can increase user value through demand mining, customer education, and follow-up repurchase and additional purchases.
Therefore, the user's value will gradually increase, and eventually the customer will enter the stable retention stage. Some customers may be lost over time. For example, users of maternal and infant products may no longer need the maternal and infant products when their babies grow up.
Therefore, after acquiring customers, we must seize the value of users in their growth and maturity stages to maximize user value.
Going back to the 1V1 scenario, whether it is online or offline business, basically user communication and transactions will go through the following five stages: exploring needs, introducing products, solving problems, promoting transactions, and handling after-sales affairs.
How should each key step be carried out specifically?
1. Break the ice with customers and effectively explore needs
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First, let us think about it, what is the first step you should take after a customer adds your business WeChat?
The first step should be to establish a connection because you are a new person to the customer and they will most likely not know your value.
The best way to build a connection is through an automated welcome and real-person interaction.
There are two principles for automated friend greetings:
① Clearly convey the positioning and value of the company’s WeChat account.
② Break the ice with customers and create interactions.
There are two principles to optimize the value of corporate WeChat accounts to increase the retention rate of friends.
The first principle is to let customers/consumers understand the value of your corporate WeChat ID. When the value is higher, the friend retention rate will also increase accordingly.
The second principle is to interact with customers as much as possible during the first meeting, explore needs through interaction, and at the same time enhance the customer's impression of your communication. When subsequent marketing actions are taken, customers will not be too resistant and the conversion rate will be higher.
2. Product recommendations to allow customers to recognize value
The second step is product recommendation to ensure that customers recognize the value of the product.
On the basis of clarifying customer needs, our user operations staff can recommend suitable products to customers.
In the process of recommending products, remember the following marketing formula:
Good product + suitable for me (effective) + able to learn + budget = customer places an order
Then, when communicating with customers, continue to provide relevant content around these three points.
Good product
Display products through various forms of graphics, text, and video content to convey the value of the product.
By placing content in the private domain of Enterprise WeChat, we have more space to display details compared to public domain advertising. You can introduce products and convey the core value of the product through text, pictures, graphic messages, short videos, long videos, etc.
suit me
Through customer testimonials, usage experience and positive feedback, consumers can be convinced that the product is suitable for them.
In addition to displaying product information in multiple aspects, we also need to convince consumers that the product is suitable for them. Authentic customer testimonials are critical to building consumer trust.
Through the user experience published by consumers, other potential consumers can have an in-depth understanding of the product's usage experience and details. Through positive feedback, strengthen consumers' determination to place orders and eliminate their concerns.
For example, SoYoung Medical Beauty will publish some comparison photos before and after the use of medical beauty projects in the private corporate WeChat group to highlight the effects of the medical beauty projects. And through experience officer activities, in-depth medical aesthetic project experience and customer testimonials are output. For consumers who choose medical beauty projects, these contents are very attractive.
can learn
Provide usage tutorials and popular science knowledge to eliminate consumers' concerns about placing orders.
Let consumers believe that they can learn to use the product, or that the product is suitable for them. How to develop this awareness?
The first category is to publish usage tutorials to make customers feel that they can quickly get started after paying, such as skin care product tutorials, makeup tutorials, matching tutorials, etc.
The second category is to provide popular science knowledge to enhance consumers’ understanding of products from a higher dimension. For example, SoYoung released a popular science tutorial on water-light needles, Lin Qingxuan provided knowledge output in small skin care classes, and Juduo released a makeup tutorial, etc.
Have a budget
When communicating with customers, it is necessary to determine whether the customer has the budget for recent orders. As long as the customer indicates that they will purchase [in the near future] during the communication process, our sales staff will pay special attention to this customer because they are high-intention customers. If you let them go, it is likely that they will choose another company to place an order the next day.
3. Solve problems and let customers eliminate their concerns
When sales staff, shopping guides or customer service complete product recommendations, most customers will encounter problems, so solving problems encountered by customers during the transaction process is our core mission.
When we conduct demand mining and product recommendation, there will always be some customers who clearly express their need, but are hesitant in the transaction process. There are three main reasons:
(1). Customers lack trust in the company and habitually refuse marketing. They just want to understand the product first.
(2). Customers are immersed in their own problems and do not want to tell us due to privacy concerns.
(3). Customers lack confidence in their choices and worry about buying too expensive, wrong or too early.
For the first reason, our solution strategy is to give customers enough freedom. If the customer wants to understand the product first, we should provide appropriate professional advice and give the customer space to view the product.
For the second situation, we need to guide customers to proactively express their problems and understand the specific reasons for their hesitation. If necessary, you can ask directly: "Do you have any other concerns?"
Most customers encounter the third dilemma, and we also need to resolve customers' hesitations one by one. Here are three typical scenarios:
Scenario 1: The customer is worried that the purchase is too expensive and keeps bargaining and haggling.
For salespeople, customers' bargaining is often seen as a signal that the customer does not want to buy, and they find the customer annoying, and even doubt whether the customer intends to waste time.
First of all, we need to establish a perception that customers bargain = customers intend to buy. When talking to customers, if you have this mentality, the probability of closing the deal will at least double.
What should we talk about when customers are bargaining? Many salespeople may think that customers are bargaining because they hope to get discounts. As long as they provide customers with coupons, they can successfully close the deal. In fact, in our sales experience, many customers just habitually bargain and do not care whether the expected discount results can be achieved. Customers are more concerned about whether they can get value for money and effective results after purchasing.
No matter how cheap something is, if it has no value and effect, customers will not want to buy it.
On the contrary, as long as the product has value and effectiveness, customers will still buy it even if the price exceeds their psychological expectations.
When communicating with customers, we should focus on two directions:
(1). Emphasize the objective value of the product. For example, when a job search website sells resume optimization products, if a job seeker feels that the price is expensive, the salesperson can introduce in detail the authoritative qualifications of the resume optimizer, the time required for optimization, and the entire process to let customers understand the objective value of the resume optimization product. .
(2). Emphasize the efficacy and use effects of the product. Let’s take a simple sales scenario. A house is a high-value product. When introducing a property, a real estate consultant can show the property’s medical, education, shopping and other supporting facilities as well as its floor spacing, views and other features, emphasizing the convenience and convenience it can bring after purchase. Comfortable.
Scenario 2: Customers compare similar products and hesitate to choose which one
Customer comparison of similar products is actually a signal that customers are about to place an order.
If customers are comparing similar products but haven’t yet placed an order, it means they are hesitating and weighing various factors. At this time, what customers expect to hear is the core advantages of your product.
Since customers compare many similar products, both our own products and those of our competitors, what should we do?
First of all, we can compare the differences between products in depth, and even some detailed differences can be explained in detail. Secondly, if the products are indeed homogeneous, we can differentiate them through follow-up services or usage follow-up. For example, highlight product differentiation by offering additional personalized services.
Scenario 3: The customer procrastinates, hesitates, and is unwilling to disclose the specific reasons.
Some customers have been hesitant and unwilling to clearly inform the specific reasons, such as price, effectiveness, etc. This situation often leaves salespeople confused as to whether the customer is actually interested in buying.
In this case, it is recommended to directly ask the customer why he is hesitant.
For example: Ms. Zhang, we have learned about several products before. They are all very suitable for you, and there are also activities in the near future. So now when it comes to product issues, do you have any other concerns or hesitations? You can tell me directly and I will answer you.
After the customer informs us of the reason, we can take corresponding measures to solve the problem based on the specific cause.
4. Transaction conversion, creating a “surprise moment” that exceeds expectations
In the transaction conversion process, links and introduction rights are often directly provided when promoting products for the first time. If there is no successful conversion, you can enter the link of product marketing and selling point emphasis, and provide some limited-time discounts to promote orders.
In the transaction conversion process, the user psychology is very sensitive and may have concerns and worries. Therefore, we need to ensure that the delivery process allows customers to truly feel that the brand is attentive.
For example, a certain steak company uses cold chain logistics for its products. If users do not receive the goods in time, the quality of the products will be affected. Therefore, they took a considerate measure. When the steak ordered by a private domain customer arrives in the user's city, a pick-up reminder will be sent to the user to allow the user to pick up the goods in time.
In addition, we can also give users some instructions on what to pay attention to when using the product, including shipping time and estimated receipt time, etc., to improve users' trust in the delivery process.
5. After-sales service and customer life cycle management
In the after-sales service stage, we must pay attention to the following points to optimize user experience and increase repurchase rates:
(1). Deliver products with quality and quantity: Ensure that products can be delivered on time and that product quality meets customer expectations.
(2). Handle after-sales issues in a timely manner: Respond to and resolve customer after-sales issues in a timely manner to demonstrate our professionalism and concern.
(3). Predict product repurchase: Based on the average consumption cycle of users, predict product repurchase and label users accordingly so that targeted repurchase strategies can be implemented in the future.
In addition, you need to pay attention to the following points to optimize the 1-to-1 private chat process:
(1). Break the ice and build relationships: Create a warm atmosphere in private chats so that customers can feel that you are a real person, not just a machine or a cold salesperson.
(2). Provide timely value: Make sure to provide the value information customers need in a timely manner in private chats, and do not delay responses or whet your appetite to meet customer expectations.
(3). Maintain professionalism: During the private chat process, you must clearly understand the customer's needs and the value of the product to ensure that the customer's pain points, needs and product value points can be matched.
(4). Long-term value orientation: Not only should we pursue temporary sales benefits, but we should also pay attention to the long-term value of customers to establish good customer relationships.
(5). Review successful and failed cases: summarize successful and failed cases in a timely manner, and establish a standard operating process for transaction conversion to improve the conversion rate of private messages.
In private domain operations, customer conversion is a key link and the starting point for users to continue placing orders and repurchasing. By providing high-quality products and service experiences, we can continue to retain customers and promote customer repurchase behavior.
According to the business characteristics of the enterprise, formulating standardized user operations, services and transaction processes can greatly improve user operation efficiency and realize batch transactions of private domain customers, thereby improving private domain conversion efficiency.