01
Live Profile
Speaking of customer service system, we may first think of call center (Call Center), think of those familiar with the customer service number: 10086,95588,12306,400,800 ......
Once, telephone and e-mail is the main link customers and business connections.
However, the "mobile + social" changed all that.
APP, micro-channel, applets, electricity's website, QQ, e-mail, phone ... .. customers may be by any way connected with your business occurs, the customer service channels, is becoming extremely fragmented.
Mobile + social networking era, how should we build a new customer service system?
In the track's new generation of intelligent customer service system, UDESK a flurry of a business.
On the one hand, because they are in the client list includes some of the "extreme service," said industry leaders, such as sea fishing, Starbucks, Everbright Bank ......
On the other hand, in September 2018, UDESK completed 300 million Series C round of financing, in the context of the winter capital, has been achieved, it is not be easy, in turn proved UDESK products and service capabilities.
We invite to Udesk co-founder, COO Cheng Jun live our guest Selection
On the following topics, expand in-depth discussions
The face of fragmentation of channels, how to provide customers with consistent service experience?
From the customer requires to start, how to open up the domestic sector, the establishment of a closed loop, until solve customer problems?
How AI system to make customer service, customer service staff become smarter?
Sea fishing, Starbucks, Everbright Bank these companies, how to build a new generation of intelligent customer service system?
UDESK how to treat these issues, in this interview in Record, made a detailed order, together with the selection treasure to share with you the user.
02
conversation
Selection Bao: Do you think from the earliest customer service calls, customer service e-mail, and now smart customer service, customer service system how to go through a development process, customer service systems today if we choose, what features should be more valued?
UDESK to Cheng Jun: We know that customer service is not really a very new thing, there will be a few decades ago, we believe that customer service system has gone through several of the following age:
1, the traditional customer service era
's first customer service by phone or e-mail, this category single tool.
2, customer service software era
behind there is a special service for the software to do, but it was actually kind of software is open to independent. For example, call center, is the telephone software; then this channel line on the use of online customer service system, relatively independent of each other, separated.
3, all-channel customer service system
in 2014, we started the business when, proposed going to build all-channel customer service system, because we know that communication channels between clients now started to become fragmented, I might through your APP, small programs, micro-channel, it is also possible to call you, e-mail, there are a lot of channels, customers can find you.
So this time, for the business enterprise, you have to have a platform, I do not care what kind of channel over, I have to be able to respond to customer needs, you are able to find me. So when we venture when major hit this point, is the whole channel customer service system.
4, the era of intelligent customer service system-wide scene
and then later, we are in March 2018, when the introduction to the whole scene called intelligent customer service system. In fact, it is above all an extension of the channel to do, what we talked about, your service is not simple communication, not to say that you found me, I answered your question, my service is over.
In fact, a lot of service, is a long loop, after you find me, my front-line customer service may not be resolved, I might need second-line R & D personnel, the line engineers come to you to solve, or may issue is not service, is market problem, or issue sales, product area.
If the products in question, I may need another department to give you a solution, this time you just open up the front of the connection channels is not enough, need to various departments inside the company, with all service-related scenarios put all customer service platform above Come.
So that it can not connect customers with high efficiency, but also efficient collaboration within the enterprise to do, to help customers solve problems, this is customer service in mind, so we put the concept called full customer service.
Including, as we UDESK itself, I ask all departments, all employees must be able to dialogue directly with the customer. The customer has a problem, a problem which department, which department they should go directly to the customer to find, to help him solve.
This is a very big change of way of thinking, so that the voice market has become a baton drive internal services. Because the original enterprise sector is the only front-line customer-facing back of the department with the client is isolating, and today the customer service system can be used to conduct market sound, drive internal service processes.
Selection treasure: It sounds very interesting, by the customer service system as the starting point, to drive the entire company to become service-driven culture and processes, is there any specific case can refer to?
UDESK to Cheng Jun: Let's talk through a case, which is the largest community a fresh brand in Guangdong Province.
(A) Business Status
I will speak about the state of its current business, we know that this kind of community it is fresh brand stores under the wire, which he opened many stores, there are many ××× shop, should add up to several thousand homes, its Slogan very good, called "do not sell overnight meat", you go to a lot of Guangdong street edge, it has a lot of stores, to provide fresh, fruit, meat products in this category.
Later, with the development of the channel line up, it opened a small program line, the sale of merchandise in the above, it also provides door-to-door service, so it looks very traditional, but it is actually put this modern things have been used.
(B) Problems
What kind of problems it will face? Let stroked it.
❶ service channel dispersion
First, it is these customers in line, for example, I went to your store to buy something, it is there everyday service issues need to consult.
The second is that it is online, online applets, or mall, or delivered to your door, it will be a lot of questions to be consulted.
The line, the line is two completely different channel system, but it was in their company two platforms, two teams are doing.
❷ service process complexity, high management costs
What problem? We know that there are problems in addition to customers outside, it's these stores, their daily work, there are many service problems.
For example, the stores, find today sent over is not very fresh pork, or sent over the fruit, what kind of question, which is equivalent to a problem of the supply chain.
There may be a problem? For example, I today's cash register system problems, why can not the cash register? Or why can not I ticket? These are the problems with the IT system.
He turned out to be how to solve? They put all the stores, their own stores, and stores are ××× business into a large group of micro letter inside. What we have to mention the problem in the group, and they will send someone to respond, to solve, especially confusion.
You think about it, thousands of stores are entered to ask questions every day, the key to these problems is not to say a department can solve. Your IT issues IT departments need to solve your supply chain needs of the supply chain department to resolve. Then how to ensure efficient transfer? Traditional means difficult to achieve.
❸ manual workload, duplication of effort and more
The third is the lack of system, drivers and services that rely on artificial circulation, leading to duplication of effort and more, from our perspective, is through some intelligent means to simplify a lot of repetitive work.
Under ❹ line ×××, the effect can not be monitored
The fourth is, ××× can not monitor the effect of the line, because the store is too much. Many say the problem is not simply that you call me, you call me inside to solve.
I was to be sent home to do repairs for you, do the replacement. How to do that this time? In fact, they outsourced to a third party. Outsourced to a third party problem has emerged, no way to monitor. He did not know when the third party went to the store, in the end there is no store to help solve the problem, this is no way to monitor.
The fifth is that it's data is scattered, just as it is mentioned at all inside the team. Each team is responsible for handling a part of the service to the problem, so it's very scattered data.
The sixth is, you do not have a full service feedback and evaluation system. Because your channel itself is very fragmented, you do not know from where customers come find you, ask you to solve any problems, so, they can not establish a complete system of feedback and evaluation.
(C) Solutions
The customer's problem, in the final analysis, because there is no way to put the entire company, with all the related services, all the scenes, all the processes, all the data are moved to a platform above.
That is how we help our customers to solve this issue?
We can look at a map, is a solution that we give them, we can see that based on this program, we found that the whole business becomes very clear.
First of all, the channel is uniform.
In your line of customers, self-stores, online mall, customers come from any source, whether it is by phone, applets, micro-channel, APP, or website, I put all the channels you unite, you can I come to the platform above UDESK.
Second, the process is unified
After you take in, you're inside my platform, whether it is the need of IT services, or supply chain upstream and downstream services, which is in my system, a unified allocation process, very clear.
Third, the intelligence services are consistent with the manual
Which is to solve some of the services can by AI? What is the need for people to solve? What is with people with AI together to solve? That it is possible to unify.
Fourth, is to unify online and offline
What are the online sector, for example the supply chain, R & D department to solve the problem, which is required under the line? Need-to-door, to go to the store to solve the problem, will the unified management of up.
Fifth, the data are uniform
Finally, is your overall data, operational monitoring your system, you can integrate quality control system, in a platform inside.
This is a program we did give them, not simply the completion of the work in this part of the access channel in front of, but to all of his scenes with the relevant services have to string together, and put all my platform to above.
Selection treasure: You just mentioned, said AI, AI in a new generation of intelligent customer service system inside, play what role? Under what scenario is to play a relatively large value?
UDESK to Cheng Jun: We think so, because this AI two years is fire, a lot of companies have come up and said, we are a company doing AI.
UDESK not to mention the fact that we are a company doing AI, but we spent a lot of AI technology. In fact, AI is divided into a front end with the rear end. Front-end technology we can feel it, such as the so-called products of these robots, robot what voice, customer service robot, a look that AI products.
Another type is the back end, it silently plays a role. For example, we just saw a lot of processes, such as it is to send a single process, process its data analysis, they are actually using a lot of AI technology, which is at the back end, the customer may not perceive, but because AI technology, it can to make this process more intelligent.
▣ Case: by AI, improve the efficiency of city distribution of
this I can say one example, we have a client is the largest city distribution companies, we give him what scenario is solved - match.
Before he used artificial call center, do the match. Customer demand issued by city distribution, for example, from Xizhimen to Wangjing, hoping to find truck drivers willing to take orders, but the middle of customer service he did not know which truck drivers willing to take this list.
He contacted the driver by telephone, said: "Master Hello, now have an order from Xizhimen to Wangjing, about 200 dollars, not to take what you see" This is a manual labor.
He had a driver a play, because it is possible that the driver said, I am not free, I is not convenient, the phone may shut down or can not get through, so the efficiency is very low indeed, the manual processing time is very long, the whole from orders to send one last go down, it has a very complex process. Repeat lot of work, efficiency is particularly low.
We AI application in this scenario, to improve the efficiency of matching. For example, your client made a demand, that I want to Xizhimen distribution Wangjing, get this system needs to automatically dial the phone by way of a robot driver, you can not take this list?
But note that there will be any problems, AI does not solve all problems. For example, customers bid for an order 200, but the driver will feel 200 yuan too cheap, can not be 250, he bargain with you. This process you will find that it can not replace the manual robot, customer service staff have to do.
This goes back to the topic we started, that AI can solve any kind of problems, not solve any kind of problem. Ensure AI and human services for the customer experience is consistent, let the AI AI buckle down to do, people who do this do.
Customer service system, under which scenario, AI can play a greater role?
We can pass a map, look at the application of AI in the customer service system
AI for business: standardization, high degree of automation of business
For example, a screening questionnaire, self-service, some of the quality inspection reminders, collection certification, these standards, high automation business, we can come and solve AI.
AI is not suitable for business:
But there are some scenes AI can not be solved, is divided into the following categories:
First, it can not solve complex problems, problems like just saying bargaining.
The second category: AI no way to deal with feelings of interpersonal interaction, for example, complaint
Suppose there are customer complaints, he complained in fact already very excited mood, if chatted for a long time, and then found to be a robot, experience will be very bad, so this time it definitely is to have the customer service staff.
Of course, now we are also talking about how do I have a temperature of robots? You know robots though it may sound like a person, but it is no way to do the humane care.
The third is randomly changing environment
This thing is that you are changing, so-called AI because it can only deal with this uncertainty. If you are a random variable, and before you is not ready, the robot would not, at this time or need customer service.
I think these posts, I need customer service personnel, AI scene mainly to people freed from the complex manual labor, this is some of our views.
Selection treasure: how through AI, so that customer service systems become smarter?
UDESK Cheng Jun to:
On the one hand, combined with customer service scenarios, precipitation data, make smarter customer service system.
From the perspective of UDESK, we will not individually speaking, our robot is a product, we are a complete solution, in fact, between you and your AI with artificial closely interact. The first is to train me how this robot? It is a robot requires a lot of data, allowing the robot to learn from the interaction with the customer data manually between daily customers.
The second, conversely, the robot how to help a live person?
We know that you want a customer service staff, from a novice to train a skilled senior customer service, or to go through a lot of combat training.
If it helps the robot, his training will be soon. Customer service just up, as a novice, many questions may not be answered, but the robot will prompt you, tell you how to answer, this time the quality of service your primary customer service, will be about the same with senior customer service.
Selection treasure: The next question to ask customer case, we know, there are several service-known companies are using UDESK products, such as sea fishing, Starbucks, please tell us about their application of what?
UDESK Cheng Jun to:
First, sea fishing case
Let me talk about sea fishing, we all know that sea fishing is a good service, in the hearts of people across the country, it should be a benchmark.
UDESK fishing in the sea areas in which applications?
The first is to open up the service background and membership system, provide a consistent experience
2016 sea fishing signing UDESK, has been working until now, has just signed when, in fact, sea fishing was more than 100 stores, and now has 100 stores a 4,5, 2018 listing, is developing very fast.
Our UDESK system with internal sea fishing members of the system is open, you can now call anyone in the past, the phone rang, his customer service staff already know your complete information, he is even know what are you doing, you in my side of the consumer records, the last of interaction is what kind of a situation.
For example, you may be prescribed position, it could be takeout, anyway, you have a lot of questions to be consulted over the phone for this, it will have a special VIP customer service staff to receive you.
After receive you, when your door, they will say, Mr. XX, you're here, is not it? He would have put your interests, you may like to drink tea, before have explained to some of the things that gave ready. You came, he went to the elevator there to pick you up, because you are a VIP member, he knows when you come and pick you up, bring you into the box inside, or lead to your seat, so it whole service experience is very good.
The second is to get through each shop Arranging system, automatic shunt
There is also a what we do is to sea fishing? It turned out that each store is a separate external entrance, for example, each store now ordering you, that every possible number of stores are not the same.
This time there will be what kind of problem? You will have a situation of loss of customers, is that you play in the past, this store does a lot of people, I came in so many people, that many customers he may even, I will not come, in fact, maybe other stores have vacancies, this situation resulted in the loss of customers.
We give sea fishing provides a unified entrance for all stores nationwide, if a lot of stores that I now line up, will be steered to other stores, reduce customer churn.
Second, the Starbucks case - driven by internal services optimize customer service system
has just finished a case of sea fishing. Then talk about the case of Starbucks, Starbucks in fact we give it a more standard solution of internal services.
We know that Starbucks is actually a very large group, many of its internal staff, the staff will ask a variety of questions every day, for example, I want to ask the Finance Ministry's financial problems, HR department to ask all kinds of questions of social security, each kinds of internal problems raised by customers, service processes how transfer? This is a very troublesome thing.
We UDESK The system is not just to solve customer service, but also to solve the big group inside this service. Its HR department, finance department, including its IT department can be more than this system it is that no matter which department you come, you can give me a call.
It has a dedicated internal portal, internal service experience are particularly good, that is, with the outside customer service is the same. This change is a very important concept, this collaboration is to become a service concept internal departments are providing services, the staff as customers, to improve internal efficiency drive.
This concept, a very large impact on efficiency. In fact, many companies also understand that I had, it did not pay much attention to internal services, small businesses or in small groups, no problem; thousands of people, tens of thousands of enterprise, this will not succeed, you do not have a fast and efficient system to support, your system will be a mess.
Third, China Everbright Bank's case - with a customer service call center to make the system more intelligent
we know that the banking sector has a very large call center, Everbright Bank has thousands of seats, a start on our system when it is actually used to relatively simple, it is to use my call centers, outbound telephone.
Got off the phone, he will find that I say how to improve call efficiency. We know what we call them the process will encounter is that you play 10 might have two or three off, or is that being busy.
I had to manually customer service staff to broadcast this, you still have to dial one by one to dial, the efficiency is very low.
Then we gave him a complete set of predictive algorithms is outside the so-called predictive call to unity is the first sowing machines, aired connected, and then you come in person to pick up again, its efficiency is very high.
Then we give a third of what he was on, get on the outbound system of the robot, the robot is in front of you should talk to your dial, but also kind enough to chat a few customers found the intention of customers, people go to chat, then you efficiency and higher.
So I think our entire product iterations, in fact, are based on customers continue to use, when they have new demands, then we will go to meet him in this appeal, we continue to iterate products.
Selection treasure: UDESK place from the creation to the present, this company and this product experienced a kind of development?
UDESK Cheng Jun to: our business when in 2014, from its inception, we have identified our Slogan "Are you responsible for a great product, we help you build a great service," so, in fact, the past few years focused on the services do this thing, which we have been focused, and the next few years should continue to do. Our journey probably divided into the following phases:
2014
all-channel customer service
from the beginning of 2014, we put our all-channel customer service system launch, and then we got behind the wheel A, B round of financing.
2015
AI customer service robot
then in 2015, when we introduced the AI customer service robot, because the whole channel will accompanied by AI, then there are some scenes that come and go through the robot to solve.
2017
Field Service + Big Data analytics platform
in March 2017, we launched a big data platform and on-site service. On-site service is just talked about, in fact, a lot of our customers say that he is not sitting in front of the computer, will solve the problem, the service is to be extended to the next line, I need door, this time we need to have a platform to support this business, you have not solved the line, we need to get through on-site service in line.
In March 2017, we made a big data analytics platform, and now the industry should still unique, we hosted customer service system is the core of customer communication data now, this is its enormous potential value.
However, traditionally, data analysis is a more professional work, we need to find a professional data analysis department to give him. When the customer service department of requirements, data analysis department does not understand his business, so do the results come out, often not so satisfactory, while the whole process is very long, very energy consumption, the effect is not good.
Later we did a professional data analysis platform, so that our customer service staff can use the tool to do analysis according to their business needs.
2018
Live Chat whole scene
in March 2018 we launched a customer service platform, the whole scene, is that since the beginning of the case I am talking about, fresh, Guangdong community, a large number of Chinese enterprises will face such a problem.
Not simply the whole channel open up on it, I want you all with service-related processes are open, it is actually no longer a customer service department with the system, but a system used throughout the company, but the customer service starting departments, each department to send work orders, work orders and monitor the implementation of closed-loop case.
In fact, we now see, we serve a lot of customers, his boss have been used up. He wants to see you every day of service, the circulation of the internal, see a lot of data analysis, data from which mining and solve problems.
The purpose is back to just talking about, the customer service system, not help users answer questions, but to help users solve the problem. This is the path of development of our products, it has been done around the needs of customers, we found that what kind of customer pain points, we will go to address this pain point.
UDESK the financing situation
we have announced before, to September 2018, we got a C round of financing of 300 million yuan.
I think this is probably one of our development process, with the increasing amount of our customers, our entire R & D team, our service support system will be more and more of these people.
Our first-tier cities as well as second and third tier cities, set up a number of subsidiaries, now also opened seven or eight branches, because many of our local customers, we need to provide the service by the local branch.
Selection treasure: Do you think as of today, what UDESK biggest barriers to competition that? Or say you are not the same as what is the greatest?
UDESK Cheng Jun to:
with other vendors than words, first put in efforts
to make products and technology, you need to have enough input. We start from scratch, and now so many customers, from our continued investment in product and technology.
The second is customer-driven technology + product concept
we have been to do the product around the needs of customers, we are all a product manager, I asked them, there must be a few a week to communicate with customers visit, you have to go in-depth frontline customer, understand the customer's problem.
Our products increase each module, in fact, revolve around customer pain points do, I think this would be a relatively large, or at least to look at now proved right direction, that is, our products come out, how to meet customer demand, rather than behind closed doors.
The third is the ability to service delivery
because we are doing the B-side customers, we are not saying simply selling a product to my clients, but also to help him with it, and use them well.
We want to know, what kind of problems he now faces among business, how my product help him solve these problems. We have served so many good business, has accumulated a lot of experience and expertise.
I think it is very large and accumulation threshold, we can put these things tell my clients, I was able to tell, how they should be combined with the system, to solve the problem among businesses.
Selection treasure: You just mentioned about the implementation and delivery of this problem, usually UDESK products delivered to the customer, then what kind of system will be used to ensure customer success with it?
UDESK Cheng Jun to: the sale of our entire knowledge system is divided into three parts.
Is part of the implementation of part of the delivery
time when customers just getting started with us, because he may not be very familiar with, then maybe there will be a lot of pain points of their business, we have implemented a delivery team to help him solve the problem, for example, I'll get you to do the training, comb your business problems.
In addition, the team also includes post-sales technical support and customer success team
after customers slowly use up, this time he will have a new problem, so we have dedicated two other teams. One is the after-sale technical support team to help you solve the problem of technical support.
There is another one called Customer Success team dedicated to help you to solve business problems. Customer Success Team is active service, will take the initiative to find customers, that you now have any kind of problems, some of the things we have accumulated, or we have some new features, how to help you with it, this is our Customer Success Team do.
Selection treasure: the next step on product planning, you are what kind of a consideration?
UDESK Cheng Jun to: summed up ABC, ABC's technology we will use them more and more customer service scene inside.
A is AI technology, B is what we just talked about big data technology, C is Cloud, the cloud technology.
Why do we call the whole scene positioning intelligent customer service system? On the one hand that I can solve all your problems with service-related scenarios.
On the other hand, is actually behind all my scenes are all supported by AI techniques to do so in this one we will do more work, we will be able to customer service efficiency of the entire intelligent way through, the AI enhance the way, this is what we do.
The second is data, or just talked about, customers have so much data, in fact, they can take advantage of our increasingly powerful analysis tools to help him, to analyze business problems, and to solve problems in business, this we took the product is going to do.
The third course is to focus on our customers' needs, we have always thought that all innovations are actually from the customer's needs.
So I agree that change your internal drive as just mentioned these ideas, in fact, these are the questions asked by the customer, the customer service system so that customers not only answer questions, but to solve the customer's problem; let customer service delivery system has become voice of the customer the baton, to become an engine driver and enterprises to establish a service culture and service processes.