Thinking about the function of "Enterprise Micro Customer Group" in SaaS products

Enterprise WeChat is a high -efficiency office platform for the Tencent WeChat team for the enterprise. In recent years, more and more companies have begun to use corporate WeChat, and the use of corporate WeChat is very important for efficient communication within the company. This article mainly discusses the thinking of customer groups, let's take a look.

I. Introduction

In recent years, more and more companies have begun to use corporate WeChat, which has improved the communication efficiency of internal members of the enterprise. At the same time, the function of developing the WeChat platform of the company has gradually enriched. Touching ability.

What is analyzed in this article is one of the functions -corporate micro -customer group.

The definition of corporate micro -customer group: It refers to a way to send messages to multiple customers on the corporate WeChat platform to multiple customers.

2. The problem of solving the issuance of the company's micro -customer group

When there was no such feature, the company notified customers to mainly have green micro, text messages, and WeChat service numbers.

For example, the green micro -group message is concerned, free, high viewing rates, and unlimited numbers are its advantages, but in fact, employees send messages to their green micro contacts, and the customer data of the company has not been opened.

So the following problems will occur:

1. Difficulties in establishing connection

Employees' green micro cannot send messages to customers in the corporate data pool directly. If employees need to send private WeChat, employees need to add customer green micro separately, and if customers and employees do not know each other, they are not sure, and they are not sure Whether employees' green micro is a real company official account is unwilling to add.

If 10 customers have added 6 successfully, which is ideal, it means that 40%of customers cannot notify the notification through WeChat, and the scope of notification has been greatly limited.

2. Customer data assets are easy to lose

Because the customer's WeChat is stored in the green micro account, if the customer contacts is deleted, the company cannot know it in time, and the client may not agree after knowing it, and the customer contact is very risky.

The customer's green micro -contact information is an important asset of the enterprise. After the loss, the threshold for contacting customers will become higher, which will easily cause customer loss. This is the biggest problem.

Look at the SMS method. There is no above problem with the message group message. You do n’t need to add customer friends and customer contact information to be stored permanently, but there are other problems -low view rates.

3. Low view rate

I have done SMS group sending related functions before, and the "link opening rate" after group sending SMS is only about 5%. The "viewing rate" of the SMS content is uncertain, but now the various marketing SMS and spam messages in the SMS in the SMS income box, the more In the coming more, the customer's willingness to check the SMS and the attention of the SMS will inevitably be affected. Therefore, the viewing rate of SMS will be discounted, and the effect will begin to become unsatisfactory.

Both green and text messages have their own problems, so is there a way, without the shortcomings of the two, and to a certain extent, which integrates their advantages?

Such a sending method has appeared in the past two years. When you need to send messages, employees can enter the content at any time, support custom copywriting and select copywriting in the material library. Select the customer according to the label, you can send it with one click.

This method of sending is reflected in the software -enterprise micro -customer group distribution function.

It has two ways to implement it. One is the [group assistant] application that directly opens the company's WeChat platform, and the other is the [Create Enterprise Group Development] interface to connect with the company micro -development.

If it is a self -service employee, you can use [Group Assistant] to send messages to the customer at any time on the company's WeChat. If it is a unified sending message, you can use the self -developed application to send messages to the customer group from the background.

So, why do you have more advantages compared to the functions of green micro -micro -text message group sending functions. What are the characteristics of it?

Third, the characteristics of enterprise micro -customer groups

It is characterized by the establishment of easy connection, loss of customer data, high viewing rate, and the scope of sending only WeChat friends.

1. Advantages

(1) It is easy to build connections

The front conditions of group messages are added to the customer's WeChat. Compared with the Green WeChat, the front conditions issued by the enterprise Weiqun are easier to achieve.

Because when the enterprise micro -added customers, the employee's company's micro -business card has information on the unit. With an endorsement of corporate certification, it can confirm that the identity of this contact is true, and then it can quickly establish trust with customers.

Enterprises are divided into two types of customers, one is customers who have not yet produced consumption, and the other is an old customer who has generated consumption.

For the first one, if it is marketing through online channels, customers have left contact information, and then adding customers WeChat online, adding friends scenes will not happen offline stores. Customers do not know the employee. At this time, there will be trust in trust at this time. question.

Online channel marketing can bring a large number of intentional customers, which can bring a lot of sales to the company, but if this step is stuck in this step, it will significantly affect the revenue.

For the second type, there were no friends at the time when the sales were sold. In order to discover the value of the customer, the old customers and friends needed to be added in batches. The customers did not know the employee, so they would also bring the trust of WeChat identity.

Old customers of the company are more familiar with the company's products, and they have really existed in consumption needs. Under the premise of the quality of the product itself, if this part of the customer is marketing, it can reduce the cost of establishing trust, and it is easier to get recognition. Come to consume twice, even if you don't need it, you can introduce it. The above two customers have important value for the company.

However, if the customer suddenly receives a person who claims to be an employee of the XXX company requests to add WeChat, the customer does not necessarily trust the green micro of strangers, and may think that strangers will have the risk of fraud if they send activity information and order links in the future.

Whether this has a decisive influence on whether to agree with friends request, and the company's WeChat adding friends solve the problem of identity authentication. When the customer receives a friend's request, he can see the other party's corporate certification, position, and real -name information, which proves the authenticity of the identity. Essence

Therefore, customers agree that the probability of adding WeChat friends will become higher, which means that companies can establish instant contact channels with most customers.

(2) WeChat customers contact private defense loss

WeChat customer contact refers to the additional customer WeChat. You can send pictures, voice, videos, links and other information forms through WeChat to communicate with customers.

After the employee leaves, the customer contacts on the green WeChat may follow the employee to take the company, which will cause the WeChat contact to lose, which will reduce the ability to communicate with the customer in real time. It cannot communicate with customers through WeChat, making the communication efficiency significantly decrease.

After the contact person is lost, the contacts, remarks, and chat records will be lost together. The label is the label to friends in WeChat. Remarks are the key information to WeChat friends. Communication records, because of the personalized data of customers, after being lost, companies cannot provide customized solutions based on the characteristics of the customer, which is difficult to accurately meet the needs of these customers.

Even the green micro account issued by the enterprise may be deleted, which may also cause the above problems.

Therefore, the use of green micro -contact with customers will have the risk of losing customer contact. After the loss, the channels for communicating with customers to communicate with customers are narrowing, and the ability to accurately meet the needs of these customers will weaken.

However, the company's WeChat solves the problem of the loss of customer data, because the customer contact data is stored in the corporate account. After the employee leaves, the administrator will be assigned to other employees in the background. The employee changes and lost.

(3) High view rate

After the company sent a message, the message will be displayed in the customer's green micro -message list, which is similar to the message form and weight by the customer's green micro -friend. There is no difference, so theoretical viewing rate will be as high as the news of green friends.

WeChat has become a daily communication tool for people, so the news sent by WeChat friends will almost be viewed. This is compared to the text message that is full of messages that is not willing to receive. The viewing rate has a huge advantage.

2. Disadvantages

(1) The distribution range is limited to WeChat friends

The advantages are obvious, but there is also a disadvantage of the sending range of WeChat friends. Like green micro, the sending message can only be sent to the added friends. If the friend is not added, the message cannot be sent.

SMS group issuance does not have this restriction, which is also the limitations of the company's micro -customer group issuance function. Therefore, enterprise micro -customer group issuance will still not apply in some scenarios.

For example, the government sends weather warning and the epidemic reminder to residents that enterprises cannot send marketing news to the target client groups that have not been connected to the target customer group, and they cannot send them through the company.

Fourth, the value of the company's micro -customer group

Value: Provide enterprises with the ability to reach customers with stability and efficiency.

Stability means that the customer contact is not easy to lose. As long as it is added, it will be stored in the account of the enterprise, and it will not be lost with the changes of the employees.

High -efficiency refers to high efficiency and good effect:

High efficiency: Through corporate WeChat, the problem of trust can be added to most of the existing customers, so you can send notifications to almost all customers of the enterprise at a time. End, it is high.

Good effects: support rich expression forms such as graphic, video, applet links, can effectively improve the conversion rate, and after the message is sent out, the viewing rate of the news as the green micro -friend is as high as the news, and the conversion effect after the group is good.

Fifth, the scene of the company's micro -customer group

1. Classification of messages

The news sent by the company to customers generally has several types of verification, affairs, and marketing.

The verification class refers to a type of message that is authenticated by the user's information/funds and not allows users to make the user's information/fund security in order to ensure the security of user information/funds. Code SMS, check the email verification when the password is retrieved. In the scenario of arrears reminders, bill issuance, delivery notice, weather reminder, etc., in order to inform users of the type of important things, it is divided into two types of sending: point -to -point trigger, that is, the point -to -point trigger, that is, the point -to -point trigger, that is, When satisfying specific conditions, messages will be sent to users, such as shipping and arrival notifications in the logistics industry; notifications for successful purchase of tickets in the tourism industry; reminders of successful invoices for electronic invoices in the bill industry and so on. Batch group issuance, that is, to send messages to users to inform some things, such as the retail industry, notice of adjusting the business hours of stores, temporary resting business; water and power outages in the property industry, and extreme weather reminders. Marketing categories refer to a type of message in order to pull new/promoting/increase income in the scene of promotion activities and new products on holidays, such as the full -time discount activities of the retail industry on holidays, and news of birthday coupon activities. Different from the batch group of affairs messages, the content of marketing messages will promote specific services/commodities/shops/brands, so as long as it can bring traffic/income, the sending object can be both potential users or existing existing existence user. Unless it is a specific scenario that is only suitable for sending messages to existing users, such as 40 friends such as "xxxx sent by the pulse to the existing users updated the dynamic in the pulse, want to know your recent work dynamics, respond to XXXX" promotion like promoting "" Live text messages cannot be sent, but this is only limited by specific scenes, not because of the limitation of message type.

The transaction news is to inform users a more important thing for TA. If it is not a user, the company does not have the obligation to cost the cost, so it will only provide services to the existing users.

The above are several types of messages sent by the company to customers. Among them, the point -to -point trigger in the verification class and the transaction category is not suitable for group issuance because the session is not uniform.

2. The definition of the company's micro -customer group sending scene

The message suitable for group issuance is batch group issuance and marketing in the transaction category. These two types of messages often use SMS and mail group groups.

Similarly, corporate micro -customer groups also belong to group sending messages, so the applicable message types are the same as text messages and emails.

However, the ability to send differently is that SMS and email can send messages to all known numbers/mailboxes, and enterprises can only send messages to existing contacts, so the scope can only be existing customers.

Therefore, enterprise micro -customer groups are applicable to scenes that need to be connected to a number of customers who have established contacts at the same time.

Scenario

Example 1: Affairs message

The business district where the "XXXX" cosmetics store is located recently to be temporarily closed for 2 weeks due to the epidemic. During the period, online sales business is carried out. In order to prevent customers from running without knowing it, we need to inform customers of this situation.

There are 5,000 old customers in this cosmetic retail store, most of which have added company WeChat friends. Employees have sent out the news of the recent suspension of old customer stores with company micro -groups. Almost all customers in 24 hours have checked the news, which is much higher than the text messaging of marketing information.

This scene is a unified customer who has established contacts to send transaction information, and can use corporate micro -customer groups.

Example 2: Marketing message

"XX Clothing" large chain stores are preparing to do promotion activities during May Day. At that time, all customers need to be notified of 20 % off the audience. At present, there are a total of 50,000 potential customers and old customers. Notify customers, the viewing rate is not high, and the conversion rate is about 1%. It does not achieve the ideal goal. I don't know if there is a better way.

It is learned that corporate WeChat can also meet the marketing news of marketing to customers, so this year chain stores use corporate WeChat, adding the green micro of most customers.

In the first three days of May Day, the company asked employees to use the company's micro "group sending assistant" to send marketing activities to customers, which included copywriting+picture+small program links.

After the message is sent, the potential customers and old customers receive the green micro -news, and can directly click on the small program link to participate in the event online. Because the green micro -news is highly viewed and the viewing rate is high, the conversion rate of marketing messages is much higher. Use the company and micro -customer group to replace the previous SMS group sending.

This scene is a unified customer who has been established to send marketing news uniformly.

Among the above two examples, the number of customers is large, and it takes too much time to send it one by one. It can only use group issuance functions. The viewing rate of enterprises and micro -customer groups is high and free. It is a very good choice for enterprises.

Therefore, for SaaS products, if the corporate customer group of SaaS products is relatively large, and there is a scenario of batch notification/marketing, you can consider connecting the company's WeChat in SaaS products to open up the company's internal and enterprise micro platform Customer data, enterprises can use the "enterprise micro -customer group development" function to improve the ability to reach customers.

It should be noted that although the notification effect of this method issued by enterprises is very good, if the quality of the message content is low or the frequency of sending is too high, it is easier to cause customer dislike. Therefore, the quality of the message content needs to be paid attention to and the frequency of sending the sending.Six, conclusion

Enterprise micro -customer group issuance function has other unparalleled advantages. In terms of the notification of old customers, it is a replacement or enhancement of traditional notification channels such as SMS and green micro.In the next few years, it will be used in a wide range of scope. If your product meets the scenes of the company's micro -customer group, you may wish to consider adding this function.

This article is some observations and thoughts when doing the function of making the company's micro -customer group. Thank you for reading.

Author: Ziwen, Public Number: SaaS Products

This article is published by @本 本 本 is the product manager. Reprinting

The title map is from Unsplash, based on the CC0 protocol

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