Customer service ｜ Consumer support, it is not difficult to get

Author:Everyone is a product manager Time:2022.07.05

Introduction: Seizing consumers is to seize the dividends. Consumers' satisfaction and loyalty directly determines the business blueprint and future opportunities of enterprises and brands. This means that enterprises and brands need to transfer the business concerns from "product -centric" to "consumer -centric", and the marketing strategy must be the core of consumption experience. The author of this article analyzed this and shared it with you.

Consumption upgrades, experience economy, and service design, these are one of the best words in the current economic field and customer relationship maintenance. We have come to the era of consumer -based experience as the king.

Seizing consumers is to seize the dividends. Consumers' satisfaction and loyalty directly determines the business blueprint and future opportunities of enterprises and brands. The current demand for consumers to buy is no longer a simple product, but to include a service -oriented experience, or even a subjective experience worthy of memory.

This means that enterprises and brands need to transfer the business concerns from "product -centric" to "consumer -centric", and the marketing strategy must be the core of consumption experience.

Therefore, now and in the future, the standards for measuring corporate development and brand value are not only depending on the return on investment. A more important standard is the satisfaction and recommendation of consumer groups. This is also the decisive factor to promote profit and growth.

To meet such standards, in addition to ensuring the quality and price advantages of the product of severe homogeneity, we must also strengthen the efforts and dimensions of services, realize differentiated service experience perception, let consumers feel unsatisfactory, walk satisfactory, willing Then, word of mouth is passed down.

In the final analysis, in the final, in the business environment of the economy, if you do n’t fight anything, it is more service.

1. The principle of unspeaks of the ancestors: serving the supremacy

All walks of life, various scenarios, and various relationships are inseparable from services, especially in interpersonal relationships. Services are a very important underlying factors that ensure the continued goodness of the relationship.

Then talk about the diversity of service.

Facing customers and consumers, it is a marketing -based service. Facing friends and colleagues, it is a mutual help service. Facing family members and loved ones, it is a dedicated service and love service. Service is an invisible "product" that can be designed, innovated, and studied like real products. But it is not a product in the general sense. The service is illusory. There is no way to see and feel it, but it needs to be passed through behavior and language.

To measure the quality and standards of the service, it can also turn it into a fugitive product, that is, it can be designed by environmental scenes and people's expressions, which is what we usually call service scenarios and service words.

In this way, the illusion characteristics unique to the service itself can also increase some measurement of measurement.

The core competitiveness pursued by enterprises and brands is this degree of service standards and personalized service experiences passed to consumers.

Therefore, in such a fierce competitive environment, it is no longer a way to make your service to occupy the highland. , As well as excellent expressiveness and empathy to make consumers feel the sincere and unable to refuse service experience.

Only by attaching importance to services, continuously improving and optimizing service quality can the brand be recognized by consumers and improved the satisfaction, and even become a loyal person and recommender.

Second, service experience, consumers have the final say

Under normal circumstances, the measurement of the service can be completed by the indicators of satisfaction and loyalty NPS.

So, how do companies and brands know consumers' satisfaction and loyalty recommendation?

This is realized by the form of a return visit. There are many ways to adopt, online pop -up window questionnaires, online collection of online, SMS WeChat push, official website forum feedback, and so on. In these forms of return, the most difficult thing is to collect data from the opposite side of the offline. In other words, the return visit is a kind of help and support for consumers to brand or storefront. So why do consumers do this?

Before introducing specific execution methods, let's take a look at what types of offline consumers are?

Loyalty: It has a special person in the product or service of a brand. Occasionally, the service will not cause such consumers to leave. Such consumers are the main sources and guarantees of brand profits and growth, and are free salespersons with brand image. Type type: Shopping options are clear, know what products or services you need, and go straight to the theme after entering the store. If the service is good and the experience is enhanced, such consumers are likely to be a loyal retorter. Occasionally type: It is characterized by temporary nature and will be affected by word of mouth, but paying attention to comparison, there is no clear intention and goal in consumption, mostly hesitation. For such consumers, the service needs to be enthusiastic and thoughtful, but it is not too much. When communicating, confident and firm, and help them make appropriate choices, it may be possible to retain them, but if there are too many bargaining in terms of price, It is possible to promote it faster. Information type: This type of consumer is mainly to seek relevant information. The willingness to consume is strong, but it is cautious and mostly belongs to its own character. However, such people are likely to be a rare and high -value consumer group. As long as they stimulate the products or services they want in the introduction and communication, and then enhanced it, it may be a big order or retain them in important business. After understanding and mastering the basic types of consumers, you can effectively identify consumer groups and make correct judgments and actions through experience accumulation, seize customers, retain customers, and upgrade customers. So, in the face of different consumer groups, how to mobilize their sense of participation to help and give a specific evaluation of the brand?

In other words, what should consumers be realized and perceived their importance to the brand?

First of all, face -to -face communication is to pay attention to the art of language, the management of expressions, and the emotional communication of the same sense, and the quality requirements of the service staff are relatively high. Heart, positive enthusiasm and rapid response, and help others to help others.

Secondly, let consumers feel a high -level "speaking" service experience.

Third, a good service experience, from the high -level "speaking"

Online, face -to -face communication with consumers is fundamentally a process of emotional exchange.

The establishment of emotions is the basis for mutual assistance to each other.

If you want to help customers willingly to help, and cooperate with the store to complete some evaluations, feedback or information collection, then turn the process of communication into a high -end "saying" experience site.

There are several suggestions here for reference only.

Create a story. Consumers come to the store, whether it is shopping or browsing, whether it is loyal customers, or casual strolls, you may have a story of yourself and brand or similar shopping experience. Try to tap the story material, and have more resonance and common resonance with customers. Love, as long as you have the feeling of interaction and "I am, you are too", the consumption relationship will naturally be established. Let customers remember you. The foundation of establishing a relationship with people is important to let the other party know their names. The same is true of offline stores. If you want customers to remember you, you must take the initiative to find the opportunity to remember your name, so that you will have an invisible stickiness and tangible trust, and you can appear at any time to appear at any time. In the circle of customers' friends, will the chance of becoming a return customer still be small? Speaking slowly. Face -to -face communication, the biggest obstacle is that it is unable to understand and unclear, which has a direct relationship with the speed of speaking when talking. Whether it is because of nervousness or because of the original intention of customers to listen to, many sales of many sales in the process of communicating with customers are so fast, like a borrowed mouth, anxious to return. Imagine, from the perspective of customers, would if you heard such a fast introduction and communication method during the shopping process, would you still be willing to continue? Speaking is interrupted, there is a pause, it is not a manifestation of rapid response, but a respect for the other side of the receiving information. It is the fundamental purpose of communicating and understanding. Thinking in other places. When customers choose brands, products, and services, there will be a variety of psychological changes and expected judgments. Therefore, in the scenario that communicates with customers, try to think for customers in the same way to help them think about Choosing the right and expected products or services that meet their needs is what the sales staff should do. Pre -judgment customers, think what customers think, be customers, in -depth exploring the potential needs of customers, and helping them solve problems or pain points that may cause trouble, which is an important way to seize customers. After reading these suggestions, do anyone think about how to create such a high -level "saying" scene, and through the way of thinking, in the case of slowly telling, creating a story with customers, to come to the case Let customers remember you?

Then let's talk about a few commonly used methods.

Watch more, ask more, listen more.

Look, observe customers, wait for the timing, and greet them actively. Discover direct demand, digging indirect demand. Ask more, close to customers, look opposite, keep distance, take the initiative to break the ice, and inquire cleverly. Listen more, listen to the objection, and enjoy the heart. As long as the atmosphere of "speaking" is well controlled, the experience is in place, so that customers are happy, satisfied, and satisfied. Basically, everyone will help you, support you, and cooperate with you.

Fourth, write at the end

The above method of establishing a relationship with customers and creating a good service experience is introduced. Let's take a look at the underlying logic of these methods.In summary, a good experience is not what you do, but what you said.The view of this sentence comes from the book "If the Disney Operation Hospital" is also listened to the teacher in the "getting headline".

But don't misunderstand this sentence, not to say that it is useless for customers, but that "what to do" is not the root cause of creating a good experience atmosphere. The important reason is "what did you say"Essence

In the offline shopping scenario, the high -level "speaking" is much more important than the high -level "doing".

From the perspective of professional experience design, I analyzed the logic of the bottom layer and created the following methodology. Interested friends can further discuss with me.

The picture comes from uncle experience management original

good luck!