How to manage network Word-of-mouth

Over the past few years, the internet has been more and more attention to public praise. The reason behind this is that apart from the rapid development of social media, it is related to the growing competition among many industries and the consumer's more rational consumer trends. Today's consumers are increasingly concerned about the cost of paying consumers, and the development of the Internet provides a very convenient channel for this information to be delivered. In this case, the product, service provider system to master their own and competitors on the network network reputation is very important. Because consumer evaluation is already an important factor affecting sales. Specifically for travel services, this is particularly important because of the particular nature of the service delivery industry.

In general, travel services, from the consumer's point of view, mainly include transportation (which is dominated by competitive air passenger transport), hotels, attractions, catering, and services provided by agencies such as travel services. These services, despite their large differences, are essentially four major features that are non-standard, emphasizing instant experience, private and public mixing, and large guest-group backgrounds.

Non-standardized

Relative to FMCG (fast moving Consumer hereby, FMCG), as well as automobiles, jewelry and other products, travel services are entirely within the scope of services, and products completely different. Although many services have been trying to standardize, in essence, services are differentiated. For example, a location on a flight and the passengers at that location can get a service at a certain time, a room in a hotel and the services that the guest in this room can get at a particular point in time are not replicable, nor are they fixed. A passenger might have wiped his good impression all the way cold the plane without a blanket. A guest may also be satisfied with a magnolia tree in front of his room window. Although we can train our service personnel according to ISO9000 standards, we cannot guarantee that a service person light up like the power key of our mobile phone. In addition to the service scene of the travel service, that is, the process of service occurrence, unlike the production of products in a fixed environment, the supervision costs will be very large, thus increasing the non-standard service.

Instant Experience

Another feature of travel services is the emphasis on instant experience. Often the production process is separate from the process of consumption. For example, mobile phones produced in China in the May will be sold in the United States in August. Strict quality control in the production process can ensure the satisfaction of the consumption experience. But many of the services in the travel service value production and consumption processes occur simultaneously. The entire service consumption process is also limited to specific time periods. This time period, although it is the consumer ahead of schedule, once started, the cost of giving up in the middle is often very high. A consumer can be in a bad mood, will buy the relatively difficult operation of the mobile phone aside, wait until the mood is good time to ponder. But a customer who has ordered a meal will often have to pay for a previous action, even if it suddenly doesn't want to continue eating. Once the plane takes off, for ordinary passengers, the likelihood of abandoning consumption is almost 0. So while some of the early preparations can ensure the basic quality of the consumer experience, some of the bad experiences that are caused by uncontrollable factors in the service experience are unavoidable.

Private and public blends

Many products and services are private goods. In other words, consumers ' own consumption of this product will not directly affect others, of course, others will not directly affect the consumer. But many of the service areas are public goods. For example, the greening of the community, public transport system. Many of the services in the travel service have a private nature, such as the H368 5D seat I ordered, and the public nature. For example, I ordered the 5D seat and the side of the 5E seat between the handrail, as well as the cabin walkway, toilets, even blankets and so on. The room within a certain period of time in the hotel belongs to me, but a separate aisle is indeed common. Restaurants and waiters are also common. The common features of tourist attractions and guides are more obvious. In a common case, the customer's final service experience is influenced by the service provider and by other consumers. Tourist attractions may be criticized for having too many tourists because of their common characteristics. And a travel agency will also be because of a group of tourists in the personal behavior of other tourists to provoke dissatisfaction.

Guest group background difference is big

A high-end car brand can be targeted at high-end business people, a mother and child supplies can be targeted before the mother, and can be through the in-depth understanding of such customers to provide more focused services. But many services in travel services are hard to do. Airline travel Needless to say, even if the location of accurate hotel or catering, the face of the target customer background differences are very large. Not to mention the tourist attractions. The background of the variance is too large to cause the service to be tune. Each consumer sees the problem differently, and the same service may give a different rating. The same bed and bedding, a guest may be very satisfied, but another guest may feel uncomfortable. The discrepancy between consumer demand and the standardization that service providers are striving for based on cost is a long-standing problem in travel services. That is to say, there will always be a part of the consumer not satisfied with the service. So the key point is whether their dissatisfaction can be controlled within a range of non-proliferation, or has reached an uncontrollable range of outward propagation.

From the above 4 features of travel services, we can see that travel services are an area where Word-of-mouth is easy to generate, both positive and negative. In the Internet, since the media development is immature, this kind of word-of-mouth stay in the gossip between friends. Said also passed, the information consumption of the population is relatively limited. And now stored in the Internet, not only their friends and relatives can be the first time to know, far away from strangers can also see, even in the past many years, the main body of Word-of-mouth reflects the situation has been different, such information is also being consumed as a reference to the next consumer decision. The special media nature of Internet determines its information amplification and accumulation effect. Whether positive or negative will be magnified many times, the more extreme the more easily magnified, but the normal perfunctory expression here there is no market. The nature of the service content of the travel industry itself and the characteristics of its immediate experience determine that consumers are willing to share when they are satisfied with the consumer experience. Long after a trip to the detailed travel notes, short to a photo or a few words of the formation of micro-blog, are a memory, a sharing. This positive sharing provides a very good publicity for service in the form of Word-of-mouth. Spontaneous sharing, as a service provider, is certainly a good thing. However, it is necessary to quickly monitor this sharing and respond in the shortest possible time. On the one hand is a "network of politeness" performance, on the other hand is the other side of the incentive to share behavior, so that the follow-up can inspire more sharing. The truth is simple, in reality, if a person does something that is good for us, we naturally need to express our gratitude. And the other side will continue to do what is good for us. If we don't ignore this behavior, the other person will be bored. As time passes, it is also the loss of the service provider itself.

Strengthening and encouraging the positive Word-of-mouth experience, on the other hand, the service provider also needs to monitor the negative at any time. Once found, you need to solve the problem as quickly as possible, and on the network to solve the problems. Because once the onlookers, the loss is the service provider itself. The famous "United Guitar" event is a good testimony. A March 2008 Canadian singer in the United's process, the guitar was broken, many complaints have not been resolved, and finally produced their own a mv,10 days to trigger 4 million browsing. Until now, as long as the "united" is typed in the search engine, the relevant information of the event will be displayed. And it was reported that United's shares plunged 10% per cent after the incident, at which time it evaporated 180 million dollars in market capitalisation. So for the negative, the first time to find and properly deal with it is critical. The internet is always more consumers than service providers and their agencies, in this alone, even if the wrong side is not fully in the service provider, a proper solution is also very necessary. The "old-Siemens" incident, the last Siemens is not defeated in the simple refrigerator door will automatically bounce off, but defeated in the matter of timely and proper treatment.

Web Word-of-mouth has a positive or negative impact on external consumers, which in turn affects the next step of the service provider's sales. New sales will create a new consumer experience, new consumer experience will create a new network reputation. This also forms a closed loop when the service provider does not intervene. But this is a relatively passive state. Because if the positive word-of-mouth is not stimulated, negative word-of-mouth reflection of the problem can not be effectively resolved, equal to the network of Word-of-mouth in a relatively spontaneous state, if the service provider's network reputation continues to be good, it will form a benign closed loop. But if the word of mouth is poor, it will be due to the amplification of the Internet accumulation effect accelerated failure. This can be seen as the Internet's role in accelerating the fittest. If the service providers are active enough, they can completely inspire positive word-of-mouth, and negative word-of-mouth will be properly resolved as soon as possible. This situation will cause the entire closed loop in the front to run in a relatively healthy environment.

But that's not enough. If the service provider can monitor and maintain the network reputation at the same time, combined with the internal service link to optimize the promotion, it will be in the previous closed-loop system to add a closed loop, that is, "network Word-of-mouth-Internal promotion – Consumer experience – network Word-of-mouth" such a closed loop. The biggest advantage of this closed loop is that it is based on the existing network of Word-of-mouth to do internal promotion, thus directly improve the consumption experience. It's more thorough than just positive and negative solutions to online Word-of-mouth. And because it will be some of the external network of Word-of-mouth indicators into the internal management of enterprises, so that the system has a more than a tween dimension, vitality will be enhanced a lot.

As for the monitoring of competitors, and even the entire travel industry network Word-of-mouth status, so as to find their own development opportunities and so no longer launched. It's not that they bring the business of travel services to a small value, but because a business when it will be based on their own network Word-of-mouth value mining to a certain degree, these are an inevitable direction. The characteristics of the travel service itself determines that it is prone to the network word-of-mouth industry, timely monitoring and management of network Word-of-mouth has become a business in this industry to improve their services and enhance competitiveness of an important means. It is hoped that more and more travel service enterprises can combine the network word of mouth management to enhance their own and thus enhance the service level of the whole industry, so that consumers get a better consumption experience, and spread a better reputation of the network.