CRM afternoon tea (19)-customer relationship management in E-commerce

Why am I so popular, but the transaction volume is so low?

 

I do not understand e-commerce, I have never been engaged in e-commerce, I do not understand sales, I have never done a sales, and I have never sold a thing, let alone whether a product can be successfully sold. I only manage customer relationships for over seven years. I am talking about e-commerce from the perspective of customer relationship management. Because e-commerce is also step by step from attracting customers, unfamiliar customers, potential customers, transaction customers, and re-purchasing customers, the customer's life cycle and customer value pyramid can explain some reasons.

 

I can only understand the e-commerce industry as a customer's feelings. I buy the most books on the Internet, and the book purchase network is only in Dangdang. So let's talk about how I feel about Dangdang.

 

It reminds me of the desire to buy books, which are usually the previous ones:

1. Friend Introduction: whether it's a friend at a salon or on MSN, QQ, QQ, or a friend's blog or a stranger's blog, I mentioned a book, in addition, I will go to Dangdang to find my own ideas and comments on this book. Read the contents, read the author, and read the comments. If there is no comment on Dangdang, I will go to Douban to find a comment. Search Baidu for other comments about the book. That is to say, others' comments have a great influence on the channel for obtaining the news.

 

2. Related Articles: Sometimes, no one has introduced the book, but has read some articles of interest. Then I want to have a deep and professional understanding, and I can't concentrate on reading articles on the Internet. The Internet is a world of fast information consumption, and it is not suitable for repeated reading and thinking. So let's see If Dangdang has similar books and enter some keywords to search for them.

 

3. Book Introduction: the last few pages of financial magazines or books are usually the latest books. It provides a brief introduction. If you find that you are really interested, you will find a circle of comments similar to the above method. It is still highly influential in comments.

 

4. book purchases at the airport: I usually visit the bookstore a little more often, because there is no such thing as that. I still have very little chance and mood to go to the bookstore by myself, the only thing that involves a lot of books is that we often fly on a business trip and wait at every airport. In order to fly, we often arrive at the airport in advance. After checkin, we have nothing to do. Let's look at the books we are interested in. So I bought it. Airport books are generally faster than Dangdang books. Although there is no discount, we are not sensitive to the price of books for the management of this kind of flying flight. If you buy it, you can read it as soon as possible. So Dangdang was intercepted by customers. I am not on the e-commerce Road.

 

Although I have visited few bookstores in recent years, I seldom buy books each time. I don't know why. I don't feel satisfied when I pick it up. However, the number of books bought online has increased. Is online books better and more comprehensive than bookstore books? I thought about it carefully, neither. This is because there are comments for online book purchases. If I had a friend with me when I went to the bookstore to buy a book, I would probably have bought it because when everyone mixed up, it would have been like online comments. Second, you can search and associate them online. Sometimes you can search for a book and see other related books. Third, fast delivery. Generally, it will be delivered to Dangdang in Beijing in one day. The quality of books can be ensured, and face-to-face payment is safe.

 

What I said just now is several main sources of attracting customers. If you are engaged in e-commerce, you will also analyze and analyze how customers come to your e-commerce website? You can automatically record the sources of each customer's arrival, and then collect monthly, quarterly, and yearly statistics. In this way, we constantly compare the source changes of each month, quarter, and year and the changes in the number of customers, and then we can conduct targeted marketing promotion. As for how to attract people, it is a professional marketing company, I won't do marketing, so I can't help you. Attackers are not allowed to make trouble.

 

Customers are attracted. In the Customer Relationship Management line, there is a saying: Are you an old customer, have you been there before, or have you been there for the first time.

 

In reality, the sales consultant is required to ask the customer, but on the internet, it can be automatically identified. Try to urge the customer to click "remember my login information", so that the customer will automatically log in every visit, so that the customer will know that it is an old customer and can retrieve the books he has bought from the database, the books he once clicked, the books he once collected, so that he could automatically recommend books he was interested in based on his previous preferences.

 

For customers who have been but have not made a deal once, you can record his cookie so that the books he has clicked in the past will be displayed, in addition, he can automatically recommend other books he may be interested in based on the books he clicked. When many people first came, their purchase confidence and desire were not strong, so they saw some go. This time they came again, it means that he has more confidence in his purchase than in the past, and he is still itchy. He estimates that he has read some information from other places to boost his confidence in purchasing, so he has come again, however, it is hard for ordinary people to remember the name of the book they have read in the past. If the book he recently browsed is not displayed, he may leave without finding it, this is a pity. He had the intention to purchase it, so it was easy to increase his confidence to buy it, but he could not find a book, but he had to leave it. It was a pity. You know, many people will not search. I remember a post on the Internet called "How to use the search engine for mm", but the reality is true. Do you want to educate customers on how to use search engines?

 

If there is neither automatic login nor cookie, it can only be counted as the first time. This person may have been there, but this person is too cautious. He has cleared all the pages he has accessed and all the cookies have been cleared. Technical means cannot be identified, but only when he comes first. There is no way to present the most popular ranking books to him. After all, there are still many popular customers and fewer interesting customers. Generally, popular books that the masses like are preferred.

 

You know that he has been here, or you don't know that he has been there, but you cannot contact them. You can know which books he has browsed in the past, but you cannot contact them. Such customers are strangers in customer relationship management. In reality, the sales consultant can ask the customer in person even if he does not know whether he has been here or not. Of course, a Web customer service can also be installed on the network. However, customers who receive services from the north and south of the sky are generally unable to receive services because their access volume is much larger than that of real stores (subject to geographical locations, store sizes, and business hours. This is an important step in customer relationship management.

 

Potential customers are commonly used in sales and also commonly used in customer relationship management. And the meaning is similar. A potential customer wants to purchase the product, and the specifications, purchase time, and purchase amount of the product have a certain scope. He wants to place an order, but he also chooses to choose the option and spent it, I don't know who to place the order, and you know his purchase intention, purchase time, purchase amount, and contact information as a seller. Only in this way can it be called a potential customer, it is worthy of continuous active tracking by sales staff.

 

There are common ABC card management methods in sales. A card is a collection card. Come to a person to register, but the purchase demand is too vague, the desire to buy is not strong, just look at the question, if sales so that every customer continues to follow up, then the sales consultant will be exhausted. If you really think it is worth tracking, you can register a potential customer card. This is a B card and you need to keep track of it. Is it a three-day tracking or a Monday tracking, it depends on the value and desire of this potential customer. For the actual purchase order, it is moved to the C card, that is, the customer card.

 

This is also true for e-commerce. If you click on an IP address from the Internet, you can broadly say that they are all potential customers. Of course, when you segment customers, you need to integrate them into two categories: Customer collection and potential customers.

 

In the E-commerce shopping process, there are several processes: search, click, favorites, put into the shopping cart, login or registration, order confirmation, waiting for delivery, receipt and payment.

 

E-commerce is very similar to real-world commerce. Order Confirmation is a process of order. In the real retail industry, orders are rarely used. In the real wholesale industry or enterprises, orders are often used for business. However, orders cannot be guaranteed to have a force, many orders are changed left and right during the process, or even not ordered. Generally, this transaction can be completed and become the customer of the transaction only after both parties sign the contract. After the contract is signed, there are still fewer customers. In some industries, this customer can be called a deal customer only after receiving payment.

 

In e-commerce, there are a lot of IP addresses for searching and clicking. we can collect these IP addresses as customers, but we can only deal with them. Why didn't they go into shopping cart or favorites? What has caused their desire to purchase a product not to rise further? How many people have clicked the product details page, how many people have clicked the product details page, and how many others have clicked more comments pages?

 

How can we convert a large number of customers or unfamiliar customers or browsing IP addresses into potential customers? Let the website sales staff know their contact information, purchase requirements, purchase time, and the amount to be paid? This is an important issue. Some customers are skilled customers who have already purchased the product multiple times and have rich experiences and experience. How can you identify them automatically, provide them with the most direct and quick information they are most interested in? Some customers are the first to know where to use them. How can you identify them and guide them step by step? It is very important to guide unfamiliar customers to register early, rather than registering when they place orders. Because I knew their information, I could keep it with him for a long time, and I could automatically recommend him the most interesting information based on his information. You know, from clicking to placing an order, a large number of customers are lost in the middle. Why is the loss? If there is no traceable quantitative data, it is impossible to come up with objective answers. Only qualitative analysis of the human brain is supported. Experience has a great influence on components and is not convincing.

 

How can we accelerate the conversion of potential customers into transaction customers? This is also an important issue. In general, online IM or online customer service may appear in prominent locations of websites, and customers may contact customers or attract customers to contact sellers. How many customers take the initiative to ask about each day, month, quarter, or year? How many website merchants ask about the number of messages, and what is the final deal? What are the concentrated questions? How did customers answer the same question they asked? Find out the correct answer to avoid further loss of business opportunities. Generally, the more customers click the detail product page, the more they want to purchase. The more customers click the detail product page, the more customers want to purchase the product. The more customers click the detail product page, the less orders are to be placed, and the more customers do not even enter the shopping basket? Why is there so much analysis? What are the causes? How should we change? What will happen after we change the policy implementation?

 

It is a pity that no order is placed in the shopping cart. Put in the shopping cart shows that his desire to purchase has increased and his intention to place an order has been raised. How many items are not registered in the shopping cart? How many items are put in the shopping cart and want to register but the registration fails? In customer relationship management, there is a word called "potential dormant customers", which means that it is already a potential customer, but the transaction is not formed and the transaction is canceled. Why? You need to automatically record, classify statistics, compare the increase and decrease trends, and analyze the causes each month.

 

If the registration or login is successful, you can confirm the order. Just as we shop in the supermarket, now we are at the cashier. There are often many display cabinets next to the cashier, which also has a small sales revenue. Now, when the e-commerce website confirms the order, it will automatically recommend some customers who haven't browsed or browsed the related items when they browsed many books in their shopping cart. Why do I need to display the browsed books? The reason is that the customer is interested in reading some books. If he does not finally put the books into the shopping cart, his confidence is still insufficient. He hesitated and recommended it to him again. Maybe he placed the order. For the products that have not been browsed, it has now reached the point where the cash register order is placed. Its shopping psychology is very satisfying, and it is easy to recommend some products. However, we also need to pay attention to the number of customers who have canceled the purchase in this step. Why do we have to contact them via email, Im, or even phone, it is best to keep his current draft of the order that has not been placed. Maybe he is in a hurry, so he has not placed the order. Maybe there is another reason. please be sure to ask, then, we can see how to adjust our policies to address the current situation of customers. Based on the customer's previous purchase value, you can contact the Customer with tools of different costs based on the amount of the customer's order. It can automatically send emails, manually write emails, and even make phone calls. Potential dormant customers must follow up with specific reasons. If the potential dormant customers have already purchased from other places after inquiry, the customer's sales lead should be set as a sales failure. The potential sleep period is divided into two forks. One is canceled, and this is okay. You can activate it again. The other is to purchase it elsewhere. This is not feasible. You need to find the reason to improve it. In addition, in the future, when caring for customers, we will also be divided into potential dormant customers and potential lost customers, with different care strategies.

 

After the transaction is completed, the customer must be promoted to leave a comment. Deal, we need to know what the customer sees us in the end? What makes us more attractive to our customers until we place orders? Failed. I also said that I should confirm the cause and correct it later.

 

How can customers who shop for the first time consume the second time? This is a problem.

 

How to promote the third consumption of customers for the second consumption? This is also a problem. Once a customer consumes three times, it is easy to continue for the fourth and fifth time.

 

How many customers are there once? Why are they not consuming the product for the second time. Since the first time they spent, has it been a month or six months, a year or even two years? How many times have he logged in after the first consumption? When was the last time they logged on? Why did they log in and do not buy it? Why haven't they logged on for so long? If they log on and browse, why is there no consumption? This requires data collection, statistics, and analysis. If the interval is long, it means that customers are lost during the transaction period. Based on the customer value pyramid, different customer care policies are applied to different customer care policies based on different levels. If a customer care policy is formulated, which customers have recovered? Which customers have not recovered yet? Why is it not recovered? To analyze whether the customer care policy is correct, it is necessary to quantify and analyze the collected data and then adjust the policy.

 

How many customers only consume twice? They are hesitating, they are choosing, they are hesitating, they are showing signs of retreat. How to strengthen their confidence and generate a third desire for consumption is the focus.

 

How many customers have consumed three times? They are about to become a source of continuous profit for enterprises and a powerful back army.

 

How many customers have consumed more than three times? We need to take care of their customer relationships. They are the source of continuous profits. Consumption times, consumption frequency interval, consumption type, and average consumption amount are all indicators of profit. They should be promoted to spread old customers, affecting new and unfamiliar customers, potential customers being selected, transaction customers purchased for the first time, potential dormant customers, potential customers lost during the transaction period, and customers lost during the transaction period. It is not only a good market promotion, but also a good effect, lasting effect, saving enterprise costs, but also stimulating consumption of other customers to improve sales performance. Moreover, this kind of gold customers are very likely to bring new customers. The relationship between old customers is really safe.

 

In fact, the e-commerce industry should follow the step-by-step process and there are many indicators that can be automatically planned and then analyzed:

 

Unfamiliar customer stage: traffic volume, first click volume, second click volume, first click volume suddenly left volume, traffic order conversion rate

 

Customer collection phase: registration volume, information integrity volume, Information Update volume, registration growth rate, number of active registered customers, registration and purchase Conversion Rate

Number of online users, number of registered online users, logon frequency of members, and repeated renewal rate

 

Potential customer stage: Collection Volume and volume

Quantity in the shopping cart

Quantity of inquiries

 

Customer transaction stage: transaction volume, transaction order growth rate, transaction amount, transaction amount growth rate, advertising order conversion rate, average customer cost

 

Customer Relationship promotion stage: Number of posts and comments posted on topics or comments

 

Old customer growth stage: transaction volume again, consumption times, consumption frequency interval, consumption type, average consumption amount

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I hope that e-commerce users can work hard to develop e-commerce websites, automatically collect information, collect statistics, classify information, and analyze information to find the most serious loss of customers, develop policies to improve yourself, narrow customer relationships, and recover customers. Based on the customer's life cycle, Customer Value pyramid, and each pyramid of each stage, customers can maintain long-term relationships, step by step to promote customer growth and value-added.