A survey of Customer experience (III.)

The improvement of customer experience needs continuous, long, bit by bit, no http://www.aliyun.com/zixun/aggregation/16764.html ">magic."

We started our weekly business review from the first week of the line (weekly Business Review), and the first part of the business Review was customer feedback (Voice of Customers), including from telephones, websites, emails, and other sources. We should fundamentally look for reasons and propose improvements rather than piecemeal measures. Then designate the responsible person and determine the improvement objectives and resolution time.

We have also gone through a lot of detours. For example, in the design of the first version of Shop 1th, we learn the concept of foreign websites, home do too ' vegetarian ', lack of content and shopping atmosphere, need to point into to see, the results of poor customer feedback. Our page to jump Early learning Google, only one page open, by the front and rear arrows page. Later we did a customer survey, found that domestic customers like lively, like in a page to see all the information of interest, while customers like to open multiple pages at any time to jump feel more convenient. With the research data and analysis results, we immediately to the revision. So far, our website has been changed to four editions, the main causes are customer experience considerations.

The design of system and process is very important to cater to customers ' habits. Many web design (smartphone interface design) tends to be the same because customers form a habit, if the pursuit of unique often have to bear greater costs to educate customers or lose customers. Innovation is not necessarily the original innovation, and the introduction of replicated innovations that have been proven to be well received by the market is also of great value.

The improvement of the customer experience is not only a matter for the company's top executives, it is related to every position, and everyone may have direct or indirect impact on the customer experience. For example:

§ Distribution: Good attitude, timely delivery, no broken overflow leakage loss;

§ Customer Service: Solve customer problem quickly and reasonably;

§it: Shopping flow simple, smooth, easy and clear system operation, instructions clear, search fast, system without bugs;

§ Product Department: have to meet customer demand for goods, reasonable price, classification of goods in line with customer search habits, shortage rate control;

§ Marketing Department: Precision Marketing to meet the personalized needs of customers, marketing activities simple and effective;

§ Warehouse: Stock picking and sorting out the storehouse is accurate, the packing is good;

§ QC: Guarantee the quality of goods, effective shelf life;

§ Description: The product characteristics described accurately and clearly, the picture accurately reflect the kind.

The above should be implemented to implement the need for quantitative indicators. The factors that affect the customer experience need to be decomposed into every function in each position and then quantified. Here are a few examples:

§ Distribution: Timely delivery rate, delivery success rate, broken spill loss rate;

§ Customer Service: A problem-solving rate, customer satisfaction;

§ Products: Out of stock rate, price indicators, product richness;

§ Warehouse: Inventory accuracy rate, out of the library accuracy rate.

Some indicators often have to be further subdivided in order to truly find the root cause of the problem. For example, delivery is late, which link is a problem? So need to subdivide for order processing late, payment link late, warehouse processing late, and delivery late. Warehouse delay can be divided into picking, sorting, packaging, out of the library, and other aspects of the delay.

But at the same time it needs to be understood that there is no end to the improvement in customer experience, nor does it cost nothing. Can only improve the customer experience to the maximum extent and effectively under the limited business model of the target customer base. Unreasonable goals and pursuits often lead to the business model is not feasible or enterprises can not survive.

A few examples: a the control of the shortage rate directly affects whether the customer can buy the goods at any time, and the low demand for the shortage of stock leads to the high turnover rate. B. Allow each customer to deliver in a specified time period. The cost of this distribution will increase significantly, because the distribution staff can not according to the established route of optimization to deliver. c the customers who live in the suburbs after nine o'clock in the evening can receive the goods, the delivery cost and the safety and security problems.

We link the salaries and bonuses of all employees of the company directly to the customer experience metrics, and enable third parties to investigate and monitor the industry's best customer experience as the pursuit of all employees. The company's executives must regularly do ' Day service ' to directly understand the customer's complaints and problems. We have set up a number of BPI (Business Process Improvement) projects to improve the customer experience. We are still on the way, there is too much to do.

The future competition of E-commerce is the competition of customer experience. People who have the hearts of the world, customers have to experience the market!