How much value is worth digging in customer feedback?
Efficient management of network marketing feedback information
-/Long
Network Marketing makes many links in the process of sales of enterprises from traditional physical stores moved to the Internet. In the process of online sales, it is bound to bring together a lot of customer orders, membership information and feedback issues. So how do you manage and use this information effectively? As the above three aspects are corresponding to the website three kinds of marketing function system: Customer order System, member system and customer feedback system. If can let these three kinds of marketing function system organic combination, and promptly processing these information, not only directly affects the Enterprise on-line sale effect good or bad, also can guarantee the enterprise to the website promotion investment not to be useless.
Online sales processing methodically
Enterprise website in the promotion, the way to obtain customer inquiries is usually the other person to call, send mail or fax. This is because many enterprises, although the establishment of the site, but only set the product display function, and no customer order management system. The inquiry processing process is still focused on using Excel and Outlook. As everyone knows, if the establishment of the corresponding customer order management system, this process will be more efficient.
Ms. Liu's business set up such a system. When she opened the Web site's back-Office system as usual to see more than 6 enquiries today, she only looked at the content of the order, from the list with a single member of the King, let him to deal with these inquiries. So Xiao Wang used the system assigned to his account log in the background to start processing. Before the application of this system, Ms. Liu needs to send advice to Xiao Wang.
Small Wang Detailed look at these order content, there are 4 preliminary consulting products basic situation, so Xiao Wang rapid location system of "e-mail", reply to the mail. This is the mail reply function in the Customer order management system, it doesn't need Xiao Wang to open Outlook to write the message. Some of these are "repetitive" issues, such as: "Your products have what", "your contact information is what", "how to pay" and other similar questions such as FAQ, Xiao Wang directly call the system's general answer, click can automatically write into the mail reply content, save the previous handwritten reply to the trouble of the mail.
Two of the mail is a certain number of certain types of products, Xiao Wang hurriedly pull out the product inventory system, but found that the product has been the cross bar symbol omitted, this may be due to this stage is the peak order, factory inventory fluctuations caused by large. So he faxed the order contents directly to the factory by computer. Before long, the factory fax has been in the Xiao Wang computer system "Fax Console" appeared. Now to the enterprise, this kind of setting not only can let the salesman and the customer's communication process keep down, easy to inquire, and in order to improve the service quality and prevent the salesman to take away the customer when leaving, more can increase to the order or inquiry information reaction speed.
It is understood that this web-based order management system is not ERP, just a web-based data management system for enterprises that do not have such a system, his functional settings can also bring some enlightenment to the enterprise. Generally speaking, the enterprise's customer inquiries or order information management usually includes: Customer order information display and query, customer order information to add, edit and delete three steps, and the processing of customer orders into the "latest orders, has been processed, has become a single and recycling station" is a more humane way of management. This categorization clearly reflects the progress of the order, compared to roughly classifying all customer orders. The order recycling station is set up because the information on the online customer is likely to be false information, in a period of time to determine the information is useless, you can safely delete, to help enterprises gradually filter invalid information. In the long run, the setting of these links is not only effective for the current enterprise order management, but when the enterprise realizes the whole sales process informatization, it can integrate the system into the application of information system directly.
member Information Organic application
Membership System is now one of the important means for enterprises to win customers. It is considered to be an effective way to enhance customers ' stickiness when they promise to give discounts or other concessions to their customers when they buy. But in addition, the name, telephone, address, e-mail, online contact (QQ, MSN, Ali, etc.) of the members collected from the enterprise, even the basic information such as income status, preferences, etc. can you dig out the gold? By analyzing these data and using Internet Tools, active marketing will enable companies to dig "gold".
A lingerie manufacturer, through a variety of promotional activities, online surveys and other methods to collect information about members including gender, age, education, position, income, annual purchase of underwear spending and the color of underwear styles and so on. The analysis and collation of these large membership data, the enterprise's two sales play an important role. According to the income of members and the annual purchase of underwear expenditure for the first classification, in the member's table, the monthly income of 1500 yuan in the 15%,1500~3000 yuan accounted for 18%, 8000 yuan accounted for 4%; The underwear manufacturer puts the marketing key in the monthly income 1500~3000 Yuan member crowd, 3000~8000 Yuan and below 1500 yuan second, the monthly income in 8000 yuan above consumption ability may be stronger, but the proportion is too small, therefore ranked in the last, So the underwear manufacturer analysis dozens of yuan to 300 yuan of underwear should be the main push. Then the underwear manufacturer chose the EDM mail advertisement and the letter advertisement to start to two times sale to these members. As the preferred means of promotion, EDM mail advertising has a fast and able to work with the manufacturer's shopping site, and the characteristics of the printing cost is much lower than the previous years, but also for the member to save the collection. At the same time, opened up with the bank credit card consumption combined with the way to drive consumption.
in the 4-month membership marketing process, the underwear manufacturer in the form of EDM to issue 16 of the members of the magazine and 4 special underwear shopping special issue and two letter ads. Through the distribution of EDM ads, statistics of these members have not opened the mail, the frequency of receiving mail, which members through the EDM ads for the purchase of underwear. Then the 20 of EDM advertising marketing results again, but this time in accordance with the amount of underwear purchased within 4 months, read the number of visits to the Web site, read only messages and never opened the message sorted. So the members who have never received mail are marked in the membership database, and the rest are the most likely consumers.
for members of the marketing, it is necessary to continuously from the initial members fill in the information from the breakdown, from the actual marketing process to filter out the willingness to buy members and no willingness to buy members. The implementation of such marketing processing, it will be able to avoid enterprises to save online sales can not play any role in the membership information, so that the enterprise's active marketing more accurate.
respond to customer orders in a variety of ways
A boss operating a production of foreign trade enterprises, adapt to the trend, he found the network company set up their own corporate web site, with the network to promote more efforts, the site's advisory orders are more and more. In order not to miss the business opportunity because of the reaction delay, a boss has studied several ways of customer feedback information specially. "Foreign customers in the way there are several online consulting: direct e-mail, through the website column ' order ' or ' FeedBack ' Fill out orders and feedback information, and directly add MSN Online consultation. "He said," MSN online Communication in the initial period of less use, one is because there is time difference, the second is MSN Chat up very time-consuming, only feel more interested customers and have talked about the details of the customer is necessary for such communication, the rest or the way to reply by mail better. He put these kinds of online consulting way roughly statistics: direct mail accounted for more than 60%; fill in "Order" or "FeedBack" online form of about 30%, plus MSN less than 10%. So he thought, send and receive e-mail This means is the most easy is also the least occupy time, if the customer fills in the online "order" or "FeedBack" can send mail to their mailbox, is not a good thing? So he told the internet company the idea. The company immediately agreed that the program was a simple thing to achieve. In Taiwan, "F2mail" and "f2db" are very popular. F2mail is form to mail (the form is forwarded to e-mail), f2db is form to DB (the form data is entered into the database). When the form data enters the database, it needs to be forwarded to the person in charge, which is also a more humane application.
after the improvement, when foreign customers fill in the online "order" or "FeedBack", the system will also send two messages, one is the system automatically returned to the customer, the general meaning includes: "Dear customers, we have received your order, we will be the fastest speed to you, thank you very much , here are your order contents ... ". The other is to send the order content to a boss's own mailbox. This is convenient for customers, but also convenient for themselves. All orders converge to e-mail mailbox, a boss can not only timely processing information, also do not have to log on to the website management backstage, sorting order information on it. And this method in a boss business trip, with notebook wireless internet, the most obvious role.
can be seen, for corporate websites, in the gradual sales and customer service processing have moved to the Internet, the site's system function does not need to be strong, just need to think about: how to use the existing conditions for the rapid and efficient use of customer feedback.
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