Experience tells you that it is not reliable to make the DSR score higher than the industry value in the short term.

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At a company meeting in March, on how to improve the store's three dynamic ratings, everyone, although also put forward some specific suggestions, but to the three dynamic scoring above the industry average, is actually a system of engineering, only understand the logic behind the impact of the big environment, analysis of the buyer's psychology, It is possible to simplify complex things.

First of all, tell us about our shop.

We shop before the volume of sales model, each time through the way of low price promotions to do activities, 1 yuan limited seconds to kill 10 pieces of dress or coat, and then some ready to make big goods with 10 percent to promote sales, sold out hundreds of after the increase to 20 percent. Through-train drainage is also through the 1-second kill of the paragraph to do, so that a short period of time to gather a large number of popular and traffic. Although each activity can achieve very good results, but the pre-sale paragraph 15 days after the delivery can not be on time, some even one months before delivery. Delivery speed is 4.6 points, on the basis of activities, can not be delivered on time, customer service often one day to face more than 200 buyers reminders, but buyers have to wait so long to receive goods, even if the quality is good, but also because of the emotional impact of the difference, therefore, the lowest delivery speed to 4.4 points, if the value of less than this will be Suspension of the through train promotion. Other descriptive and service-attitude ratings have been maintained at around 4.7 points.

Based on this premise, the store whether to apply for the official 11 activities or other small activities, for this reason can not be audited. Therefore, the importance of these three dynamic scoring is self-evident.

In the view of buyers, it is very important to this indicator. Many often online shopping customer service or girls, in the sharing of experience, said whether the next single, first of all, depending on the store's three dynamic scoring value is more than the industry value is generally more strength and credibility of the guarantee, will not hesitate to order. This is understood from the buyer's point of view.

Since these three dynamic scores are so important, where should we proceed to improve them?

In the March plan, the main job of each department was to improve the dynamic score.

From the art point of view, they think: Every baby description will have the official cat data, according to this data, baby described optimization can be from the following aspects.

1, in "Everybody writes", the green mark is the influence score one of the key, this is involves the product parameter, the material use question, needs to buy the hand and the sale good communication after provides the more accurate data to match the baby description optimization. Make baby description More objective to be accepted by customers.

2, in "Everybody thinks", involves the question is "the size" and "the chromatic aberration" two big questions, that is the size measurement as well as the picture color, that must master as well as the photographer and the sale communication, provides the more accurate data to the design department to revise.

3, about the 2013 version of the Baby description template, whether from the aesthetic or functional aspects have a great improvement, you can more fully express the perfect side of the product, more with the simple fan. In the functional aspects of the more advantages than before, such as the speed of loading faster, the new version of the baby description of the picture inside are replaced by digital code, so the file is small, open the page faster than before. Features more convenient. In the change baby description, as long as the main number can be entered into the background operating system colleagues, can immediately modify the product related properties, including the size, detail description, selling points and all the contents of the text. Image segmentation is just right to give designers to modify the convenience of chromatic aberration.

And from the perspective of customer service, they think:

1, from the after-sales service (bad after-sales service leads to buyers dissatisfied)

Customer service in the process of serving customers is not only to achieve the service home to facilitate orders, after-sales service is also the entire transaction process can not be avoided. After the quality of the sale is directly lead to buyers will not repeat the purchase and give praise an important factor, since the early 90% of the work has been done, why we do not put the last 10% also to achieve the ultimate, so in the next work will focus on customer service after sales. The service is good, the buyer will return to patronize, the score naturally will not give low.

2, strengthen the training of customer service, clear the reward and punishment system in this respect

Customer Service Daily reception more people, and often encounter difficult even vexatious customers, a day down but also headache unceasingly. This time again asked the customer service each smiling face, a kiss, this basic difficult. Customers who need customer service are not complaining and can be encouraged to do so by rewarding them. For example, the evaluation mentioned that the service is good and more than the number of words can be appropriate to give points, and bad evaluation if it is due to customer service attitude caused by the corresponding deduction points, so that rewards and punishments are clear.

3, the initiative to guide the buyer evaluation (some buyers do not score the habit, the seller did not do scoring guide)

Many buyers received the product did not take the initiative to give the seller the awareness of the evaluation, because if the whole shopping for the buyer is not very surprised and not very dissatisfied with the situation, or the buyer has never been the habit of scoring, ask them why they want to give you grade? Therefore, as a seller, I think we need to take "inducements" and other means to guide customers , or the process of chatting to guide the customer to go this way.

Pre-used praise courtesy software and send cash coupons after sale: Interpretation of the customer's interpretation of the effect is not ideal, so the next want to go through the Amoy Prize software, trading success after five points can have the opportunity to draw, the prize directly set to send cash or phone calls to promote the interest of customer participation, has tried this activity before, The pace of growth is still relatively fast.

These are from the actual operation of the link to improve the dynamic scoring method, but after two major promotional activities, are found in the way the goods, delivery speed is only from the previous 4.4 points into 4.5 points, distance from the industry average is still far from the difference.

After a meeting, we came to the conclusion that all dynamic scores were measured in terms of data from the last 6 months, that is to say, it is impossible to raise the score in the short term, even if the pit is too deep to be dug. After understanding this rule, we re positioned:

1, in the previous implementation of the details continue to retain the situation, adhere to not easily enlarge the promotional activities;

2, the monthly 22nd of the member day to do in-depth marketing, improve the stickiness of old members;

3, every Wednesday new also just make a bomb, issue coupons to old customers;

4, adhere to do quality products, each explosion in the big goods before the test wear report, as far as possible to reduce the number of yards and comfort problems caused by the return of goods;

5, insist on selling products to the most suitable person. For example, this paragraph is the body, will be in the Baby details page recommended fat mm do not buy, to avoid the purchase back to appear in the difference between evaluation and return of the phenomenon.

Through this insistence to August, the service attitude, baby description similarity has been more than the industry average of more than 5%, and delivery speed although only 4.6 points, but the industry average is only 3.59%.

In the final analysis, to improve three dynamic scoring, we must adhere to the internal strength, good supply chain, do every detail, this is kingly. Paranoia increases the three dynamic scores in a short period of time, unless it is a new store or a small amount. And the above experience is the annual sales of tens of millions of days of the cat women's shop summed up, play low price promotion is contrary to the principle of businessmen to make money, but also very easy to store three dynamic scoring game is gone, which is why a lot of the previous two years, such as Han, the women are not willing to participate in the cost of the main reason. Really want to three dynamic scoring above the industry value, must be from the supply chain, product quality, delivery speed, Baby Description details page, customer service sales links, after-sale and other multi-dimensional optimization, do a good job of convergence. The short-term behavior of favors, such as the return of 5 points of praise and the gift of coupons, is difficult to have a practical promotion.

This article original from Bo na Antique Auction Network (http://blog.paimaigudong.com), starting A5, reproduced please indicate the source, thank you!