Data Business Experience Marketing: Focus on customer contact management

Mobile Data Service Experience marketing is a trend, this is determined by the characteristics of the mobile data service and the trend of industry development, and the data business product itself is mainly to meet consumer entertainment, Self-Realization needs as the goal exists, with intangible, perishable, games, music, mobile search, The personal portal product itself needs the customer participation, the data service product itself is the experience, and "the customer participates in the interaction" the experience core to coincide; At the same time, the development of industry and technology has created the condition for the customer's good experience, the key of 3G technology distinguishing from 2G is the high-speed network experience Therefore the data Service implementation experience marketing becomes the inevitable choice.

Data Service experience marketing must pay attention to the management of customer contact points

From the perspective of service marketing, to enhance the customer experience is to do a good job of customer contact management, to grasp every opportunity to contact with customers, improve customer perception at each contact, through these "point" on the experience, customers gain information and understanding of the enterprise, the formation of the overall evaluation of the enterprise. In the experience marketing, through the search and grasp of these details, find the key link that affects the customer experience, which will help the enterprise to control the service level, and it will help the enterprise to use the effective resources to the most experience design objectives to match the core of experiential marketing and the mechanism of the experience. Through the experience of customer contact point Experience Management, to enhance customer awareness of business value, service, and use, to avoid negative customer awareness, negative judgments, and thus improve the customer's use of data services, frequency and dependence.

Management of data Service contact points, is to from the company experience marketing height and customer needs, the impact of customer perception of the contact link system design, control and guidance, so that customers in contact with the business interface to produce a good perception, to promote the use of customers the number, frequency and type of increase. Contact management should first pay attention to customer needs, at different points of contact, the customer's needs are different, at the same time for different customers, different environmental requirements of the environment customers also have differences, this requires a first-line experience marketers learn to observe color, pay attention to analyze customer characteristics and scenes, grasp the basic characteristics of customers, Targeted to the wisdom of experience marketing, to meet the needs of personalized customers. At the same time, customer contact management is a systematic process, not only contact interface (front-line) work, more service management and service support work, especially with the development of Internet business, customers and front-line personnel contact less and more important data business support.

Because the data business is different, the probability of reaching a transaction under different contact modes is different, and the importance of different contact points will vary. In order to carry out the comprehensive research, we analyze the general process of using the data business from the customer, and conclude the basic contact point of the data business, the contact point of the customer and the data business is mainly found, probation, customization, use, unsubscribe, complain and so on. From the point of view of marketing management, it is of great significance to explore the customer's core needs, strengthen contact management and guide customer interaction correctly.

Second, data service experience marketing contact management points

1, customer contact point one: Discovery

Customer's core requirements:

Understand the business information they want, customer demand for business information more and more personalized, accurate communication requirements are getting higher.

Service Management and service support:

Conduct research on customer needs, on the basis of customer demand for customer segmentation, the establishment of the target market for each business more detailed information, the target market day-to-day behavior characteristics of the customer's main activities in the region, the daily contact media for accurate dissemination, analysis of the customer's humanistic and psychological characteristics, dissemination of the form, content, Content is organized in a way that conforms to the customer's characteristics.

First-line personnel service skills:

The first line to be able to accurately identify the data business target market, make accurate recommendations, do not recommend business to unsuitable customers, resulting in customer boredom, even the target customers should also pay attention to the choice of customer convenience, such as when the customer is busy do not sell; The recommended form should be personalized, diversified, to meet customer characteristics, to " Do locks ", in the interaction with the customer" unknowingly "recommend the business, and give the customer the feeling is you tell it (her) information.

2, Customer contact point two: Trial

Customer's core requirements:

Business and personal matching, opening and probation at the end of the reminder.

Service Management and service support:

It is suggested that on the basis of data mining, analysis of customer consumption characteristics, looking for each kind of data business target consumer groups, such as all kinds of Internet community users, according to the type of community, characteristics, research products and customer adaptation, the appropriate products recommended to the appropriate customers; To achieve accurate marketing, Marketing the right data business for the target population, we need to carefully analyze the target population characteristics and business attributes, through their qualitative observation, summed up the needs of different segments of the data business characteristics, the proposed development of precision marketing support system, in the first line for customers to transact business, System prompts: Customer identity characteristics, Characteristics of communication consumption, opened data services, recommended data services, etc., to facilitate the first-line personnel marketing, before opening to consult customers and probation period to end SMS reminders, especially at the end, should be SMS or telephone to inform customers, and ask customers whether to continue to use, to enhance customer awareness of data Services and mobile To keep customers (especially active customers) in the trial, through continuous interaction with customers, and repeated experience to improve product activity (through the network community, BBS, etc.) to enhance customer awareness of data Services.

Frontline Service Tips:

Recommended in the business Hall will be the crowd classification, for each type of customer use different methods to recommend different products. From the customer's social role, identity status, professional characteristics, such as the appropriate mining customer needs, according to customer needs recommended to the trial of data services, data services to solve customer life problems or to bring convenience to customers daily life work, such as business people recommend mobile Mail, flying, news, book housekeeper, etc. Mobile mailbox can receive mail at any time, flying letters can be instant communication, etc.

3, Customer contact point three: Custom

Customer's core requirements:

Pre-custom reminders, two confirmation, SMS reply after custom completion

Service Management and service support:

Improve the data service customization mechanism and system to ensure that all business customization has two confirmed, reasonable set up a line of assessment indicators, standardize the management of the first line, to eliminate the customer uninformed open the situation; Establish a line of data business Services Marketing Customization Specification Essentials:

Ø any customization must be agreed by the customer, in the circumstances allow the customer to confirm the evidence (confirmation SMS, written signature, etc.);

Ø before opening to the use of publicity materials to repeatedly tell customers a comprehensive information, such as the main function of data services and implementation platform (to the requirements of the terminal), especially the main characteristics of data services (different from the characteristics of other business, to solve the specific problems of customers, etc.);

Ø business recommendations to the customer before the study: the customer's age, social status, occupation, family, etc. for analysis, to achieve targeted;

Ø the recommendation process should pay attention to customer demand mining scale and recommended way, from the customer's point of view recommended business;

Ø after the business recommendation appropriate interaction with the customer (choose the customer Convenient way), ask the customer to the data business feel, solve the problem of customer use process.

Expand Other marketing channels (network mode (including SNS social networking site promotion), Internet Café Mode, community mode, etc., to reduce the line of marketing indicators pressure, enhance the system support, integrated query platform, convenient line operation, so that the first line can quickly query data business customization information, and improve the customized information query content, Let the first line to get enough information in order to give customers a timely description of two customization.

Frontline Service Tips:

In the data business consulting to tell customers unfamiliar port SMS not back, unreliable network links do not point, only to customize their own understanding of the business; first-line staff to recommend data services to customers, customer initiative to consult data Services, customer processing customization, the first-line personnel to the business of the main functions, presentation form, tariff, handling points, To the requirements of the terminal and other information complete and comprehensive to tell the customer; For customers to the first line (or 10086) to customize the business, the first-line personnel to be patient to explain, accurate operation, careful reminder, improve customer perception; Each recommended proposal should not exceed 3, preferably 2.

4, Customer contact point four: Use

Customer's core requirements:

Low charges, easy to use, easy to operate

Service Management and service support:

Perfect monthly, package and other preferential way, reduce the cost of customers to use the data business, recommend to different types of consumer groups to launch a series of data business package, the proposed package within a certain range of free choice; the obviously more expensive (with brother company, competitor than) business according to the situation of the sales price promotion, such as flow costs Standardize SP management, eliminate unreasonable charges, especially to improve the system support, accurate billing, not to download the success of the business does not charge or less fees; It is recommended that in the future when data service development, we should pay attention to the optimization of the product operation interface and the simplification of the use method Recommend system support departments to improve system support, reduce system instability, ensure the improvement of the system and the development of the business synchronization, to maintain the system in accordance with the same kind of business in the sub-industry synchronization upgrade; The data service operation interface and the operation method can be conceived and designed from the customer's point of view to ensure the operation interface is more friendly and the operation

Frontline Service Tips:

Attention to the choice of customer-friendly way to interact with customers (such as the network community, etc.), cultivate active customers, understand the customer's perception of the data business, solve the problem of customer use;

5, Customer contact point Five: complaints

Customer's core requirements:

Solve problems quickly

Service Management and service support:

To relax the right of front-line officers to handle complaints, customer complaints about the data business, quickly handle some simple problems, improve customer perception; Set up data business unit complaint Interface person, first-line or county companies have problems can directly call or fly letter (QQ) communication, as far as possible to solve the problem in the front-line site, reduce the dispatch quantity, At the same time can quickly solve customer problems, comb the data business complaint processing system, straighten out the processing process, improve processing efficiency and departmental synergy, improve the ability of front-line staff to handle complaints and complaint handling skills, using knowledge base, backstage support, etc. to solve customer problems, enhance customer perception.

Frontline Service Tips:

To appease complaints against customers, for emotional people should be timely isolation (led to background processing), use "I understand your mood" and other languages to quell customer sentiment; patiently listen to the customer's request, understand the truth, in the process of communication with customers to properly record the customer's problem, straighten out the reasons for customer complaints; customizing customer Data Services in the system , use traces, to explain the facts to the customer, according to the relevant system processing or dispatch, give customers a clear statement;

6, Customer contact point six: Unsubscribe

Customer's core requirements:

Simple, confirmed information, accurate billing

Service Management and service support:

Improve the interface between boss system and data Service system, ensure the accuracy and consistency of information, avoid the phenomenon of billing after withdrawal. After the withdrawal of SMS reply to the notification has been in force, and recommend to the customer to do the reasons for the withdrawal of the investigation, as data business development and business upgrade basis.

Frontline Service Tips:

Understand the real reasons for customer unsubscribe and classify (business issues, customer issues, tariff issues, operational issues, online unsubscribe suggestions for reasons to investigate), necessary to recommend appropriate alternative business reasons; remind the customer to receive and view the unsubscribe confirmation message.

Through a comprehensive and meticulous management of customer contacts to enhance customer perception of data services, and thus enhance the use of data services, customer satisfaction and data business marketing dual promotion purposes.

Original address: Data Business experience Marketing: attaching importance to Customer contact management Author: HNLH