O2O is actually a more extreme customer experience

Throughout our entire series of chats, we've been stressing that O2O is actually a more extreme customer experience. On the basis of this essence, many enterprises are asking a question: is the interaction with consumers a person or a brand?

Of course, if the problem is more specific, that is: in the process of enterprise O2O, through the shopping guide to the consumer interaction or through the brand to consumer interaction?

In the process of Enterprise's O2O, the key contacts that involve consumer interaction are many, the key scene is also more. I have O2O consumer interactions broadly into three categories: social interaction, human interaction, and interaction between people and brands.

These three types are exactly three phases of an interaction, a step-by-step process.

In the first stage, social interaction is better understood. Many companies do not realize that social interaction is the first phase of O2O, and only the initial relationship with consumers in social interaction can be followed by the activity and sweep rate. It is difficult to directly O2O the value of a trust if you do not first cultivate it through micro-trust, micro-blogging and community interaction.

And the first step of social interaction, it must be based on functional interaction, that is, based on product or service functional requirements of the interaction, such as product consulting, after-sales repair and so on. Based on functional interaction, further extends to the relationship-type frontal interaction.

The second stage, the interaction between people. Enterprises are often able to understand that O2O in the shopping guide and the consumer's one-to-one interaction, so in the O2O scene will be designed to guide the chat scene or micro-letter trumpet to interact with consumers, at the beginning of the consumer will also accept with the shopping guide one-on-one communication.

At this time, the company can open a unified shopping guide for the work of small, assigned to the staff to interact, including the establishment of a unified forehead image, naming norms, the training of the word, as well as the monthly interactive data reporting and assessment. If there is a departing employee, the work trumpet is retracted and assigned to the new replacement employee.

The third stage, people and brand interaction. A one-to-one interaction based on shopping guide after all is personalized, a difficult to manage and operate, and then one is difficult to control because of the loss of purchasing staff turnover. Therefore, the interaction between people and people to further enhance the interaction between people and brands, but the relationship between people and people into the relationship between people-brand, need a process.

First of all, brand interaction to establish an interactive system, combined with the brand community interactive design, for example, the personification of the image of the doll, Avatar and the corresponding adjustment, and secondly, through activities, participation, doll gifts, and so on, consumers to brand recognition and recognition gradually attract and promote to the image of the brand doll or anime characters, will be to guide the individual based on the sale of the trust relationship, into the brand's active participation and recognition of the trust relationship.

In the personal sales transaction relationship to the brand's strong relationship, the brand personified brand image or doll animation is very important, and one of the key is the importance of propriety. Through the appropriate gifts, as well as dolls designed gifts, to become the bearer of brand trust relationship. In this way, gradually will guide personal interaction into the interaction of the brand, and interaction gradually promoted to "interactive + activities + ritual" way, such O2O interaction will be more and more business.

Wen/Yechai