Personalized services to help the mobile market Nuggets

"At present, WeChat accounts for over 10% of the total payment of eLong's total orders, and we also did some promotions after WeChat went online, with more than 30,000 eligible orders." On April 29, Season "WeChat open class" Beijing station activity site, eLong travel network eLong vice president Bai Zhiwei shared OTA (OnlineTravelAgent refers to the online travel agency) How companies through the depth of the development of WeChat custom menu, the major high-level interface, the WeChat Public accounts become convenient, stable, reliable and efficient high-viscosity customer communication channels, so as to create a personalized service experience and expand business.

Personalized services to help the mobile market Nuggets

Bai Zhiwei said that the use of WeChat's custom menu, eLong Travel Network WeChat public account has opened hotels, buy, special hotels and other products booking, the user concerned about eLong micro signal, you can directly book eLong's series of products . "Through the WeChat advanced interface, we can refine and classify the hundreds of thousands of member fans of eLong and make targeted and personalized marketing for different user attributes."

It is understood that the eLong Travel Network WeChat public account is often done for each group, personalized recommended popular tourist cities, travel theme song graphic, rather than a simple marketing message, this content enables users and eLong Both are satisfied: the user access to high-quality tourist information, eLong also successfully promoted the promotional content. "For example, near 51, we will launch the appropriate holiday Raiders, users can directly through eLong WeChat public account within the custom menu to view these content, so as to more targeted development of travel plans.And we will be based on consumer Feedback to determine what consumers are more interested in, timely enrichment, adjust the contents of the custom menu.

Information reach customer service timely and efficient communication

Using the WeChat message to reach the ability, OTA enterprises and users to maintain timely and effective communication. "In essence, customer service communication can also drive consumption because the WeChat template message is a blessing to many forms of expression that are stronger than traditional text messages. For example, after a consumer participates in a hotel cashback event, we send the message to the consumer via WeChat Reminder, so first of all to inform consumers that the cashback has arrived; secondly, if the user is still on the journey, it is possible through the template attached to the second book, resulting in two sales opportunities. "Bai Zhiwei said on the scene , WeChat message template powerful, rich in content, both before and after sale. "So this is where we have the most to the WeChat platform."

According to statistics, during peak hours, thousands of consumers send their customer service information via eLong Travel Web WeChat public account every day, and the customer service of eLong Travel Network has more than 1000 customer feedbacks via WeChat every day. In the past, such a large call volume is bound to produce very high operating costs, the volume of the call center is not a small challenge. The emergence of WeChat public platform now not only greatly saves the OTA business operating costs in this area, but also help to ease the pressure of peak volume. "Using some of WeChat's advanced interfaces, we can collect feedback from users to eLong's customer service system, distribute it to different service representatives, and then return the results to users who have raised the issue, which is very simple and efficient. "

"WeChat payment is also very important to eLong compared to WeChat's communication-based ability." According to Bai Zhiwei, Weixin's current payment success rate and ease exceeds that of a similar platform, with eLong Travel Network accessing WeChat , Payment success rate is very good, the future will accelerate the opening of other product lines to support WeChat payment.

"Through WeChat, eLong Travel Network has achieved the goal of timely and effective information reach and customer service convenient and efficient communication." Bai Zhiwei pointed out that as the level of tourism consumption changes, personalized travel service has become a new competitive magic weapon, and users even more Valued high-quality products and differentiated services. "Providing personalized services has gradually replaced price wars and become the new blue ocean for OTA enterprises to enter the mobile end. The eLong Travel Network will also further tap the social marketing model based on WeChat and provide high-quality content and services to meet diversified needs Market demand."