The real world of user research: How consumer trust is built

To the end of the year, more things, ordinary seven will eight, there are planning and budget for the next, has been trying to sort out the 2nd of the series, just today and closed the task of the off-site inspection, in this process, and once again experience the Internet and the world under the net. Write it out to share.

Preface

Consumer trust can be understood as a consumer's emotional reliance on a salesperson (or service person or product) in an uncertain situation, and a belief that the salesperson is still dependent on the potential risk; even if the salesperson is expected to cheat, the consumer insists on performing the trust behavior, Or where there is a clear perception of uncertainty and risk, there is still a strong reliance on the other party's behavior and information. This kind of trust relationship is especially applicable to the process of consumer service. On the Internet, E-commerce is the most direct audience.

True Story

This is the real world around you and me ...

Appearance: Wong (Me), sallyhe (* * * director), online customer service, telephone customer service, receiving information of the old driver

Topics: E-commerce, consumer trust, off-site inspection of vehicles

Related products: Car Inspection Service website

Observers: Product Manager (PM)

my car to the annual inspection time ...

Car more than two years ago bought, Zhejiang Jinhua Licensing, second-hand cars, bought the year just to the first annual inspection, because the local company's relationship, so the current annual inspection, I have not personally operated, but also drove to Jinhua, so that the company's colleagues to help check the last year. For the annual inspection of the relevant procedures, processes and other types of problems, basically do not understand, can be regarded as a big rookie. Play the internet for a long time, the old feeling of the various services on the Internet is very cumbersome, buy a house so, buy car test car also so. To do so, the agent of various services of the Ox will not have its survival space.

Rookie affairs, unavoidably to unknown service and uncertain information with uneasy mood. The deadline for the annual inspection is 2011 January, but what I have always remembered was that February, when the plan was to complete the annual inspection in December, but when I was again verifying the date of the inspection on the travel permit in November, I saw that it was January, which led directly to my original plan and urgency.

Because I am in Shanghai, but the license plate is Zhejiang, usually drive to listen to 103.7 of the radio, often hear "field license plate Shanghai car," "(* * * * * is the phone number) of the advertisement, so know there are" off-site inspection car "this said. Another way is the same as in front of two years, driving to Jinhua, and then find a colleague to help test the car. But forget the overall cost, run a trip to Zhejiang, the fare + oil fee of at least 800, plus the examination of fares, estimated more than 1000. So if the cost is reasonable, and can save trouble, in Shanghai car inspection is the ideal solution.

know the information of vehicle inspection ...

Usually rarely on the car site, this time to understand this information, I was the first to think of the search engine. Naturally, my search keyword is heard in the broadcast "foreign license plate Shanghai test Car", habitual, I usually Google and Baidu to use together. Spent the last few days browsing through a multitude of search content. Some information is becoming clearer in your mind:

Shanghai area, about the off-site inspection of vehicles, find the most frequent search results are three: C, A, B (this later on the Internet to see the phone to stay, only to know that the advertisement in the radio), from these three sites, I understand that they have agents of off-site inspection services. Here is a point of information, I in the search engine, contact three sites in the order is: A, B, C

In addition to these three sites, more car inspection information, from the major automotive forums, the forum is more focused on a number of users to share a different car inspection, from these forums, I have a general understanding of the process and details of the vehicle inspection. More detailed than the three Vehicle Inspection Service network mentioned above. One of the posts mentions the process of service in a service company. (Fear is a gun draft)

Consumption choice ...

Basically know the information of the off-site vehicle inspection, then prepare to select a proxy service provider. For search engine results information, I do not believe that the truth, the key is in the process of off-site inspection, my driver's license must be given to the original agent, this is my choice of service providers in the process of the most critical security considerations. So I found some of my colleagues in the company:

Wong: Does anyone in your department have any experience in the field of Shanghai car test?

Sallyhe: I'll ask you later.

Sallyhe: I have a classmate test, she asked her husband at night, tomorrow to give you news

......

Sallyhe: My classmate is looking for the intermediary to do the external licensing in Shanghai annual examination, she said that online can be found, 105.7 traffic stations will often advertise

Wong: Do you know which intermediary?

Sallyhe: She said that the family is not good, did not continue to do, her husband did not remember, they did March, postponed 2 weeks to do

Wong: Okay, I'll ask you again, thanks.

Also asked the company is the field license plate of several colleagues, no one has the experience of the car, no solution. Continue to inquire ...

———————————————————————————–

The internet, and again visited the three sites, intend to consult these companies directly.

Previously seen a and b,b of the site compared to do a beautiful, so decided to consult B first. But read for a long time, but there is no information on Zhejiang Jinhua license to check the cost of the car (a site is some), and although the site is beautiful, but obviously unfinished projects, a lot of information is empty, lack of information, links missing. Instead of looking at the A,a page, it was pretty ugly, but on the Web page of his outside license test, put on the first screen is its 105.7 to do radio program recordings, I spent a noon time to listen to the broadcast in detail, the trust of a has improved a bit, watching the content of radio programs, I believe it will not be a liar.

On the first screen, there is also the most obvious is the left, middle and right three floating windows (online customer service). So I did a direct online consultation:

Online customer service: Hello!

Wong: Hello, what formalities do I need for a remote inspection?

Online customer service: Original ID card, driving card original, and strong insurance policy original.

Wong: Do all three have originals? Can I use a copy? (even ID card must be original?) ）

Online customer service: ID card can be a photocopy, but the back two must be original.

Wong: How much is the fee?

Online customer service: Where's your license plate?

Wong: Zhejiang, Jinhua, Zhejiang g

Online Customer Service: * * yuan

Wong: OK, I'd like to book a pick-up, how do I get in touch?

Online customer Service: Your contact method and address, I can arrange for you here

Wong: OK. *************************************

Online customer Service: OK, we will contact you.

order ...

The next day, when I saw the appointment, I felt the man was an old driver at first sight. An old man, with a very old-fashioned briefcase, was the kind of black briefcase commonly used by people who had a meeting in the 90 's. Look at the old people, feel very real. Handover of information, verification of documents. Finally, the old driver said a word, let me feel relieved a lot.

Old driver: I'll give you a receipt to prove it. Avoid the trouble when you meet the traffic police. “

Wong: Ah, I was going to ask you this. I'm still worried about not having a travel permit. “

Old driver: "Oh, this is of course, have this proof, you give traffic police to see, generally will be OK." “

———————————————————————–

That afternoon, received a call from customer service: (very efficient)

Telephone Customer Service: "Your 08~09 travel tax is in the insurance to pay?" “

Wong: "I'll check" ... without writing. ”

Telephone Customer service: "Oh, because the Commission needs to check this, but it does not matter, we will help you to pay, of course, there will be corresponding invoices and receipts to you." Do you see any problems? ”

Wong: OK, no problem. ”

wait ...

Here, the service providers have basically been identified. I deleted the B, C phone number and Web site collection, the rest of the waiting for the notification. The old driver told me that it would take me about 3-4 days to calculate that I should be notified by the time of next Monday. During this time, the Internet to check the time to drive to test station route.

Saturday was not notified, I did not intend to confirm the department.

At noon Monday, online customer service was also consulted online.

In the afternoon of Monday, I received a telephone call to inspect the car.

The rest is done in sequence, nothing to describe.

Complete

The rest is to the test station, complete the car inspection, everything goes well.

Product manager's observation

A novice without a car test experience, to find a proxy company to carry out off-site inspection. Through the understanding of all parties ' information, we finally selected a service provider and completed the whole process of order, payment and completion. With the form of electronic commerce is basically consistent, but, part of the walk is the line of the service process.

Observation: Why did the novice finally choose a? How do users make decisions?

Analysis: Learn about the Novice's information filtering process. Here according to the normal user analysis, should do a user interview, Ha, we will exempt this link, comb the path of trust establishment.

The establishment of consumer trust is the process of gradual determination of consumption decision. In McKinsey's decision model, a very important concept of "contact point" is mentioned, and the contact point can be used as a series of information transfer key links with the user. For example, in the previous story:

What Wong heard from sallyhe

Radio Commercials

Special programmes on the radio

Search engine Results

FAQ for online customer service

Confirmation of telephone customer service

The service process of the receiving driver ...

If these are put in the scenario of not consuming will, a lot of information is a kind of invalid information, or will not arouse the attention of consumers, but when there is the possibility of consumption behavior, each point of contact, may become the impulse to stimulate the desire to consume. And the BC is kicked out of the consumer selection of the situation, there seems to be no law to say. But before that, in fact, a lot of contact point after 2 people did not do.

Brand Considerations

ABC three service providers, in fact, have done the website, and after the analysis, C's site is to do the most professional, b not sound, a although the style is poor, but through the radio program, virtually further strengthen the brand authenticity of the significance. The degree of trust is in this process, through different contact point gradually stimulate growth.

A is how to establish or use the "contact point"

The Forum has user-shared service flow for a (whether or not it is a soft text);

Radio ads + Radio interview programs, online customer service, the first paragraph after the Goods Service rules (previously mentioned, is a prior car charges), online customer service, telephone customer service, the driver's services process;

Oral referrals and comments from friends and family (word of mouth spread)

Interactive website (online customer service)

Summing up the establishment of consumer trust, not based on a single series of services or products, is usually a continuous process, so you can not rely on the first experience to complete the process of trust creation. To learn to master the "critical Contact point", and through marketing activities to actively establish and use these contact points to enhance consumer trust. Word-of-mouth communication is important to the effectiveness of the brand before the end of the consumption process, trust will not reach 100%, so, in doing web products, users to the end of the list does not mean that your product has been successful.

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