Traditional Culture Encyclopedia - Hotel accommodation - Private sector customer participation and interaction strategies for private sector operators to learn.

Private sector customer participation and interaction strategies for private sector operators to learn.

Customer participation and interaction means that enterprises contact and communicate with customers through various channels to guide customers to participate, so as to develop and strengthen customer relations, enhance the emotional connection between customers and brands, and enhance customer loyalty. For customers who have entered the enterprise private domain traffic pool, how to formulate and implement good customer participation and interaction strategies is very important for the enterprise private domain traffic operation. First, why do you need customer interaction? 1. Customers want to communicate with brands. The target customers of the enterprise come into contact with the brand through the marketing activities of the enterprise. During the purchase journey, they need to explore the value of brand products and consult their own concerns, so as to complete the purchase. What kind of communication do customers want? Customers want to communicate with brands through their favorite channels, and the most common one is WeChat. Customers can easily get in touch with brands by frequently using WeChat every day. For example, they can chat directly with brands online through WeChat to express their demands and obtain services. The way customers expect to communicate with brands, just like chatting with friends or family, is both interesting and simple, and needs a quick and effective response. Customers need self-service. Research shows that 69% people want to solve as many problems as possible, and 63% people almost always search the company's online resources first when they encounter problems. This can save the time for customers to contact the company, especially some simple questions. According to a study by Microsoft, 90% of customers said they wanted the company to provide a self-service online portal. 2. Enterprises need to interact with customers. In order to increase sales, enterprises need to screen the intentional clues in the private domain traffic pool and the business opportunities for old customers to buy again and increase their purchases, and then actively communicate with customers, pass on product values and promotional offers, and directly give coupons to attract customers to shop. Enterprises need to cultivate loyal customers, so they need to establish good relationships with customers and cultivate their own KOC. Facts have proved that the more customers interact with brands, the higher their loyalty, the more they spend, and the more willing they are to introduce their family and friends to spend. Second, how to formulate a good customer interaction strategy? In order to maintain long-term relationship with customers and enhance customer loyalty, it is necessary to formulate perfect customer interaction strategies. To do this, you need to answer the following questions first: Who are your customers? What do they want? What do you want them to know? What did they say to you on social media? What's your reaction? 1, know your customers 2, know your customers' intentions. Customer service and sales staff understand their customers' intentions through communication, and then obtain customers' online access trajectory through the embedded point of the webpage, so as to realize accurate interaction and improve the follow-up efficiency and transaction rate. 3. Communicate with customers in various ways (1) Passively communicate with customers: Through the establishment of customer portal, customers can be guided to establish brand awareness and deliver product value to customers, such as displaying PGC content in customer portal and providing self-service portal, whether customers search independently or are guided to customer portal by the system, they can smoothly continue to advance the purchase journey. (2) Active communication According to the enterprise's customer operation level and the ability of the customer interaction platform used, take the initiative to contact customers when necessary: large-scale communication: on the basis of customer grouping, provide appropriate incentives, promotions or content, and deliver them to customers in batches. Fine communication: assign high-net-worth customers to sales staff for one-on-one contact and follow-up, and provide more temperature communication. Automated communication: based on customer portraits, set corresponding contact marketing strategies according to customer behavior dynamics and customer life cycle state, and automatically initiate communication according to the preset SOP. According to customers' communication preferences, communication channels can be set flexibly, such as WeChat, SMS, telephone, online chat, email, APP message, etc. Third, add some ice-breaking skills after the customer 1, break the ice on the same day, draw up ice-breaking words according to the customer portrait, and add ice-breaking words sent by the customer on the same day. We can draw up appropriate ice-breaking methods according to the source, consumption situation, consumption preferences and needs of customers. For example, you are a clerk in an offline jewelry store and a customer who has spent thousands of dollars. What should you do next? You should send an ice-breaking message to the customer before the end of the day, such as: Hello, Miss Wang, thank you for choosing xx jewelry, and thank you for your trust in me. If you have any questions about wearing jewelry, please feel free to contact me. If there are new products you like in the future, I will also apply for discounts for old customers [naughty]. Let's see, through such a simple speech, it will provide value points for our consumers. It would be more appropriate for you to send some new products in your circle of friends or even talk privately about customers making some recommendations. Similarly, for customers who have high intentions but have not placed an order, as well as customers who have a preliminary understanding, we can draw up different ice-breaking methods to prepare for subsequent transactions. As long as the customer doesn't delete us, there is a possibility of a deal. 2. Keep an enthusiastic attitude. What does it stand for? Yes, I am willing to pay my customers sincerely. Private domain communicates with customers 1 to 1. Facing customers' needs, evaluation and feedback, front-line sales and shopping guides must be enthusiastic enough. In the process of greeting and communicating with customers, customers can directly feel whether sales are really enthusiastic or perfunctory. Even if our brand awareness is high and our products are good, customers can have 100 reasons not to buy. But from the perspective of human nature, there is no way for a customer to refuse a person who is sincere and kind to him. Even if the customer doesn't make a deal in a short time, our sincere and enthusiastic attitude will continue, and the customer will make a deal with you sooner or later. It can be said that it is human instinct to provide clear points of interest to seek advantages and avoid disadvantages. In the process of communicating with customers and breaking the ice, we must provide clear benefits. What additional services and values can I provide? Let me know as soon as possible. Passing a clear value can reduce the friend deletion rate. 4. Pay attention to questions and guide interaction. Last but not least, when breaking the ice, we should avoid one-way crazy output, and we must be able to let customers speak out and let customers have a sense of participation. For example, the clerk of a jewelry store added a few customers who didn't buy the products, but obviously the customers have needs, so they can send a message: Hello, madam, are you going to give some jewelry that you tried on in our store today? I can refer to the style for you. Through such a simple question, it will arouse the interest of users, and at the same time it will not be too marketing.