In network marketing, service is an important part of network marketing products. As a service product provided by enterprises through the Internet, a kind of service belongs to the additional or extended benefits of the core interests of tangible products in the overall concept of online marketing, and is an important part of the additional benefits layer of online marketing products; The other is an online service that delivers benefits to consumers independently, which is called an online service product.
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Online customer service (online customer service)
What is online customer service?
In network marketing, service is an important part of network marketing products. As a service product provided by enterprises through the Internet, a kind of service belongs to the additional or extended benefits of the core interests of tangible products in the overall concept of online marketing, and is an important part of the additional benefits layer of online marketing products; The other is an online service that delivers benefits to consumers independently, which is called an online service product.
1, the service of additional interest layer for online marketing products. The network marketing process of tangible products can be divided into three stages according to the stage of the relationship between customers and enterprises: before sales, during sales and after sales. Therefore, according to the service stages in the network marketing process of tangible products, it can be divided into the following three stages: online pre-sales service, sales and after-sales service.
2. Online service products that independently provide benefits to users. In online marketing activities, online enterprises can use the characteristics of information technology and the Internet to develop various popular information services, which is an intangible commodity. Such as the release of new product development and use information, the introduction of common sense of life, etc. It can also provide many specialized information service products, such as online stock information, online teaching, online diagnosis and treatment. It can also provide entertainment and leisure service products suitable for different user groups, such as online games and online cinemas.
In an enterprise's online marketing website, online product service is an important part of the website. The main purpose of some enterprises to establish websites is to provide online services, including providing product classification information and technical data, facilitating customers to obtain the required products and technical data, providing product-related knowledge and links, and facilitating customers to learn more about products and get help from other websites. Frequently asked questions help customers find answers to difficult questions directly from the Internet. Online virtual communities (BBS and Char) provide a garden for customers to publish languages and exchange and learn from each other. Customer mailing list enables customers to register freely, know the latest news of the website, and enterprises can publish news in time. With the help of these basic functions of the website, on the one hand, enterprises can publish the information of products or services to users and improve the service level. On the other hand, enterprises can also receive feedback from users, and enterprises and customers can also interact directly.
Content of online customer service
The process of online customer service is essentially a process of satisfying customers' other derivative needs besides products. The service demand generated by users' online shopping mainly includes: understanding the detailed information of the company's products and services, and looking for specific information that can meet their personalized needs; Need the help of enterprises to solve the problems in the process of product use; Online interactive contact with relevant personnel of the enterprise; Understand or participate in the whole process of enterprise marketing and other four aspects of demand. Therefore, the content of online customer service mainly includes the following aspects:
1, all-round information service. When making a purchase decision, users need to know more comprehensive product or service information to enhance the scientific decision. Providing comprehensive and detailed product information is the biggest advantage of online marketing, which is incomparable to traditional marketing media.
2. Targeted personalized service. In terms of people's demand for services, the era of e-commerce is an era of diversified and personalized service demand. Personalized service of network marketing is the trend to meet the personalized needs of users. Its characteristic is that enterprises provide corresponding information services according to the different needs of each user. The goal is to achieve customization.
3. Diversified extension services. The network can also adopt diversified service strategies to diversify service methods and contents. If you can use traditional discounts, including bulk discounts and selling popular goods, cheap goods and goods selected by experts, you can also use network technology to provide services.
4. Online personal customization. Online personal customization means that as an online user, you can set the source and mode, expression form, specific function and its unique online service mode of online information in a specific online function and service mode according to your own purpose and needs, so as to achieve the purpose of obtaining the required service content conveniently and quickly. It can be said that personalized service mode is an advanced performance of personalized service.
Online customer service strategy
1. Pre-sales service strategy
Online pre-sales service refers to consumer education and information providing activities such as product introduction, product recommendation, shopping instructions and decision-making assistance to consumers through the network before products are sold. The main task of enterprise network marketing pre-sales service is to provide potential users with comprehensive and useful information such as product technical indicators, product performance, style, price, usage, function and characteristics.
1) release product information and related knowledge, conduct online consumer education, and cultivate consumer demand. Before sales, enterprises should actively use online media to carry out various consumer education activities. Use the network to publish information, introduce consumption fashion, guide consumption trend, publicize consumption knowledge, create consumption culture and cultivate consumption concepts. When designing the release of online product information, we should try our best to let customers see these product information or knowledge, and basically do not need to know the effect of product information through other channels. In addition, it should be noted that the services provided by many enterprises are often aimed at a specific group, not at all the public on the Internet. For some complex products, customers need to know a lot of product-related knowledge and information when choosing, buying and using, especially some high-tech products. Enterprises need to introduce all aspects of product information in detail, and at the same time, introduce some related knowledge to help customers use products better, so as to enhance their confidence in purchasing behavior, reduce their worries and improve their satisfaction.
2) Establish a virtual exhibition hall to fully display the product image and stimulate the desire to buy. One disadvantage of online shopping is that it is difficult to meet the needs of consumers for tangible goods. If an online virtual exhibition hall is established, the products of the enterprise are displayed by using three-dimensional realistic images on the network, combined with sounds and even tastes, so that consumers can feel the existence of the products as if they were there, and have a more comprehensive understanding and understanding of the products, the products will be better displayed in front of online users, stimulating their needs and purchase desires. Technically, enterprises should set up displays of different products in the exhibition hall and establish corresponding navigation systems so that consumers can find the required product information quickly and quickly.
2. Sales service strategy.
Online sales service mainly refers to the service in the sales process. In the transaction process, the enterprise provides users with simple and convenient commodity inquiry, considerate shopping guide consultation, simple and efficient commodity ordering, safe and fast payment for goods, fast and efficient commodity distribution and other services to ensure the smooth realization of commodity exchange activities. In addition, when designing an online marketing website, we should not only provide online ordering function, but also provide order and execution inquiry function, so as to facilitate customers to know the execution of orders in time. For example, FedEx (www.fedex.com) in the United States, through its efficient mail delivery system, sends the information of the mail in the delivery process to the designated database, and users can directly search the footprints and latest trends of the mail through the Internet until the recipient receives it safely.
1) Establish a "virtual assembly room" and strive to carry out customized marketing to meet individual needs. In the virtual exhibition hall, for some products that can be assembled by consumers, a variety of alternatives can be designed, and consumers can individually assemble products according to their own needs or preferences.
2) Establish a real-time communication system to enhance consumers' online shopping confidence. Users have great concerns about the safety and reliability of online shopping. If a timely information communication system can be established, it can greatly eliminate their worries and enhance their confidence in online shopping. In order to transmit all kinds of information of enterprises to consumers in time, we should establish a timely and rapid information publishing system, a real-time information communication system and a fast and efficient user inquiry system, and strengthen cultural and emotional exchanges with consumers.
3) Give full play to the advantages of the network and provide personalized services. It is to provide specific targeted services according to the requirements of users, especially ordinary consumers. Including service time and space, service mode and service content personalization.
3. After-sales service strategy
Online after-sales service is to better meet the needs of users. With the help of the direct communication function of the Internet, enterprises can conveniently meet the various needs of users in the process of product consumption. There are two kinds of online after-sales service, one is online basic product consumption support and technical service; The other is the services provided by enterprises with various additional benefits to meet the additional needs of users. Providing consumer support and technical services for online products can help users directly find corresponding enterprises or experts for technical consultation through the website, thus reducing many unnecessary intermediate links.
Compared with the traditional offline sales service, online sales service has the characteristics of convenience, quickness, flexibility, effectiveness, low cost and direct self-help, thus greatly enhancing the competitive strength of enterprises. Online sales service is open 24 hours a day, and is no longer limited by the schedule. Users can help themselves online as needed. Enterprises can reduce sales service and technical support personnel, thus reducing management expenses and service costs.
1) Establish a customer database and actively manage customer relationships. In network marketing activities, customers are important resources for enterprises. Enterprises should establish the concept of relationship marketing, establish customer database, actively manage customer relationship, improve customer satisfaction, strengthen customer loyalty and cultivate a large number of loyal customers. Through the customer database, the enterprise can fully understand the customer's purchase situation, personality preference and other information, so as to recommend the products he prefers or has purchased in the past to the customer with a targeted promotion plan at the right time.
2) Provide a good online automatic service system to improve customer satisfaction. The last stage of the consumer shopping process is the post-purchase evaluation stage. In the process of online after-sales service, it is an important way to improve customer satisfaction if online customer service can be provided automatically and timely according to customer needs.
3) Design FAQ pages to solve common problems. Providing FAQ pages in the website is mainly to provide customers with information about products and companies. It can not only arouse the interest of casual visitors, but also help customers who encounter difficult problems in product use to quickly find the information they need and get ready-made answers to common questions.
A well-designed FAQ page can not only be convenient for users to use, but also save a lot of online time for enterprises and users. Therefore, users must be able to easily find FAQ pages on the website, and the content on the page must be clear and easy to read and browse. When designing an easy-to-use FAQ, we should pay attention to the following problems: to ensure the high effectiveness of FAQ, that is, to ensure a certain capacity, breadth and concentration, and the answers to the questions should provide enough information as much as possible to achieve substantial help to customers. Moreover, it is necessary to update questions frequently, answer some hot questions raised by customers, and understand and master the problems that customers care about; Make sure FAQ is simple and easy to use. If it has a search function, users can directly find the answers to related questions by inputting keywords, and organize the questions into a hierarchical directory structure, which is convenient for users to query and lists the problems that users often encounter in the front. For some complex problems, you can add links between them. Pay attention to the content and format of FAQ, so that users can understand where to find the answers they need; Information disclosure should be moderate, not only to generate value for customers, but also not to let competitors know the inside story of the enterprise.
4) Design a space for answering questions and solving difficult problems. The purpose is to answer some unusual and in-depth questions, especially some fault problems. Customers can solve their own problems under the technical guidance of enterprises, thus establishing the reputation of enterprises or websites in the eyes of customers.
5) Use online chat rooms. Establishing an online community on the enterprise website allows users to comment on the products or services of the enterprise through online chat, and provides a channel for after-sales service personnel to communicate with users in real time. The purpose of designing an online virtual community for enterprises is to let users not only comment on the products after purchase, but also make suggestions on the products and communicate with other users who use the products. Create an online community related to an enterprise's services or products, and attract more potential customers to participate.
6) Using BBS, BBS is a simple and practical method, but you must answer questions. Problems that can't be solved online should be answered by telephone, fax, letter, etc. immediately and solved.
7) E-mail list. E-mail is the cheapest way to communicate. Enterprises can establish mailing lists for customers to register themselves, and then regularly release the latest information of enterprises to customers to strengthen contact with customers. This is one of the methods often used by many corporate websites. The effect of this method is far greater than the aimless and bombing mail advertisement.
8) Use interactive forms. Many websites have "online feedback" or "reader's message" columns, with the purpose of directly providing users with the whole process service of products before, during and after sale through the network. Website design can also consider product information query, driver selection or troubleshooting. You can use "information inquiry" to provide users with information such as service policies, service outlets, online support, download centers and service products.