But a product that only pleases the customer, not the user, will usually be a failure because it will be rejected and ****ed when it is implemented.
Users are the people who directly receive the product's services, or enjoy the product's functionality. They determine the details of the product, but not the direction, not the fundamentals.
A product that only pleases the user, but not the customer, will either die prematurely, or will not be well received, and will ultimately end badly.
Very often, customers and users also overlap.
Some examples of non-overlapping users and customers:
B2C: Sina Weibo's customers are advertisers, and its users are the general public (if Sina Weibo doesn't find a good advertising model, or other profit models/customers, the outlook is not good)
B2B: Usually, A's operators or managers are the customers, and A's employees are the users
B2B: Usually, A's operators or managers are the customers, and A's employees are the users.
B2B2C domain: Party A is the customer, but Party A's customers are the users. For example, the bench seats in the restaurant, for example, a large number of free APP STORE for business promotion and marketing APP, and then for example, the third party to help companies set up the website and so on.
In the B2B2C world, there are a lot of examples of customers and users who don't overlap
Finally, some examples of customers and users who don't buy, or customers who don't buy, but users who do buy, but the two are different:
The church: the customer is God, and the user and the person who buys are all believers
There are a lot of so-called "unofficial organizations" in China. Many so-called "unofficial organizations" in China, such as the Chinese Football Association (CFA)
Many people confuse "user" and "customer" together, thinking that there is no difference between the two. In fact, although the two are only a word difference, but the connotation is very different, so different footholds will bring different business philosophy.
The user is the end user of the product, but the customer is not necessarily the end user; the user is concerned about the value of the use, while the customer is concerned about more is the price; and the relationship with the customer is based on the transaction, while the user is not necessarily the product of the buyer; customer-oriented, marketing strategy is effective, and user-oriented, the experience is the most critical.
User thinking and customer thinking are very different. In the business world of the Internet, the user is the protagonist, the consumer is changed from a monetary voter to a user, and merchants, businesses, and consumers form a unique, free, and equal relationship chain. No one has to please anyone or depend on anyone, they are attracted to each other because of the charm of the product, communicate with each other because of sincerity, and form a new business community because of trust.
Usually, user thinking has the following three major characteristics:
Characteristic 1: User thinking is a kind of impressing thinking, while the traditional customer thinking is informing thinking. Customer thinking through a large number of advertising and promotional means to tell customers, my product how how good, come to buy my products, which is the most representative of the TV shopping. This informative way of thinking is to directly form a transaction for the purpose of so far, there are still many enterprises to take this way: manufacturing products, press releases, placing advertisements, and so on. In this way to facilitate the transaction not only lack of warmth, and there is a lot of deception.
And user thinking is a kind of impressed thinking, compared with the indifferent, compulsory customer thinking mode, user thinking is to treat every consumer as a friend, the product is the only medium for them to produce a relationship.
Characteristics of the second: user thinking is the trust and recognition of thinking, impressing consumers can only be considered a start, want consumers to become loyal users, but also need to bring them a sense of identity and trust, only then is considered a real user thinking. To get the user's trust, we need to make the product experience beyond their expectations, that is, in addition to meeting the basic demands of users, but also to bring them the ultimate product experience and identity.
What kind of effect does user thinking and identity bring? For example, if you buy a cell phone from Huawei, Lenovo, or HTC, what difference will these three make to you? No, they are basically the same, but if you buy a Xiaomi or Apple phone, then you feel completely different. Because Xiaomi and Apple represent a lifestyle, a value. You can feel an identification with yourself and your identity while feeling that it can be trusted - there is an emotional identity with Xiaomi and Apple, whether it's Apple's quality of life or Xiaomi's geek culture.
Characteristic three: user thinking is community operation thinking. The traditional customer ...... >>
Question 2: What is meant by user thinking? User thinking refers to all aspects of the value chain should be "user-centered" to consider the problem. As a manufacturer, must be from the entire value chain of each link, the establishment of a "user-centered" corporate culture, only a deep understanding of the user to survive. There is no recognition, there is no contract.
Question 3: What is the customer mindset customer business brain thinking system connection, thinking ability.
Oriental Shangying : Yanyanghong
( Answer )
Question 4: Read the value of customer thinking To understand the customer's ideas, especially the required landscape style, such as I require the landscape is Japanese, exquisite kind
Question 5: How to understand the cross-border thinking inside the customer thinking I. Coverage of the population to be wide
If we want to reach a cooperation, first of all, a certain base of users.
If we want to achieve cooperation, first of all, a certain base of user groups is to ensure that, otherwise there is no meaning of cooperation, even if both sides want to achieve certain purposes, there is no basis is certainly difficult to bring results.
Second, the user overlap is not great
The cooperation between the two sides is based on the premise that there are certain differences in the user groups, so too much overlap will make the cooperation effect greatly reduced. It's easy to understand that both parties are trying to develop new markets and customer groups, but if there is a lot of overlap between their customer bases, it defeats the purpose of cooperation.
Question 6: How to interpret social CRM with customer thinking? We all have our own customers, and at the same time, we are all other people's customers, when we become other people's customers when we were thinking about customer thinking. As an individual we want to be treated like God and get the best treatment when we become a customer. Whenever we transform our roles, we should treat our customers like God and make them feel satisfied.
The purpose of social CRM is to solve the problem of customer maintenance, how to better maintain the customer, so that the customer feels at home, like pushsale such social CRM application is so born.
Question 7: What is the flow of thinking, what is the user thinking Previously, I have been mentioned a case is why the original restaurant bosses within the only 220,000 fans but can reach a valuation of 100 million, here in addition to the industry, and the brand value, the most important is the core user more, accurate fans more. Our early play website, like to play traffic, through Baidu, through other places to attract traffic to the site, so we can earn a lot of advertising through these flows. But according to my observation most from the webmaster to play the public number of the switch to do not do well, the root cause is because most of the webmaster has not changed from the flow of thinking into the user thinking.
Yes, we all play the public, seem to be doing the same thing. But the operation of the way is really far, do accustomed to pc site people in the attraction of traffic will undoubtedly be more than the average person, but in the retention of users, in the operation of the user are not good at. So people who think in terms of traffic will feel the more traffic the better, and people who think in terms of users will feel the more accurate fans the better.
If a public number or other platform does not have core users, it will not be able to do the brand, because the core users will help you improve yourself, help you spread word of mouth, help you shape the brand, and these people will also help you create content and support your development. The more core users of a public number, the greater his vitality and value, and the faster he develops.
And original content is the best bridge to connect the core users, so why write original self media can receive a lot of members, can sell a lot of things, in fact, is because they have more core users. So a lot of people who used to do media to do user origin to do public number will be more than play seo play website those people bully, is because they are in the operation of the user, not in the operation of the flow, the direction of their operation is biased to go to the operation of the core users and accurate fan aspects.
In fact, the flow of thinking people make money is relatively fast, but the money earned is small money, and not long. Because there is no core user platform is not vital, it is difficult to create a big value, the user thinking people will make money slower, because in the user accumulation period will be much slower, but once a certain base will be high-speed development, to make a big brand.
Writing this article is not to call everyone to use the user thinking to do public, because each person's ability is different, and resources and funds are different. To make a valuable brand is not a simple thing, and requires persistent efforts. Ordinary traffic is not as valuable as precise users, but it is faster to do, meaning it will be faster to make money. I wrote an article before, "Fortune: should we do what makes money first, or what's worth it? has mentioned that everyone's circumstances are different, and whether you should make money first or do something worthwhile first depends more on personal circumstances.
When a person has to survive every month, for the cost of living troubles, is not in a position to talk about the big development. User thinking to start a business is certainly can create greater value, but with the flow of thinking to make money first is also good, today said that these are mainly to tell you: very short of money people first money, there is a certain strength can insist on doing a certain thing people should start to think about creating greater value.
So it's not that the flow of thinking to do the public number is not right, just in different stages we are more to consider their own problems. In fact, many people's first bucket of gold is through a certain technique to get a lot of traffic or other resources to earn, when there is a first bucket of gold before going to do valuable projects.
Doing public is the same, a lot of people who did it early on did it by doing pan traffic. Until they start to make money, and have a certain amount of traffic in hand before they start to do segmentation to start doing the original number, the early public number is actually 99% of the content porters, and there is no one really go to do the brand.
But then WeChat development is getting better and better, more and more users, and users more and more high-quality, we realize that we have to go through the public to do the brand, because we all realize the value of the brand and the value of high-quality users is very, very big.
Well, said so much we in the end how to operate quality users?
1, through the content or service output your value
Many people do content just to complete the task, did not even think about whether the content is useful to the user. In fact, whether it is original or you integrate the content, only your content is useful to your users, they will become your quality users, you can create value for them. The thinking of operating users is to figure out what your users need, what their pain points are, and you should spend more time exploring these things. ...... >>
Question 8: What is marketing thinking First of all, through market research and analysis, effectively segment the market, and then select their own most advantageous target markets and consumer groups to carry out marketing activities, rather than like the previous everywhere to attack and up and down, at least can know something to do, and something to not do! At the same time, around the established target markets and consumers for the combination of marketing strategies, emphasizing the strategy and tactics of the overall linkage and integration of operations, and summarized and refined many of the so-called marketing model that we enjoy: depth of distribution, conceptual marketing, experience marketing, service marketing, terminal marketing and so on. Nowadays, these marketing models are some of the so-called industry experts and marketing experts to interpret the dazzling, complex, sounds quite bluffing, in fact, but the structure of the 4P strategy: one of the P to enhance the strategic core, the other three P around the core of the arrangement, constituting a 1P + 3P model. This avoids the previous 4P strategy disconnect between each other, or even contradict each other. Because of different market environments, different industry competitive structure, different corporate resources and capabilities, there can be different marketing strategy core: or product as the core, or price as the core, or channel as the core, or promotion as the core, so that any 1P in the center of the 4P can constitute an effective structured marketing strategy mix, which also constitutes a combination of those above the LAML marketing Mode. 1. Define the target market as large farming households, integrate existing marketing resources such as products, promotion and technology to provide systematic value-added farming services for them, and take them as demonstration households to radiate other farming retail households; 2. Transform the existing general distributors, consciously support local influential veterinarians, pig vendors and other related distribution or cooperative distribution of feed, using their medical practice, epidemic prevention, pig acquisition and other services, close to the general farming households, and establish service functions. Establish the user organization system of local business representatives + terminal dealers + breeding demonstration households + retail households, as well as the universal veterinary service system, i.e., enterprises and terminal dealers **** with the hiring of local outstanding veterinarians to provide free epidemic prevention and breeding technology consulting and other services, and at the same time, actively grafting and integrating the local credit unions, pig purchase enterprises and breeding farms to systematically provide comprehensive services to farmers, and to provide them with the most comprehensive services. At the same time, it actively grafts and integrates local credit unions, pig purchasing enterprises and breeding farms to systematically provide comprehensive services to farmers. This kind of structured marketing strategy combination based on service-oriented channels gives full play to the effectiveness of the linkage operation of various market strategies, and has achieved a greater advantage in the regional market competition, making it difficult for competitors to simply imitate and follow as before, after all, this strategy combination requires a more systematic organizational capacity, a more on-point team execution and considerable marketing resources. This strategic marketing thinking is as a qualified marketing director must have the level of marketing thinking, which guides and coordinates the specific market strategy to form a relative competitive advantage, as the art of war said: the good war, seek in the potential, but not to blame for the people or else, will only be tired of war, the results will be disastrous! But this marketing strategy level of thinking can ensure that the enterprise to obtain a sustained competitive advantage? From the competitive market performance of most industries, it is difficult to guarantee. In the product and service homogenization at the same time, the marketing strategy and means to follow the homogenization, competitors will still catch up. There should be a higher level of thinking to lead us to crack these realities of the marketing maze. The game is better than the situation when the marketing into this level, the entrepreneur has become the protagonist of marketing. As entrepreneurs with entrepreneurial vision is this understanding of competition: modern market competition is not only between individual enterprises, but enterprises involved in the industrial value chain competition, the enterprise's competitive advantage is more from the industrial chain of the system synergy efficiency. Enterprises must play the core competence in the key links of the industry chain, structurally enhance their functions and existence value, establish the irreplaceable dominant position in the industry chain by deepening the relationship with the upper and lower links, and then continuously optimize, integrate and manage the industry chain to strengthen the synergy of members of each link in order to improve the overall operation efficiency. Therefore, the entrepreneurs' marketing thinking is to change the rules of the game, seeking to become a bureau: on the one hand, completely reverse the transaction relationship with customers, so that it becomes a link in the value chain, and more and more dependent on their own; on the other hand, through the whole industry chain to establish a real difference in the value of the product, and completely get rid of the entanglement of a single competitor. In a sense, this pattern makes the combination of marketing strategies in the general sense redundant, on the contrary, if the enterprise is in an unfavorable strategic pattern, is to exhaust all the marketing strategy, is also powerless! The three marketing thinking introduced above ...... >>
Problem nine: micro business how to do from the most fundamental customer thinking how to think about doing micro business, not good
Problem ten: face sales process, how not to let themselves follow the customer thinking? How to guide customers to follow their own thinking Although not very knowledgeable, but I think it is important to do sales, eloquence is also very important, it is recommended that you can do more practice practice, and then pondering, more to the good businessman to learn to learn, you can also buy some related books to reference, more and peer exchanges, your level should rise a lot of sales to do very important to do, to establish their own good reputation to The water flow, accumulation of their own customers, I wish you success
.