Taobao Customer Service Graduation Thesis 1: Intelligent Definition of Customer Service
In the enterprise customer service market, technology is still a constant watershed, and it is also the basis for all customer service solution providers to build their operation and service models. Wisdom tooth technology is improving its market competitiveness by making data analysis, language processing, machine learning and other technologies intelligent.
If you carefully observe contemporary enterprises, you will find that the thinking angle of how to build a customer service system is quietly changing. It not only brings unprecedented development opportunities for enterprises, but also makes the market competition rules that enterprises need to abide by more fair, and finally consumers win greater consumption decision-making power than before. Therefore, enterprises must find a new way to build a customer service model to meet the growing demand for customer service.
? As an emerging company in the field of intelligent customer service, Zhichi Technology is committed to introducing intelligent definitions such as knowledge search, natural language processing technology and machine learning into the exploration of new customer service models. ? Co-founder of Wisdom Tooth Technology &; CEO Xu Yi said in an exclusive interview with our reporter.
Enterprises also consume.
In modern consumer economics? Corporate consumption? It refers to the use value and pure consumption value that are not directly related to the production activities of enterprises. In the IT field, what about corporate consumption? It is given a new meaning, that is, enterprises use some tools like consumer goods. These tools are usually full of innovative factors, fashionable and popular charm, more grounded, and simple to use, and are equally popular in the internal workflow and external operation of enterprises.
From attending the product launch of Wisdom Tooth Technology to completing an exclusive interview with them, the reporter clearly felt that Wisdom Tooth Technology must pay attention to it? Corporate consumption? This concept has a long history. At Wisdom Tooth Technology, developers are focusing on creating customer service software with practical functions and simple operation for enterprises. Years of experience in industry reporting tells reporters that only a startup like Zhidu Technology, which has innovative consciousness, focuses on a certain vertical field and always takes user experience as the core, is more likely to gain more chances of success in the process of realizing the consumerization of enterprise-level applications.
There is a reason why enterprises like IT tools with consumer experience more and more. Taking customer service as an example, after the arrival of the Internet era, the intermediate links of product sales will be automatically realized by means of the network to a great extent, and customer service can just serve as a connecting channel between enterprises and customers in the pre-sales and after-sales processes. At this time, customer service even replaced sales to some extent and became the first-line role of docking customers. The service quality of customer service is related to the customer's purchase decision. Therefore, enterprises need to optimize the traditional customer service scenarios. The past practice was to strengthen the training and guidance of customer service personnel, monitor the service process and improve the quick feedback ability of customer service personnel. However, in the Internet era, online customer service with artificial and intelligent features will be more suitable for the explosive growth of customer service demand.
After enterprises decide to use IT tools to optimize customer service scenarios, various problems will follow, especially when customers flood in through official websites, mobile websites, WeChat, Weibo, APP and other channels. How do enterprises manage the fragmented customer service system in a unified way?
Wisdom Tooth Technology's approach is to build a unified platform, gather customers from multiple channels on this unified platform, and intelligently manage customer service scenarios.
As a trendy IT startup, one of the skills that Wisdom Tooth Technology is very good at is to design the user interface more beautifully and fashionably, which will make the customer service staff inside the enterprise and the external customers feel happy and comfortable. After that, Wisdom Tooth Technology will make some details optimization in terms of user experience. For example, the questions asked by users to customer service personnel will be decomposed into some fields according to a certain grammatical relationship, and the system will extract the key parts of these fields according to the pre-definition, and then search and call all the corresponding answer information from the background knowledge base according to the key fields to feed back to the customer service personnel's work window, and the customer service personnel will select the most suitable answer information from the alternative answer information and send it to the customer. The above process saves the time of customer service staff and customers, and realizes automation to a certain extent. In addition, if the customer has accepted the service, the customer service staff can even see all the information and historical materials about the customer from the background, which will be more convenient to solve the problem.
Communication is language analysis.
I believe that you have used many intelligent voice products downloaded from various app stores before. In many cases, you can't tell whether the other person is a robot or a real person. These intelligent voice applications for ordinary individual users require very low accuracy of answers, and even some intelligent voice products are mainly used for entertainment. However, in the enterprise-level customer service application, whether the questions can be accurately identified and correctly answered is related to the customer's experience satisfaction.
In order to accurately understand users' questions and match the best answers, Wisdom Tooth Technology introduced natural language processing (NLP) and machine learning into customer service product development.
In the field of artificial intelligence, NLP technology is recognized as an effective solution to efficiently process text information and understand the implicit association between texts, and automatic machine learning can continuously improve the efficiency and accuracy of understanding.
Therefore, NLP can effectively help customer service products to process text and voice information, for example, by analyzing the keyword information in customer questions, intelligently explain the original vague meaning or prompt.
Wisdom tooth technology is trying to apply NLP to basic customer service scenarios such as pre-sales and after-sales of enterprise products. Even if NLP can't cope with this situation, it can use the method of seamless switching between manual online customer service and robot customer service to ensure the continuity of service. In order to guide and encourage the popularization of NLP applications, Wisdom Tooth Technology hopes that customer service products should have automatic learning ability and be equipped with knowledge base and greeting library as knowledge reserves.
More and more corporate customers find that intelligent customer service solutions equipped with wisdom teeth technology can effectively alleviate the pressure of customer service in the past. At present, Wisdom Tooth Technology has achieved natural growth of more than 65,438+0,000 customers without any market promotion. These customers cover Internet e-commerce, O2O, P2P finance, education, medical care and other industries.
Customer feedback is very important.
Whether in consumer market or enterprise market, every new user demand may become a new driving force for market growth. Usually, customers' needs are based on how to realize the usability of products. Customers will also directly or indirectly feed back the demand to the enterprise. Therefore, smart enterprises are good at listening to customers' feedback, and behind every successful enterprise, there must be a group of customers who can feedback their needs in time. The same is true of wisdom tooth technology.
In an exclusive interview with reporters, the name of a corporate customer was repeatedly mentioned by Xu Yi, and it was LeTV. Xu Yi even said: Without LeTV, there would be no wisdom tooth technology today. ?
It turned out that LeTV was one of the first customers to accept its products when Wisdom Tooth Technology completed its product development and pushed it to the market for verification.
At that time, LeTV's customer service team had 400 customer service seats, and the annual cost of each customer service seat was 65,438+10,000 yuan, with the total cost as high as 40 million yuan per year. Therefore, LeTV hopes to reduce the cost of customer service without reducing the quality of customer service. In addition, LeTV's customer service was originally in the form of telephone customer service, and it also hopes to transform into online customer service. After three months' project implementation, Wisdom Tooth Technology has met the requirements put forward by LeTV. More importantly, during the implementation of the project, LeTV can put forward some technical and functional optimization suggestions for the products of Wisdom Tooth Technology.
Another customer that impressed Xu Yi was CreditEase, an Internet finance company, because it was CreditEase that made Zhidu Technology realize the importance of specialization and standardization of customer service.
CreditEase's main business is P2P online lending platform, and its customers are divided into two categories, one is investors and the other is borrowers. In the field of P2P online lending, customers attach great importance to investment safety and risk management, so the requirements for customer service are higher than those of some conventional enterprises. This is mainly manifested in the fact that customers need customer service to provide professional and standard answers to questions quickly. With the help of wisdom tooth technology, CreditEase has greatly improved the accuracy of answering questions by establishing a knowledge base within the customer service system.
Taobao Customer Service Graduation Thesis 2: Business Analysis of Taobao Street
[Abstract] In order to deeply analyze the location factors of the development of Taobao Street in Beibei, understand the development status of Taobao Street, help Taobao Street to continuously expand its business channels, and make suggestions for the development of Taobao Street, the commercial location of Taobao Street was analyzed.
[Keywords:] Taobao Street; Business; analyse
First, study the characteristics of regional commerce.
(1) Number and scale of stores
Generally speaking, Taobao street shops are mostly small-scale operations. There are 78 stores and 55 shopkeepers. These shopkeepers own 1 to 4 stores, each with an area of 8- 15 square meters. Store area and business volume are small, and there are fewer kinds of goods.
(2) Types and proportions of commodities
Taobao Street mainly deals in clothing, footwear, gifts and accessories, cosmetics, luggage, catering, electronic products and other commodities. Shops sell more than one kind of goods, and seven of them sell more than two kinds of goods. These mixed stores also sell clothes, shoes and accessories.
(C) the store purchase channels and price characteristics
Taobao Street merchants mostly purchase goods in Guangzhou Chaotianmen, Alibaba and Chongqing factory outlets. Some shopkeepers pursue the diversification of purchasing channels and buy goods in various ways. Because the purchase places are mostly wholesale centers, websites and factory outlets, the prices of goods in Taobao Street are lower.
(4) Characteristics of the owner
Most shopkeepers in Taobao Street are between the ages of 25 and 30, of which women account for more than 90% and college students account for 13%. Most shopkeepers have been in business for 1 to 3 years, and few people are less than 1 year and more than 3 years. In terms of business philosophy, the owner believes that the key points of business are: product quality (diet nutrition), product style (diet taste and packaging) and product price.
Second, the commercial street location analysis
Consumer market situation
1 major consumers. Beibei District has a permanent population of 680,000, including 20,000 students from Tiansheng Street 1.24, and nearly 20,000 students from Southwest University. Taobao Street is adjacent to Southwest University and Wuyi University. College students and residents near Wuyi University are the main consumers of Taobao Street.
2 income level. 20 1 1 The per capita disposable income of urban residents in Beibei District is 2 1954 yuan, up by 14.99% year-on-year, and the per capita consumption expenditure of residents is 15505 yuan, up by1year-on-year. Eight categories of consumer spending are on the rise, with clothing spending increasing the most, while Taobao Street clothing and footwear stores have the largest share, which indicates that the market and potential market of Taobao Street are gradually expanding.
Three categories of consumer goods. Taobao Street mainly deals in clothing, footwear, gifts and accessories, cosmetics, luggage and other commodities. Among them, clothing and footwear account for the bulk. The main commodity consumers buy in Taobao Street is clothes, followed by shoes, ornaments and gifts.
(2) Spatial distance and traffic conditions
1 Distance between main consumer's address and Taobao Street
The main consumers of Taobao Street are students from Southwest University. (1) Liyuan is located in the middle of Southwest University, which is far from Chongbai Supermarket in the north and close to Yonghui Supermarket, so I choose to shop in Taobao Street and its vicinity. (2) Bamboo Garden and Nanyuan Garden are close to Taobao Street, and it is relatively convenient for students to travel to and from Taobao Street, so the frequency is higher than that of other parks except Liyuan, but the proportion of boys in the southern district is large, and Taobao Street is mostly dressed by girls. In addition, Jinyun cuisine is mainly catering and entertainment, which will distract some consumption power, so the frequency is lower than Liyuan. (3) The distance between orange garden, plum garden and apricot garden is basically the same as that between Chongqing and Yonghui, and personal preference and special circumstances have great influence on the choice of consumption places. (4) Taoyuan is close to Chongqing Commercial District in the old city, so most students choose to shop in Chongqing and its vicinity, and most consumer goods are clothes and costumes.
2 Taobao Street traffic analysis
Taobao Street is located next to Tiansheng Road. Tiansheng Road is the main road in Beibei District, with convenient transportation, which is conducive to the shopping of residents in the old city and south of the city, as well as to the purchase of goods by merchants. But at the same time, due to the proximity to the main road, commercial outlets lack parking lots.
(3) What are the competitive factors in the same industry? Aggregation trend
1 Commercial distribution around Taobao Street
Taobao Street is an underground commercial street, with Li Tiansheng Street commercial outlets above it and Yonghui Supermarket next to it, which attracts a large number of college students and surrounding residents to spend money. Among them, more than 60% consumers go to Taobao Street after spending in Yonghui Supermarket.
2 Taobao Street internal agglomeration effect
(1) price advantage. There are many shops on Taobao Street, many of which sell the same kind of goods. Because the purchase channels are similar, the types and styles of similar goods are also relatively close. Shopkeepers only use after-sales, service attitude, price advantage and other factors to attract consumers.
② Consumer concentration. There may be two trends in the competition between the same industry: for shops selling the same kind of goods, they gather together to form a commercial center, resulting in external economies of scale; For shops selling different kinds of goods, it is the best spatial location choice for consumers with multi-purpose purchase behavior because of their complementary relationship. Taobao Street clothing accounts for more than 75% of the total number of shops, so the latter has little influence on Taobao Street.
(4) Land price
The level of land price is related to regional location factors, and land price is often expressed through store rent. From the external environment, Taobao Street is located in the main road of Tiansheng Road in Beibei District, with convenient transportation, compared with the comprehensive examination and approval and competitive bidding of the same nature. Secondly, there are commercial points such as Yonghui Supermarket and Li Tiansheng Street around, and it is close to Southwest University, which has a good spatial correlation. In addition, the shopping environment of Taobao Street is obviously superior to comprehensive approval, so the land price is higher than comprehensive approval and competitive development. From the internal environment of Taobao Street, the rent at both ends is higher than that at the middle store, and the rent on the main road is higher than that at the side store.
(v) Government support.
In the past two years, Beibei District Government has vigorously promoted rural areas? Wan township market project? What about urban communities? Duplex project? The district government has increased investment, and strived to promote the development of Jinyun business district with Jialing style pedestrian street as the core and community business districts such as Li Tiansheng Street and Wangde Wangcheng. Taobao Street belongs to the community business circle and is one of the main consumption places of Southwest University and nearby residents, which is supported by the policies of the district government.
Three. Problems and countermeasures
There are some problems in the development of Taobao Street: 1. Taobao Street is underground and there is no parking lot around it. 2. Taobao Street has a small area and many merchants. Due to the poor planning of each store area and location, Taobao Street is too crowded during the shopping peak. 3. The survey results show that more than 68% of consumers think that the service attitude of Taobao Street is generally low; 4.55% consumers think that there are few kinds of goods in Taobao Street, and the repetition rate between stores is high, which can't keep up with the trend; Most merchants on Taobao Street have never publicized it, and only rely on some holiday discounts to attract consumers.
Faced with these problems, we can start from the following aspects: 1. Expand the channels of purchasing goods and expand the types of goods; 2. Increase publicity to attract customers by distributing leaflets and campus sponsorship; 3. Change service attitude; 4. Renovating Taobao Street and optimizing its layout; 5. Make the goods in Taobao Street tend to be diversified and attract consumers with different consumption purposes.
Taobao Customer Service Graduation Thesis 3: Taobao Profit Model
Taobao advocates an honest, lively and efficient online trading culture and has become the largest online retail business circle in Asia. By reviewing the development of Taobao, starting with Alibaba Want Want, Alipay, Tmall and credit evaluation, this paper analyzes its main profit model. Hope to provide a reference for other online shoppers, thus deriving one? Openness, transparency, sharing and responsibility? New commercial civilization. Let more people participate in Taobao online shopping and enjoy the convenience and benefits brought by online shopping.
Keywords Taobao; Ali wangwang; Tmall; credit rating
Did the Wall Street Journal report it? 20 10 list of the top 200 most respected enterprises in Asia? China e-commerce giant Alibaba Group ranks first among the most respected enterprises in China. By the end of 20 10, Taobao had 370 million registered members and its annual transaction volume reached 400 billion yuan. Taobao advocates an honest, lively and efficient online trading culture. While creating a safer online trading platform for Taobao members, Taobao also wholeheartedly creates and advocates a family atmosphere of mutual assistance, relaxation and liveliness. Everyone who trades on Taobao not only trades faster, but also makes more friends. By reviewing the development process of Taobao, this paper analyzes the existing profit model, and provides reference for other online shoppers.
First, Ali Want Want: a good communication mechanism
Effective communication is particularly important when buyers and sellers can't deal face to face. Appearance, price, etc. We must learn about goods through communication. Many shopping websites and auction websites have been communicating in the form of forums. Buyers and sellers can't reply to the sales of goods in time, which brings inconvenience to online shoppers. Ali Wangwang has the functions of checking the transaction history, understanding the other party's credit status and other personal information, avatar, multi-party chat and other universal instant chat tools, which can send and receive information in time and bargain with the owner, and develop the friendship between individuals to the extreme. Ali Want Want has become the third largest instant messaging software in China after QQ and MSN. This communication tool has become one of the key factors for Taobao's success, and it can also provide some historical records for dealing with sales disputes in the future.
Second, Alipay is an independent third-party payment platform.
Regarding the transaction security of buyers and sellers in the payment link, Taobao has specially launched a third-party payment platform to provide secure payment services. The essence of its operation is Alipay's value-added service as a credit intermediary. Before the buyer confirms the receipt of the goods, Alipay temporarily reserves the payment for the buyer and the seller. Alipay is especially suitable for trading computers, mobile phones, jewelry and other items with higher unit price or all transactions that want to be safer. It is free to use Alipay in Taobao. Alipay proposes marriage? You dare to pay, I dare to pay? Our service promise is that if Alipay causes losses during the transaction, Alipay will pay in full first, which eliminates the worry that online shoppers will not receive the goods after payment. It is the core guarantee of Taobao's secure network transaction.
The combination of Alipay and Taobao forms a financing institution of Taobao, which is basically similar to a bank, but its operation mode is simpler than that of a bank. Taobao sets different lending standards according to the credit rating of merchants and carries out lending business. Because it doesn't need any guarantee and the funds can be recovered quickly, it is deeply loved by merchants. In traditional channels, sales funds usually take more than 40 days to arrive, but in Taobao's B2C mall, sales revenue can be withdrawn at any time because of the use of Alipay. Someone commented that Taobao is the most efficient commercial bank in China? . At present, Alipay has established strategic cooperation with major financial institutions such as Industrial and Commercial Bank of China, China Construction Bank, Agricultural Bank of China, China Merchants Bank and international VISA organizations to jointly build an independent third-party payment platform. 20 1 1 In May, Alibaba reorganized Alipay, and Alipay will become a wholly-owned subsidiary of a company in China, which is more conducive to the business development of Alipay in China market.
Third, Tmall: reliable quality and perfect after-sales service.
Alibaba Group 2011announced on June 6th that its Taobao company will be split into three independent companies, namely Taobao, a platform-based B2C e-commerce service provider, and Taobao, a one-stop shopping search engine. The three Amoy companies have their own emphases, but they all share the same genes of openness and platformization, and they are all outstanding in their respective fields. This independent and cooperative layout will lay a new foundation for the whole e-commerce market in China. On the morning of 20 12, 1,1,Taobao Mall officially announced its name change to? Tmall? . 2065438+On March 29th, 2002, Tmall released a brand-new Logo image, integrating thousands of brands and manufacturers to provide one-stop solutions for merchants and consumers.
Can Tmall share Taobao members and provide them? Authentic guarantee, 7-day return and invoice? Our after-sales service, as well as high-quality services such as cash back of shopping points, have attracted a large number of high-end consumers. As the main service brand of Taobao, Tmall attracts more and more buyers' attention and support.
Tmall has made some regulations for the sellers who have settled in: (1) Business must have an enterprise legal person.
License, that is, company business license, individual industrial and commercial households can not. (2) Provide the power of attorney of the brand owner of the brand to be operated and its brand trademark registration certificate. (3) The seller shall complete the sales of at least 6,543,800+600,000 yuan within half a year, and will be disqualified if it cannot be completed. (4) The total number of merchants selling the same brand products should not exceed 6, among which brand flagship stores and specialty stores are the main ones.
Tmall is of great significance to sellers: on the one hand, it can effectively reduce the cost of sales. In offline channels, the channel sales cost of food and daily necessities is 15% ~ 20% of sales, the sales cost of digital products is 20% ~ 35%, the sales cost of department stores and household users is 30% ~ 35%, and the sales cost of luxury goods is above 40%. Through Tmall, a model similar to direct selling, the selling cost of these products can be lower than 10. On the other hand, it can expand the influence of products and brands, and convenient and fast shopping methods will attract more customers. Traditional channel vendors only pay attention to 20% of the so-called mainstream customers. Through Taobao B2C, the needs of marginalized 80% customers are re-valued.
Tmall sellers have to pay some fees while enjoying the service, mainly including value-added service fees such as sign-in fees and commissions. (1) Occupancy fees, such as technical service fees, space use fees, information release fees, etc. , of which the technical service fee is 6000 yuan/year; Deposit 10000 yuan, if the seller does not violate all aspects of Taobao's regulations when exiting, the deposit will be refunded. (2) The commission is charged according to the transaction amount, which is generally 5.5% of the transaction amount. However, the deduction ratio of some low-profit goods is slightly lower, such as 0.5% for virtual products and 2% for books and publications. (3) Other value-added service fees are optional for Tmall merchants.
Up to now, Tmall has more than 400 million buyers, more than 50,000 merchants and more than 70,000 brands. It is estimated that in 20 12, more than 100 enterprises will have annual sales of over 100 million yuan in Tmall, and 2,000 enterprises will have annual sales of over 10 million yuan.
Fourth, credit evaluation: a perfect credit system.
Taobao attaches great importance to the construction of integrity and security, and introduces a real-name authentication system, and distinguishes between individual user authentication and merchant user authentication. These two certifications need to submit different materials. Personal user authentication only needs to provide identification, while business authentication also needs to provide business license, and a person cannot apply for two kinds of authentication at the same time. In addition, Taobao cooperates with the ID card inquiry center under the Ministry of Public Security to hand over the certification materials to the relevant state departments for verification and certification, and conduct fixed-line telephone audit. The verification result shall be notified in the station by mail, e-mail or telephone. Once Taobao finds that the main content in the user registration information is false, Taobao can terminate the service agreement with the user at any time.
The basic principle of Taobao's credit evaluation system is: for a successful transaction, both parties make a credit evaluation. What is the evaluation score? Praise? 、? Evaluation? 、? Bad review? 、? Additional? Four categories,? Praise? One more thing. Evaluation? And then what? Additional? No extra points,? Bad review? Deduct one point. Taobao's reputation system also counts the favorable rate of users as buyers and sellers, so that consumers can see at a glance, and divides the credit image of users into 15 grades, from the lowest 1 red heart to the highest five crowns. This restricts the online trading behavior to some extent. In order to achieve a higher credit rating and win the favor of buyers, sellers will standardize their own trading processes, improve the quality of goods, and sincerely serve to win the praise of buyers, thus forming a virtuous circle. Of course, the buyer's credit also has certain reference value. If the buyer's credit is higher, it means that the more times the buyer shops online, the greater the reference value of the evaluation. If the buyer's favorable rate is too low, it means that the customer is too picky and demanding, and the reference value of evaluation is relatively low.
Today, Taobao is more than just a consumer website. It creates a transparent, honest, fair and open trading platform for the whole online shopping market, and in turn affects people's shopping habits.
Take the exam and contribute.
[1] Jiang. Taobao's way to win [J]. E-commerce 20 1 1( 10)
[2] Liu. Research on the present situation, problems and countermeasures of e-commerce development in China [J]. Special zone economy. 20 1 1（ 12）
3 Yu Guoming. Taobao: five key words to enhance user stickiness? Research Report on "Strategy and Tactics of Brand Communication on Taobao" [R]. News and writing. 20 1 1( 1)
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