Customer Service Training--Sharpening Knife and Cutting Machinery

　　Hao Jun Hao is the general manager of the customer service team of Hasen E-commerce Department. He has been practicing his operational skills for ten years with practical experience. He once won the championship in March and entered the current ten legend in half a year. In 2012, he worked with Hasen's team to break the myth of 8 times the turnover growth of Tmall Double Eleven.

　　In the sharing of the regular meeting of Laogao Crown Club, Mr. Hao shared with everyone "Customer Service Training--Sharpening Knife and Cutting Wood". The essence of customer service is to discover needs -> meet needs, and customers’ impression of the store is largely determined by customer service. Good customers can promote transactions, improve conversion rates, shape the store image, and improve return rates.

　　The following is a selection of full texts:

　　What I want to share today is customer service training. There are many big and small businesses here, each with its own customer service, but everyone has a different definition of customer service. I used to think that there is an important step-by-step ratio between operations, promotion, customer service, and warehouses. After Double Eleven in 2012, my previous ideas have changed a few times. The most important change is that I have upgraded the status of customer service to promotion, second only to operations. The reason for such a change is related to my theme today, sharpening a knife will not delay chopping wood.

　　I will talk about customer service from the following five points.

　　The first point is the basic concept of online store customer service. Everyone has a different understanding. Most people think that customer service is a process of customer service and sales.

　　The second point is the nature of customer service;

　　The third point is the importance of customer service;

　　The fourth point is the basic actions of customer service personnel;

　　The fifth point is the reference of the customer service work manual.

　　Core competitiveness is the ability to gain customer loyalty and satisfy customers

　　Customer service is a customer service that answers buyer questions through Wangwang and phone calls, and some customer service are also used for shopping guides or after-sales services. The essence of customer service is to discover and meet needs. There are both buyers’ needs, boss’ needs, and manufacturers’ needs. To meet these needs, in addition to your own daily work, you also need to do a work log. The work log can be in the form of flow, table, or summarized in a few sentences, but it has to be sent to me every day. The work log not only needs to record work, but also ask a problem you encounter today, what customers need, or what you need, and tell me these needs.

　　When a buyer enters a store to shop, he first has the need to use it so that he can enter your store through various means. What the customer service needs to do is to convert customers as well as possible. When customer service cannot meet some of the needs of customers, they will reflect the needs to me through Wangwang group or gang, and at the same time tell everyone to let them give their opinions, then the customer will form a linkage with him, and the customer will get a well-known psychological need here. You also need to know the potential needs of customers, and as a high-end customer service, you need to know these.

　　Haier Zhang Ruimin once said that core competitiveness is the ability to gain customer loyalty and satisfy customers. When this sentence was said, several generals under her were also moved, but they did not understand what he said. When he chatted with the employees, he asked them who do you think I was talking about this sentence. The employees said we think the most basic sales staff you want to say. Zhang Ruimin said that you can think of this point beyond your manager's ability. In fact, customer service is the core competitiveness of our store.

　　The importance of customer service is what I want to focus on. This table is a survey conducted by Chitu and Tmall. The number behind women's clothing is 55.16%. The meaning of this number is that 55.16% of the goods are successfully traded directly by customer service. This total table contains the entire category of Tmall, and the lowest value is not less than 40%.

　　Three important functions of customer service

　　The first point is to promote transactions to increase conversion rate;

　　The second point is to shape the image of the store. What the customer service says is likely to represent your boss, your store, and even your company, so you must complete the things he promises. Sometimes your brand image is directly passed to customers by customer service, and no matter how much publicity and advertising you do, it may not be as good as the customer service's words.

　　The third point is to increase the customer's return rate, which depends on the personal charm of customer service. Customer service must have a clear understanding of the store’s products and positioning. Only when customer service becomes authoritative in operation and promotion can it better reflect the product to customers. It is difficult to have a low conversion rate at this time.

　　Not only did I provide technical training to my customer service, I also asked our designers to give lectures to our customer service, telling us about our design concepts, cooking concepts, and why the products are expensive. The most common problem I encountered was that the customer service asked me why the same shoes were the most expensive for our two brands. Later I asked our design director, and he said that because we are Hassen. But I still don’t know why. Later, I connected with our product staff. Most of the same products were designed by us, Husson, and purchased by Baili. However, only a few of them were purchased by Baili. So it is cheaper than us. If they have no copyright design fees. So after the customer service understands these, he can explain to the customer, which is why my average customer price has increased by about 200.

　　Shaping the store image requires that customer service and customers communicate with each other must be kind and friendly, humorous and not the same.

　　To increase customer return rate, customer service requires 3% follow-up visits, tracking, and let customers go to the gang for written evaluation and extra points based on the evaluation.

　　Four requirements for customer service staff

　　Each store has basically the same requirements for customer service, but I have subdivided it. I have four requirements for personnel preparation: first, physical strength, second, mentality, third, inspection of materials, and fourth, business skills.

　　In terms of business skills, every time I launch a new or new activity, the customer service must make the new product price, event content, and activity intensity in the form of PPT, and my product staff will provide one-on-one tutoring to the customer service.

　　There are four points in terms of business skills. The first is product knowledge, usage methods and maintenance. Customer service should have a considerable understanding of product knowledge. The second is after-sales service details. Customers should try to meet the requirements they make and try not to enter the after-sales link of the waiter. The third is telephone service skills. Telephone after-sales service is better and more efficient than Wangwang's after-sales service, and is the most direct communication. The fourth point is to handle returns, exchanges, complaints, and rights protection.

　　On-site landing questions

　　Anyone who has any questions can ask.

　　Member 1: I used to be customer service before, and the problem that made me most confused was the problem of out of stock. A customer decided to take pictures of the goods after a long time, but due to the large order volume, he told him that there was no goods after a week. The customer was very angry and only wanted the goods. I wanted to know how to deal with this.

　　Mr. Hao: First of all, your company's operating personnel and goods personnel handle the product listing improperly, and overestimate the inventory, which leads to oversold. Second, your customer service personnel speak too surely with the customer and did not make an advance quantity. When you are sure that you will not replenish the goods, it depends on your customer service personnel's understanding of the product. You can recommend related products. The related products are not only the same styles and prices. You need to understand the reasons why the customer chooses this product. You can recommend it based on its thoughts. The possibility of acceptance will increase. You also need to communicate with customers with a personal attitude, and try to trigger customer sympathy in the form of a phone call.

　　Member 2: You mentioned the relationship between Wangwang, telephone and after-sales service. When we first started, Wangwang customer service and telephone after-sales service. Later, with more people, we also began to try to subdivide the work, but a problem arises. After communicating on Wangwang, call for in-depth communication, but the two customer service is not the same person and the connection is not good. Also, when a customer exchanges goods, the after-sales service does not understand the purchase process. I would like to ask how you deal with this contradiction.

　　Mr. Hao: There are two problems in total. The first is how Wangwang customer service staff connects with the telephone personnel. This is how I did it. Our company has a public network. After each sales order is formed, the customer service will transmit the information to the Internet for all sales and after-sales personnel to watch. The second problem is the connection between after-sales and sales. My current solution is to join hands with the warehouse manager and after-sales manager to negotiate and make a whole form. The form is initiated by the after-sales personnel, including the reasons for return and exchange, and the warehouse personnel cooperate with each other. Finally, the form is handed over to me to make the final decision. This form needs to be available for sales and customer service, and the operation supervisor also needs to have this form to avoid unnecessary trouble. Use this form as a standard for performance appraisal, and you can get it if you do a good job of performance.

　　Member 3: I am from the Sishui Nianhua Clothing flagship store. We mainly make OL skirts. Our after-sales treatment method is different from yours. Except for fraudulent nature, as long as the customer has any requirements, it will be calculated after one month to see if the after-sales cost is equivalent to several after-sales salary. Then consider whether these after-sales service is enough to reduce the cost, so as to calculate it in this way. Then we assess employees with a work log, which requires the after-sales service to write down the reasons for the customer's after-sales service, and then check whether the proportion of the most reasons has decreased next month. This is how we conduct the assessment. I would like to ask how you assess employees.

　　Mr. Hao: The first point of my assessment of our employees is the digital form, the second point is the complaint rate of rights protection. I require that it be changed at least once every fifteen days, and it must be reduced. The third point is that the compensation amount must be small.

　　Member 4: How many customer service do you have? If there is a loss of personnel, do you have training for new customer service? How long will it take for new customer service to take up the job?

　　Mr. Hao: There are eight in total, and I will take all the new customer service. You can get on the plane in three days. Due to the nature of our company, no personnel loss is allowed to be added. Customer service training must be conducted in person, otherwise you can’t feel at ease. No matter how strong other people’s abilities are, their sales skills are not as good as you, because you know what you need him to do with the customer service you have found.

　　Member 5: I saw that the service platform has some software and plug-ins. I don’t know if it is reliable or not. Can you give us some ideas to know how to coordinate the work between customer service and customer service.

　　Mr. Hao: This problem is the most important problem. No matter how many software you use, it cannot be solved. The easiest solution is to build a QQ group, which only has your customer service staff. Before going to work, the customer service on the day shift will summarize all the problems and upload them to the sharing. It is required that the customer service will read it before going to work, and then it is required that one customer's question is absolutely not allowed to be asked four customer service, otherwise it will be fined.

　　Member 6: I have been doing it offline for a long time and it is very short. The price will be very low during Double Eleven, and it will rise later. We are making jewelry, and the price may be greatly adjusted during Double Eleven. Then I want to know how your customer service explained it to customers. I think offline and online are connected. How to do the after-sales service better so that other after-sales personnel can realize their potential? Because I think after-sales service is very important, the after-sales attitude is better than customer service, because I need to solve problems for customer service, how can I encourage after-sales service to do better? There is also about telephone service, how to effectively combine online Wangwang and telephone? Is your telephone service useful in other aspects besides after-sales complaints? So is your telephone service staff a specialist or an ordinary customer service staff?

　　Mr. Hao: First of all, the first issue of Double Eleven price is that your customer service must have 100% confidence in your products. I will ask the customer service to tell customers that because my brand needs to cooperate with Tmall to do Double Eleven activities, the price required for Double Eleven is the lowest for the whole year. My future price will not be lower than it and it will not be the same as it. Double Eleven is an activity that gives back to customers with almost 0 profits. If customers think that you don’t make money on Double Eleven, they can understand it. The second question is, the first point is that my customer service performance appraisal can basically be solved. My after-sales service is my customer service supervisor. If he can get money and power, he will work hard. The third question I have a dedicated telephone customer service team, but I have not connected with Tmall, so they still need to do a follow-up visit to old customer service. The first task of Tmall phone customer service is to solve customer service. Before the big promotion, send a text message to the customer and then make a call until the call is not answered. The result is very effective.

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