Someone asked no one to buy it? Full analysis of the full strategy for customer service consultation on Double Eleven

The increase in customer service consultation conversion rate requires the joint efforts of multiple departments. As a person who communicates directly with consumers, the importance of customer service in improving consult conversion rate is self-evident. Our customer service needs to implement one by one by one by one. All the skills are ultimately about your customer service becoming an excellent service staff.

1. Increasing the number of order users is the key to improving the consultation conversion rate.

The formula for consulting conversion rate is as follows:

Number of order users/total consultation volume = consultation conversion rate

From the formula, we found that there are two ways to improve the consultation conversion rate. One is to reduce the total consultation volume, and the other is to increase the number of order users. However, reducing the total consultation volume is often not what sellers want. Therefore, the most important thing to increase the consultation conversion rate is to increase the number of order users.

2. Why is your consultation conversion rate so low

1. Whose problem is the low conversion rate for consultation?

Many people blame customer service for the low consultation conversion rate, but customer service is actually very unfair on this issue. The low consultation conversion rate is the consequence of many departments failing to do it properly.

A. Promotion: Promotion is responsible for attracting traffic to the store. If a lot of valuable garbage flow is brought during the promotion process, it will lead to a lower consultation conversion rate. Therefore, there is a responsibility for promotion when conversion rate is low.

B. Operation: Operations is responsible for displaying the selling points of the product on the page, but sometimes the selling points expressed by operations are biased from the real selling points of the product. If the operation does not express the product's selling points clearly, it will cause various misunderstandings and distrust from consumers, which will reduce the consultation conversion rate.

C. Product Manager: The product manager here refers to the manager of physical products in the store. Poor product will naturally lead to a lower consultation conversion rate.

D. Resources, activities: This is also the reason for the low conversion rate of consultation. For example, if you participate in Taobao’s daily special offer or Juhuasuan, if you don’t choose the product well, the effective traffic is not high, which will lead to a lower overall consultation conversion rate of the store. Therefore, this is also a problem for the department responsible for resources and activities.

E. Boss and shop owners: After all, the real reason for the low consultation conversion rate is that the store owners and shop managers have not coordinated the responsibilities that each position should do. The low conversion rate requires the joint efforts of the entire team.

2. Ways to improve consultation conversion rate

Although the low consultation conversion rate is the common responsibility of the team, today we will only talk about customer service in depth.

The way to improve user conversion rate is nothing more than making good products and getting users done.

(1) Make good products

A. Product attributes: such as basic information such as memory, screen size, etc. of a mobile phone.

B. Product selling point: Every product will have its selling point, and this selling point is very important to customer service. For example, the selling point of Apple phones is relatively high-end, while the selling point of Xiaomi phones is cheap.

C. User pain points: This pain point refers to the pain points of consumers. The problem that our products need to solve is to eliminate consumers' pain points.

(2) Get the user

A. User needs: Only when a user develops a demand for a certain product will he develop purchasing behavior.

B. User Gender: The sales methods applicable to users of different genders are different. For example, for a certain piece of women's clothing, we can say that this dress can make you more beautiful for women, and for men, we can say that buying this dress for your wife can make your wife love you more.

C. User Desire: Desire refers to the desire in the heart of the user, that is, the most core need. For example, we can buy BMWs and more comfortable Toyotas at the same price, but consumers have different mentalities when buying these two cars. If we consider taking children out for more comfort, we will buy a Toyota; if consumers consider more about raising their identity when buying a car, they will buy a BMW.

D. Customer service attitude: In addition to product information, what users value most is our customer service attitude towards handling problems. For example, if a user applies for a refund, the user’s core need is to hope that the store can quickly refund it. If the customer service does not make a promise of refund time in time, the user will keep urging and asking the store customer service; but if the customer service immediately gives a positive attitude, for example, because the refund procedure is complicated, the store will complete the refund within 24 hours, which is very useful to the user.

3. How to improve the consulting conversion rate

1. Think about consumer psychology

Only by being familiar with consumer needs and psychology can the consultation conversion rate be improved.

(1) Consumer decision-making process

Why buy - why buy at your house - why buy now

A. Why buy: After consumers have a demand for a certain product, they will have purchasing behavior.

B. Why buy at your home: This process needs to be more in line with the consumer's psychology. Sellers must clearly express what the core selling points of your product is, and what are the advantages of your product compared to other stores.

C. Why buy now at your home: There are many reasons that can be expressed in this process, such as telling consumers that the product is now on discounts and is very discounted, or the product is about to be removed from the shelves, and now it will be gone after not buying it now.

(2) What are consumers considering before consultation

There are many questions consumers consider before consulting, such as what this store sells? Have I been to this store? Is this store reliable? Is there any discounts for this store? ??But in the final analysis, consumers only have two essentially problems:

Can I trust this store? Can I take advantage of my order?

So how can we solve these two problems of consumers?

There is a process like this:

Make consumers feel comfortable - generate trust - the product is suitable - provide discounts - the consumer place an order

Specific practices:

A. Serene: a. Response in a timely manner, this is the basis;

b. Think of the client as your girlfriend or boyfriend;

c. If your product is not unique in the world, please serve your customers immediately.

B. Trust: a. You must have a good attitude;

b. Be more targeted during service, collect information or purchase records of specific users, be close to users' lives, and bring distances to users while creating a sense of trust.

C. Suitable: If a product can meet the needs of users, it is a suitable product. Therefore, merchants need to consider clearly what kind of user prepare their products, and the product characteristics must meet the needs of the user group.

2. Solve problems for consumers

Our value is not how much goods we sell, but what problems we have helped our customers solve.

(1) What do we need to do as customer service

A. Classification: View as much chat history as possible from customer service and classify all problems that arise;

B. Percentage: sort out the proportion of each category of issues and see what consumers are most concerned about;

C. Focus on solving: focus on solving the problems with the highest proportion, such as providing more solutions to the problem of handling;

D. Meticulous: Some problems may account for a small proportion, but these problems play a crucial role in user decision-making, such as the comfort of children's clothing. So we need to focus on solving these problems for consumers.

(2) Problems that customers will have

You can write the most common problems on the baby details page, which can greatly reduce the amount of consultation for such problems.

A. Relationship between the product and the user (applicable age, height and weight, etc.)

For example, the age and height and weight of a certain children's clothing, the fat and thinness of a certain women's clothing, the age of a certain toy, the weight of a certain treadmill, etc. The user here is not necessarily the buyer himself.

B. Product quality issues (whether authentic or whether the quality is guaranteed)

For example, for women's clothing, you may ask whether the clothes will pill and shrink; for toys, you may ask whether the product is made of food-grade plastic; for building materials, you may ask how much formaldehyde is released, etc.

C. Size issues

For example, for women's clothing or shoes, consumers will ask whether the size is correct, whether it is larger or smaller.

(It should be noted here that the products sold in our store must be as positive as possible. For example, if the shoes should be noted that they are larger or smaller, there should be a code table for each version)

D. Production date and shelf life

For example, the shelf life of dairy products and beauty skin care products.

(Except for specific products, please ensure that the validity period of your product is the latest!)

E. User experience (comfortiness)

This problem is mostly about physical contact products, such as the comfort of women's clothing, the breathability of shoes, cosmetics suitable for different skin types, etc. At this time, the seller needs to write relevant information on the baby details page to let consumers feel what the product experience will be.

F. Problems in product use

This type of problem is mainly functional products, such as how to use electrical appliances, how to use medicines, and the time and frequency of cosmetics. At this time, the seller can set up a quick reply, or make a brief instruction manual (non-brand official instruction manual), write the frequently asked questions on the instruction manual, and attach them to the consumers.

3. Decomposition of customer service functions and skills

(1) Service attitude: Make good use of speech, customers are the first priority.

(2) Response rate: Set shortcut phrases to effectively improve customer service efficiency.

(3) Professionalism: Better introduce products.

(4) Related sales: After the customer places an order, he introduces other related products to the customer to increase the average customer price. (If you don’t know how to recommend it, you can refer to the introduction method of the offline brand counter staff.)

4. "Intercept everywhere" after consultation

After the customer consults and places an order, what we need to do is to let the customer buy other products in the store and increase the average customer price.

If the customer does not place an order and pay after consultation, we need to determine the type of inquiry, whether it is the buyer's reason or the product's reason.

(1) If it is the buyer's reason: urge payment and ask the buyer if he has any doubts.

A. Daily payment:

Daily payment methods are usually divided into two categories: automatic payment and manual payment.

a. Automatic payment

Determined payment

Pay attention to setting up the urge control group:

① The time to urge payment should be set just right for customers to visit Taobao for payment, so the time to urge payment should be grasped appropriately. 9:00, 15:00, and 20:00 are the best urge payment times every day;

② Through the control group comparison, the return on investment rate of payment in the store can be monitored, and whether the payment method is scientific and gradual adjustments can be made.

b. Manual payment:

Advantages and disadvantages of manual payment method  

Wangwang has low payment costs, can communicate more with customers and can dig out more customer information. Wangwang may not be online, so it cannot be urged to pay.  

The cost of SMS urge payment is moderate, the efficiency of urge payment is high, and it is convenient and fast. SMS content is limited and the term is single. Too many customer communications in the form of text messages cause harassment. Mobile phone software SMS interception makes the arrival rate lower.  

Telephone payment can communicate more with customers, with more harmonious forms and easier subsequent maintenance. The cost is too high.

suggestion--

If the store operating budget is not high, and if you do a good job in Wangwang's urge, you can choose to make a urge after a few hours of customer consultation, and then make another urge the next day; if the store operating budget is still acceptable, you can choose to find a reliable CRM software to urge the payment by text messages, and Alibaba Tianxia Internet merchants will provide such services; if the customer service has time, it is recommended to call the payment for customers with high customer unit prices to reduce costs.

B. Big promotion to pay

Activities are the marketing method that can most affect customers' impulse purchases, so a large number of orders placed and unpaid orders will be generated during the event. Therefore, the purpose of urging payment is to turn these large amounts of impulse purchases into specific sales.

Choose the method of urging and precautions:

a. Real-time payment urge

b. Recruitment within a short time (within half an hour)

The impulsive purchase mentality during the ordering period of customers is relatively strong and the duration is short, so they must perform a payment call within a short time after placing the order. In this case, only real-time payment call can be completed;

Orders for some activities are valid for 30 minutes.

(2) If the payment is not placed after consultation is the product reason, there are two possibilities:

A. Product out of stock - Note: When it is available, remind consumers to come and buy.

B. Buyer inquire about marketing activities - adapt to the situation. When encountering consumers with strong consumption capacity, you can give them some discounted coupons to increase the average customer price. At this time, it is recommended that the store manager give customer service some permissions to distribute coupons and provide full discounts when profits allow, so that customer service can adapt more randomly.

5. How customer service data guides operations

There are three communication channels between merchants and consumers: Wangwang, SMS and user reviews. Among these three channels, the only tool that can communicate with consumers in real time is Wangwang. Users often consult their questions with Wangwang. By sorting and classifying these questions, the customer service data obtained can help us better understand consumers' psychology and needs, thereby guiding operations.

4. Increase conversion rate and increase customer order price

There are two main ways to increase customer unit price: related sales and quality improvement.

1. Related Sales

(1) Similarity: For example, recommend yogurt to users who buy milk, and recommend biscuits to users who buy cakes;

(2) Complementary: For example, recommend bottles for users who buy milk powder, and recommend paired pants for users who sell tops;

(3) Promotion: remind users to discount stores and other discounts.

2. Quality improvement

This method is suitable for merchants with multiple specifications or multiple levels of products, such as mobile phone merchants, car merchants, and home appliance merchants. For example, when a user purchases a mobile phone, he reminds the user to add another 200 yuan to get a mobile phone with larger memory, when a user purchases a TV, he reminds the user to add another 500 yuan to buy a TV with larger screen size, etc.

5. Development trend of customer service functions—driven by service

The general customer service function is sales or service. This requires the store owner to calmly consider what type of store customers should belong to. For example, if your store sells clothing, and the main function of customer service is sales now, it is recommended that your store customer service have more service awareness, learn more about matching, and provide customers with matching suggestions, which can effectively improve the customer service consultation conversion rate and unit price; if your store sells electronic products, you must define your customer service as a service staff, because many consumers now care about the attitude of customer service when shopping. We don’t need to desperately sell products to customers, we just need to tell them what value they can generate to them after buying a certain product.

In addition, we need to understand one thing: the current general trend of customer service development is not driven by sales, but service. We'd better make customer service staff rather than sales staff.

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