Recently, the platform of the 2016 double 11 customer service ecological report released by Ali platform shows that the official flagship store of Senma ranks first in the men's wear in the list of double 11 customer service index, the second in the whole network, and the customer service index reaches 95.2. This makes people wonder, what is the secret of Senma's customer service?
"This dress is sold out in black. Will the customer ask if it will be replenished?" Seeing the orange dialog box that gradually got more on the screen, Xiaomao speeded up the typing speed and asked the sister-in-law.
"Not for the time being." The sister-in-law sounded a little and paused a little. "You ask him what he likes. There are many similar black down jackets in the store that can be recommended to him."
Sister Jie is a senior customer service and has worked in Senma for more than 4 years. This year's double 11, in addition to a lot of orders, she is still a part-time customer service mentor.
In order to alleviate the pressure of the double 11 customer service, Senma e-commerce recruited more than 1,500 part-time customer service on the basis of 70 people's own customer service team. Xiao Mao is one of them.
In 2016, the sales of Senma E-commerce reached 650 million, of which the Senma brand became the second in the Tmall men's category with a turnover of 320 million, and the Barabara brand ranked first in the children's wear category with a turnover of 230 million.
Interestingly, recently, Ali platform announced the 2016 double 11 customer service ecological report shows that the official flagship store of Senma ranked first in the men's wear in the list of double 11 customer service index, the second in the whole network, the customer service index reached 95.2. The official flagship store of Barabara is located in the first place in the children's wear toy customer service index, and the customer service index is 92.8.
This makes people wonder, what is the secret of Senma's customer service?
Two secret secrets. 1500 part-time customer service + intelligent customer service
Every year, the double customer service is the most urgent resource for all major businesses. After many years of trials, Senma has established a training and evaluation system for part-time customer service to ensure the service quality of part-time customer service.
Before the double 11th, Senma E-commerce set up customer service stations in four cities of Changsha, Jinan, Suzhou and Hangzhou, and recruited more than 1,500 part-time customer service in a package to ease the pressure on passenger flow. The self-owned senior customer service will be assigned to the customer service temporary point, and the local part-time customer service will be trained.
Training and assessment are a must for part-time customer service. The new customer service is divided into 5 batches, which are followed by a three-day training. The content will include three parts, one is the introduction of the product, including the size, color, matching and maintenance of different styles of clothes, the second is the specification of the terms in the customer service answering process, and the third is the rules and operation procedures of the Tmall double 11.
After the basic course, there is a “talking course†between the official customer service and the part-time customer service. Senma, the customer service manager of Senma E-commerce, explained that all customer service teams are divided into groups according to the ratio of 1:10, that is, one experienced customer service with 10 new customer service, and one-on-one assessment with the new customer service in the training.
This part-time customer service system has been implemented since September, and has accumulated enough experience for part-time customer service. During the double 11 period, it can lead new customer service and share the workload of its own customer service.
"In fact, customer service is a post that can be quickly trained through training." Senma e-commerce customer service manager Dan Feng has 4 years of offline store management experience, in the process of dealing with consumers face to face, for their shopping habits, Dan Feng Clearly on the chest. "Customers need to understand clothes and consumers."
In addition to hiring part-time customer service, Senma also has a secret martial arts device - intelligent customer service.
"We just set up a data center, intelligent customer service is one of the projects, the effect is not bad." Soma E-commerce general manager Shao Feichun told reporters that smart customer service is a new project launched by Senma e-commerce this year, can replace the manual automatic answer customer Size, style, fabric and other issues. Its logic is not in intelligent software, but in a database based on the Senma e-commerce data center. “The more questions the database aggregates, the more accurate the answer from the smart customer service.â€
According to Senma's statistics, because of the addition of intelligent customer service, the total number of inquiries lost by Senma e-commerce this year has dropped by 5% compared with last year. This means that the loss of customers due to insufficient customer service and timely response is 5% less than last year.
"Intelligent customer service reception accounted for about 20% of this year's double 11 overall." Dan Feng explained to reporters that the response speed of intelligent customer service is about 10 times that of artificial, and the advantages are obvious. In the case that the manual customer service workload is saturated, the background will automatically switch the intelligent customer service to answer the question. Therefore, manual customer service has more time to improve the quality of the answer and provide more personalized services. â€
Four assessment dimensions of customer service system
"We have to train a group of customer service experts." In the case of limited overall traffic increase, net red, live broadcast, cross-border cooperation, businesses use various methods to explore new users. However, in the view of Shao Feichun, the general manager of Senma E-commerce, the breakthrough in improving performance is to tap customer service value and enhance customer experience.
This year's Senma customer service is more concerned with refined operations. In addition to focusing on sales, we have done a lot of assessment and supervision on how to quickly answer, solve problems effectively, and provide personalized services.
For example, in the second half of this year, the customer service department added a QC team to check 20% of customer service chat records every day. Once you find the problem, promptly correct it in the group, and send it to the regular summary. In addition, the customer service department of the two brands of Senma and Barabara has added a supervisory supervisor who is responsible for the overall service quality, conversion rate and response time.
For customer service, the assessment criteria will directly affect their performance, and it is also the direction of Senma e-commerce. The Ali 11 customer service capability model introduced by Ali officially includes customer service guidance turnover ratio, reception order conversion rate, response rate, average response time, number of payment products after reception, question-and-answer ratio, service attitude, and customer service guide unit price. There are a total of 9 indices for customers.
Based on the above index and daily evaluation, the evaluation dimension of Senma E-commerce customer service is summarized into four aspects: customer service turnover, reception conversion rate, customer unit price and service attitude.
First of all, the customer service turnover refers to the sales realized by the customer service within a certain period of time, that is, the amount of the actual purchase of the goods after the customer communicates with the customer service. Customer service turnover is the most intuitive evaluation standard for customer service to bring benefits to the company. Senma will give red envelope rewards to customers with high turnover in the time period. The final winner will also have double rewards for red envelopes and points (new customer service is Xiaohonghua).
Secondly, the reception conversion rate, the ratio of customer service completion orders and the total number of conversations. The higher the conversion rate, the better the service efficiency of the customer service to the customer. The Senma e-commerce customer service department will tell the customer service daily conversion rate, and the group will also rank the conversion rate.
Third, the customer unit price affects the customer service turnover. However, as one of the assessment dimensions, more consideration is given to the customer service in the service process for product matching, customer personalized service experience. In the process of customer inquiries, customer service can increase customer unit price by recommending matching products and popularizing maintenance knowledge.
Finally, the service attitude covers the conversation content and response speed of the customer service. In terms of service attitude, the department has established a set of hospitality process standards, and the QC team will conduct inspections. Response speed also has quantitative indicators, including pre-sales and after-sales, there are minimum standards. Normally, in order to improve the speed and quality of dialogue, the company will also hold typing competitions, customer service chats and other activities, and exercise customer service in terms of service attitude and speed.
Senma e-commerce put the echelon ranking into the customer service system, and Zhang Hongliang, the director of Senma E-commerce, told the reporter that “the bottom customer service is facing the danger of elimination at any time.â€
In order to motivate the customer service, each month, the customer service star will be awarded for the outstanding customer service. The higher the accumulated star rating, the opportunity to be promoted to professional positions and management positions.
Beyond the norm, the customer service has their own fun try - live broadcast. Compared with the net red and the stars, the call of the customer service is far behind, but the Senma e-commerce completely decentralized this, and a group of young people made their own grassroots live broadcast.
"I don't know what the conversion rate of the live broadcast is." Customer service Xiaomi said that the live broadcast will rarely add baby on the page. Most of the candidates are for steaks, desserts, visits to pet shops, such as fun, fun, and life. Mainly.
In addition to some live broadcast topics of interest, there will be several recommended live broadcasts of Senma and Barabara every month, mainly around practical clothing accessories such as clothing matching, maintenance, and dressing occasions. In addition, the customer service will also issue some benefits. For example, in the live broadcast of the Qixi Festival, in addition to the dating must wear the little knowledge of matching and ordering steak, the customer service also issued 77 shop coupons. In the end, more than 8,000 people watched and the coupons were all over.
Invisible indicator of customer satisfaction
Customer service is like a front-end hospitality that directly contacts consumers. The customer service index is good or bad. Customer service is the main force, but there are products, operations and logistics support behind it. These three departments are invisible indicators that affect the quality of customer service.
A word that Senma people admire: The river is full of water and rivers. In the win-win culture, the unity and coordination of the various departments of Senma are revealed.
The accurate measurement of the explosion products makes the service more refined. Before the double 11, Senma e-commerce has calculated the hot-selling style, and for these styles and collocations, the customer service has been trained in more detail.
How did these hot-selling products be measured? The explosions went through three rounds of testing. In the first round of testing, the main products were found in the poly-costing and promotion activities; the second round of testing focused on the main products, continue to test the style and color of the products, and make corresponding adjustments; the third round of testing, the leader Products, fine-tuning the price, observe the pre-sales situation and the number of purchases (added to the shopping cart). Each measurement is not a simple addition, but based on the previous one, the overall improvement of the product.
The rational allocation of logistics and warehousing makes the service more efficient. The company has introduced more talents and scientific planning for logistics and distribution.
According to the quantity and style of the purchase, the data is automatically assigned a number of pieces of clothing with a high repetition rate as a warehouse. For example, a down jacket, jeans and sweater from Semir men’s clothing are placed in a warehouse. In this case, you can save the packager physical strength, increase efficiency, and save more time on delivery.
Multi-sectoral data integration makes services more scientific. The collaboration between the data center, the operation department, and the commodity department allowed Senma to correct some decisions in a variety of major promotions, activities, and festivals, making the marketing style and product content and direction more clear.
The first thing that Zhang Hongliang came to the company every morning was to call the management of the data, operations and commodity departments to start the morning meeting. The parties combined the data and materials, adjusted on the same day, continued to count the next day, and the efficiency was extremely high. At the same time, he will bring together the heads of the various brands to understand what they do every day.
The data section will also compare the data of competitors and the entire industry, and draw on the advantages to continuously optimize and adjust. "Like UNIQLO's thin down jacket, it's still good to sell for so many years. There is a product value worth exploring." Zhang Hongliang said.
This year's double 11, Sema e-commerce sales exceeded 650 million, of which Senma official flagship store more than 320 million, Barabara flagship store more than 230 million, ranked second in the Tmall men's category and the first in the children's wear category.
Dan Feng said that the double 11 is only the first half of the customer service, the second half, has just begun.
Pure children's new white T-shirt, comfortable and simple round neck, very comfortable to wear close to the body, cute whale-shaped printing, delicate lines, soften the rigidity of the pattern, handsome and beautiful, and straight-cut cuffs, wear Easy to take off.When mothers buy clothes, they no longer have to worry about the baby's outfit. With a pair of casual pants, it is simple and refreshing!
Boys Knitted Coat,Knit Outerwear,Knitted Coat,Knitwear Coat
Dongguan Yumuran Garment Co.Ltd , https://www.onemovingkidsjacket.com