How to turn users who hate your product into the most loyal ones
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During my short 5-year operation career, I spent almost one-third of my time dealing with users, sometimes even directly contacting them. In a product, there are always 20% of users who are active and enthusiastic, but also irritable and picky. When I was doing group buying, I encountered users who complained to the media about the manufacturer's delivery errors. When I was operating a community, I encountered users who cursed the community. I also encountered users who threatened to call on people around them to abandon the product because the specifications of the new product were not clear. I believe that many of my colleagues have encountered such difficult situations. Many young students who have just started operations will feel impatient, repulsive, or even panic about these "troublesome things". When I encounter such a situation, I feel happy in my heart - because I know it means another loyal user is about to be born. Why is this? The one who picks the goods is the buyer I believe that when we were young, our parents scolded us for doing something wrong: "If you were not my child, would I care about you? Why don't I care about the kid next door?" Similarly, there is a saying in the business world that "only picky people are buyers." Those picky customers have a higher chance of closing a deal, while those indifferent customers may just look and leave. Because I love you, I am very picky about you; because I want to buy your things, I have many questions and need you to convince me - this mentality is the same for Internet users. Apart from malicious attacks from competitors, most of the people who make even the harshest comments about a product are users who truly like the product. At the same time, they are "insiders" in the user group and are important users who may ultimately cause word-of-mouth spread of the product. So, when faced with criticism and questioning from these users, how should operations respond? I'm responsible for this Many users are full of murderous intent when they come: "Your product is terrible!" "Why did you delete my post?" "Are you administrators mentally retarded? How could you let in such people?" When facing such users, what should be our first sentence? The answer is: Apologize Maybe the user's troubles are indeed caused by product defects, or maybe he is just being unreasonable because he can't figure it out. But no matter what the situation is, the first thing the operator should do when connecting with the user is to apologize and calm the user down. “Sometimes it’s the user who’s clearly at fault, so why should we apologize? Doesn’t this encourage their bad behavior?” In fact, to put it in a very metaphysical way, no matter how wrong the user is, it is also the product's fault. Because if this user does not use your product, he will not encounter various problems in the product and get angry about it. Therefore, as the operator of the product, you should take the blame firmly at the first moment. Taking the blame is not for the sake of harmony, but to stabilize the users' emotions first. Regardless of whether it is a problem with the product itself or with the user himself, the next step of communication can only be carried out after the user's emotions are stable. If it is a problem with the product, then you should apologize to the users again and guarantee that you as the operator will resolve the problem. At this time, the operation department needs to communicate with the product department, and after communication, give the user a time node for solving the problem, and at the same time ensure that the problem is solved when this time node arrives. If there are force majeure factors that prevent the problem from being resolved as scheduled, it is also necessary to inform the user of the reason and apologize again to obtain the user's understanding. If the problem lies with the user himself, after calming him down, explain the reason to him sincerely. If necessary, you can use some self-torture tactics to make the user feel that you and he are on the same side. At this time, the user will empathize with you, and it will be easy for you to ask him to stop his inappropriate behavior. He may even stop his unreasonable behavior on his own initiative because he does not want to cause trouble for you. Many times we emphasize the need to strengthen communication with users to increase their loyalty. Some operations may feel that they don’t know what to talk to users about. In fact, there are many things to talk to users about products. After talking about the product, they will naturally become your friends. This is one of the ways loyal users are born. A simple execution plan When we are no longer afraid of these picky users, we should start looking for those users who actually want to find fault but don't have the opportunity. This reason has been discussed a lot before. First, it can promote better product iteration; second, operators who are not sociable and talk nonsense can also quickly establish friendships with users and improve user loyalty. So how do you find these users? Then start by opening up channels for communication and increasing the exposure of the entrance for collecting opinions - go and pay a visit to the product managers and ask them to put the entrance for collecting user opinions in a more prominent position. Make feedback collection a regular practice. A time is agreed upon every week to carry out an activity with the theme of "collecting opinions" within the product. After the activity is completed, the user opinions are collected and organized, and sent to the relevant responsible positions, and the opinions are confirmed one by one. After the event starts at the same time next week, the operation team will need to publicize the results of handling user opinions last week while collecting opinions, and commend the more active users, and even give them titles such as "product testers". Although this seems to be just a simple and ongoing activity with not much workload, after a period of time, you will find that both the speed of product optimization and user loyalty have been greatly improved. Operations must constantly track the improvement results of various opinions. When all obvious product problems have been resolved, users will begin to provide various product development ideas and optimization concepts. Therefore, getting closer to users can not only help us find problems in existing operations, but also bring inspiration for formulating the next step of operation planning. Final digression Many operations people have complained to me about a problem before: the company’s app is too bad, the operations are ineffective, the operations suggestions are not adopted or taken seriously, and they feel powerless. Why can't operations do anything? From the perspective of user operation, operation can completely dominate the iteration of the product. So from now on, connect with your users and share their confusion directly with your product managers and bosses. Why not improve your product and gain loyal users? APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods. Welcome to follow the official WeChat public account: appganhuo This article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
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