Design of B-terminal fission activity template

Attracting customers is the first step for companies to provide customer service, and it is also one of the issues that companies pay most attention to. Currently, a common operation strategy on the market is to conduct fission activities : using attractive event prizes to attract customers to participate in activities, invite friends to help, guide more people to participate in activities, and pay attention to the company, so as to use relatively few resources to leverage more customers. As a B-side product serving enterprises, how can we extract a fission activity template so that enterprises can carry out a fission activity through simple configuration without any development?

Without considering the specific content of the event, whether the prizes are attractive, etc., just from the template of the fission event, let's use one sentence to sort out the roles involved in an online fission event and the tasks that need to be completed: First, the company needs to plan the event to complete the configuration and notify employees to execute. After the event starts, customers participate in the event, invite friends to help, and complete the event according to the rules to redeem prizes. Help customers complete the support according to the rules and can participate in the event as the initiator to invite friends to help. After the event, the company reviews the event data.

01 Enterprise

For enterprises, the main concern is what needs to be done, that is, what content needs to be configured in the background, and what will be the results of the activity after it is completed?

1. What to configure

From the perspectives of what the purpose of the activity is, what content needs to be prepared, how to notify, who will participate, etc., we can divide it into three aspects: basic information, fission rules, and participating employees.

Basic information: basic information of the event, including the name of the event, event time, event rules, and event poster. It should be noted here that fission activities often ultimately guide customers to scan codes to follow the company's official account or add employees on WeChat, etc. The posters uploaded by the company need to reserve a QR code area, and it is recommended to provide style and instructions.

Fission rules: Taking the result of fission as an example, you can consider fission speech: provide employees and customers with speech templates that can be used for fission, fission number: how many people need to be invited to complete the help before the prize can be redeemed, customer acquisition employee: the employee number added by the customer by scanning the code. If it is corporate WeChat, you can consider combining it with the live code and welcome message functions, select multiple employees to generate a QR code, and customers can add employees by scanning the code without verification, and automatically send a welcome message, avoiding the embarrassment of a WeChat account with an upper limit on the number of people that can be added, and customers cannot be added or the atmosphere is cold after adding.

Participating employees: After the activity is created, it still depends on the execution of the employees. Considering the warm-up of the activity, reminder time: you can set a notification immediately after the activity is created to guide employees to understand and publicize the warm-up, and remind them again to start the activity when the activity starts. Participating employees: select some or all employees to participate according to the organizational structure. Recommended customers: this can be combined with previous customer management, and suitable customers can be screened out according to their tags. Recommended employees can send to help with docking and form a virtuous circle.

2. What are the results of the activity?

For enterprises, one of the most important things to pay attention to after an event is the effect of the event. Activity data can be counted from four dimensions: employee participation, number of participating customers, number of customers who completed the event, and number of new customers. This forms an activity funnel, pays attention to the implementation and conversion of each link, and conducts a review.

02 Employees

As employees play an executive role, they are more concerned about what to do, how to do it, and customer participation, that is, how many customers participate, how many customers can be converted into orders, and how much performance rewards they get.

1. What to do

Before the event starts, we provide advance notice online to let employees know the content of the event, and through offline internal company presentations, we help employees understand what to do. After the event starts, the system reminds employees to participate in the event again.

2. How to do it

For the promotion of the event, employees can be guided step by step to send out the messages based on the previous fission words and the recommended customers. For prize redemption, considering that prize redemption is actually a good opportunity to communicate with customers, the system can be used to remind employees to contact customers when they complete the event or guide customers to contact employees to redeem the prizes. Scripts can also be configured in advance to help warm up the relationship between employees and customers.

3. Customer engagement

From the perspective of motivating employee participation, in addition to letting employees understand the data effects brought about by their personal participation in activities, you can also mobilize employee enthusiasm by pushing messages to employees who forward the most messages and acquire the most customers every day through red and black lists, team PK, and group assistants, as well as by creating an atmosphere for the event.

03 Customer

1. Engage customers

Event prizes can largely determine the success of an event. Attractive prizes can attract a large number of customers to participate and bring about spontaneous dissemination. After customers decide to participate in an event, the most important thing is to clearly inform them how to participate, the rules of the event, the support situation, and how to redeem the prizes.

How to participate: Here you need to consider the various states of the event. Before the event starts: you can promote and warm up first, guide customers to sign up and leave information, so as to plan the amount of prizes in advance; when the event starts: guide customers to participate in the event to generate fission posters, invite friends to help, increase customer participation and reduce the cost of customer participation, set the corresponding number of people who need fission, and provide fission scripts; after the event ends: customers who have participated in the event can still see the support situation and contact employees to redeem prizes. Customers who have not participated can only share but cannot redeem prizes.

How is the support situation: After participating in the interaction, one of the things that customers are most concerned about is whether they can get the prize. The support situation determines whether the customer can finally redeem the prize. The customer's support situation should be clearly fed back in real time to ensure the fairness of the event and alleviate the customer's anxiety while waiting. The prize redemption situation can also be announced to encourage customers to actively participate.

How to redeem prizes: As a universal fission activity template, it is difficult to know what the prizes are for each activity, how many there are, and how to redeem them. However, redeeming prizes is a good opportunity for employees to build a communication bridge with customers. It is recommended that if redeeming prizes does not consume a lot of manpower costs, it would be better for employees to communicate with customers about prize redemption. Even if the prizes have been redeemed, they can also respond more flexibly.

2. Helping customers

After helping their friends, the helping customers will be more willing to participate in the activities due to their friends' endorsement. They will pay attention to how to help, what the results of the help will be, and whether they can participate.

How to assist: The guidance for assisting must be clear, and the rules must be clear. If you are trying to attract new customers, you need to consider whether the customers who have already been added cannot assist. At the same time, the assistance results should be fed back in real time. If the number of people to assist is full or the assistance conditions are not met, you cannot assist. Consider guiding the customer to participate in the activity or assist again.

Can I participate: After the assistance is completed, you can guide customers to participate in the activities in a timely manner and turn them into initiating customers.

The above is a brief summary of the fission activity template. The follow-up is the actual practical application. Stay tuned for subsequent updates.

Author: Grapefruit

Source: Grapefruit