In the past two years, as private domain business has become increasingly popular, many brands have entered the market, established public accounts, built communities, and established their own traffic pools.

Everyone generally makes huge investments in traffic-generating links such as "delivery" and "fission", but in the retention link, there is a phenomenon of inadequate "service".

For example, not knowing your users well enough and pushing the same content to all users can lead to user loss and low subsequent conversion rates.

So, how should brands provide good "private domain services"? How can we improve users’ favorability toward the brand through services and thereby achieve growth in commercial revenue?

In this issue, we will show you the first step to achieve "retention" in the private domain - service.

01

How to provide good private domain services?

Industry insiders told the operator that the core of private domain services is to understand users and continuously provide valuable services to users (helping users solve problems).

1) Understand users: user segmentation

First of all, for "service", the most important thing is to understand users through "user segmentation".

What is user segmentation?

User segmentation refers to the secondary division of users at the same level according to a certain attribute in order to improve the level of refined user operations. Specific division dimensions include regional grouping, user value grouping, channel grouping, user category grouping and brand loyalty grouping.

For example, retail brands divide users into paying users and ordinary users based on their consumption patterns. On this basis, brands can further group paying users, for example, based on consumption categories: beauty, apparel, and mother and baby products.

Through this detailed segmentation, brands can provide precise service content for different groups of users.

Take the Operation Research Society as an example, it has nearly 100,000 private domain users.

On the one hand, for non-paying users, the operating company will first conduct regional grouping and then industry grouping. This way, it will be able to refine to specific regions and specific industries and provide users with more accurate content services and activity recommendations.

On the other hand, for paying users, operators will also group them according to their interests and categories. For example, some users buy private domain courses, some users buy short video courses, and some users buy data analysis courses. Through these contents, the brand can understand the users well enough.

Another company that also pays attention to user segmentation is Kidsland. According to @According to Xiaokeduoshuo Private Domain Fission, each Kidsland store holds more than 1,000 events a year. During this process, Kidsland will continuously collect user information, including the age of the mother and the age of the child.

At each age stage, Kidswant will also conduct multiple groupings based on factors such as mothers’ consumption habits, in order to achieve the goal of refined operations.

2) Reaching users: providing valuable services

After users are segmented, that is, after the brand has sufficient understanding of its users, the brand must provide "specific services" to users and retain them through services.

What exactly does this service refer to?

In its 2020 financial report, Tencent defined "private domain" as an effectively maintained, long-term and loyal relationship. To maintain this kind of relationship with users, the most important thing is to "provide value" to them.

Service is a form of value realization. Simply put, it can help users solve problems.

At present, based on user needs and value positioning, common services in the private domain can be divided into three types: pre-sales service, in-sales service and after-sales service.

① Pre-sales

Pre-sales service is also known as content service, which mainly reaches users through tutorials, topics, videos and other content, meets users' needs for learning, consulting, discussion and obtaining preferential benefits, thereby increasing the probability of conversion.

Pre-sales services are common in areas such as maternal and child care, beauty, and insurance, where decision-making costs are relatively high.

For example, the mother and baby content community of Kidsland is divided into communities based on the childbearing age stages, providing differentiated knowledge and experience sharing for new mothers in different communities.

As of the end of 2020, Kidswant had more than 33 million users and more than 1.9 million monthly active users.

In October 2021, Kidsland rang the bell to go public with a total market value of 25 billion, ranking first among maternal and infant retail companies.

For example, Perfect Diary . Every afternoon, the group leader Xiaowanzi provides skin care knowledge popularization in the group, and this knowledge popularization is often closely related to the products recommended that day.

If the recommended product of the day is a mud mask, Xiaowanzi will share some basic knowledge about facial cleansing in the group.

Blackheads are formed when oil deposits are oxidized by air. Mud mask can mainly clean the oil on the skin and the dirt in the pores, allowing the pores to breathe freely! ! Keep your pores clean to prevent blackheads from forming.

If you insist on using mud mask to cleanse in the summer, your makeup will not get stuck.

Another example is Ping An Insurance. Within 24 hours after new users follow the account, they will receive two insurance science articles pushed from the official account.

For high-decision products such as insurance, pushing popular science articles before pushing the product can not only allow users in need to fully understand it, but also enhance their own professionalism and improve users' sense of security.

② On sale

Pre-sale service refers to providing users with discounts (rush purchases, flash sales) and sharing discounts (group buying, bargaining) through various marketing activities. This service is mainly aimed at consumers who are price-sensitive and pursue cost-effectiveness.

For example, Qiandama has taken the "discount notification community" to the extreme. After dinner every night, the group owner will announce discount information in the group at a fixed frequency, which not only stimulates users to rush to buy, but also strengthens the brand image of "not selling overnight meat".

For example, for Tims Coffee, on the one hand, the group owner will post "exclusive coupons" in the community every morning to help users develop consumption habits through fixed discounts; on the other hand, the group owner will also initiate activities such as "answer questions and get gifts" from time to time to stimulate users' continued attention and enhance user stickiness.

③ After-sales

After-sales service is mainly suitable for home appliances and 3C industries. Its main function is to provide users with after-sales consultation, improve user favorability, and thus increase repurchase rate.

For example, Panasonic has established its own online after-sales service center through its WeChat official account, which is responsible for a series of services from installation, repair to maintenance;

For example, the group buying community formed by Gome Electrical Appliances can also provide daily home appliance repair, cleaning and other services after the promotion peak.

02

Why use WeChat for Business to provide private domain services?

At the 2019 "WeChat Night", founder Zhang Xiaolong elaborated on the product concept of WeChat for Business: people are services, making every employee a window for corporate services.

Zhang Xiaolong gave an example:

When an employee of a 4S store adds a customer through WeChat for Business, this person becomes equivalent to a mini-program of the enterprise.

When the customer clicks on the interface for chatting with him, because the other party is a corporate WeChat user, he can directly see the service menu of the 4S store under the conversation interface (a bit like the menu under the official account).

Customers can use the services here directly, or they can talk to company employees and get timely responses.

In this way, next time the customer wants to find a 4S store, his first choice may be to open a conversation with this person instead of looking for the 4S store’s mini program.

In order to provide better services, Enterprise WeChat provides a convenient grouping function, creating diverse service scenarios and more efficient service tools.

1) Convenient grouping function

First of all, to understand the users and provide different information and services to different types of users, you need to label them as soon as you add them.

In WeChat Work, administrators can configure customer tags. Unlike WeChat, businesses can set up tag groups and then set multiple tags within the group.

In addition, with the help of third-party tools, WeChat for Business also supports labeling users with different tags based on different channel QR codes, making hierarchical management more convenient.

2) Diverse service scenarios

Secondly, Enterprise WeChat can provide a variety of service scenarios.

On the one hand, for brands with low decision-making thresholds, they can publish discount information and announce daily activities through corporate WeChat communities, reaching multiple users at the same time;

On the other hand, for brands with high decision-making thresholds, such as the insurance and education industries, it is difficult for users to be converted by the "special offer push" in the community. At this time, Enterprise WeChat can also provide one-on-one special services.

In order to further improve the efficiency of one-to-one service, WeChat for Business also provides a "talking script library" function (a set of chat material libraries for quickly responding to customer questions), also known as "quick replies".

For example, in industries with high decision-making thresholds such as insurance and education, the number of inquiries from new users is often large, and many questions are highly repetitive. If staff repeatedly organize language to respond to users, it will be a waste of time.

The script library can pre-add many answers to similar questions. Employees only need to click "Quick Reply" from the chat toolbar to find the corresponding answer and send it to the customer. This not only improves work efficiency but also facilitates process standardization.

3) Higher service efficiency

Finally, the group messaging and friend circle functions of corporate WeChat can greatly improve the brand’s service efficiency.

On the one hand, brands can use the group messaging function of WeChat for Business to push one message (text + picture/web page/mini program) to users every day.

This function is equivalent to a service account that can be pushed every day. What’s amazing is that this way of reaching out has a higher opening rate than the service account, and brands that do it well can even reach 100%.

On the other hand, WeChat for Business also has the function of Moments.

After brand members open a user’s Moments, they can post product activities and other service content to the user’s Moments and interact with user comments.

Although the number of posts per day is limited, it is enough for companies such as retail and insurance that have a large user pool. Moreover, users who can see the Moments are basically interested in the products, otherwise they would not be added to the private domain traffic.

03

Conclusion

Of course, although providing adequate service is very important, what is more important is "stable service". The stable service of a brand is inseparable from the following four standards: regular, reasonable, diverse and low-cost.

This is because temporary services can only retain users for a short period of time. Only by standardizing and streamlining services can they be sustainable in the long run.

Author: Operation Research Society

Source: Operation Research Society