How to classify users and design refined operation strategies?

As operations enter a refined stage, how should users be classified? Then understand the needs of users at different levels and design different operation strategies based on their needs? Below, I will explain in detail.

In the early stages of entrepreneurship, most companies quickly grab land in the competitive arena by taking on large-scale projects in order to quickly raise funds and obtain more user data. However, when the industry boom subsides and preferential and rough policies such as subsidies no longer exist, operations will have to enter a refined, or precise, stage of operation.

Next I will explain in detail:

• The significance of refined operations .
• How to classify users?
• How to obtain the needs of different users?
• How to design operational strategies for different users?

1. The significance of refined operations

1. Improve customer stickiness

Meet the needs of different types of customers through refined operations.

For example:

I used to work for a building materials company that provided sex-specific tailoring services for our VIP customers. Heterosexual cutting is not offered to any customer on the market, because providing this service increases the time of warehousing operations and communication costs, but it does provide a lot of convenience for customers.

So, we provide this service for VIP customers, and also provide services like JD expedited delivery. Using such policies increases customer stickiness and generates better word of mouth.

1. Improve customer satisfaction and loyalty

Through refined operations, the needs of different users can be further segmented. Although they are all under the general demand, there are still differences in details. Therefore, continuously meeting the needs of each type of user will continuously improve customer satisfaction and loyalty.

For example: setting up a dedicated customer service line, assigning dedicated personnel to handle it, increasing the number of visits - including identity display and other things.

1. Improve customer value

The value of a customer is different in each industry.

For example: Generally speaking, we now have several apps for shopping, such as JD.com, Tmall, Taobao, Xiaohongshu, etc. When shopping, customers may compare prices from multiple sources, may be attracted to one item, or may purchase from multiple sources due to various customer relationships.

If a customer spends 100,000 a year, then through high-quality service we will continuously increase the proportion of his purchases from us, or the time he is active, thus increasing the value of the customer.

4. Convert more customers into core customers

After the customer segmentation, there are: core customers, important customers, ordinary users, and patch users.

Then we can target important customers or ordinary users who are closest to core customers, and continuously guide their consumption through policies or activities, or increase their activity level to convert them into core customers and enhance their value.

2. How to classify users

1. Analyze customer decision-making process

Simulate your real user decision-making process. How do user needs arise?

For example, for customers who are engaged in decoration:

1. Generate decoration needs
2. Choose the decoration method (for example: if you have relatives who do this, you may make the decision directly, but if you don’t know anyone in this field, you may have other options.)
3. Search or go to community friends to learn about decoration companies or foremen, or go to offline stores (online made Tubatu successful, offline group buying made Qijiawang successful.)
4. Make an appointment for on-site measurement
5. Quote
6. Signed a contract to pay in installments. I didn’t know the company well. I was afraid there would be problems. A third-party supervision company showed up (pretending to be Xiaomi)
7. Construction (during the renovation process, the materials and auxiliary materials distribution company needed by the company's workers appeared.)
8. acceptance
9. After-sales service

Based on the above user process, you can also analyze according to your own products and the market segments of the core customers you serve to understand the pain points that customers are most concerned about. The more painful the pain point, the higher the fee

Then, you can try to analyze 8848.

1. Operational data inventory

After the extensive and barbaric land grabbing, a lot of data has been leaked. The first thing to do is to clean the data first.

What this cleaning means is: deleting too much useless data that was used for activities or rewards. This is identified based on the characteristics of your own customers, and can generally be screened based on registration time, frequency, amount, etc.

1. Refer to peer data

The data results are different at different stages of operation.

However, it is important to have a very clear understanding of the overall data of the industry. After the brutal land grabbing, the operation stage also belongs to the first stage. At this time, the basic data may only realize part of the total customer value, and there is still a part separated from other companies' markets.

Then, according to the standards of the same industry and the stage of your own enterprise, you should set the data and refer to the definition of the core data of core customers.

1. Identify core operating indicators

Define core indicators based on the population of your core services and the decision-making sectors of the company's main services.

For example, the core of Autohome is: website PV, UV, acquisition of customer phone numbers, 4S store transactions, 4S manufacturers, etc.

Finally, you can define different types of your customers, as shown in the following figure:

3. How to obtain user needs

1. Customer Research

In fact, through the customer's process analysis above, we have already understood some of the customer's needs.

But, that is still relatively large. Now that we have defined different levels of customers, what we need to do is to find representatives of different levels of customers, or groups of them for face-to-face interviews.

Ask your customers:

• “How is the decision made?”
• "What problems have we not solved yet?"
• "Are you still not satisfied with those places?"
• …

1. Competitor Research

After completing customer research, you should also understand your competitors:

• What services do competitors provide?
• How different are the products offered from ours?
• What needs have competitors still not discovered?
• What are the things that competitors do poorly?

Through the above, we can gain insight into customer needs and design our operational strategies accordingly.

1. Demand Insights

Based on the needs insights, score and rank them according to the population, importance and urgency of the needs. Comprehensive scoring and ranking are carried out based on company resources, feasible costs, and difficulty, and finally a comprehensive ranking list of needs is formed.

Then, we design strategies based on the above customer needs.

Next, let’s talk about strategy design.

4. Design of Operational Strategy

1. Policy strategies

Policy strategies usually have a longer cycle (half a year or more than a year).

Then, the policy setting means that there needs to be someone in the organizational structure who is specifically responsible for this matter for a long time.

Policy strategies require more comprehensive thinking:

1. It is the cost of meeting existing needs.
2. It is the corresponding cost growth coefficient once the number of people increases, as well as the impact of the particularity on the overall process, etc.

If the above considerations are not serious, they can be implemented.

2.Activity strategies

Event-based strategies are mostly about testing customer needs through periodicity, multiple forms, and repetition; on the other hand, it is also to increase customer participation through reasonable costs and different forms.

Example:

The company sets the cost of each customer activity at 20 yuan, so we can make use of this 20 yuan in several ways.

• Participate in the XXXX activity and each person will be rewarded 20 yuan
• Participate in XXXX activity to get 10,000 yuan of training money
• Participate in the XXXX activity, form a group, and the group leader can get up to 60 yuan. If there are 3 people in the group, the group leader will win the prize.
• Each person pays 0.1 yuan to participate in the XXXX activity. A prize will be drawn every time 1,000 people participate, and a Dyson hair dryer will be drawn.
• …

1. System strategies

System strategies are mostly:

• Through our points system and membership system, we can control and identify customer levels, display personal outfits, or redeem physical and virtual goods in the mall.
• The system is used to realize the division of customer registration, control, and financial work docking services.

The above is an idea for conducting refined operations after classifying users.

Everyone can think according to this idea and formulate their own user classification and refined operation strategy. Everyone is also welcome to leave a message to discuss.

Source: Yang Sanfeng