User operation: operation skills and channel establishment for user feedback

Before I became a full-time writer, I worked in user operations . Once, a user talked about an unspeakable issue in the community and quietly disappeared. Fortunately, another user came out to save the situation. Just when I thought the matter was over, the user who saved the situation actually sent a private message to Hezijun, saying some comforting words and even sending an emoji expressing his love at the end. Ah… I felt warm in my heart for a while…

And that night, we no longer had any stories. (Sorry, I just want to disappoint you.) What’s particularly interesting is that I have always remembered him and plan to continue on this path of operation until the end.

With the development of AI technology in recent years, some people have begun to predict how many people will lose their jobs if AI is widely used in real life. The final result is that those mechanical workers will be replaced by AI to a large extent, while those jobs that require emotional communication will be difficult to be replaced by AI.

In operational work, there is a position that requires extremely high emotional communication - user operation, and what we are going to talk about today is user feedback in user operation.

1. What is user feedback used for?

1. Help product improvement

Users and products complement each other. The responsibility of the product is to develop functions for the product, but function development is based on "real user needs", so it is very important to listen to the user's voice. Operation is actually a link between products and users.

When users encounter bugs while using the product, they can provide feedback to the operations staff, who will then provide feedback to the product staff. After investigation, the product manager found out the cause of the bug and solved the problem. After a new feature is launched, whether users like it can also be learned from user feedback. More importantly, some user needs can often be discovered from user feedback.

2. A way for users to perceive the product

Operation is not only a link between products and users, but also enables users to feel the warmth of the product.

When users encounter difficulties in using a product, they often look for the product's official contact information, and operators help users solve problems by communicating with them. This one-on-one communication method by operators can enable users to perceive the product. We will discuss the specific ways of communication below.

2. How do I connect with users?

In order to receive user feedback, operators need to establish channels for receiving user feedback. According to the attributes of the channels, it can be divided into passive reception and active search.

1. Passive reception

(1) Official platform

The product develops a user feedback function. When users encounter problems while using the product, they can feedback the problem to the product through the product's feedback portal.

The above is the help center page of iQiyi website. iQiyi website sorts out the high-frequency problems encountered by users during use and makes them into help pages. Users can solve most of their problems through self-service and some common problem sections. For those particularly tough problems. The help center page also has contact information for manual customer service. Users can find iQiyi staff according to their needs and solve their questions.

In the iQiyi APP, you can also find an entrance to help feedback. Here, in addition to submitting bugs, users can also write down their suggestions for the iQiyi APP. Contact information is not a mandatory field for users, but if users are willing to fill it out, the operator can communicate further with the users.

(2) Official We-media Platform

With the development of mobile Internet , most products will choose to operate on multiple platforms. WeChat public platform and Weibo are two commonly used self-media platforms. This has also become an entry point for user feedback. When users encounter problems using the product, they will leave messages on Weibo and WeChat public platforms . As a user operation, you need to pay attention to these two self-media platforms and check the unprocessed messages in time.

(3) Official Community

The establishment of a community not only strengthens communication among users with the same interests, but also facilitates management by operators. Generally speaking, operations will establish a good communication channel with users, and after completing the first communication, users will be gathered into groups. On the one hand, it facilitates the management of operations personnel. On the other hand, most of the time, the questions raised by users are not so difficult that only professionals can answer them. Other users in the group actually already have the ability to answer questions and resolve doubts. Bringing users together greatly improves the efficiency of user operations.

(4) Developer Platform

You can see users' comments on your own APP on the developer platform. It is good to see users' praise in the review area, but don't be too proud. The focus here should be on low-rated reviews. If users encounter something unsatisfactory during use, they will go to the app store to complain. Operations collects this information and feeds it back to the product.

2. Active Search

Some users who encounter problems while using an APP will not take the initiative to contact the APP operator, but will complain on the Internet through microblogs, posts, etc. Therefore, user operations need to take the initiative to search to see what problems the user has encountered recently and whether operations can intervene to communicate.

(1) Weibo search

Weibo is a place where many users record their lives. By entering the APP name + keywords on Weibo, you can often find the corresponding information. For example, by entering the APP name + keywords on Weibo, Boxijun can search for the corresponding user feedback information.

(2) Search engine search

If you don't understand something, you can go to Baidu to look for the answer. Baidu is now the dominant search engine in China, and most people are accustomed to using Google search. As for how to use Google search, you can search it on Baidu yourself.

3. You can use these skills

1. Communicate with users with emotion

Hezijun has heard operators complain that they are the only ones operating for users, and when users have questions, they have to find solutions from the product manual and copy them to them. After a long time, I almost thought I was a customer service representative. But what Hezijun wants to say is that it was you who took the initiative to turn yourself into a customer service representative.

Behind the accounts on each of the company's platforms, there is actually one or more operators using them. If the operators are only responsible for telling users how to solve problems in the product manual, then they are undoubtedly playing the role of customer service. Different operators have different personalities. If you know how to use your personality to shape your account into a flesh-and-blood image and use it to communicate with users, users will definitely be able to sense your emotional investment in them. At the same time, your emotional investment also allows users to feel the warmth of the product.

2. Methods for handling community conflicts

Where there are people with ideas, there are bound to be conflicts. When users communicate and conflicts arise, operators need to help mediate. One key point here is that in a small community, there will also be small groups. When dealing with conflicts, it is necessary to clearly identify the two parties with different opinions and whether there are core users of the community. If so, their feelings need to be taken into consideration. However, this does not mean that other ordinary users can be harmed at will.

3. Give users appropriate benefits

As mentioned before, user feedback can help improve products, and it is a completely spontaneous behavior. As the group of people closest to products and operations, users who report problems are often able to enjoy some internal company benefits, such as new APP trials, priority for offline activities , etc. Operations find product problems from user feedback, and users get small benefits from operations staff. Isn’t this a win-win result? Therefore, if operations staff can strive for more benefits for users, it will not only activate users, but also enhance the relationship between users and operations.

Summarize:

The annoyance and anger that users feel when facing product problems is actually understandable. If user operations can be more patient when handling user feedback and let users feel your efforts, users will no longer be so annoyed and operations staff will be able to do their work better. Finally, I hope that all user operations personnel will no longer call themselves customer service staff.