How to improve member retention rate?

How to improve member retention rate?

I believe everyone has a certain understanding of the underlying logic of member recruitment. How to retain members after recruitment?

We have invested so much resources to build a private domain traffic platform. The core purpose is to enable existing users to become high-repeat purchasing groups. It is very important to spend a lot of money to attract new members and recruit them for sedimentation and subsequent conversion!

Member retention is essentially: the interaction between members and brands

The core quantitative indicators of concern are: DAU (daily active users)/WAU (weekly active users) and MAU (monthly active users)

How to quantify and improve member retention rate ? The answer is: it needs to be solved through a complete and systematic operation strategy

This system includes five major aspects, which must be taken into consideration when designing the operation strategy, otherwise the system will not work. These five aspects are:

Five aspects of the member retention system:

1. Standard SOP process for after-sales service

2. Community/mall user tiered operation SOP

3. High-quality content that meets customer needs for interaction and retention system

4. Marketing-side user points interaction operation retention

5. Differentiated membership benefits system - user tiered operation

This article explains the first point in detail.

After-sales service standard SOP process

After-sales service standards and strategies vary greatly in different industries. Each industry has very obvious industry characteristics, such as:

Fast Moving Consumer Goods (daily chemicals/cosmetics/catering, etc.)

Pre-sales: Natural customer flow or marketing strategies to acquire customers, competition mainly comes from channel diversion and competitors' double attack

During sales: Customers have lower decision-making costs and shorter decision-making cycles

After-sales service: The customer repurchase cycle is short, but the industry generally does not pay enough attention to marketing strategies, and the dependence on shopping guides is relatively weak, and the dependence on the correlation between data and products is high.

Must-sell products industry (pharmacy chain/fresh food/education, etc.)

Pre-sales: Natural customer flow or rigid user demand, competition mainly comes from peers and e-commerce impact

Sales: Customers have low decision-making costs, short decision cycles, and are daily necessities.

After-sales service: Customers have a shorter repurchase cycle, have higher demands and quality requirements for output content, and are more dependent on social media and automated marketing.

Durable consumer goods: (home appliances/jewelry/watches/medical beauty and other industries)

Pre-sales: Natural customer flow or marketing strategies to acquire customers, competition mainly comes from peers and e-commerce impact double attack

During the sale: The customer decision cycle is relatively long, so the requirements for shopping guides are very high. It is necessary to establish 1V1 personalized service to customers starting from the sale.

After-sales service: Customers have a long repurchase cycle and are highly dependent on shopping guides and customer service.

Shoes and clothing industry/hairdressing industry

Pre-sales: Natural customer flow or marketing strategies to acquire customers. Competition mainly comes from peers and e-commerce impact, channel diversion and other multiple dimensional attacks

During the sale: The decision-making cost of customers is low, the decision-making cycle is fast, and the requirements for shopping guides are high.

After-sales service: The customer repurchase cycle is short, because the industry has high requirements for after-sales service, is highly dependent on shopping guides, has a high degree of dependence on the correlation between data and products, and has high requirements for user stratification operations.

Since the characteristics of each industry are different, the after-sales SOP process will also vary greatly. Here we will only share some universal content.

Offline after-sales service standard sop

▶Step 1: What should the general offline process be like?

Key points

1. Regardless of whether the customer purchases or not, you need to guide the customer to add the corporate WeChat account.

2. After adding corporate WeChat, the after-sales return visit action of the shopping guide should be established

▶Step 2: What are the basis and reference standards for shopping guide return visits?

【Follow-up visit standards】

New Members:

  • After customers add the corporate WeChat account, we introduce the brand and ourselves as well as the benefits of adding the company, which will leave a deep impression on customers.
  • The words of thanks and maintenance after the customer has paid, and the words of reminder after the customer has not paid.
  • Is there any way we can help customers with their 3-day/7-day experience? Corresponding scenarios and words, reminders after customers have not paid and reminders of insufficient inventory of trial products...
  • Is there anything we can do to help customers with their usage experience 15 days/30 days after purchase? Is there anything we can help you with? In addition, customers are reminded that new products have arrived in the store, and they are welcome to visit the store to experience the words when they are free...
Different industries and enterprises have different characteristics. The scenarios and speech characteristics of new members need to be sorted out in advance by the member management person in charge of the enterprise and terminal training should be carried out:
TIP: There is no ready-made content that is exactly the same, so don’t just copycat. Old members:

  • Greetings and blessings for members’ birthdays and anniversary
  • Special weather/holiday care greetings
  • Large-scale brand promotion activities, in-store activities
  • New products, big promotion activities
The maintenance criteria for old members are essentially based on:

  • It is carried out through user stratification operations, with user behavior data and order result data as reference
  • The maintenance scenario of old members needs clear segmentation

Return visit basis

Member tag refined operation, shifting from [traffic] to [retention]

Label sorting is also a huge project, so it needs to be sorted out according to different dimensions and operation strategies: dynamic labels/static labels

Subjective label / objective label

Fact Label/Model Label

Combined label/single label

In addition, according to the characteristics, we need to sort out:

Branded and custom labels

In the brand label: which ones are completed by the shopping guide and which ones are completed automatically by the system

In the custom tag: What dimensions of the terminal can be added...

You can use tools to help : Weishengqiwei Butler

▶Step 3: How to supervise the shopping guide’s service quality and execution?

Data-driven:

▲The data dashboard of the front-end and shopping guide end, WeChat Enterprise, can be said to be the greatest product among private domain traffic operation tools.

Does the terminal service quality meet the standards?

Does the terminal implement the standards issued by the headquarters, and to what extent?

It's completely quantifiable.

Question: How can the terminal quickly obtain instructions from the headquarters?

Answer: Shopping guide task system

1. Learning tasks: for example, learning XX knowledge, participating in XX training

2. Old member invitation tasks: for example, targeted invitation to members with XX label (training invitation words, one-click forwarding for shopping guides), targeted greetings to members with XX label…

3. Mass messaging tasks: for example, mass messaging to XX friends circle, mass messaging to XX groups, mass messaging to XX users

4. Community SOP process tasks: For example, just copy the content prepared in the SOP with one click and send it to the designated group chat.

5. Tag task system: for example, give XX tag to XX user…

Turn the SOP standard you want the terminal to execute into a task system, and the rest is the quantifiable data after execution!

The premise is that the SOP standards executed by the terminal need to be sorted out in advance so that the instructions can be conveyed more accurately and efficiently.

Summary

Offline after-sales service standard SOP needs to be sorted out

1. Follow-up conversation techniques in different scenarios

2. Label type of comprehensive dimension

Online after-sales service standard SOP process

If the offline after-sales service process is about service warmth, then the online process brings customers a good experience and convenience!

The key points of the offline process are: user classification - scenario differentiation - user reach

User Classification

User classification is essentially carried out through: user stratification operations, with user behavior data and order result data as reference!

▶Step 1: Trace the source based on user origin and behavior

Where do users come from? How do you recognize the brand? User behavior path (where have you been? Where have you stayed? How long have you stayed? What do you like?)

This process is the process of tracing the origin, and grouping people of the same type together is a classification model.

Of course, this process requires "tracking" of user behavior, and also requires us to sort out clear process SOPs and reference data dimensions during the operation process. The rest can be left to technology or tools to achieve.

Recommended tool: Linkflow CDP

▶Step 2: Analyze and classify based on user orders
After users enter from different channels, they purchase orders. CDP outputs user portraits by analyzing their cognition, interests, purchases, and loyalty. Similarly, we also need to sort out clear process SOPs and reference data field dimensions during the operation process, and finally correspond to different application scenarios

Differentiate scenes

Consumers receive information in a two-way manner, so brands need to maintain good interactivity with consumers.

The headquarters generates a digital portrait of consumers through behavioral and consumption analysis of users, and then reaches users through different scenario-based means based on member rights!

Therefore, we need to sort out the scenario-based matters. In simple terms, the core is to know the user's label classification and then solve the following two problems:

1. What are you going to do? 2. What do you plan to do?

User Reach

Now that we have categorized users and sorted out the required scenarios, the most important thing is how to reach users!

Scenarios usually correspond to user touchpoints, which can be summarized as follows:

1. Where is the most effective place to reach users?

2. What is the best way to provide user experience?

Result-oriented indicators for combing scenarios: improving user retention and conversion rates

As can be seen from the above figure, by tracing users, analyzing and classifying orders, and sorting out marketing events in different scenarios, the final core logical principle is: 1. Where do users come from? That's where the contact point is. 2. What do users like? What are the topics that reach users?

That is to say, it is user-centric .

— Reaching forms and scenarios —

Template message/service notification/public account text trigger scenario: points change/amount change/voucher arrival and expiration reminder, service progress, order progress, etc. Users know the brand's notification information in real time

WeChat Business Conversation/Friends Circle

  • Trigger scenario: Services with brand attributes, customers can communicate and interact with sales consultants in real time, requiring strong social links and communication scenarios

Personal WeChat conversations/friend circles

  • Triggering scenario: The brand uses this form to convey its personality and brand spirit, resonate with the customer's lifestyle, and has a warm social attribute

Enterprise WeChat Community

  • People with common interests interact with each other through a strict organizational structure and standard SOPs, and resonate with each other by amplifying their interests.

Store touchpoints

  • Need to rely on shopping guides and strong service experience

Phone/SMS

  • Phone trigger scenario: a medium for the terminal to keep in touch with customers
  • SMS trigger scenario: One-way contact between brand and customer, which requires the coordination of speech scenarios

Example: Intelligent reminders for public account contact user end system tools

After setting the scene and triggering the words, the corresponding template message will pop up automatically when the scene is met, which increases the good experience and convenience for customers.
[Warm reminder]: The premise is mainly based on customer experience and convenience, and never try to exchange short-term benefits!

Summarize

1. The core focus of the standard SOP process for after-sales service is the scenario-based marketing closed loop, not a single process or link!

2. The offline after-sales service process is service-oriented, while the online process brings customers a good experience and convenience. Therefore, comprehensive consideration must be given to the scenario-based design.

3. Member retention is essentially: the interaction between members and brands

IV. Result-oriented indicators of after-sales service standard SOP process: improving user retention and conversion rate

Author: Xu Zixu

Source: Zixushuosiyu

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