The most comprehensive analysis of enterprise WeChat operations!

Enterprise WeChat 3.0 version was released, opening up many new features. People’s attention to Enterprise WeChat has increased rapidly, and many companies have begun to test the waters of Enterprise WeChat. After learning about how some companies are operating Enterprise WeChat, I would like to ask, have you really made good use of these features of Enterprise WeChat? Today, Yaoguang will take you to have an in-depth understanding of the functions and applications of WeChat for Business.

01 Introduction to the core functions of WeChat for Business

The functions of WeChat for Business can be divided into four categories:

Ps: Those who think they have fully understood the functions of WeChat for Business can skip this section and scroll down to view the upgraded functions of WeChat for Business that you definitely don’t know.

1. Customer Management

The core function of customer management is customer tags. Although there are tags in personal accounts, its tags only pull a group of people into a group, and the tag content cannot be seen on the friend interface. It is said that enterprise WeChat has greatly enhanced the importance of customer tags and raised precision marketing to the strategic application function level. Tags are divided into two categories: enterprise tags and personal tags.

(1) Enterprise label

Enterprises need to set up standards in advance to facilitate unified management.

Features: Not only can you set tags unlimitedly, but more importantly, companies can better unify customer management and standardize the operations of corporate members. Precision marketing should be standardized at the label level first

Application: You can set different tag groups for customers according to channel source, value, region, age, and other dimensions, and then add tags based on specific information:

Example: Tag group: age

Tags: under 18; 19-25; 26-30; 31-40; 41-50; over 50

(2) Personal tags

Based on personal needs, other company members cannot share

Features: Flexible, based on the principle of personal work

Application: Based on in-depth contact with customers, supplement the content that is not included in the corporate label

Example: Set personal tags based on the customer's personality and relationship with the customer, so that you know what approach to use when communicating with the customer.

2. Customer communication

Communication with customers can be divided into three states:

(1) One-to-one chat

The interface experience is the same as that of a personal account, but with a few more features:

①You can add friends directly from your personal WeChat address book

② When someone adds your personal account as a friend, you can choose to become a corporate WeChat friend

③ Automatically send a welcome message after becoming a new friend

④You can set up quick chat scripts

PS: Automatic welcome and quick chat can save at least 50% of manual work

(2) Mass messaging

Compared with personal accounts, the new features are:

①You can select a specific tag user to send group messages (the number of tags is unlimited)

Note: This function is very helpful for us to reach users accurately. It is much more convenient than personal accounts which require us to check users one by one.

②Send content: text + picture

Note: Personal accounts can only send one type of message, while corporate WeChat can send text and pictures, which means that you can send the event introduction, event link, and product pictures to customers at the same time.

③ The enterprise can create a mass task and the enterprise members can execute it.

For large notifications, the company can create them directly and members can execute them by simply clicking on them. This can greatly save members’ workload and be unified, which can reduce errors.

Note:

1. Members send group messages to their own customers. A customer can only receive one message per day.
2. When a company creates a group message, a customer can only receive it 4 times a month

Please note why I did not use "members can send once" but "customers can only receive once". The role of refined operations is reflected here. You can send different messages to different customers based on tags. In this way, members can send messages many times a day, but a customer will only receive it once.

(3) Customer base

It is difficult for personal accounts to manage customer groups. Many companies will use some third-party tools and run the risk of being blocked. Enterprise WeChat does not have this worry. It has the following advantages:

①You can set a welcome message for joining the group and insert customer nickname variables

Every customer can receive it, so that those who join the group after your group announcement can avoid not seeing it.

② The enterprise can view and manage the customer group. If the group owner resigns, the enterprise can transfer the customer group.

This can avoid customer loss due to changes in corporate personnel. Previously, customer resources were in personal accounts, but now customer resources are in the company.

③Automatic reply

Administrators can add keywords and automatic reply messages in a unified manner. After the group owner turns on automatic reply in the group chat, when a customer asks a question by @the assistant or service staff in the group, the assistant will automatically send the message content based on the keywords.

3. Promotional Marketing

Marketing promotion mainly has two functions, automatic group creation and customer circle of friends

(1) Automatic group creation

Enterprise WeChat can also join group chats by scanning the QR code. Its advantage is that even if the group is full, a new group chat will be automatically created with the original group owner after scanning the QR code, thus avoiding the problem of frequent replacement of QR codes and customer loss due to full group.

(2) Customer circle of friends

① You can select the specified tag user to receive the Moments content

② When company employees post to the "Customer Moments", each customer can only see one post per day, and a maximum of 200 customers can be selected at a time.

Interpretation: Through selective push with precise tags, you can still post multiple Moments in one day, and different customers will see different messages.

③Publish through the enterprise side. Each customer can only see 4 messages per month, but multiple messages can still be pushed accurately.

4. Data Management

The biggest difference between WeChat for Business and personal accounts is that WeChat for Business is mainly for business applications, so it provides a lot of data for viewing and analysis. There are two commonly used types: customer contact data; group chat data

(1) Customer contact data

Customer contact data can be used to view the overall situation of the enterprise, and can also view the data of each member, mainly including:

①Add customer data

Includes the number of add applications and the number of successfully added customers

②Chat data with customers

Including the total number of chats with customers, the number of messages sent by members, the percentage of chats replied, and the average response time

③Customer churn data

Number of customers who have been deleted or blacklisted as friends

(2) Group chat data

It mainly includes three types of data:

① Group situation: the number of customer groups the company has, the number of active customer groups, and the customer groups each member is responsible for

② Group member status: total number of group members, number of new group members, number of active group members

③ Group messages: the total number of group messages and the number of group messages for each enterprise member

02 WeChat for Business vs. Personal Account

Round 1—Advantages PK

Round 2—Disadvantages PK

Through the above comparison, you can see that the advantages of WeChat for Enterprise are very obvious, and it is clear at a glance how the enterprise should choose for operation.

Summarize

1. The core positioning of personal accounts is to communicate with friends and is based on friendships, so they are suitable for private and in-depth interactions.
2. Enterprise WeChat is positioned as a communication channel between enterprises and customers, based on the relationship between buyers and sellers, and is suitable for official and refined operations and management.

03 The upgraded functions of WeChat for Business that you don’t know

Based on the comparison between the functions of WeChat for Business and personal accounts, we can find that WeChat for Business is more conducive to refined marketing and services. In addition to the functions introduced above, some third-party companies have developed more functions based on WeChat for Business, which can help better operations. Here are a few useful functions:

1. Scheduled group messaging

As mentioned above, members can send different messages to different customers based on customer tags. If there are many groups and the messages need to be pushed within a specified time, scheduled group messaging is a lifesaver. By setting up tasks in advance, customers can receive messages at the precise time. Before large-scale events, you can truly "tailor your response to each individual need" and avoid making mistakes in a hurry.

2. Channel live code

You can use multiple customer service numbers to create customer service codes with parameters for diversion, support labeling of customer service on different channels, and data statistics can help companies count the promotion effects of different channels.

3. Message Archiving

Whether it is a basic corporate WeChat or a personal account, there is a pain point, which is the inability to monitor the chats between members and customers. Even if some third-party tools are used, only text chat content can be exported, and other content such as picture links cannot be displayed. This is very unfavorable for enterprise management and monitoring. The message archiving function can greatly solve this pain point.

4. Violation Reminder

It mainly helps administrators monitor members' violations, including sensitive word monitoring, reminders for deleting/blacklisting customers, and statistics on new friends, to avoid behaviors that affect user experience, such as unauthorized orders, loss of important customers, and insulting customers.

5. Chat Enhancement

Enterprise WeChat only provides simple quick reply settings, while third parties provide advanced quick replies that can add multiple types of messages such as text, pictures, external links, graphic links, videos, etc. Messages can be classified for easy management and search, and one-click sending is supported to help corporate employees improve work efficiency.

There are many other functions that are continuously being launched. If you are interested in the enhanced functions of WeChat for Business but don’t know how to obtain them, you can chat with Yaoguang privately.

This issue mainly introduces the functions and applications of WeChat for Business to help everyone have a more comprehensive understanding of WeChat for Business; the next issue will bring you practical cases: how different industries use WeChat for Business to carry out refined marketing and services .

Author: Yaoguang

Source: Yaoguang

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