As the name implies, "customer label" is an identity label we give our customers in the private domain, just like the labels on clothes, shoes and hats in shopping malls. It can tell us the style, material and price of the goods, and let us have a comprehensive understanding of the goods.

Similarly, the customer label also records the customer's nickname, region, source, order amount, time and other comprehensive information, so that we can roughly understand the customer's shopping habits and preferences through the label.

It's like we drew a portrait of the customer through the data, which let us know the whole picture of the customer, so now we also call the process of labeling the customer "customer portrait".

You can label customers in both passive and active ways:

The passive way is to record some customer behavior data, such as filling out forms, participating in activities, browsing articles and so on, through the tool of enterprise WeChat SCRM. According to the customer's data, we can label customers as "XX industry" and "XX channel" to facilitate the later hierarchical management.

The proactive way is to label users manually according to what we know in our daily communication with customers.

Whether active or passive labeling, there is an important principle, that is, labeling must be systematic. In a company, customers' labels should be uniform. Otherwise, the label given by colleague A to a user who placed the first order is "the first order of the customer", and the label given by colleague B to the first user is "the customer has placed an order", so it is impossible to unify the customers with the same label.

The second step is to divide the level of customers.

After the customer has made a label, the next step is to divide the customer's hierarchy, which is called "customer stratification" for short.

We can not only divide the customer hierarchy according to the business node, but also divide the hierarchy according to the customer's consumption behavior.

Business nodes can be determined according to different sales modes, such as:

E-commerce brands that can be transformed through operation can be divided into new users, first-time users, repurchase users and super users based on the private domain path of users;

High-end customers, such as automobile industry and education industry, need to convert their sales from 1 to 1, so they can be divided into: unfamiliar users (without any interaction), potential users (after chatting, friends boast too much and their needs are unclear) and intended users (after introducing products and quoting prices, their needs are clear).

According to the customer's consumption behavior, it is an important way to lock in high-value customers, and it is also an important basis to help us adopt an appropriate operation follow-up rhythm;

In other words, the RFM model analysis we often use in the field of e-commerce operation is based on the consumer label in the customer label system. RFM is the abbreviation of Recency, Frequency and Monetary, which stand for "last purchase", "purchase frequency" and "purchase amount" respectively.

The model integrates three kinds of labels and subdivides all customers into eight categories:

(1) The top layer is the customers whose recent purchase time is close to the current time, with large purchase amount and high purchase frequency. These customers are called "important value customers", which are high-quality customers and valuable resources of the merchants. Of course, they need to spend more time and energy to treat and maintain the target groups.

For example, you can enjoy exclusive discounts, exclusive coupons, exclusive member days, and exclusive unexpected services (worry-free return, quick refund, free pick-up, two-way postage, etc.). ), regularly send exclusive gifts, or if conditions permit, you can also hold offline meetings to further establish emotional ties.

(2) Customers who have a large amount of funds and have recently bought them infrequently are called "important development customers". For such customers, better marketing methods and products are needed to attract the attention and acceptance of this group. When they are dependent and loyal to the brand or product; For example: development and promotion activities, theme activities, planting grass groups, punching groups, etc.

(3) Customers with large amount of funds and high purchase frequency, but the latest purchase time is far from the current time, are "important retained customers". This kind of customers used to spend a lot of money, but they didn't buy in the near future. They may be tapped by other banks and developed into customers, so it is necessary to maintain and maintain customer relationships.

(4) If only customers with a large amount, but with a long recent purchase time and decreased purchase frequency, are high-quality customer resources that may be lost soon or have already been lost, then it is necessary to make such "important customer retention" groups "turn around" by improving product quality and service methods.

(5) Customers with relatively low purchase amount can also be divided into general value customers, general retained customers, general development customers and general retained customers according to purchase frequency and recent purchase time;

In the case of limited resources, we can rationally allocate manpower and financial resources according to the division of customer types, and develop and maintain target groups.

For example, low-frequency purchase is preferential, and then trust is established through the content of WeChat official account, circle of friends, video number, community and other channels.