B: First of all, I want to ask you this question: What position do you think customer service occupies in your team? Then you can work out a management system. Our company has a concept, product first, service second and operation third. Service refers to customer-to-customer service. Give a good example, such as hot pot restaurant. Are you familiar with it? Why cows? This hotpot restaurant can give you anything you need! Many people who have eaten think that things may be like that, but his service makes you too satisfied in the process of eating! In fact, we are also like this. First of all, in our company, the customer service team is very important, including his income and some treatment he can give, which will not make people feel that customer service is a less important role; From recruitment, including training, and finally to performance appraisal and reward, we will get better treatment. First of all, they will feel important, so our management philosophy begins like this.
A: This is very good, subverting the traditional thinking of many e-commerce. Customer service is directly related to the traffic conversion rate. Many times, most e-commerce companies are traffic-centric, or even swipe their orders, but a large number of orders are in the process of transformation, and customer service is not taken seriously.
B: Now the overall traffic cost is very high, which is obvious to all. Many people think that brushing the bill will make the conversion rate higher. However, if such high-cost traffic comes in, our customer service can't catch it and can't convert it, then the more money we spend on advertising, the more we waste; If we do better in customer service, then I believe your transformation can be improved. If your customer service is not good, it is difficult for you to blow the money out. If your customer service is good, it will be much easier to blow up money! Therefore, the conversion rate of our customer service can reach about 80% in good times and almost 70%, so our conversion rate is still relatively easy.
A: This is the highest conversion rate I have ever heard. Some time ago, I chatted with a member of the Golden Crown Club. They are close to this concept. They have trained their customer service team to sell customer service. At the beginning of last year, I saw a message. A brand has changed from simply assessing customer service conversion rate to increasing KPI, that is, customer service communication time. He asked customer service to increase the stickiness of communication with customer service, including emotional communication and communication in addition to transaction orientation. I think this may be the future trend.
In fact, this truth is very simple, that is to say, the more customer service communicates with customers, the higher its transformation. So you can look at your background data. If your customer service has fewer questions and answers with customers, I believe your conversion rate is not high. Because customers don't feel much care and service; If you serve well, you will have more questions and answers.
B: There are two concepts of customer service in our company: one is sales-oriented customer service, which is of course related to my past sales experience; It is very important for a customer service to learn how to sell. Learn to recommend to customers, and you will find that most questions and answers are "isn't it?" "Is there?" "When will it be delivered?" Many problems are limited to this, and I don't think it can be called "customer service". So the robot can answer these questions instead, so he (she) must be a sales-oriented customer service. We will find that two shops on the street are next to each other and may make the same product. One is crowded and the other is deserted, which may be caused by their different services. Therefore, we should advocate sales-oriented customer service.
Second, we are not mature at present, but we are operating now. This is called "puncture". What is "puncture"? It's all the problems. Come to me, and it's better to end it. If you don't transfer it to me, I will transfer it to him; I don't think the customer is very comfortable. It's better for customer service to get rid of him The problem ends with me.
A: It seems that a customer service sitting in front of a computer is as difficult as the customer service shopping guide in our physical store. That's very instructive. The concept that General Manager Zhou said just now is question-and-answer ratio. I think this is also a very good point. A customer service should be able to have a deeper emotional exchange with customers.
B: Of course, there is another problem. The reason why many e-commerce companies are not doing well at present is that their customer service receives hundreds or even thousands of group orders every day. If your customer service receives this amount every day and the question and answer rate is high, it is impossible! I don't even have time to reply to you. What else can I talk about? Our company has a data,
2. A: The data you just mentioned is very good. Say it again!
3. User question: I knew the importance of customer service three years ago, but our boss didn't pay attention to it. How can we persuade the boss to pay attention to customer service?
B: I don't think verbal persuasion is easy. I can only convince it with data. For example, suggest that the boss let a small number of people do this first. If it achieves good results, the boss will definitely agree if he sees the results. What is the hardest thing to change? Is the change of concept.
4.a: specifically talk about the methods of customer service management or some specific practices of customer service team management.
B: first of all, if you have an idea, you will have a way. First of all, you think customer service management is not indifferent, but very important. We should train first, and there is a whole system in training: a very perfect system. For example, in our customer service management, every customer needs to know what I can and can't do, and what is the scale of what I do? We all have a very detailed system. In addition to the institutional system, we also have a very important and perfect assessment system: performance appraisal. We have a slogan: Any requirement without performance appraisal is nonsense! When you have these achievements, everything the customer service does has a great relationship with his most direct income, so the boss must have this idea to instill in the customer service. Many businesses only use the commission of sales, and there is no performance appraisal. These systems should be improved. It is necessary to list the rules and do a good job in performance appraisal. I once talked about how to conduct performance appraisal in Laogao Crown Club.
5. A: Teacher Zhou once shared this view in detail for several hours at Laogao Crown Club. Then I will help you shred and tell you about your system or your KPI. What is the mode setting? Suppose you are given a new customer service team today, how do you set about building this system?
B: First of all, our company doesn't need 2-3 days for customer service training like some companies. I don't understand why we can start working in such a short time. I will train in our company for at least half a month. We will set what to do in the first three days and what to do in the last three days.
In customer service, we emphasize four elements: professionalism, self-confidence, enthusiasm and courage. After coming in, we will cultivate the professionalism of customer service and know our products very well-we will stay in our warehouse for a week and get familiar with our products. Learn about Taobao's system later, and then learn about the company's customer service system after you thoroughly understand it, including what can and can't be said, and what to use for typing fonts. What color is it? What is the font size? Including the longest time you can answer the phone. When is the longest time to leave the company? Including how to hand over in case something leaves? We have this series of forms and articles of association, and the customer service must be very clear. Then we have a question-and-answer system, and the customer service needs to know all these questions and answers so that I can put you on the computer; Because the arrival of every customer is very important to us.
Finally, understand our assessment system. Our assessment system has many contents: conversion rate, response time, customer unit price, including customer evaluation. After knowing these things, do it.
A: To sum up, it is standardization and process.
B: We standardized the process, but the communication with customers was not standardized. Why? Because I think every customer comes here in a different way. What kind of people do I want our customer service to meet and say? Our customer service no matter what kind of words we should reply; Many big companies have such a misunderstanding: they edit customer service into many quick replies, and you can reply whatever the customer service asks. I don't think this is particularly beneficial to a medium-sized seller, and it feels inhuman.
A: It is to standardize some bottom line issues, and customer service should deal with some flexible things. We should learn the consciousness of sales, even the "wolf nature" of sales.
6. Netizen: Our company also has performance appraisal. What is the main assessment of Zhou head office?
B: Our most important thing is the conversion rate, which accounts for 50% of our assessment. After that, we will check the response time again. If you are too busy, you don't call the service, so we are very concerned about the response time. Then we have a customer evaluation. How do customers evaluate our customer service? For example, if we call "10086", his customer service will talk to us very gently. Even if you scold a few words, he will certainly not respond. Why did he dare not respond? Because once you give him an unsatisfactory evaluation when you hang up, his salary this month will have a great impact, so we are very concerned about the customer's evaluation of our customer service. It is also very important for our customer service to learn to sell; We can't say what customers want. We need to let customer service recommend products, new products or supporting products to customers. Customer service should have this skill. We have a task assessment every month: how much this product must be pushed, which is also a very important aspect. But we don't assess the sales of these things, because the customer unit price multiplied by the conversion rate is the sales volume.
7.a: If sales are overvalued, will customer service be very beneficial?
We think this is unfair to customer service. Let me give you a simple example. For example, we are customer service and we all sell men's bags. Our company's lowest price is only small packages from 59 yuan, and your highest price is a package of 399. At this time, a customer came to me to buy a bag from 59 yuan, but the customer was very picky and troublesome. I used a lot of sales skills and efforts to finally get it. At this time, a customer also came to ask you, "Do you have a 399 bag?" So your sales are higher than mine, but my level is higher than yours; Is this unfair? Especially during the big promotion period, when the "Double Eleven" and "Gathering Cost-effective" were held, the role of customer service was very weak, and everyone had no time to place an order. At this time, due to luck or coincidence, some customer service sales are much higher than others ... I think this is an unfair performance. The performance of our company, we must put forward the performance of these customers who have the ability, high conversion rate, good execution and strong promotion ability, so that they can get the best benefits.
8. Netizen: For a new company, there are few pre-lists. Where should the customer service focus be during this period?
9. Netizen: How is the commission of customer service reasonable?
B: We have a complete set of KPI evaluation. Our company has a very fair place: I know the salary of customer service, and it is not my decision; I think you did a good job this month. I'll give you some more. I'll give you more comfort. We're not like this. We treat everyone equally. I earned how much the customer service paid this month, not me. We have an assessment in it, the bonus base 100 points, more than 90 points; The bonus base of 90 points or more is 3000 yuan; The bonus base of 80-90 points is 2000 yuan; The KPI score is below 80, and the bonus base is only 1000 yuan. For example, 90 points, the bonus base is 3000 yuan, 3000×0.9=2700 yuan bonus; A customer service score of 89 is the bonus base of 2000 yuan. At this time, he will work hard if he is one point short, because there will be a big gap if he is one point short, so we will not assess the sales volume.
10. User: What is your unit price?
B: Twenty minutes. Different companies will have different ratios. Some products may have very different customer lists, ranging from a few dollars to thousands of dollars. I suggest checking the number of customers. This is actually the same concept, either checking the customer unit price or checking the number of customers.
User: How many people are there in your company? How many people are there in customer service?
B: There are more than 40 people in our company, and the customer service telephone number is 1 1.
12. User: How many shops are there in your home? Does it matter if customer service needs to log in to different stores?
B: I met a customer service agent and visited more than a dozen stores. I don't understand how I got it. I don't think I can do it. Our company has a rule, under normal circumstances, one customer service, at most two stores. Under special circumstances, up to three, never more than three. And there are primary and secondary, one big and one small, because people's energy is limited after all.
13. User: If the conversion rate and response time are the main assessment criteria, will the customer service try its best to push the product?
B: If your conversion rate is very high, his salary difference may be very large; Customer service will always pay attention to his conversion rate.
A: Any company will decide according to its own situation. For example, which indicators do you need most at this stage, then you should put this indicator into KPI.
B: So we will make adjustments according to the actual situation. For example, when the conversion rate is high, the customer unit price will be higher.
A: There may be adjustments in different months and seasons.
B: Look at what your actual company lacks. Any demand without KPI assessment is nonsense.
A: This is also the guidance of human nature, which piece is most lacking will be supplemented.
14. User: How to control the number of customer service in the early stage?
B: according to your own company. As I said just now, you should control the number of people according to your daily inquiry. The best odd number ratio is between 80- 120, so the customer service has enough time to chat with customers. Of course, there are different differences according to different products; If the daily query volume exceeds 120, people must be added. If it is lower than 80, you can consider the final elimination.
15. User: The customer service of different stores is different in size. How can the performance data be fair?
B: Different stores must have different indicators. We take the store as the evaluation form. This store has several customer service participants, an important secondary store, and some customers have to participate in two stores at the same time. Important stores get full marks of 100, and may get 80 points. We account for 60% of this store, 80 points times 0.6. Other stores may be small shops, maybe only 40%, maybe he also scored 80 points, and 80 times 0.4 adds up to an average score. Different shops have different rights and interests.
16.a: what is the customer service evaluation system?
B: There is such a project in our KPI assessment. At the end of the communication, I will ask the customer service and take the initiative to send customers something that needs customer evaluation. In any case, customers will give our customer service a good or bad evaluation. After using this, I found that the overall service attitude of customer service will be much better! The principle of our customer service is not to directly conflict with customers under any circumstances! No matter whether the customer scolds you or insults you today, there can be no rebuttal. As long as there is any quarrel, as long as it is discovered, it will be fired immediately.
17. User: Is there any other way to encourage customer service besides money assessment?
B: Our company has more cultural incentives. Our customer service is not just ordinary customer service, but has different levels: ordinary customer service, advanced customer service, elite customer service, expert customer service and gold medal customer service. What kind of data and requirements he meets and upgrade slowly is also an incentive way. Reaching a certain level and entering a circle has many benefits, good customer service and many job opportunities. Of course, there is salary, which is the most direct and indispensable part.
18. User: What are the ways to deal with bad reviews?
B: We mainly focus on Tmall, and we also have JD.COM. First of all, there must be something wrong with your product or service; How to solve bad reviews? We have very gentle customer service and contact customers by phone.
19. User: How do you treat customers who are deliberately making things difficult?
B: There will be customers who deliberately make things difficult, but not many; Our customer service has enough time to chat with him. The premise is that you can't have conflicts with customers, and you should learn to play Tai Chi with customers slowly.
20. Netizen: The product is good and the service is good, but how to solve the malicious bad review?
B: this phenomenon can't be eliminated. A reply with an evaluation illusion. Try to reply to all the comments on the bad review page with a long speech. What kind of effect can this achieve? That is, customers don't want to read those bad reviews when they buy things.
2 1. User: Some guests ask Xiao Er to intervene. What should I do if I can't get in touch without returning the goods or refunding the money?
B: I can't get in touch by phone, so I can only solve it through normal channels. We will leave as many messages as possible; We used to send holiday greetings to customers for 20 days in a row.
22.a: How to set the performance appraisal of customer service?
Any performance evaluation should be quantifiable. For example, the conversion rate can be quantified, and so can the customer unit price, customer quantity, response time, customer satisfaction and evaluation rate sent to customers. The number of our products can also be quantified. We will study these quantifiable things. According to the different weights of each item, make different tables.
23.a: What kind of customer service is good?
B: This is also a general question. From the data, it is a good customer service with high evaluation and high conversion. From another perspective, he is a "sales-oriented" customer service, and he can change the service to his own heart, which is a good customer service.
24.a: How to arrange the working hours of the customer service staff?
B: I heard that many large enterprises work 10- 12 hours! I think it's incredible! From the perspective of customer service, we should be more humane. We are divided into two classes, the day shift is 8: 30-5: 30; The night shift is 5:30- 12:30, with a total working time of 7 hours. Night shift can be hard. Half a month's day shift and half a month's night shift are fair to everyone.
25. Netizen: What are the main points of after-sales training?
B: the key points of after-sales training: first, satisfy the customer and he can accept it; Second: we don't have to make money, even if we lose a little, as long as we can serve our customers well; This is our bottom line.
26. Netizen: How to solve the customer's bargaining?
B: This will test the level of customer service. How can customer service turn bargaining with customers into value? "Talking about interest" is a very important point of sales-oriented customer service. Customers talk about price with you, and you talk about value with customers. Be sure to guide customers, not be guided by customers. Because what customers want is not cheap, but the feeling of cheap. We will appropriately make customers feel "cheap" and earn!
27. What are the main responsibilities of the customer service supervisor?
The supervisor is very important. First of all, after the overall performance mechanism is improved, the supervisor should also be in this mechanism. The performance of the customer service supervisor is jointly and severally liable with the performance of the customer service. The average KPI and average salary of customer service account for 60% of the customer service supervisor. This customer service is very good, and the customers are very good; All the customer service is poor, so is the customer service supervisor. The customer service supervisor of our team has certain requirements. He has to check at least 50 chat records every day, hold weekly meetings on missing orders and train excellent cases. Including training in the latest skills and rules.
28.a: How to determine the salary and commission system of the e-commerce team?
B: this range is relatively wide. The only fixed salary of our e-commerce team is design, which is difficult to quantify. There is no performance appraisal for design, and of course finance and administration are also fixed salaries. Everything else, more customer service assessment. Our evaluation will be continuously improved and updated. The main purpose is to promote the competent and eliminate the incompetent. Including those who do warehouses, there are assessments.
29.a: How to arouse the enthusiasm of customer service?
B: first of all, salary; Second, a level playing field. Let the capable people show it. Performance appraisal must be perfect. Promote their enthusiasm through these aspects. The company will have some PM systems, including ordinary customer service, advanced customer service, elite customer service, expert customer service, gold medal customer service and management system. Their treatment and income will also change accordingly, so that they have the hope of rising and maintain a self-motivated attitude.
30. Netizen: Where does the customer service night shift work? Is there any management point at home?
B: Many companies have night shifts at home. My idea is: absolutely not! If you want to do a good job in e-commerce business and achieve a certain scale, it is absolutely impossible. There is a working atmosphere in the company. I think it is definitely different to change status at home in the company.