For a long time, the core purpose of WeChat's external declaration is to provide users with a better experience, and "user-oriented" has become a long-standing praise point of WeChat. When the WeChat business group was founded, Zhang Xiaolong said that at any time, we should start from the user value itself. If it runs counter to user value, we should maintain user value even if we give up short-term interests.
However, recently, the WeChat service number officially launched a multi-customer service system and voting function, but it seems to have poured cold water on its promise. Previously, some media people expressed their personal views after using the multi-customer service function, and felt that it was similar to other customer service tools in terms of function. Although it effectively improved the communication efficiency, it was almost difficult to realize the function of CRM except free chat, so it was a bit embarrassing. At the same time, the free WeChat multi-customer service function basically moved the pat multi-customer service directly to WeChat, and the internal cottage changed to a simple clerk tool, but it showed its good intentions to the users, which really made the author a little difficult to understand.
Crucially, this free multi-customer service function is introduced in the form of a basic module, rather than a data interface directly open to third parties. Compared with the previous practice of WeChat, it is really unexpected, and it is estimated that it will scare off a group of third-party development enterprises. We have all seen that today, a large number of enterprises have settled in WeChat, racking their brains on the WeChat platform, trying to show various eye-catching innovative functions, which is inseparable from the credit of third-party development companies. It is precisely because of this credit that the third-party companies invested a lot of human and financial resources in the early stage and survived the long winter, thinking that spring came and the national army was cut off like Cheng, which hurt the majority of third-party companies. In addition, some insiders predict that multi-customer service may directly charge additional fees to the official WeChat account in the form of plug-ins in the future. It seems that similar functions developed by many third-party platforms at a high price will be wasted again. How many "new measures" will break the way for third-party companies to make money in the future? It's chilling to think about it ~ ~
It is worth noting that Wechat's practice of burning down the bridge and ignoring third-party companies is by no means a case. In the early days of WeChat public platform, the government encouraged grassroots to join and allowed advertisements. The presence of many media has also promoted the rapid development of WeChat. Then the scale was large, and WeChat began to set up an archway, under the banner of "user experience". In the case of unclear policies, arbitrarily block a large number of public accounts, stop pushing advertisements, and warn friends to like them. At the same time, internally, I worked overtime all night to develop WeChat Broadcom. Admittedly, in order to avoid repeating the mistakes of Weibo advertising, we can understand the original intention of focusing on user experience, but you can't be inconsistent. When you don't know how to make money, you say that we are open and win-win for all. Seeing business opportunities, the spirit of ownership immediately appears, regardless of the hard work of third-party development companies, directly open their own "lethality" function. At the very least, we should be clear about what can be done and what can never be done from the beginning. Don't wait until everyone has invested energy and money in development before you come in and stop urgently!
To put it bluntly, WeChat will intervene in any practice that may threaten the commercialization strategy of WeChat, and any business model that may grow into a "future pie" will intervene. On the surface, the slogan is "user experience", but in fact it is to destroy enemies and threats for the benefit. The author thinks that even Sanpang will come to study and worship.
What if the business group turns the "Little Dragon" into a big apple and the court minister wants to take care of it?
Since the multi-customer service function of WeChat is so lame and not so flattering, how did Zhang Can Xiaolong, who has always advocated "experience first", turn a blind eye and let one of his immature products go online? Let's think boldly. At the beginning of May, Tencent officially announced the establishment of WeChat business group, which seems to be able to see some eyebrows. Perhaps it is because Tencent's newly established independent business group WeChat has to recite "KPI". The various "voices" issued by WeChat show that it is very cautious about commercialization. With the promotion of strategic position within Tencent and various frequent commercial actions, WeChat began to transform into commercialization.