A few days ago, Liu Qiangdong, chairman of the board of directors of Jingdong Group, premiered on the live broadcast platform, attracting more than 6.8 million netizens to watch online. This is a virtual image created by JD.com for Liu Qiangdong using digital technology. But just when the popularity of digital Liu Qiangdong continued to rise, a large number of negative feedback about the after-sales service of the JD platform also followed, causing netizens to question and reflect on the quality of JD's service.
As a well-known comprehensive Internet retail platform in China, JD.com has been committed to technological innovation and business model innovation. The launch of Liu Qiangdong digital human is to hope for brand promotion and product marketing in a novel form.
Digital Liu Qiangdong is not only realistic in appearance, but also can interact in real time through voice technology, and has a certain ability to communicate intelligently. This undoubtedly shows JD.com's accumulation of artificial intelligence technology, and also demonstrates its determination to innovate and transform.
But just when the popularity of digital person Liu Qiangdong's live broadcast continued to ferment, a large number of Jingdong users began to complain on the Internet that there were various problems in the after-sales service of its platform, such as substandard product quality and difficulty in returning, which also directly aroused public opinion. In fact, the quality of after-sales service on the JD platform has always been the most direct aspect of user experience, and it is also a major challenge for JD.
In recent years, counterfeit and shoddy goods incidents on the Jingdong platform have been common. Consumers have purchased the brand-name goods provided by JD.com's official flagship store, but they are found to have quality problems after use, and JD's after-sales inaction and other situations occur from time to time. This has undoubtedly seriously damaged users' trust in the JD platform, and has also caused JD's reputation and brand image to suffer a heavy blow.
In addition, JD.com's cumbersome return process is also a problem that is often criticized. Some consumers reported that they need to provide a large number of materials to prove when returning the goods, and they also need to communicate repeatedly, which consumes time and energy. There are even salespeople who reject a user's return request for various reasons. This kind of difficult return and exchange situation makes many users quite headache and anxious.
In this context, at the same time as the premiere of digital person Liu Qiangdong, netizens collectively complained about JD's after-sales service, which can be regarded as a "warning" from consumers to JD's service, and it is also an "action" for users to call on JD to face up to its own service shortcomings and rectify it as soon as possible. After all, the e-commerce industry is highly competitive, and after-sales service directly affects user stickiness.
In response to the complaints of netizens, Jingdong should also face up to the problem and take measures to strengthen the construction of the after-sales service system. Specifically, JD can start from the following aspects:
Crack down on counterfeit products. Conduct a comprehensive qualification review of sellers on the platform, and prohibit illegal merchants from entering the market. At the same time, strengthen the sampling inspection of goods, once the problem goods are found, they will be immediately removed from the shelves and the relevant responsibilities will be investigated.
Simplify the returns process. Policies such as online returns and no-reason returns can be implemented to reduce the threshold for users to return goods and make returns more convenient and efficient. The return process should also require less materials and not pick out the details.
Improve the customer service response mechanism. Increase the staffing of customer service personnel so that they can respond quickly to all kinds of after-sales complaints. At the same time, customer service personnel should also enhance their sense of service, empathy, and not go toe-to-toe with consumers.
Establish an after-sales evaluation system. The after-sales service is scored by the user and linked to the assessment of the customer service department. This can strengthen the service awareness of customer service staff and also give users an outlet to express their dissatisfaction.
Through the above measures, JD can maintain the advantages of technological innovation while also focusing on customer service, so that JD is not only a warm platform, but also a trustworthy brand. After all, after-sales service is directly related to the user's feelings, if there are drawbacks in this regard, no matter how high-end the technology is, it is difficult to eliminate the user's disappointment.
Of course, improving after-sales service requires JD.com to work together and insist on long-term investment. It's not enough to rely on just a few departments, it also requires a shift in corporate culture and employee awareness. JD.com's senior management must take the improvement of service quality as one of the company's development strategies and implement it in every detail.
At the same time, technical means can also play an important role. For example, big data analysis is used to analyze user complaint hotspots to achieve precise intervention; Establish information tracking of the whole after-sales process to ensure that each order is docked. Only the systematic use of technology can make the service improvement deeply rooted in the hearts of the people.
To sum up, JD Digital has an obvious first-mover advantage, but the after-sales problem is also prominent. To achieve a balance, we must make great efforts to improve the service system. This requires JD to take the initiative and take the initiative to achieve service innovation with the same status as technological innovation. Only high-quality service can allow users to form a firm stickiness with JD.com, so as to achieve the long-term development of the enterprise.