Why do you do private domain, customers don't buy it, they are not satisfied, and the performance does not grow? In fact, customer experience is the driving force of business growth. Don't believe it, you look at the author's experience sharing.
What is customer experience?
To put it simply, it is the overall feeling of the customer's consumption process.
It's a bit of a hollow thing to say, but I'm going to share two things that I've personally experienced.
Story 1: An experience of getting a haircut
I once went to get my Tony teacher to get my hair cut, and he left his job to start a barbershop.
The haircut process is pretty much the same:
Shampooing, cutting, rinsing, blow-drying, styling
The difference is that I made an appointment on WeChat in advance before I went, so I didn't have to queue up (this feeling of not queuing is very good).
Let's talk about two parts that impressed me.
1. Wash your hair
Washing your hair is usually lying on a recliner, but this time the difference is that he uses a massage chair in this shop, and you can enjoy a massage while washing your hair, or wash your hair between massages.
You can imagine the feeling of relaxation.
But just as I relaxed, water flowed into my back, and it turned into a shampoo accident, but I didn't say it, thinking that summer would not be a big problem.
After washing my hair, the shampoo boy wiped my hair, and then asked me to wipe it myself, only to find out that I actually used a disposable cotton towel (very thick, very good quality kind).
Who understands this feeling?
2. Cut your hair
When I started cutting my hair, Mr. Tony noticed that my clothes were wet in the back, so he hurriedly brought a cotton towel, put it in my clothes behind my back, and then used a hair dryer to dry it for me.
When cutting his hair, I asked him, "Why did you think of using disposable cotton towels", and he said: "In the past, when I cut the hair of customers, some customers brought their own towels, which surprised me, but when I think about it, customers always think that the towels reused in the barber shop are unhygienic, so in this case, use disposable towels."
"Is the cost of disposable towels the same?" he said, and the cost of disposable towels is higher.
The whole hair-cutting process, as when he used to work in other stores, was very serious, and you can see this seriousness from his movements and eyes.
It's not so much that he's serious, but I think it's his responsibility to his clients, unlike some barbers who are quick and trying to complete their tasks.
This all-out attitude makes me feel that my hair is valued and taken seriously.
Story 2: The experience of staying in a hotel
Once I stayed at Atour Hotel on a business trip, I booked a ticket on Meituan, and the hotel made a phone call after booking the ticket, but I didn't receive it, and then sent a text message:
Very attentive and warm.
When I checked in, the young lady at the front desk first handed me a cup of warm tea, and then asked me if I wanted to issue a ticket, you can add the hotel WeChat, send the billing information directly to him, and guide me to pay attention to the hotel applet, the reason is that I am already a member, and the booking on the applet is more preferential than other platforms in the future.
(The process of adding micro-programs and paying attention to the applet is very silky)
After registering, I took the room card to the room, but as soon as I entered the door, I smelled a peculiar smell, it was the smell of the floor drain, I immediately went out, and then feedback this problem on WeChat, and soon the waiter came, and reopened a room for me, and upgraded my room.
When I left, I was given a warm bottle of mineral water (it was winter when I checked in) and a small note on the bottle of mineral water.
This experience of staying in the hotel, although there were unpleasant episodes in the middle, the overall experience was very good.
Okay, that's the story.
Story 1 and Story 2 are very similar to the experiences I have, my emotions have had ups and downs, and these experiences are my truest feelings and experiences as a client.
Yes, that's the customer experience.
3. To sum up
What role did the private domain play in both experiences?
The first story is a WeChat appointment, and the second story is a text message reminder.
Obviously, private domain is just one way, or medium, to enhance the customer experience.
- You don't need to make an appointment on WeChat, can you, you can also make an appointment by phone.
- You don't need to be reminded by text message, can you? Yes, you can also call it.
Customers won't care whether you do a private domain or not, and they won't be satisfied with the purchase of your WeChat because they have added your WeChat, joined your group, followed your mini program, and you pushed a few coupons.
Haidilao essentially sells customer experience, and so does Fat Donglai.
A good experience leads to customer choice (conversion), satisfaction (referral), return (repurchase), and loyalty (long-term relationship).
On the contrary, a bad experience can undermine customer trust and customer relationships.
For example, in story 1, the massage chair used for shampooing, disposable towels, extremely serious haircutting attitude and technical level are to improve the customer experience, and the hair washing accident is to destroy the customer experience.
Story 2, SMS reminder before check-in, warm water prepared at the front desk, room upgrade, and warm mineral water at the time of departure are to improve the guest experience, and room odor is to destroy the customer experience.
Therefore, the private domain should not exist independently, but serve the customer experience.
For most enterprises, in the current homogenization of products, it is difficult for you to rely on the product itself to exceed an absolute differentiated experience. You need to do a good job in customer experience, and you need to put a lot of thought into "telling your customers why your product is good", instead of selling goods all day and night, and treating the private domain as the public domain.
1. How do you create a good customer experience?
I'm here to share a tool – customer journey mapping.
This is a map of the F&B customer journey, which presents the entire customer experience process from entering the store to ordering, waiting, dining, paying, and leaving the store from a customer's perspective.
From this diagram, we can have a macro and comprehensive understanding of the mental journey of customer experience, and we can understand what behaviors customers will have in each link, what problems they will think about behind their behaviors, what kind of emotional fluctuations they will have, and what pain points will be in each link, and behind the pain points is where we can make some improvements and bring customers a good experience.
A customer journey map visualizes all the processes and behaviors that a person goes through to accomplish a certain goal.
A customer journey map is a tool that insights, analyzes, and strategizes to improve the customer experience.
As for how to create a customer experience, this article will not be introduced, interested friends can do their own research or discuss with me.
If it is a company that wants to improve the customer experience, it is not recommended to think about it yourself, if you don't understand it, it is quite difficult, and professional things are still left to professional people to do.
Final words
To be honest, I don't like to mention private domains because customers don't care, they only care about their own experience.
So, as the title says, don't spend all day researching private domains, customer experience is the driving force behind business growth.
Holiday:
Do a good job of customer experience.
This article was originally published by @大江吴 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash and is licensed under CC0
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.