On May 13, Douyin e-commerce held a "User Experience Open Day" in Beijing, inviting relevant persons in charge of Douyin e-commerce business and media to share the platform's measures, achievements and future plans in the past year in three aspects: after-sales experience, customer service experience and platform governance. Ma Lei, head of the governance of Douyin's e-commerce platform, said that since Douyin started as an e-commerce, the platform has always put consumer experience first, allowing users to watch and buy with confidence.
In order to serve consumers well, in the past year, Douyin e-commerce has continued to invest in basic capacity building, improve governance strategies, strengthen the experience of logistics, after-sales and customer service, and work with merchants, influencers and partners to continuously improve service capabilities.
(Ma Lei, head of Douyin e-commerce platform governance)
Whether consumers can solve problems in a timely manner after purchasing goods is an important user experience. According to the data released by the "Douyin E-commerce Consumer Experience Report", in the past year, the Douyin e-commerce customer service team has provided a total of 200 million customer service services.
In order to improve the efficiency of problem solving, the platform continues to improve the service capabilities of the three consumer help channels: "platform customer service", "merchant customer service" and "expert customer service", and strives to make consumers "only contact once" when they ask for help. For example, consumers can directly find the "Daren Customer Service" entrance for online consultation through the live broadcast room, small yellow cars, product windows, order detail pages, etc.; When the customer service solves the problem, it will take the initiative to synchronize the progress of the problem resolution with the consumer.
(Douyin e-commerce customer service experience center Hu Shaofeng)
According to Hu Shaofeng, the Douyin e-commerce customer service experience center, in order to ensure the quality of service, the platform has invested more than 1 billion yuan in customer service experience guarantee in the past year.
In addition to customer service experience, delivery logistics and after-sales are also another force for the platform to optimize user experience. In terms of logistics, on the one hand, the platform has shortened the overall delivery time by 11 hours by upgrading rules to improve logistics efficiency and strengthen merchant pre-sale delivery management. On the other hand, it provides special logistics services such as "same-day delivery" and "optional day-to-day delivery" to meet diverse needs.
Wu Tianyu, the Douyin e-commerce after-sales experience center, said that in terms of after-sales, the "quick return" service has covered 88% of after-sales orders, and the refund time has been greatly shortened. Users who purchase fresh food, flowers, etc., can enjoy the "broken return" service.
(Douyin e-commerce after-sales experience center Wu Tianyu)
While improving the quality of service, Douyin e-commerce has also continuously improved the level of platform governance. Ma Lei, head of Douyin's e-commerce platform governance, said that in the past year, the platform has upgraded its platform rules in three aspects: content governance, commodity governance and price management norms.
Good content is the bridge between users and products. Problems such as false gameplay in the live broadcast room and mismatch of goods have seriously affected the shopping experience of consumers, and they are also the key governance objects of the platform. Ma Lei said that the platform has always advocated that "authenticity and trustworthiness" of content is the best skill for bringing goods, and guides creators accordingly.
To this end, Douyin e-commerce has upgraded the creator governance system. On the one hand, the platform puts forward higher requirements for top creators, such as strictly governing ten types of behaviors that violate the bottom line; On the other hand, the platform continues to crack down on false marketing behaviors such as low-price drainage and false price comparison.
It is understood that in the past year, Douyin e-commerce has governed more than 8,000 fake marketing accounts, cleared more than 1,200 related accounts, and the creator violation rate has dropped by 36%. At the same time, the platform has also continuously improved the support mechanism, provided 1-to-1 broadcast services for high-quality creators, and built a creator growth system.
Douyin e-commerce has also continued to improve product governance and price control, so that consumers can not only watch with confidence, but also buy with confidence. It is understood that in order to strengthen the control of the source of goods, Douyin e-commerce has formulated more rigorous quality control standards, upgraded quality inspection technology, and implemented stricter physical geology. The official appoints authoritative quality inspection agencies from time to time to control the whole process of commodity raw materials, sorting, packaging, etc., to ensure the quality of goods.
In the past year, the platform has gone deep into 12 industrial belts to conduct physical inspections on merchants, with a total of more than 30 million pieces of goods. Douyin e-commerce has implemented the strictest access standards for 19 seasonal categories such as mooncakes, hairy crabs, and flowers, as well as goods with complex industry characteristics such as jewelry, fashion, and luxury, alcohol, and virtual goods.
In addition, Douyin e-commerce pays great attention to the protection of intellectual property rights, and has launched "anti-counterfeiting dou know" cooperation with 100 brands to disseminate tips on product authenticity identification and help users identify and resist counterfeit and shoddy goods. At the same time, the platform also cooperated with the police to carry out a special governance of intellectual property infringement.
Ma Lei said, "The improvement of consumer experience is not achieved overnight, but we have enough determination, carefulness and patience to accumulate trust from quantitative to qualitative change, and strive to achieve users can rest assured to see and buy." We also hope that platforms, merchants, influencers and consumers will participate together to explore new boundaries of consumer experience. ”
It is reported that this event is the third open day related to consumer rights protection held by Douyin e-commerce in two years. Since its establishment four years ago, Douyin e-commerce has always put user experience and consumer protection in the first place, and strives to create a healthy ecology of "good services, good goods, and good content" on the platform, providing consumers with good prices and good products.