Domestic demand is the basic driving force of China's economic development, in the current vigorous implementation of the strategy of expanding domestic demand, consumer demand is undoubtedly the focus of force, and improving consumer experience, protecting consumer rights and interests, is a key part of helping the consumer market to be hot.
"User experience is the core driving force for the development of Douyin e-commerce", this is a sentence in the "2024 Douyin E-commerce Consumer Experience Report", which was recently released at the "User Experience Open Day" event held by Douyin e-commerce.
The above-mentioned report comprehensively presents the platform's measures and achievements in improving consumer experience in the past year from the five dimensions of shopping experience, product quality, content ecology, intellectual property protection and information security, and also reveals that Douyin e-commerce focuses on "people-oriented" innovation of consumer experience and actively outputs high-quality service standards for the whole industry.
Caption: "2024 Douyin E-commerce Consumer Experience Report"
200 million customer service and 1 billion yuan of financial guarantee
More than 1 billion yuan, this is to ensure the quality of service, Douyin e-commerce in the past year to invest in customer service experience protection, specifically to ensure the user experience.
Understanding consumer needs and listening to their voices is the first step to improving the consumer experience.
In the past year, Douyin e-commerce has conducted more than 2 million consumer return visits to care about their real needs for content, goods, services and other aspects. Internally, "online listening" activities will also be held regularly, so that every employee has the opportunity to listen to user feedback on the front line; The platform's customer service actively solves user after-sales problems, and the customer service team has provided a total of 200 million customer service services.
It is worth noting that in terms of customer service, Douyin e-commerce is trying to "attack" on the one hand. According to the report, the platform's customer service has taken the initiative to contact users to solve more than 7 million service needs in the past year.
Wu Tianyu, the Douyin e-commerce after-sales experience center, revealed that in solving after-sales problems, the platform hopes to solve problems for users more actively, "looking for services from consumers, so that services can find consumers". When consumers encounter problems such as product quality and logistics stagnation, the platform will take the initiative to intervene and provide consumers with refunds, freight costs, reminders and other services after identifying them as soon as possible.
On the other hand, Douyin e-commerce is also trying to reduce unnecessary "communication costs" when consumers seek customer service. Hu Shaofeng, head of the governance of Douyin's e-commerce platform, said that in order to improve the efficiency of problem solving, the platform continues to improve the service capabilities of the three consumer help channels of "platform customer service", "merchant customer service" and "expert customer service", so that consumers "only need to contact once" when seeking help.
Caption: Douyin e-commerce "User Experience Open Day" event site map
In addition, in terms of logistics experience, Douyin e-commerce has strengthened the management of merchant pre-sales, and strictly controlled violations such as abnormal delivery logistics. In 2023, the proportion of orders issued within 48 hours of the platform will increase by 10% year-on-year, and the average delivery time will be shortened by 11 hours. In terms of after-sales experience, the platform currently covers 88% of orders with fast refunds, and the refund time is shortened by an average of 12 hours; In terms of service rights, Douyin Supermarket provides "compensation for late arrivals" service rights and interests protection for next-day delivery, and as of March 2024, the service has covered 102 cities across the country......
From the front-end active contact with consumers to the back-end of various rights and interests, it can be seen that Douyin e-commerce has built a comprehensive guarantee system in all aspects of consumer experience.
Start from the details and innovate the consumer service mechanism
Service lies in the details, focusing on the small.
The above achievements and data are thanks to Douyin e-commerce to strengthen the consumer experience from content, goods and services, reflect the service innovation awareness of the global interest e-commerce platform, and form some service innovation mechanisms that can be replicated and promoted.
For the content ecology, it should be seen that "good content" is used as a bridge between consumers and goods, and Douyin e-commerce has always guided creators, and "authentic and credible" content is the best skill to bring goods.
According to the "2024 Douyin E-commerce Consumer Experience Report", the platform continues to strengthen the crackdown on fake marketers to bring goods, such as: it is not allowed to mislead consumers by fictitious professional identities such as teachers and doctors through plot interpretation, posing and hype, etc.; Strictly investigate creators' fictitious characters such as public welfare to help farmers, love to help others, and miserable lives to win the trust and sympathy of consumers. In 2023, Douyin e-commerce will cumulatively govern more than 8,000 such illegal accounts and remove more than 1,200 accounts.
For cooperative merchants, Douyin e-commerce encourages more merchants to take the initiative to provide consumers with high-quality services, and the platform clarifies the standards for high-quality service experience, and conducts real-time assessment of the performance quality of merchants. If the merchant does not provide sufficient services during the performance process, the platform will track and govern; For merchants with excellent service quality, the platform also introduces incentives such as recommendations and bonus points.
Under a series of institutional guarantees, a number of active merchants have emerged in Douyin e-commerce who have spontaneously provided high-quality services.
Just like Li Jinlong, a young man from Shenyang who is in charge of Douyin e-commerce @Guoda, has specially studied a set of solutions for distributing cherries in the Northeast - adding thermal insulation cotton to the packing box, which is equivalent to pasting a "warm baby" for the cherries. Li Jinlong said that through strong control of quality and upgrading logistics packaging, the repurchase rate of his live broadcast room can reach 85%.
Xiao Shi is the founder of the Douyin e-commerce tea brand @ North Road Tea Flagship Store, and in the tea industry e-commerce, "North Road Tea" is also one of the earliest merchants to match the trial and drink outfit. "The sample bag is not a giveaway, but a service. Not only do you have to buy a hundred servings of tea, but you also have to buy one. This is the concept of Xiao Shi, he also recommends that customers drink the same sample first, and then drink the formal if they are satisfied, and if they are not satisfied, they can directly apply for after-sales.
In terms of customer service, Douyin e-commerce is also a heart-warming move. For example, for the "silver-haired" group, Douyin e-commerce has a dedicated service guarantee team. Hu Shaofeng of the customer service experience center said that customer service staff should use as simple language as possible to guide the operation and assist in solving problems when helping the elderly understand the rules of online shopping and after-sales operations.
For special categories such as jewelry and jade, Douyin e-commerce has set up a special customer service team for jewelry and jade, in addition to the accumulation of category knowledge base, it will also invite professional institutions to provide systematic training for team members to enhance their knowledge of jewelry and jade categories. Compared with other categories, the unit price of jewelry and jade is higher, in order to ensure the user experience, for the protection of large orders, the customer service will be given a higher authority to process funds, and help users solve problems more efficiently.
Caption: Douyin e-commerce "User Experience Open Day" event site map
"People-oriented" leads the industry to explore a new service ecology
According to the Research Report on Global Interest E-commerce Consumer Experience released by the Consumer Protection Law Research Center of the University of International Business and Economics in October 2023, the development trend of the e-commerce industry is accelerating from "goods-based" to "people-oriented". Specifically, e-commerce platforms have developed from single-dimensional competition to pay more attention to service experience innovation - on the basis of ensuring the quality of goods, they pay more attention to the experience of the matching degree of content and goods, delivery speed, and merchant response timeliness.
The "Global Interest E-commerce Consumer Experience Research Report" pointed out that the competition and magic of e-commerce platforms in service experience innovation shows that in the second half of the e-commerce industry, platforms need to be people-oriented and consumer-oriented, and build a high-quality service ecology with merchants and talents through fine operation, system construction, and technological innovation, so as to create more and better value for consumers.
Douyin e-commerce, which is at the forefront of the trend, is doing just that, leading the industry to explore a new service ecology and never stopping.
Wu Tianyu said at the open day event that in the future, Douyin e-commerce will aim its efforts in two directions. The first is to cultivate internal skills, that is, to improve service efficiency, strengthen active services, and "real-time" update of characteristic protection and rights and interests according to the latest needs of consumers, and "zero tolerance" for abnormal and illegal merchants, goods, and content, so as to establish a more friendly and smooth after-sales link, so as to save consumers' worries and "escort" the shopping experience. The second is win-win cooperation, and strive to promote the cooperation of platforms, merchants and influencers to build a set of high-quality cooperation models that are conducive to consumer experience and benefit multiple parties, so as to drive business growth.
Su Haopeng, a professor at the Law School of the University of International Business and Economics and director of the Consumer Protection Law Research Center, believes that if the e-commerce platform can pursue the goal of "good service" and strive to provide high-quality and diverse goods, convenient logistics service experience, and good and perfect after-sales service, it will be able to obtain more consumer satisfaction and praise, regardless of its size, strength in content or shelf.
As one of the typical examples of global interest e-commerce, Douyin e-commerce is gaining more "votes of confidence" from consumers, and it is expected that the platform will continue to be a good "gatekeeper" in the future, promote the improvement of the industry ecology with its own high-quality service standards, and add impetus to the stable and far-reaching development of the e-commerce industry.
Text/Li Ru