Douyin e-commerce
The first step is to find out the specific reasons why the experience score of Douyin store has dropped. The experience is composed of three parts, goods, logistics and services. Wherever there is a problem, fix it. Next, let’s analyze one by one:
product experience, accounting for 42.5%. If the product experience score is low, then you need to optimize the product quality. The product is 1 and everything else is 0. Without good product quality as the basis, it cannot be sustained.
E-commerce operations
product indicators can be improved from two aspects. The first is the comprehensive negative feedback rate. Basic points for the second product. The comprehensive negative feedback rate needs to be optimized at three points: improving product quality, providing a reasonable description of the product, and optimizing after-sales service.
3 suggestions for quickly improving product experience:
1. Regularly eliminate bad products and optimize good products. 2. Establish a goods sampling mechanism to optimize the supply chain. 3. Provide a reasonable description of the product. Whether it is detailed pictures, short videos or live broadcasts, do not exaggerate the product and excessively raise users' expectations for the product.
logistics experience, accounting for 20%. If the logistics score of is low, the most reliable way is to switch to SF Express or JD Logistics . Choosing reliable logistics can effectively improve logistics experience points. Generally speaking, efficiency and quality must be optimized. How to optimize efficiency of
?
mainly measures the timeliness of parcel collection and order delivery time. After the merchant places an order and delivers the goods, he or she must promptly contact the logistics provider to collect the goods. Order delivery time. The biggest impact is the choice of logistics company. Based on my experience, SF Express, , JD.com and are the most efficient.
If the shipment volume is relatively large, it is recommended to pre-package the products in advance, which can effectively improve the delivery efficiency.
Agricultural e-commerce
Share a real case here:
An agricultural company used to use SF Express for delivery, and the monthly after-sales compensation rate was ,900 yuan. About a month after switching to a certain channel, the logistics experience score dropped from 4.95 to 4.4, and the monthly after-sales compensation increased to more than 10,000 yuan. The switching of
logistics resulted in a large number of customer complaints and compensation. Old users stopped placing orders because of logistics. New users are reluctant to place orders because of poor logistics experience. In the end, I had no choice but to switch to SF Express again, and it took nearly a month to improve the logistics experience score to 4.9. This is the impact of logistics on store experience points, and merchants must pay attention to it.
customer service
service experience, accounting for 37.5%. is mainly a customer service service, and the 3-minute response rate is very important. The assessment time of
Douyin service is from 8:00 to 22:59:59 seconds. Secondly, we must consider the dispute rate. When handling customer complaints, we must start from the user's perspective and provide users with satisfactory results. Judging from my experience, 80% of users need merchant customer service to listen and understand. Once this can be done, 80% of customer complaints will not be customer complaints.
At the same time, it is necessary to open special services such as "guaranteed compensation for bad orders", "authentic product guarantee" and "fast refund". In addition to these, some commonly used automatic replies must be set up with Feige to improve reply efficiency. Strengthen the training of the customer service team. Good customer service must be humane, be able to be responsible from the user's perspective, and at the same time, Have the ability to handle customer complaints.
Finally, let’s make a summary:
’s experience score is declining. The way to quickly improve the experience score is to quickly increase product sales while improving product sales.
If you have strong short video and live streaming capabilities, you can increase the length and intensity of sales. If your own sales ability is poor, you can increase sales through the expert team leader to lead the goods. Negative reviews are the numerator, and product sales are the denominator. When sales increase, the corresponding experience points will increase accordingly.
Author: Li Zihe, a contracted lecturer of Douyin Digital School; a certified lecturer of massive creativity; a senior content operation trader; a short video marketing consultant for many companies.
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