Preface
After Apple's autumn new product launch conference on September 8, Apple fans took action - they made reservations for new phones through various channels, hoping to get the new product as soon as possible.
On the morning of September 16, when Wang Wen, who lives in Beijing, was about to go to work, she had already received the iPhone 14 from JD.com. At this time, it was only 1 hour before the new iPhone was launched at 8 o'clock in the morning.
As a member of JD.com A+, Wang Wen became the first person in his circle of friends to receive an iPhone. At this time, in many cities across the country, there are still a large number of users who are placing orders with iPhone 14 series in many cities across the country.
But what everyone doesn’t know is that behind ensuring that A+ members can receive their iPhones as soon as possible is a team of “slow work and meticulous work” for half a year.
This time our story will start with JD A+ members. Behind this service is a group of people who stick to their professionalism in their respective positions and provide the power behind the user experience.
"Search with time to speed, the first order is delivered in just 1 hour"
"Did the goods be delivered so early?"
When Wang Wen saw Liu Feng wearing JD Express work clothes standing in front of him with his mobile phone, he was a little surprised, and then the expected surprise.
It was 9 am on September 16th, only one hour before the iPhone 14 was released. Wang Wen was betting with her friends who would receive the phone first this year. When Wang Wen learned that he was the first order delivered by Liu Feng, he excitedly posted on Moments, " iPhone 14 Pro has been delivered! You can always believe in JD's speed."
29-year-old Liu Feng is a service staff member of JD Logistics . Today is the first day of the iPhone 14 series new products, and he still has hundreds of new iPhone products to be delivered. Liu Feng wanted to deliver it faster, "so that users can receive the new phone as soon as possible."
In order to speed up, Liu Feng made a lot of preparations. Today, he not only changed into the pair of shoes that witnessed him winning the title of "God of War in Red", but also went to the company's outlets in advance to wait for sorting the packages, "This way you can set off as soon as possible."
delivered things to customers on time and intact. It was Liu Feng's most down-to-earth moment. In Liu Feng's opinion, as long as he ran faster, it would bring some changes.
The idea was the strongest when Liu Feng returned to his hometown. Liu Feng was born in a rural area in Hebei. If you want to buy a large item, you have to take an hour to the shopping mall in the town. "You have to wait a few days after booking, and then find a car to pull it back by yourself." But when Liu Feng returned home in recent years, he found that his hometown had undergone tremendous changes due to JD Logistics. "It is no longer difficult for everyone to buy and pick up goods. You can place orders online and deliver them to your home in a short while."
As a member of JD Logistics, Liu Feng is also very energetic when "running" express delivery to his area and will do something within his ability. For example, there is an old community in the area he sent, and there are several elderly people with legs and feet that are inconvenient. So every time the goods are delivered to the door, Liu Feng would always carry the garbage at the door.
There are too many times, and the old people recognize Liu Feng's footsteps. Even if there is no package, they will open the door and say hello to him, "Xiao Liu, come again to deliver goods, be careful on the way."
Whenever this is the case, Liu Feng will recognize his work from the bottom of his heart. He feels that he is not only transporting packages, but also transporting everyone's expectations for life.
"Only good products can be made based on consumer needs"
Liu Feng can bring iPhone to users so quickly, which is actually a "slow work".
"We started to act half a year before the Apple launch conference, just to save time for users and let them get new products as soon as possible," said Vicky, a product manager of JD A+ member.
creates value for users, which is Vicky's always wish. But when the A+ membership upgrade needs were placed in front of her, Vicky felt unprecedented tension and challenges, but also mixed with excitement and joy.
A+ membership is a paid value-added service provided by JD for users of Apple products, JD’s self-operated flagship store. As long as the value of JD’s enjoyment exceeds 4,000, there is a chance to activate 99 yuan. In other words, A+ members are senior Apple fans of JD.com and are also the most "picky" and concerned about "exquisite" experience.
and Vicky and the team need to satisfy this group of people.
On the day of taking over the next task, Vicky convened Apple fans in the team for a meeting, allowing everyone to express their opinions on how to upgrade the rights of A+ members. Unexpectedly, the meeting produced too many different voices, and even the framework built by spending a lot of effort has been pushed down and reconstructed many times. The online time of
is approaching, and some people advised Vicky, "It's almost OK, and users may not really use these functions." The sentence
opens up Vicky's idea, "Yes, users should be allowed to define how to upgrade."
So Vicky and his team knocked down all previous ideas, sorted out the rights and interests that customers often consulted and used, and found that the rights and interests of the original screen battery repaired by 50% were not used after the user received it.
"Why is this happening?" With a puzzled attitude, Vicky and the team conducted a survey. It turned out that many customers had maintenance needs, so they specially received coupons, but after receiving them, many people didn’t know how to use them, which is the key to the problem.
So the Vicky team upgraded the "50% off repair of original accessories" service. After multiple rounds of communication between related businesses, they first determined to expand the maintenance rights, including 50% off screen replacement, 50% off battery replacement, etc., and made corresponding upgrades to the functions, adding information selection functions such as repair categories and repair addresses, so that users can redeem their rights in a simpler way.
"It is precisely these details that directly improve user satisfaction." Vicky's team thus determined the goal of product upgrade, "from the user clicking in to the user's 365 days after receiving the phone, you must consider every small detail clearly."
According to user needs, the team also launched the A+ member exchange subsidy for the new A+ membership to be up to 800 yuan, only replacement and no repair in 365 days, 50% off for original repairs, 94% off for original accessories, and Apple product member exclusive price. After the upgrade of
was completed, Vicky said, "This is a user-defined equity upgrade, which must be better than last year."
"Hundreds of modifications behind a picture"
just confirms the function is not enough. How to present it intuitively and simply requires the visual designer Tony to focus on it. The design of
should not only consider the beauty, but also take into account practicality. While ensuring smooth operation of users, display the details clearly. The more difficult process is in the design, "Every time everyone has new ideas after a meeting, they need to generate effect tests." After each test, everyone will also propose many things that need to be adjusted, which cannot avoid multiple adjustments and improvements. Tony made more than ten versions and dozens of renderings on the main picture of the member page.
After finally solving the function arrangement problem, the problem of how to make the page "concise but not simple" emerge again.
"Think about it, what is the purpose of the members coming in? They want to know immediately what this is and what it is for me. They don't have time to study rights and make words one by one." During that time, Tony even thought about how to simplify the page when he was sleeping.
Considering the visual experience, Tony and his team decided to use high-end and eye-catching black and gold color schemes as the main color; in terms of browsing habits, they took into account the habits of mobile users who like to browse in a straight line and computer users who like to browse in a "S-shaped" manner, forming a simple layout mode, "anyone clicks in and can find the information they want as soon as possible."
The team has also put a lot of effort into page universalization.The devices held by users are different, and the screen sizes are also different, so the impact on the buttons is different. In order to take into account as many users as possible, the team adjusted the buttons pixel by pixel, ensuring the effect of the page on screens of different sizes and the convenience of operation.
At this time, it has been four months since Tony received the request and joined the team. On the day of the project delivery, Tony opened the folder and found that the number of the file modified has been ranked from No. 1 to No. 1, and the version of Final has more than 10...
But thinking that the page he made would help thousands of Apple fans see it, and intuitively understood the rights of A+ membership service, Tony was excited again, "What else can be more accomplished than this?"
"Build trust with users in the consultation phone number"
If the service and delivery experience provided on the page are "hardware", in comparison, customer service is software, which is one of the links that can best verify whether the service is reliable, and it also directly determines the user's trust in JD.com.
Li Jie is the exclusive customer service of JD A+ members. The daily working hours are from 8:00 to 24:00. They are responsible for helping users solve their questions by answering customer service calls.
"To make others trust, you must first be professional." On the day of Apple's press conference, Li Jie did a lot of homework himself, studying the rights and interests corresponding to the product model and the JD A+ member page, the specific operations of placing an order, etc. "Only by making sufficient preparations can you be full of confidence in the moment you pick up the customer's call."
But many unexpected things also happened. One night, a user called, "Why is this repair coupon suddenly displayed and can't be used?" There was some dissatisfaction in his tone, "The feedback from customer service is particularly important at this time." After patiently comforting the user, Li Jie found a colleague in charge of the relevant business to understand the situation. After communication and coordination, he found that the user was not familiar with and did not understand the rules of using rights and interests, and Li Jie also obtained registration and processing for the customer through communication and finally saved nearly 1,000 yuan in repair costs for the customer.
When Li Jie contacted the other party to inform the processing results, the user not only expressed "thank you for being valued" one after another, but also sighed, "I didn't expect the young man to work so meticulously."
"In fact, the key to customer service is patience, listen carefully to the needs of customers and try his best to solve the problem for them. They will feel your sincerity," Li Jie said.
has been the peak period for ordering new iPhone products recently. Li Jie has as many as hundreds of consultation calls every day. He specially organized the questions that users asked the most into a book and shared internally, "This way we can continuously optimize and make everyone more satisfied with the service of A+ members."
Of course, from the bottom of his heart, he hopes to satisfy every user.
"Repair thousands of devices in 3 years, and I help them reunite through mobile phones"
In addition to customer service, maintenance personnel are also the position that comes into contact with consumers the most after-sales scenes.
In the three years of experience, Wu Hao repaired thousands of Apple devices. Repairing the mobile phone and allowing users to reunite through the mobile phone is Wu Hao's most accomplished thing. "In the process of repairing the mobile phone, you can witness the emotional connections of many families."
When you encounter problems with your mobile phone, young people will make an appointment for repairs online, but some parents use iPhones bought by their children. They are not very good at dealing with problems, but are unwilling to disturb their children, so they often seek help from him, and Wu Hao solved it after taking a moment of action.
Among them, there was an old couple who impressed Wu Hao. "At that time, it was an order for home repairs. The one who opened the door was an old couple who was a son who worked outside the city to make an online repair service." The old couple used the iPhone they bought for their children. The screen accidentally broke and they used their old phone back to their previous ones and could not video with their children. After checking, Wu Hao said that it would take more than 2,000 yuan to change the screen. They immediately said that they would not change it and would call his son to cancel the repair service.After
phone communication, they consulted Wu Hao, "My son said that this phone was bought on JD.com. What members can be repaired at 50% off. Can you help me?" After Wu Hao checked, he was indeed a JD A+ member, so he changed the screen through the 50% off repair rights, saving more than 1,000. Wu Hao still remembered that after changing the screen on the phone, the couple looked happy and praised JD.com for its good service.
Wu Hao said that what everyone consulted most during maintenance is the discount and maintenance quality. "The 50% off service for repairs in A+ membership rights can help users solve problems, ensure the quality of maintenance, and save money."
Therefore, whenever someone comes to consult Wu Hao, how to buy an iPhone is worth worrying, he will recommend, "Buy a JD A+ member."
Nowadays, the number of mobile Internet users in China has exceeded 1 billion, and mobile phones have also changed from tools to part of life, carrying the emotional connections of many families. That's right, in the view of A+ member service repairman Wu Hao, reliable after-sales service is very important.
ending
JD A+ members bring money-saving and worry-free service experience, many service personnel who work silently.
courier Liu Feng, product manager Vicky, designer Tony, customer service specialist Li Jie and maintenance specialist Wu Hao are all among the forces behind A+ members.
They stick to their respective positions and take "ultimate user experience" as their goal to provide guarantees for the upgrade of A+ membership services. In addition, the JD self-operated flagship store of Apple products fully protects consumers' experience of purchasing Apple's new products through spot sales, reliable quality guaranteed by authentic products, and speed guarantee of JD Logistics.
"Good service cannot be separated from product strength", and how to provide users with higher-level services is the direction of the continuous efforts of the forces behind JD A+ members.
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