This is a fast time.
Fast decision making, fast execution, fast service, quick response...
Universal Internetization is a powerful carrier in the fast era. The ubiquitous “connection†brings the relationship between each individual closer, and truly realizes “zero distanceâ€. The communication between enterprises and customers has been completely subverted due to “zero distanceâ€. It is possible to connect and exchange at any time and anytime. Real-time service is becoming the “standard configuration†of enterprise customer service.
However, traditional enterprises tend to focus on the results of services, find problems from the results, locate the reasons, and then optimize the business and feedback customers, which takes a long period of time, and is far from meeting the requirements of real-time rapid response in the mobile Internet era. In this fast-paced era of competition, responding to customer needs step by step will soon become the "past story of the enterprise." Instant connection and real-time service are the tools for enterprises to win the era.
ITS (In-Time Service) real-time service mode is a real-time identification of customer service status based on the concept of instant connection, accurately determining the best timing and scenario for connecting customers, helping customers achieve their goals, thereby improving customer perception and satisfaction. Degree of service mode. The following is a detailed introduction to the instant connection concept, the ITS real-time service model and its applications.
First, ICC instant connection concept
The main feature of the ICC InstantConnection Concept is to provide personalized service for the moment when the customer and the channel contact occur, to adapt to the diversification and personalization of the customer's needs. This idea stems from the MassCustomization marketing concept that Davis proposed in the mid-to-late 1990s, that is, products or services provided by companies that can track consumer preferences and habits during consumption. Change and automatically adjust service functions to meet their future needs.
After that, did he teach Raymond at the University of Texas? Professor Ye (Raymond Yeh) and Cray? Professor Keri Pearlson and others proposed the concept of “zero-hour†company, which is a further deepening of the theory of instant connection services. Zero hour means that the customer's needs can be met immediately. The five rules that a zero-hour company needs to meet are: zero value gap, zero learning gap, zero management gap, zero process gap, and zero internal gap. “Zero Time†provides a forward-looking guide for companies to survive and thrive in a business environment that changes in speed of light. For example, Disney resorts and Ritz-Carlton are known for their outstanding service and are able to offer special customized services to their individual needs at the moment of notification. These companies are able to provide such services because they constantly observe customer requests and immediately turn them into highly valued services.
In addition, instant connection and real-time services are also inevitable choices in response to customer service demands in the mobile Internet era.
The rapid development of the mobile Internet has made the online instantization and real-time shopping become a normal life of customers. This kind of lifestyle has led to the emergence of “fragmentation and cutting†of service processes, and a service project is often “cut†into different channels. In addition to browsing information on the official website, customers will also communicate on social networking sites to understand the evaluation of their circle of friends before they can finally make a judgment. Fragmented life and fragmented interfaces make it harder for customers to find useful information, making it more difficult to choose. The behavior of customers in these channels is relatively fragmented, and it is also carried out in a fragmented situation. It is difficult for enterprises to understand customer needs in a unified scenario and relatively complete time, and help customers make choices. Coupled with a high-tempo life, customers are becoming less and less "patient". Once they encounter obstacles in the service process or are tempted and disturbed by other information, customers can easily give up.
According to the data of iResearch Group, the current conversion rate of the mainstream e-commerce (order conversion rate = click to confirm the visitor / website total visitors) is only about 10%, shopping cart conversion rate (shopping cart conversion rate = Visitors/website total visitors entering the shopping cart are lower. The top-ranked Taobao, Jingdong, and No. 1 shopping carts have conversion rates of 9.7%, 6.3%, and 4.1%, respectively. Therefore, in the era of mobile Internet, we find and quickly satisfy the service means of changes in consumer behavior and become enterprise services. The key to improving quality and enhancing customer stickiness.
The Instant Connection Concept (shown in Figure 1) is based on the above-mentioned "instant connection, real-time service" perspective, through three "instant" - instant collection of customer behavior data, instant perception of customer experience, instant Respond to customer needs, based on the current connection, timely eliminate various unfavorable factors, timely eliminate customer concerns and dissatisfaction, and promote the final realization of current services or transactions. At the same time, it also pays attention to the principle of appropriateness. In the complicated contact process, we must find the key moment of “connecting customersâ€, find the best mode of “connecting customersâ€, and achieve “enthusiasm†instead of “flatteringâ€. "Service" rather than "harassment."
Figure 1 ICC instant connection concept
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