Ma Zexu: How do enterprises communicate with customers in depth?

The following is a record of Ma Zexu's speech: Ma Zexu: I am Ma Zexu, the product manager of Qingniu Company, and I am very happy to come to the beautiful Dongdaihe with you. I want to use such a cloud phone product to help enterprises achieve in-depth communication with customers and provide customers with complete, unified and ubiquitous services. Before talking about this product, I want to talk about old things-call center and CRM. As an enterprise, in fact, we should serve our customers well and sell our products before going online, which has nothing to do with electronic information product CRM. CRM keeps our daily business activities and communication activities between customers in digital form in our system, which can help us to better improve our marketing. What are the sources of these data? In fact, as a CRM, it includes data collection, data analysis and data decision-making. Call center can help enterprises to contact customers. The core technology is CTR, which integrates telephone and computer. We believe that the call center is actually a part of enterprise CRM, a very important part. The creativity of this product, call center should be everywhere in an enterprise. Generally speaking, traditional customer service centers and telephone sales centers are centralized or scattered in different workplaces to provide services to customers. This way is familiar to everyone. As can be seen from this picture, as an enterprise, communicating with customers, in fact, the call center generally carries the work of customer service and telephone sales, which is only a small part. A large number of customers have the same data and contact history, and communicate with customers of different departments and personnel in all aspects of daily life. In fact, the data is massive and scattered, and the personnel are relatively scattered, because these require a lot of communication with customers, including face-to-face communication. But it brings a difficult problem to manage, because people are scattered, such as traditional insurance industry, insurance telemarketers, key account managers and so on. , scattered at the end of the enterprise, through the most traditional telephone way. Even if there is a computer, there is no concept of a call center, because the telephone and the computer are separate. We believe that in fact, in addition to the centralized customer service center and telemarketing center, these daily communication data with customers need to be managed first. Second, because communication is rich, communication needs to win more satisfaction from customers. If we use products more in marketing, the call center should communicate with customers everywhere in the enterprise. So we redefined this market. Now we put forward the concept of desktop call center. The concept of desktop call center can help any role or department that communicates with customers. These may be small and micro enterprises or large enterprises, such as some branches of insurance companies, which are not covered by traditional call centers. This demand requires a complete solution, at least common functions, such as understanding customer history, customer records, daily care and marketing with customers. These functions should be available. However, several characteristics must be met. First, the investment is low. Compared with the traditional call center construction, it has the advantages of low investment, quick effect and convenient use. Because actually as a peripheral, he has not received much training from traditional call centers, and he is actually an ordinary person, so this thing must be simple and easy to use, easy to use and easy to communicate with customers. We don't think the traditional solution can meet the needs of the desktop call center. For example, the self-built model is actually very complicated and definitely not suitable, and it is a huge amount of data, which is unnecessary. Now we are familiar with the mode of CSOD, and the personnel are relatively complicated. It is completely based on an enterprise attribute, which is actually the same as the enterprise's self-built function, so it contains many functions that ordinary people can't use, so the cost performance is not high. Now we have put forward a new model, which we call "green cattle business opportunity". With the network and telephone line covered by Qingniu business opportunity, the function of call center can be realized. This is a business opportunity map of Qingniu. We can see that there is a voice phone in the corner, which realizes audio-visual things in the home and office respectively. From the morphological point of view, it is the mode of cloud plus terminal. Through this terminal mode, we can see that it is a multimedia communication base with many related interfaces, which can be used to externally install many devices, such as POS machines, printers and so on. At the same time, there is a tablet computer on it. In fact, a simple desk phone is used here, which integrates the phone with the computer. There is a professional interface here. It is a cloud platform, and its data terminal may be saved, but this data is also saved in the cloud and can be accessed through mobile phones and Web-based forms, so it is a lightweight solution for multi-frequency integration and data sharing in the cloud. Let me talk about special functions. By calling, you can identify the calling number and caller information through the base, and display the customer information. This is the basic function of the call center of incoming call products, which integrates telephone and computer. At the same time, during the call, we provide some common operation functions, such as sending short messages. Generally speaking, if you only communicate with customers verbally, such as asking for directions, you will soon deceive customers. If I can send the address of the enterprise, including the map, to the customer by short message, it will be easy for the customer to understand how to get to where I am now. If I want to know about the company's products, we also have some commonly used SMS templates. We can use the information about products and enterprises and the common information you want to send to customers as the information of common templates. This information can be set through computers and personal computers. In fact, it can quickly send the information that customers want to know to customers during the call, and the customer's perception is very good. This is the function of telephone recording and telephone message, and the demand for telephone recording is relatively high. We provide local recordings, and we can listen to the relevant recordings at any time after the call. Different from the current C2D, it takes some time to put the recordings on the server through the complex system in the background, and then access them through another network. We can listen directly through the cloud phone call center, and of course we can also access directly through the external browser of the PC. This is an electronic promotion function. For example, I have a new activity here, or I release a product. This information is very valuable to customers. I can promote mass SMS, or synchronize to the corresponding background platform in the form of mainstream WeChat Weibo. I can accurately position marketing products to customers through simple functions. This interface is a platform for China Telecom to maintain customers. Let me briefly talk about the characteristics of this platform. First of all, as a telecom operator, a large number of customers sell through social channels or social agents. As for the overall service, customers are mainly maintained through traditional business halls and customer service telephones. But in fact, this is not enough. Selling telecom cards is the same as selling insurance. Generally speaking, the service hopes to have an insurance company close to you to provide services. It is actually better if we can keep the resources of social channels with our customers. So we designed three different roles. The first role is the work order of telecom. Which customers do I need to maintain? I imported a batch of customer data through telecom and distributed it to my social channels. There are several people in social channels who specialize in maintaining customers. They will hand over the relevant work orders to their own maintenance personnel. These people can use the call center on the desktop to view the list of customers to be maintained, which has related business types. For example, why do you want to maintain this customer? Is it because this customer has just joined the network, or the customer has been in arrears for two months, or it may be that the phone bill was charged in 300 yuan last month, and suddenly the phone bill has been reduced in recent months. Why? These can be maintained by distributed channel personnel to retain customers. People in social channels will feed back the results after maintaining customer work orders, and telecom operators will check the statements. How is this situation maintained? Business opportunities are not just a single call center. Generally speaking, there is a unified receiving number, and the voice is played through the queuing route. No, there is only one telephone line in the business opportunity. This number is unique after the customer calls. But I can help the manager here to check several business opportunities through the background management system. Each business opportunity may be used by different people, so that I can summarize customer information, work order status monitoring, customer contact history, order information, recording and so on from each business opportunity. Everything you want to know about communicating with customers is under one account, which can be managed by a unified manager or several managers, so that I can monitor it. Qing Niu is an expert in the information technology of call center enterprises, but in the insurance industry, we think it is actually junior compared with those present here. So we dare not think about the application scenario of cloud phone business opportunities in the insurance industry, but we can think about it. We have also done research with insurance related personnel in the early stage. I hope there can be a cooperation in this area to help everyone. First of all, we think that as a service organization of third-and fourth-tier insurance companies, generally speaking, people may think that when making a phone call, they usually call the number starting with 95, but that is only to provide formatted standard services. When some local services are involved, it is more necessary to communicate with local service organizations or local marketing service personnel. At this time, if there is such a business opportunity in the service organization, after the customer calls, we will know who the customer is and what services we can provide to the customer. We can integrate relevant basic applications provided to customers into business opportunities and provide daily consultation for customers. If the local personnel scheduling problem is involved, some people can be notified by SMS, and they will complete the relevant work. If the customer wants to do business, I can send the address of the sales department to the customer. Therefore, as county-level marketers, their value points can provide customers with more and higher quality services. In fact, we know that the brand and image of the insurance industry are still more important in the hearts of society and ordinary people. If people don't recognize you and think your brand image is bad, it's hard to persuade them to buy company insurance. The other piece is premium renewal. What I have learned is that premium renewal is an important aspect of income because it is a stable cash flow income. If the surrender rate is high, if our marketing efforts can't keep up, it will actually do great harm to the sustainable development of insurance companies. For example, insurance companies have many orphan policies. I checked the relevant data. At least a few years ago, orphan policies accounted for 0/5% to 25% of the renewal of/kloc-. I estimate that the proportion will be higher now. Some insurance companies may assign these orphan policies to some excellent agents, thinking that they can better maintain customer relationships and renew insurance premiums. In fact, for every insurance salesman, in fact, the premium reflects his income mainly in the first two years. After that, he paid more attention to the service itself, and of course he would not develop new customers. But it is precisely now that the cost of developing a new customer is actually five times that of existing customers. Therefore, the function of premium renewal, we think, can actually standardize the demand process of these personnel, standardize services, and enhance the image of the enterprise itself. This thing has a great relationship with people. This person is good at handling things and dealing with customers. Maybe his premium renewal rate will be higher, but that won't do. Then how can we standardize these services and let everyone pay a relatively high renewal rate? This service is very important. I hope this piece should be easy for managers to monitor and manage. Moreover, premium renewal is different from traditional marketing. Premium renewal is based on existing customers, which is relatively better. However, the orphan policy requires marketing service personnel to put more energy into communication with customers. Premium renewal I want to tell a story, which is a true story. Because this story happened to me, and I am also a customer of our insurance company. One year, I went to my wife's house for the Spring Festival. When I came back, she told me that my sister-in-law bought me an insurance, and I would buy it if I wanted. As a result, no one from the insurance company called my sister-in-law and me this year. In fact, I don't even know what insurance is to protect me. I went to pay the fee the next year. I thought about it, but I don't have a contract. I don't know how and when to pay. I am very unhappy about these things, but my relatives can't help it. Because she is out of town, I want to get this thing here. I called again and said that I could move here and need to find a local insurance service agency. Then I called Beijing, and Beijing told me no. I have to call the local one first, and then I call the local one. I said, why don't you text me? When it's due, send me a text message to renew it. No one came to verify this with me. It is really important to renew the contract, because the insurance product is really different from other products, because it is a purely service thing, mainly because it is a service contract, and this service contract is quite complicated. In the subsequent process, you will consider such a problem from the perspective of an end customer. I pay such an insurance every year, and no one will send me something to care about regularly. In the second year, I still don't know if I need to pay. After I paid, I don't know how much it costs. I know nothing about it. Therefore, the service standard of premium renewal is very important, especially after I have paid it for one year and another. I found that no one has contacted me in recent years, and I don't know if this thing is useful to me. As an ultimate consumer, I will consider whether this thing is really useful to me. I will question this thing, but no one can help you dispel this doubt. I signed such a contract with the insurance company and paid the premium every year, so do you have the obligation to care about and love me? Only in this way can I know that this thing is useful, and it is a guarantee for my core in case something goes wrong. If I want to return it in three years, I will definitely play the drums. Maybe in the end, I can only pay the money in front of me for nothing, that's all. Not to mention your premium renewal, it is even more difficult for you to get a second premium from your existing customers. But in the development of old customers, in fact, the grasp should be greater. This is a new idea of our insurance community service marketing. In fact, insurance and banks are both big financial service institutions, but banks are real things for ordinary consumers. There are so many outlets and stores that I can even operate at ATM. But insurance is different. I don't know where the service organization of the insurance company is, not at all. There are few service agencies. If I want to find someone, I can only make a standard call, but in fact, all the information you can get is some standard formatted information, and the rest you want to get comfort from is very little. So I wonder why insurance can't enter the community? After insurance entered the community, first of all, we actually provided customers with close-range services, at the same time, we also upgraded the brand of corporate services, solved the last mile problem and delivered the insurance policy. It would be better if you were a marketer, because everyone trusts you. For example, the property and agents in the community can also enter the community. There will be a Xinhua Life Insurance (60 1336, stock bar) at the entrance of our community, and insurance consultation will be provided every few weeks. But I don't think it's reliable, because I don't know when or where I will come. I may be a different person in a few days, so it's very unreliable. This is the auto insurance salesperson in the 4S auto insurance store. I go to the 4S shop to pay for car insurance. At first, I called. He said you should report your car number. I thought we had paid insurance there for several years, at least we should know. As a result, I said I would check it out and tell you what the insurance should be and how much to pay. But should we have a better way to serve our customers? Generally speaking, the current way is for the backstage staff to list the names of people who will pay insurance next month, and then look at the computer data one by one before calling the customers. If you let the customer know that I really remember you through business opportunities, he will buy your last insurance. We also need key account managers, because key account managers maintain millions, tens of millions or even hundreds of millions of customers. Money is not a problem for customers. What he wants is protection and service. If your security and service are better, customers will be more willing to pay here. So for key account managers, it can help him form customer satisfaction. These are one of the desktop call centers that I want to share with you today.