What is customer experience diagnosis? In fact, diagnosis is to check whether the body function is normal, and customer experience diagnosis is to check whether the customer's experience is good in the process of contact with the enterprise from the customer's perspective.
What is the value of customer experience diagnosis?
1. Correct errors in time
The most important asset of an enterprise is its customers. If customers lose due to poor experience, it will be a huge loss for the enterprise. Therefore, timely customer experience diagnosis can find hidden problems of the enterprise and reduce the risk of loss caused by customer dissatisfaction due to these problems.
2、Excavator meeting point
adoptUser experienceDiagnosis can re sort out customers' needs and find new opportunities and growth points based on customers' needs.
3、Adjust competitive strategy
Diagnosis is not only internal self-examination, but also needs to step out and look at the situation of the industry, compare yourself with friends and industry benchmarks, adjust competitive strategies in time, and find space for survival and development.
Three Steps of Customer Experience Diagnosis
01. Quantitative analysis of indicators
The customer experience related indicators or impact indicators are sorted out into the following three categories
1. Results presentation indicators - customer ratingCustomer scoring is to score whether the transaction meets the expectations from certain dimensions after the transaction between the customer and the enterprise is completed. Usually, different platforms have different scoring standards. Take JD, Tmall and other professional shopping platforms as examples:JD.COMScoring from three dimensions of goods, services and logistics, JD pays more attention to logistics, so logistics has split the three parts of express delivery speed, courier service and express packaging
However, the final results are also presented in three dimensions:
TmallTmall also scores from the three dimensions of goods, services and logistics, and increases the comparison with the industry:
These scoring data can judge customer satisfaction from the general direction, especially Tmall has increased its comparison with the industry, and can judge the general position of its customer experience in the whole industry.As an example, Tmall stores in the above figure scored 4.8 points on all three items, which are higher than the industry average, but the product description score higher than the industry dynamic value is the lowest (generally, most of the businesses in this item are the highest in the three items, because this item is the default five points), indicating that the business is in a weak position in terms of products and needs to focus on improving. Secondly,As online shopping, logistics is an important evaluation standard that affects the purchase of buyers, and there is room for improvement.2、Key process indicators① Complaint rateComplaint refers to a dispute work order directly or indirectly initiated by a customer through customer service, the official platform, or the order system. Generally, the customer is very dissatisfied with the complaint process.According to the 1:8:25 rule, these dissatisfied customers will share their unpleasant experiences everywhere, thus causing the enterprise to lose 25 times of its potential customers.
There are two important tables for the statistics of complaint rate
Complaint Details Registration Form:
Note: The more detailed the classification of problems, the more conducive to finding the core of fundamental problems in the later stage
Statistical table of complaint rate:
Note: For the statistical analysis of the list, the proportion and change trend of various problems can be counted.
② NPS Customer Net PromoterThis is a survey indicator to understand the willingness of customers to actively recommend your product or brand to others.This indicator can also be refined to understand customers' NPS for a specific section or product.According to statistics, there is a strong correlation between NPS scores and corporate profit growth. The compound annual growth rate of companies with high NPS scores is more than twice that of ordinary companiesNPS statistics can generally adopt phased surveys, such as quarterly and annual large-scale surveys. The higher the data samples, the higher the reliability of the results.③ Repurchase rateIf evaluation, research and other data will be affected by some external factors, then the repurchase rate is a real reflection of customer satisfaction.If the product or service is good, the customer has a high probability of repurchase.Therefore, we will analyze the repurchase rate, and we can also get the customer satisfaction with us.① Comparative analysis of time dimension:Whether the repurchase rate of the overall store has changed compared with the previous cycle, the previous cycle, and the same period in previous years② Comparative analysis of commodity dimensions:Repurchase rate of different categories of commodities, and repurchase rate of different commodities of the same category③ Cross analysis of repurchase rate and evaluation:Product rating, poor rating rate and complaint rate corresponding to products with different repurchase rates④ Comparative analysis with competing products:It is difficult to obtain the general repo rate of competitive products. See if you have any special channels3、Public opinion quantitative indicators - customer commentsScoring is a quantitative indicator, while evaluation is a non quantitative indicator. Evaluation is a very complicated text content processing, but in-depth analysis of evaluation content can find many potential problems and opportunities, because scores may be casual, but carefully written evaluation is the true voice of customers.How to process the evaluation data? There are two steps:Step 1: Word frequency analysis
The word frequency analysis is relatively simple and crude, mainly used to analyze the user's main concerns. The analysis steps are as follows:
The evaluation data in the statistical period is statistically exported to the word frequency analysis software, and then exported to get the words with the same words and their occurrence times, as shown in the following figure:
① Collect evaluation content
② Word frequency analysis
③ Generate word cloud picture:
Word cloud analysis can obtain some key information. For example, the analysis in the figure can probably draw some conclusions: ① On the whole, the customer's satisfaction with the flower shop is good
② Carnation is the most concerned variety of customers
③ Fresh flowers are the most important thing for customers
④……
Step 2: Evaluation, classification and analysisEvaluation classification analysis is a detailed study of customer satisfaction and proportion of each dimension. It classifies evaluations according to the keywords in the evaluation content. Its accuracy is based on a large number of evaluation data viewing and keyword extraction.Practical operationcase：An e-commerce brand① Download all their comments in the past six months, browse and view ② Combine word frequency analysis with high-frequency keywords, extract core keywords, and classify keywords into different problem types:
③ Cross analyze the downloaded comments with the key word bank to get the negative evaluation classification table and calculate the negative evaluation rate of various problems
Similarly, the content of favorable comments can also be operated in this way, which can get the praise rate of each section of the service of the enterprise in the customer evaluation.
The detailed analysis method has been mentioned before:
In addition to its own analysis, this method is also applicable to the analysis of competitive products, because the evaluation content can be viewed directly on the web page. Using the crawler tool, you can crawl the evaluation of competitive products for the same dimensional analysis, stand in the perspective of customers to compare the strengths and weaknesses of both sides, and find new breakthroughs.To sum up, customer experience indicators have the following characteristics:
02、SWOT Analysis Summary
Based on the analysis of the above three categories of indicators, we can understand customers' experience of our products, logistics and services from the perspective of sorting, which may be scattered in different indicators.Therefore, we need to sort out and summarize these conclusions and data in a unified way so as to grasp the situation more intuitively:
After sorting out the internal situation and combining with the external environment, we can make a swot analysis based on customer needs. The ultimate goal is to find improvement points and opportunities for enterprise development:
03、Problem location and improvement
From the perspective of customer experience, we can roughly understand what we are satisfied with and what we are dissatisfied with. It seems that the diagnosis of customer experience is over, but it is not.This is just the beginning. We need to go back to the root cause of the problem according to the appearance of the problem, develop an improvement plan for the root cause of the problem, and how to avoid the recurrence of such problems later.1、Problem root cause locationAlthough it is very frequent to write summaries in our daily work, many people can't write summaries because when analyzing the causes of problems, they usually only analyze the first level. What about the causes of the first level?Example:This month's praise rate dropped by 30%, mainly due to the slow logistics in South ChinaQ:What is the proportion of logistics unit quantity in South China warehouse?Why is the logistics of South China Warehouse particularly slow?Is the efficiency of the contracted express company too low, or is the packing speed too slow?2、Special improvement planAfter finding out the problem, it is not enough to write a PPT report. If we do not establish a special improvement plan, define the responsible person, improvement measures, and completion time, then this problem will never be solved. It is suggested to make a plan tracking checklist.
3、Establish problem supervision and improvement mechanismIs the improvement plan over when it is completed? In fact, it is not yet. Once a problem is solved, new problems will appear. If we do not establish a problem monitoring and improvement mechanism to nip small problems in the cradle in time, it will ferment and eventually cause serious customer experience problems4、Case practice sharingBackgroundAn enterprise A: Through analysis, it is found that the customer logistics experience of enterprise A is the weakest of the three items, so the logistics problems lead to the most negative comments and complaints.But what Enterprise A doesn't understand is that the express delivery they use is also common in the market, and the cost is not cheaper than others. So what's the problem?In order to improve the problem, the enterprise has taken the following steps:The first step is to deeply analyze the positioning problem
① Delivery express, delivery duration and poor rating rate in different regions, and cross analysis and industry comparison
Analysis conclusion:
South China, especially Guangdong Province, as its core receiving province, has a much higher logistics poor rating than other regions. However, Guangdong Province has no obvious advantage in terms of delivery timeliness. Other businesses in the industry have much faster delivery timeliness in Guangdong Province.
② To solve the problem of slow time efficiency in South China, the time efficiency of disassembly orders ranges from warehouse delivery to express collection, delivery and sign off at each link node
Problems found:
The first delivery warehouse in South China takes 7 hours from delivery to express collection, while other warehouses only take 4 hours;
Second, after the express arrived at the delivery network, the daily delivery sign in rate was only 60% in Guangdong Province, while the highest rate in other regions was 90%.
③ Deeply study the operation process of South China Warehouse, and check and investigate the local dispatch outlets in Guangdong Province
The crux of the problem:
① The shuttle bus time docking problem. The express bus from South China Warehouse comes to pick up the pieces at 6:00 p.m. every day, and the train to the local sorting point is 8:00 p.m., while the train from the sorting point to Guangdong is 7:00 p.m., and the next flight will be 12:00 p.m., so we have to wait for another 4 hours.
② Most of the express delivery outlets in Guangdong Province are not self operated, but contracted by individual businesses. They lack organization and efficiency, which leads to delayed delivery.
The second step is to establish a special improvement plan for problems
Through the following three-step plan, one month later, the logistics efficiency of Enterprise A has increased significantly, especially in South China, which has increased by 30% month on month, and the poor logistics rating has decreased by 50%.
★ Rule modification:We immediately adjusted the pick up time of Hua Nan Cang's shuttle bus to 4:30 p.m.★ System assessment:Contact the South China Shipping Express Corporation to issue the final rectification agreement and proposal: make a delivery timeliness commitment to the outlets. If the delivery rate on that day is less than 80%, take the measure of 1 yuan deduction for one order, which will be reflected in the monthly settlement.★Self inspection:The whole staff self inspection plan is adopted for the other major delivery warehouses of the enterprise, and generous rewards will be given to those who find problems and find good improvement measures that can improve efficiency.Step 3:,Issue monitoring and improvement mechanism launchedIn order to avoid the recurrence of such problems, enterprises have established a set of problem monitoring and improvement mechanism, which can intervene in a timely manner through real-time data pre-warning.The previous tweets also mentioned how to operate:Click → Wanzi Dry Goods - the most comprehensive way to improve DSR is here!
Author: Yao Guang, [WeChat: sophie0524, WeChat official account: returned CRM].Co founder of an Internet We Media, who was once responsible for the snack top 3 brandUser experienceAdministration.
This article was submitted by Yao Guang, which does not represent the position of Love Operation. If it is reproduced, please indicate the source:https://www.iyunying.org/yunying/yhyy/189312.html
