operateIt refers to the planning, organization, implementation and control of the operation process, and is the general term of various management work closely related to product production and service creation.On the other hand,operation managementIt can also refer to the management work to design, operate, evaluate and improve the systems that produce and provide the company's main products and services.In the whole operation process, if we want to improve the operation efficiency, we will introduce various models to optimize and adjust our workflow, so as to help us better achieve the growth of business line objectives.
There are many operation models. If we have time in the later stage, we will also complete the production iteration according to the type.Today, I would like to share with you six commonly used models.
User journey diagram is a tool for visualizing the process of user completing goals.The foundation of the user journey diagram is a series of user behaviors on the timeline.By drawing the user experience history chart, we can clearly understand the problems users encounter in the process of using products or services, and their satisfaction with products or services.This information can help us improve our products or services, improve user satisfaction, and thus enhanceUser operation。
The user journey map is mainly divided into the following parts:
1. Determine the goal of the user experience history map
2. Collect user data
3. Draw the user experience history chart
4. Analyze user data and propose improvement suggestions
Generally, we mine more user needs and pain points through users' behavior in using different timelines of products.So as to solve the problems encountered online and find more business innovation opportunities.
Aha moment
Aha moment is also called surprise moment. It is the first time that users recognize the value of the product and blurt out, "Aha, this product can help me do this." In short, it is the surprise experience of users when they first use it.
Aha moment mainly occurs in the user activation phase, which is the key to user activation.When users are attracted, not all of them will become active users. But if users get the Aha moment, that is, they find value in the product, they will become active users smoothly, and more easily become loyal users with high stickiness.
Aha needs to combine some specific rules and design the data quantifiably.
Users will go through four stages when using the product: pulling, activating, retaining and losing. In order to obtain better transformation and reduce the loss of users, we need to find the user's Aha moment, and then conduct targeted guidance.For example, the traffic support of the new stores of Little Red Book, such as the traffic support of the new players of Tiao Yin for the duration of the broadcast within a week.In a simple way, it is the bonus stack of multi day check-in.
Of course, all operation strategies need to be set in combination with user behavior and Aha moment.
CLV customer lifetime value
"Customer Lifetime Value" refers to the total revenue that each buyer may bring to the enterprise in the future.
The essence of CLV is these two problems:
1. How much value has this customer created for the enterprise?Answer: Customer X has spent XX yuan in the past n years
2. How much value will this customer create for the enterprise in the future?Answer: Customer X will spend XX yuan in the next n years
Therefore, the CLV model is generally divided into two parts: one is the current value model of CCV customers;Second, CPV customer potential value model
For B-end users, they can use refined operation to understand the needs and behaviors of target customers, and launch personalized services andMarketingProgramme.For C end usersData analysisBy using algorithms to mark user profiles, we can do accurate operations to the greatest extent.
FAST indicator system
FAST indicators are an indicator system proposed by Ali and designed based on consumer operations.
Fertility AIPL total population index: the result of the indexation of the total amount of consumers who have reached AIPL status.AIPL refers to the number of consumers from cognition to interest, to purchase, and finally to loyal consumers.
Advancing AIPL population deepening rate: the index of the proportion of the total amount of consumer weight removal in the total amount of AIPL population that has increased AIPL status (including from A to I, P, L, I to P, L and P to L).
Superiority - Total number index of super user groups: consumers with high net worth, high value and high communication power, that is, people who are interested in interacting with brands, such as members, and the results after de weighting the total number index.This group represents the group that the brand can reach or transform with low cost and efficiency, and has no direct correlation with whether purchase behavior has occurred.
Thriving - Super user group activity rate: the proportion of super users who have been active (including buying, collecting, receiving rights or points, and interacting within 180 days) in the total number of super users in FAST is F, and the total number of AIPL is based on the number of consumers in each stage of the consumer journey.
Operation growth model (AARRR)
The AARRR model is also called the pirate model because of its predatory growth mode. It was proposed by Dave McClure 2007. Its core is the AARRR funnel model, which corresponds to the customer life cycle to help people better understand the principle of customer acquisition and customer maintenance.The model has two basic operation points:
1. Focusing on users and taking the complete user life cycle as the clue;
2. Control the overall cost/income relationship of the product. If the user life cycle value (LTV) is far greater than the sum of user acquisition cost (CAC) and user operating cost (COC), it means the success of the product.
The simple understanding of the AARRR model is to adopt different operation strategies for users in different operation stages:
User acquisition stage: First, give targeted guidance according to different channels+different user backgrounds to optimize the registration efficiency;The second is to carry out the referral of old customers and conduct the drainage of existing customers;
Stage of improving activity: strengthen the guidance for users to complete the first core function experience, and give users guidance+incentive;
Stage of improving retention rate: conduct targeted analysis on retention problems, and then issue strategies;
Income acquisition stage: strengthen the guidance and incentive for payment for specific users in combination with specific scenarios;
Autobroadcast stage: guide users to complete the propagation through tools or policies.
User pyramid model
The user pyramid model is a classification method for different customer profitability, which aims to find, serve and create profitable customers for enterprises.
Users can be divided into different types according to their buying habits and modes. Some users purchase more frequently, and they can provide more value to enterprises.Some users have low value to the enterprise because of the low frequency of purchase and the small amount of single purchase.Users can be classified through the user pyramid model.Then, users can conduct hierarchical operation.If it is an e-commerce related enterprise, it can also combineRFM modelDevelop relevant layering methods.
So far, the six models that must be mastered by user operations have been explained.
