Most people focus on how to be evaluated, rather than how to deal with poor evaluation
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Today is the tenth day of the first lunar month. I wish you all a good start. Lee asked his friends in the e-commerce circle around him. They had started construction on the eighth day of the first month.Outside the e-commerce circle, due to Saturday and Sunday, some people started work in the ninth and tenth days of the lunar calendar.In the past, it was not obvious, but this time difference made Lee feel a little bit,Indeed, the e-commerce circle has the most sense of immersing oneself in making money and the spirit of hard workEven if the general environment is not good, they will not complain about others, but only find reasons from themselves.One of its manifestations is that they prefer to rush back after ten or more hours of traffic jam, but they will not be moved when they start work on the eighth day of the lunar month.
The reason for opening this post is simple: a friend asked in the group how to renovate the listing. The reason is that the review of the listing was only 3.7 after it was put on the market. In addition, the goods were out of stock for a long time. Now the second batch of goods is coming, and the New Year is going to be a new year. We simply renovate it and get two things at one stroke.
Let's leave aside the risk of renovation（If we talk about risk, there is only one answer - don't renovate）Taking this friend's handling method as an example, we will simply discuss what handling methods are available for new products after encountering bad reviews, in addition to refurbishment, and whether each method corresponds to different behavior patterns. We will look at them from easy to difficult:
Refurbishment Degree of Difficulty：⭐ Risk level: Listing/account is at risk of being deactivated comment: Refurbishment course: Go to Zhiwu Forum and search a lot. It is also a basic service at the service provider for 100 yuan, which is one of the cheapest services. But Lee did see the case of closing the store due to listing renovation, which can be called a negative example of "spending a small amount of money to make a big deal". So if we don't have to go to the end of our tether, we don't recommend this way.
Research and improve poor comments Degree of Difficulty：⭐~⭐⭐⭐⭐⭐ Risk level: None comment: Starting from the study of improving the poor rating, the operation has entered the watershed in the degree of refined operation.Let's look at them one by one: First glimpse⭐ Lee has seen a lot of ways for grass-roots operations to deal with bad reviews. They are to translate bad reviews to QA (if your company has this position) or directly to suppliers.If there is no follow-up, you will often get QA (yes, you are right, most companies' QA is also perfunctory) or suppliers' perfunctory replies. If you can easily solve the problem, you will be able to solve it. If you need to work hard to solve it, you will not be able to solve it.Even at this level, there are two categories. One is the operation, even the translation. The original link of the bad comment is not given. Only a screenshot is given to the other party who is not familiar with the foreign language to translate one word by one. It can be imagined that the processing result of the bad comment is unsatisfactory.
pass through the hall into the inner chamber⭐⭐ On the basis of the above, the previous poor evaluation records are classified, for example, fromStarting from the target of the problem, we can divide the problem maker into consumer problems or product problems, or none of the above, but the description of listing.fromStarting from the frequency of problems, we can divide them into occasional problems and frequent problems。
After we have analyzed, classified and targeted the review over the years, we can form a solution tool library. What we need to do in operation is to first judge the problem type, and then extract the corresponding solutions from the solution tool library according to the problem type, such as:
Occasional hairstyle problem we can take
Refund the customer and return the goods
Price reduction, and the coupon was rated in large quantity
Evaluation of supplementary order, dilution of negative impact, etc
We can take measures for frequent problems
Merge/Split Comments
Description, pictures, A, instructions, etc. shall be modified accordingly
There are many methods, which are not so obvious in the actual operation. Usually, there are several methods, but the purpose is to quickly nip the problem in the cradle, and not to make the bad comments worse.
perfection in one's studies⭐⭐⭐ On the basis of the above, if weThen the time dimension is introduced to continuously monitor the evaluation of productsFor example, take the week as a unit to review whether the complaint rate of each problem point in this week has risen, and then we can predict the future situation through the summary of the current results, showing a bit of "unpredictability" magic.For example, it is found that a complaint about the missing parts of a multi part set combination product has occurred continuously, so that the factory production can be predicted to have a batch problem. Compared with the previous two methods, this method has made a qualitative leap, and initially has the ability of multi-dimensional summary.
To be honest, the operation at this level has been very powerful. If you can say that you are a famous general on the battlefield, because this operation has formed a complete set of methodology of induction summary classification response, is there a higher level?Lee wants to say that there are still some.
wonderful is one's art⭐⭐⭐⭐ All of the above are to find and solve problems, which is still in the scope of headache treatment. Further, we can also rise toA good fighter can do nothingThis state, specifically, is to take corresponding measures in advance before the appearance of bad comments, which can partially prevent or reduce the appearance of bad comments.
Some people say that bad reviews are not under my control. How can I predict in advance what bad reviews guests will give?In fact, the solution to this problem needs to be put in the competitive product analysis and product development link. As long as your product is not unique in the world, there will always be competitive products that have helped you step on the similar pit once. When we develop, we are nothing more than developing our strengths and avoiding weaknesses, so as to avoid similar customer points appearing on our own.
If you read Lee's previous postApplication of "Three Body" Dark Forest Rule in New Product PromotionIt should be clear that this is also a kind ofDimension reduction strike, i.eInstead of letting the back-end operation ponder over how to solve the problem of poor evaluation through gray means such as renovation, it is better to spend time on the front link of the chain.Because Amazon's chain is particularly long, the damage caused by problems flowing into the next link will be doubled. If it is exposed during product promotion, its operation has been unable to recover.If the exposure time is pushed forward and more efforts are put into the development side, the operation side can save a lot of effort.After all, there are only a few teams or individuals with such development capabilities, which is the so-called development dimension reduction attack on operations.
Specifically, how to start to solve and avoid bad comments at the development and research stage? Lee has time to make another series.
recover one 's original simplicity⭐⭐⭐⭐⭐ To borrow the words of elder brother Shan, the famous father of Asian health care and the king of bath,Four stars are already like this. Five stars can't take off yet?Let's take a look at the logic of five-star poor rating processing:
Persist in handling bad comments and continuously improve products Yes, the five-star treatment plan for poor reviews is all insistent, and there is no skill.
The reason is also very simple. When a product has 10 reviews, you can be familiar with each review and even turn over the profile of each reviewer. When a product has 50 reviews, you only need to remember whether there are bad reviews in the 10 reviews on the home page. When a product has 100 reviews, you can breathe a sigh of relief. Fortunately, the product has gone out of the novice village, and you will only take a quick look at the star rating rather than the number. When a product has 1000 reviews?Will you continue to care about and improve your product stars like Day 1?
Therefore, to be simple, any skill from the level of "art" to the level of "Tao" is something we are familiar with but subconsciously ignore, such as hard work, persistence, sincerity, etc.
And this is the most difficult handling of bad comments.
Back to the beginning of the article, Lee finally wants to answer the friend's question in one sentence, which is also the end of the article: if you encounter bad reviews, you want to renovate them,If we take many shortcuts, we may lose the ability to solve complex problems.This is also the sentence that Thomas Vader said in Three Bodies: lose humanity, lose a lot;Lose humanity, lose a lot, lose fitness, lose everything. Let's encourage you all and wish you all good luck in your work and money!
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