Answer:Refined operations! Precognition for what? Answer below.
Customer inquiries and conversions are becoming increasingly difficult! That's what almost everyone is saying. The problem that inquiries are becoming more and more difficult is inseparable from the development history of our domestic cross-border sales import and export.
- cross-border sales1.0 era
After joining the WTO, many businesses began to sell domestically and re-export. At this time, Chinese factories were in their dividend period and belonged to the cross-border sales 1.0 era of extensive management. - cross-border sales2.0 era
The old days where you could secure a group of customers by attending individual exhibitions have passed, and online marketing has begun to get involved, such as B2B platforms, Google ads, SEO, etc. At this stage, sales leads and marketing assists. - cross-border sales3.0 era
In the era of social media, marketing is everywhere, traffic is fragmented, but social networking is pervasive. Marketing has become more precise and sophisticated, and the same is true for cross-border sales prospecting.
Times are changing, inquiry methods are changing, and customer conversion paths and forms are also changing. In the past, perhaps email meant communication, and inquiry meant conversion; now, everything is marketing, every step means conversion, and social networking means communication. This puts forward a common requirement for all sellers:Refined operations。
Refined operations are a large-scale project that involves word-for-word system planning from top-level design to customer service output. When rolled out, it is a comprehensive topic with quite broad content.Therefore, in this article we only discuss the relatively narrow “refined operation” work in the process from inquiry to conversion, that is, refined scenario marketing communication.。
1.Systematization of customer resources
Due to the change in social marketing thinking mode, now everyone basically collects customer resources within SCRM., such as domestic WeCom. For us cross-border sales people, social scenario marketing tools such as WhatsApp SCRM and Facebook SCRM are naturally the first choice.
This is a win-win tool for customers and sales staff. For foreign customers, using WhatsApp as a marketing tool will be closer to their daily social habits; sales will have more opportunities to establish good communication with customers, and can also carry out user portraits and efficient batch management of customers on this basis.
2. Customer experience optimization
we canThe essence of default refinement is to optimize customer experience。
How to optimize customer experience, we can imagine the scenario more specifically:
In the first step of communication with customer inquiries, let customers get the responses they want in a timely and effective manner. During working hours, customers can quickly respond to their questions; during breaks, intelligent automatic replies can be set up to allow customers to get the answers they want as soon as possible. Even if it is not possible, I still see the sincerity and respect of a future reliable partner. I believe that in the dead of night when no one is online, a smart reply like "Sorry, it's customer service break time now, please reply as soon as possible after coming online" will definitely leave a better impression than no message for several hours.
Another flaw for those who do cross-border sales is the language barrier. The customer's reply is not timely, maybe because we are still struggling to switch translation software. Then quick reply after translation is also part of refined operation optimization.
Now owned-channel marketing SCRM tools have already implemented the design of these refined operations, such as automatic replies, keyword quick replies, fast and accurate translations within the software, etc. When following up on sales leads, they can be continuously optimized in conjunction with corporate mechanisms.
Three.Digital customer management
The third is the digitalization of customer management.Without data analysis, it cannot be called refinement, let alone this is the era of big data.。
Data management, such as creating accurate user portraits, can be combined with user tags to realize sales funnels. Integrated data analysis can provide better insights into customers and market directions, and achieve more precise marketing strategies.
In the customer marketing scenario, for example, in the background of WhatsApp SCRM, statistical analysis is carried out on the number of followers, number of messages sent, and online time of agents, and good sales results are transformed into practical and referenceable data to achieve integration and optimization. In the long run, a leap from quantitative change to qualitative change will be achieved.
Summary: What is needed from leads to conversions is refined operations based on communication scenarios, such as systematization of customer resources, optimization of customer experience, and digitalization of customer management. In the era of social media, SCRM tools can further optimize the entire process of owned channel traffic, customer conversion, repurchase and referral, etc., which is more beneficial to the refined operation of cross-border sales customers.。
