The Smart Value Management And User Experience Are The Kingly Way.

Looking back, Smart step One of the main reasons for achieving the goal of achieving a total sales volume of US $1 billion in advance two years in 2008 is that we have decided to devote time, money and resources to 3 key areas: customer service (promoting brand building and good word of mouth), culture (forming 10 core values), staff training and development (ultimately leading to the emergence of our training team).

To this day, our faith is still ours. brand (Brand), culture (Culture), and training (Pipeline). The 3 things we call the BCP strategy are ours. Long term strategy The only competitive advantage.

Everything else can and will eventually be copied by others.

　　 Building brand with customer's word of mouth

Over the years, the biggest driving force behind the development of the company has been repeated customers and word of mouth. Our philosophy is to apply the funds that we should invest in advertising to improve customer service and customer experience, so that we can publicize our customers' word of mouth.

So, what exactly is a good customer service?

　　 Let customers have the experience of "WOW!"

The first thing is when customers first visit our website. In the United States, the company provides free two-way shipping services to customers, making the transaction simpler and better, while customers do not have to take any risks. Many customers will order three pairs of different shoes and try them on in their comfortable living room with three different clothes. Then send back all the unsuitable ones - it's free. The extra shipping cost is very expensive for us, but we regard it as the cost of market development.

We will give those hesitant customers a policy of return within 365 days.

On most websites, people need to click at least 5 links to find the way of contact. Even if it can be found, it is usually only a form or an e-mail address, and it can only be used once. We took a completely different approach. We placed the company's telephone number (1-800-927-7671) on the top of every page of the website, because we really wanted to talk to our customers, and 24 hours a day, 7 days a week, someone answered the phone. {page_break}

When I take part in some market or brand development meetings, I will hear some companies talk about consumers being bombed by thousands of advertising messages everyday. I find it very funny. Because companies and advertising agencies often think about how to make their information stand out.

In this period, "social media" and "integrated marketing" are very popular. Though it doesn't sound attractive or high-tech, we believe that telephone is still the best tool to build brand. You get at least 5~10 minutes of attention from customers. If you interact well, you will find that he will remember this experience for a long time and tell his friends.

Too many companies think of telephone service as a cost to be minimized, and we believe this is a great opportunity for most companies to not pay attention to. It can not only build up word of mouth, but may even enhance the customer's life value.

Usually, when estimating the rate of return on investment, the market department assumes that the value of a customer's life is fixed, and we regard the value of customer's life as a mobile goal. This goal can be improved with the increasing positive emotion communication between our brand and every customer.

Another mistake that many market developers often make is to focus too much on how to attract customers' eyeballs. In fact, they should focus on building relationships and trust.

I can tell you that my mother never makes noise, but I will listen when she speaks.

Because of this, most of the energy we put on customer service and customer experience actually occurred after we had completed the sale and got the customer's credit card number. For example, for most loyal frequent customers, even if they click the free standard delivery when choosing the mode of delivery, we will upgrade them and deliver the goods overnight.

To cope with this, our warehouse is also operating 24 hours a day, 7 days a week, though this is not the best way to run a warehouse. The most effective way to operate a warehouse is to pile up all orders, so that when a worker needs to pick up goods at the warehouse, the concentration will be higher. But what we are pursuing is not to maximize the efficiency of the goods, but to maximize the customer experience, which is defined in e-commerce as "letting customers receive the goods as early as possible".

24 hours a day, 7 days a week's warehouse operation, an unexpected transportation upgrade, plus our warehouse is only 15 minutes' drive from the UPS world port hub, which means that even many customers who order at midnight in the eastern United States will be surprised to find that shoes come out of their doors 8 hours later. This gives customers a "WOW!" experience that they will remember for a long time and will tell their friends and relatives.