Semir Electricity Supplier Customer Service Index Ranking First, What Is The Secret?

"The black dress is sold out, will the customer ask for replenishment?"

"Not for the time being."

Lu Jie's voice simply stopped slightly. "You ask him about his hobby. There are many similar black down garments in the shop that can be recommended to him."

Lu Jie is a senior customer service.

I worked for over 4 years.

This year

In addition to regular orders, she is also a mentor of more than ten part-time customer service.

In order to alleviate the pressure of double 11 customer service, Semir electric business has recruited more than 1500 part-time customer service on the basis of its own customer service team of 70 people, and Xiao Mao is one of them.

2016 double 11, Semir electric business sales reached 650 million, of which Semir brand traded 320 million to become second categories of Tmall men's wear, balbala brand traded 230 million stable.

Category 1.

What is interesting is that recently, the 2016 double 11 customer service ecosystem report published by Ali platform showed that Semir official flagship store ranked first in the double 11 customer service index ranking, men's clothing ranked first, the whole network ranked second, customer service index reached 95.2.

Barbara's official flagship store is located in the children's clothing customer service index, the customer service index is 92.8.

This makes people wonder, what is the secret of Semir's customer service?

Two secret weapons: 1500 part-time customer service + intelligent customer service.

11 times a year, temporary customer service is the most urgent resource for major businesses.

After many years of trial, Semir has set up a training and assessment system for part-time customer service to ensure the service quality of part-time customer service.

Double 11 ago, Semir electric providers set up customer service stations in 4 cities in Changsha, Ji'nan, Suzhou and Hangzhou, and recruited more than 1500 part-time customer service outsourcing to relieve passenger pressure.

Its own senior customer service will be assigned to the customer service temporary point to train part-time customer service.

Training and assessment are a must for part time customer service staff.

The new customer service is divided into 5 batches, followed by 3 days of training.

The content will include three parts, one is the introduction of products, including the size, color, collocation and maintenance of different styles of clothes, two is the specification of customer service answers, and the three is the rules and operation procedures of Tmall 11.

After the completion of the basic course, there is a "chatting course" between formal customer service and part time customer service.

Semir Electric Customer Service Manager Danfeng explains that all customer service groups are divided into groups according to the ratio of 1:10, that is, 1 experienced customer service and 10 new customer service.

This part-time customer service system has been implemented since September, and has accumulated enough experience of part-time customer service. During the double 11 period, it can lead new customer service and share the workload of customer service.

In fact, customer service is a post that can be trained quickly.

Semir Electric Customer Service Manager Danfeng has 4 years of experience in offline store management. During the process of dealing with consumers face to face, Danfeng is very clear about their shopping habits.

"Customer service must understand clothes, but also understand consumers."

In addition to hiring part-time customer service, Semir also has a secret weapon, smart customer service.

"We have just built a data center, smart customer service is one of the projects, the effect is pretty good."

Shao Feichun, general manager of Semir electric business, told reporters that intelligent customer service is a new project launched by Semir electric supplier this year. It can replace the manual to answer questions about size, style, fabric and so on.

Its logic is not intelligent software, but based on the database of Semir electric data center.

The more rich the database is, the more accurate the answer will be.

According to Semir's data statistics, because of the addition of smart customer service, Semir's electricity supplier lost 11 of its total enquiries this year, down 5% from last year.

It means that customer service is not enough to return customers in time, which is 5% less than last year.

"Smart customer service accounted for 20% of the total 11 this year."

Dan Feng Danfeng explained to reporters that the response speed of intelligent customer service is about 10 times that of manual, and its advantage is obvious.

When the workload of manual customer service is saturated, the background will automatically switch the smart customer service to answer the question.

Therefore, artificial customer service has more time to improve the quality of the answer and provide more personalized services.

Four dimensions of customer service system

"We need to train a group of customer service experts."

When the overall traffic volume is limited, net red, live broadcast, cross-border cooperation, businesses are using various ways to mine new users.

But in the view of Shao Feichun, general manager of Semir electric business, the breakthrough of improving performance is to tap customer service value and enhance customer experience.

This year's Semir customer service pays more attention to fine operation.

Apart from paying attention to sales, we have done a lot of assessment and supervision on how to answer quickly, solve problems effectively and provide personalized services.

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For example, in the second half of this year, the customer service department added a new QC team to check 20% customer service chat records per day.

Once problems are found, correct them in groups, and regularly summarize and email them.

In addition, the two customer service departments of Semir and Barbara have added a supervisor to investigate the overall service quality, conversion rate and response time.

For customer service, the assessment criteria will directly affect their performance, which is also the direction of Semir's electricity supplier.

In Ali's official double 11 customer service capability model, it includes customer service guide paction volume ratio, reception order conversion rate, response rate, average response time, number of merchandise paid after reception, Q & a ratio, service attitude, customer service guide price and customer volume total of 9 indices.

Based on the above index and daily evaluation, the assessment dimensions of Semir customer service are summed up in four aspects: customer service turnover, reception conversion rate, customer unit price and service attitude.

First of all, customer service turnover refers to the sales volume achieved by customer service within a certain period of time, that is, the amount of goods consumers actually buy after communicating with customer service.

Customer service turnover is the most intuitive evaluation criteria for customer service to bring benefits to the company.

Semir will award the red packets to customers with high turnover in time. The final winner will also receive bonus and bonus points (the new customer service is safflower).

Secondly, reception conversion rate, customer service to complete the number of orders and the total number of dialogues.

The higher the conversion rate, the better the customer service benefits to customers.

The customer service department of Semir will tell the customer service rate of the daily reception conversion rate, and the group will also rank the conversion rate.

Third, customer unit price affects customer service turnover.

But as one of the assessment dimensions, more consideration is given to customer service in the service process for product matching, customer personalized service experience.

In the process of customer inquiries, customer service can be increased by recommending collocation products, popularizing and maintaining knowledge and so on.

Finally, the service attitude covers the dialogue content and response speed of customer service.

On the service attitude, the Department has set up a set of reception process standards, and the QC group will check it.

Response speed also has quantitative indicators, including pre-sale and after-sales service, and has the lowest standard.

Usually, in order to improve the speed and quality of dialogue, the company will also perform typing competitions, customer service and chat activities to train customer service in terms of service attitude and speed.

Semir electric business put echelon ranks into customer service system, Semir electric business operation director Zhang Hongliang told reporters, "at the bottom of customer service is always facing the danger of elimination."

In order to motivate customer service, every month will be awarded "customer service star" for outstanding customer service. The higher the accumulated star level, the more opportunities to promote professional positions and management positions.

In addition to norms, customer service members have their own taste attempts -- live broadcast.

Compared with net red and star, the call of customer service is far from enough, but Semir electricity supplier has completely decentralization, and a group of young people themselves have come out of grass roots live.

"I don't know the conversion rate of live broadcast."

Customer service millet said, rarely in the live broadcast to buy baby on the page, most of the time the topic is to make steak, dessert, visit pet shop this kind of fun, fun, life oriented.

In addition to the theme of interest broadcast, there are several times a month to recommend Semir and Barbara new live broadcast, mainly around clothing, maintenance, dressing occasions and other practical clothing knowledge.

In addition, the customer service will also provide some benefits.

For example, in the live broadcast of Tanabata Festival, apart from the fact that the date must wear a little knowledge and a little steak, the customer service also issued 77 shop coupons.

Finally, more than 8000 people watched and all the coupons were robbed.

Invisible indicators of customer satisfaction

Customer service is like a receptionist who directly contacts with consumers. Customer service index is good or bad, customer service is the main force, but behind it there are product, operation and logistics support.

These three departments are invisible indicators that affect the quality of customer service.

A phrase that Semir admired: the river is full of water and big river.

In the win win culture, the unity and coordination of various departments of Semir are revealed.

The accurate calculation of explosive products will make the service more refined.

Before the double 11, the Semir electricity supplier calculated the hot selling style. For these styles and matching, the customer service was trained in more detail.

How did these hot selling products come out?

In the first round of testing, the main products were found in Juhuasuan and promotional activities. The second round of testing, focusing on the main products, continued to test the style and color of the products and made corresponding adjustments. In the third round of testing, the leading sheep products were carefully adjusted on the price to observe the pre sale situation and the number of shopping (added shopping vehicles).

Each measurement is not a simple addition, but on the basis of the above one, upgrading and upgrading the product as a whole.

The rational distribution of logistics and warehousing will make the service more efficient.

The company has introduced more talents to make scientific planning for logistics and distribution.

According to the quantity and style of purchase, a number of clothes with high repetition rate are automatically allocated to a warehouse.

For example, a down coat, jeans and sweater of Semir men's clothes were put in a warehouse.

In this way, the packing staff can save energy, increase efficiency and save more time on delivery.

Multi sectoral data integration makes services more scientific.

The collaboration of data center, operation Department and commodity department enabled Semir to correct some decisions in a variety of promotions, activities and festivals, making marketing strategy and product content more clear.

The first thing Zhang Hongliang comes to the company every morning is to convene data, operations and management of the commodity department.

The data were gathered together and adjusted on the same day. The second days continued to take inventory and the efficiency was very high.

At the same time, he will convene the leaders of different brands to understand what they do every day.

The data part also compares the data of competitors and the whole industry, absorbs the advantages and constantly optimizes the adjustment.

"Like the lightweight clothing of UNIQLO, it has been selling well for so many years.

Behind this there is worth digging out product value. "

Zhang Hongliang said.

This year's double 11, Semir electric business sales exceeded 650 million, of which Semir official flagship store more than 320 million, Barbara flagship store more than 230 million, respectively ranked second Tmall men's clothing category and children's clothing category first.

Dan Feng said, double 11 is only the first half of customer service, the second half has just begun.

(should interview each other's request, Xiao Mao and millet are aliases)