When they are in private, they have a sense of propriety

We often say , In this day and age , High EQ can go far .

So what is emotional intelligence ？

Some people say it is the best of both worlds , Others say they can manage themselves . These are all surface actions , The inner core is to ：

Know a sense of propriety .

This philosophy of life , It is contained in various industries , Especially the service industry that needs to face different groups of people . Some people just use eight words , Describe the characteristics of a good service provider ：

If there is a call, there will be a response 、 Nothing bothers me .

It's like you're in a private room in a hotel , Prepare for a clean meal . result , The server comes in every once in a while , Ask about your coupons 、 Do you want to know about discount benefits .

Will this meal go on ？

Private domain traffic operation , Has entered “ Don't disturb ” Time . To grow , You can't just stare at your own desires , You have to make friends with users first .

Radical minefield

Private domain has become popular in recent years .

A unified statement is , Private domain traffic refers to the traffic owned by enterprises or individuals 、 Discretionary traffic . And the public domain traffic , Is the traffic owned by the platform , Open to all enterprises .

Management scholar liurun once said vividly , Public traffic is like tap water , Paid water 、 The higher the price, the better . Payment stops , The tap is turned off .

Private traffic is like well water , Well drilling requires payment , But well water is free and private , Can continuously obtain .

Enterprise WeChat , It has always been the main position of private domain operation . As early as 2020 end of the year , There are media estimates , Over the past year, the number of enterprises operating in the private domain has increased 450 Thousands of families , The number of users in each private domain pool has increased after de duplication 1 Billion .

The next two years , Private domain traffic quickly spread all over the network .

The reasons behind this are various , Such as offline rent 、 The cost of manpower has increased significantly , Repeated epidemics have hindered passenger flow .

It's just , After moving to the line , The public domain traffic you think you bought , It's your own . In fact, it is difficult to guarantee that you will be a repeat customer , Most of them are passers-by who have walked around .

Now , Users should be introduced into the private domain traffic pool . Through refined operation and service , Let users trust and rely on you , It is possible to repurchase .

This is like comparison. , The cost of running water is becoming more and more expensive , You have to dig a well to resist the risk .

As long as the well is dug out , Just belong to you , Can produce flywheel effect . Enterprises can really accumulate the benefits of time , Instead of making wedding clothes for others .

It can not only “ Quench your thirst ”, Can also “ Relieve distant worries ”.

The wheel of the times pushes people forward , Many people don't have time to stop and think .

Many enterprises smell the private domain “ Well water ” Sweet taste , But there is no time to figure it out “ Dig a well ” The essence of .

They are in the process of operating services , Because they are too eager to get results , Being too aggressive and tough on Service , Often bombard marketing , It makes customers feel uncomfortable , Cause flow loss .

When the enterprise wants to realize , When the user's attention is repeatedly occupied , You will find that the tolerance of users is getting lower and lower , The service threshold is getting higher and higher , Into a vicious circle .

in fact , Private domain drainage is just the beginning of commercialization . There is something left behind 、 Seed user cultivation 、 A series of links such as transformation . Every step should be measured , Make customers feel comfortable in service .

All in all , Enterprises in private domain user services , We must pay attention to relaxation 、 There are rules and rules , Really treat them as close old friends .

impatient , Can't eat hot tofu .

Slide backwards

The movie 《 The godfather 》 in , There's a classic line ：

A person who takes a second to see through the essence of things , And people who spend their whole life not knowing the essence of things , Destine is a very different fate .

《 A bit of Finance and Economics 》 In the process of observing the private domain operation of the enterprise , I found that some enterprises quickly summed up a set of correct methodology , It has distanced itself from other enterprises .

They advance by retreating , Full non intrusive service , It can appear in time when customers need it .

In the eyes of some enterprises eager to cash in , It seems to be a “ slow ” and “ stupid ” The way to . But sometimes slow is fast , Stupid is smart .

When you are racking your brains for short-term petty profits in your private domain , They have achieved results in the long-term growth momentum .

Take Sumitomo hotel for example .

The hotel industry is operating offline , In fact, it has been formed “ Do not disturb the service ” Tradition . But online and offline are completely different product areas and operation logic . Copy the offline experience , Undesirable .

Sumitomo's approach is ：

Don't take the initiative to disturb , It's about showing yourself .

Since you want to make friends with users on private domain services , You have to have a personal image .

You'll see , Now all kinds of brands like to create a personal style IP. This can make your brand more flesh and blood , It is also more friendly when interacting with users .

Users don't want , For their own service is the cold robot .

Sumitomo hotel is outside , Made a IP The image is called “ Shopkeeper ”.

When inviting customers to add friends on enterprise wechat , Sumitomo didn't bother too much , Just one thing —— Just tell them , You can send a message to “ Shopkeeper ”, It can help arrange parking space 、 A number of services such as continued living .

You think that only by actively interrupting can you find a sense of existence , However, what customers want is to get the initiative of service at any time .

The customer is satisfied , Naturally, it will stay in the private pool . Sumitomo's repurchase rate , From 2020 Year of 1.3%, To the present 44.5%.

When the customer is not in the store ,“ Shopkeeper ” Will recommend personalized benefits , Ensure continuous contact , Help to retain . But considering the benefits , May disturb customers , Sumitomo's approach is ：

With the help of enterprise wechat circle of friends , Show yourself .

“ Shopkeeper ” The circle of friends , Will combine holidays , Recommend Hotel coupons to guests 、 Peripheral tour routes, tickets and other benefits .

Many people should have had such an experience ： When facing the object of your secret love , I am afraid of too much TA Share daily interruptions TA, They show themselves by sending a circle of friends .

Both through the display generated contact , Without too much interruption . Sumitomo's private domain service , The same is true .

because “ Don't disturb ”, What is provided is “ True welfare ”, The blackout rate of Sumitomo regulars is less than six thousandths . So far, , Sumitomo has already connected through enterprise wechat 140 Million users , Created 1.4 Billion yuan revenue , Accounting for the total revenue 51.9%.

Because of the epidemic , Sumitomo is suffering from internal and external difficulties . Now you can turn the tables against the wind . Clever use of enterprise wechat , It has played a considerable role in helping push .

Sumitomo hotel is a typical offline entity enterprise , Ruixing coffee is known as the Internet player in the coffee industry .

Although the two are in different fields , But they all converge “ Do not disturb the service ” The center of .

Create personalization with Sumitomo hotel IP Different , Ruixing relies on its expertise in data processing .

Disturb , Often because they are not familiar with . At the wrong time , Made the wrong “ Harass ” action .

therefore , Ruixing combines private domain with consumer insight on enterprise wechat , Really get close to and familiar with users , implement “ one-on-one ” Precise service .

such as , It's cold. I recommend hot drinks for you . You like American style , We just have a new American coffee , And a coupon for you .

Compared with bombing Marketing , These services can hit the heart of users , Why bother me .

And insight into service preferences , It is done silently through data . Just like when we decorate indoors , Will put the water and electricity network and other lines , Hidden within the walls , I can't see them at all .

Now , Number of wechat users of Ruixing , from 2020 Year of 180 Ten thousand has increased to nearly 2000 ten thousand . meanwhile , First quarter of this year , Ruixing's total net income is 24.046 One hundred million yuan , Year-on-year growth 89.5%, The operating profit of self operated stores became regular for the first time

Ruixing can gradually come out of the previous financial crisis , It can be said that the private community should be used reasonably , Played a considerable role .

There is a family in Hangzhou called “ Tasha's garden ” Our gardening company , It mainly provides gardening plants for home users , Meet the needs of urban people “ Picking chrysanthemums under the east hedge , Leisurely see the south mountain ” Complex .

In Tasha's private community , It was a lively and orderly scene .

“ Can I plant Hydrangea conoides in Guangdong ？”

“ What about rose Starscream ？”

“ What flowers can be raised on a closed balcony ？”

…

Whenever there is such an inquiry , Tasha's “ Little assistant ” Can quickly locate from the knowledge base carefully built through online documents , And give professional answers at the first time .

The rest of the time , Flower lovers , There are always endless topics , Flower friends drying flowers 、 communication , There is no need for Tasha to intervene . Tasha turned her private domain into a flower friend's “ Back garden ”, There is no interruption here , Only dry goods and warmth .

In the horticulture industry, which needs to maintain customers for a long time , It looks like “ The Buddha is ” Move , In fact, it has brought great value to Tasha ： Now? , Tasha owns 600 Thousands of fans , continuity 3 Annual sales growth 200%.

The three enterprises can achieve success in private domain operation , The key is to advance by retreating 、 killing with kindness .

Don't disturb , It's their tenderness . High growth , It's the reward they deserve .

Gray balance

An athlete can get good results , Site allocation is extremely important .

These three enterprises can make progress by retreating in private domain services 、 killing with kindness , It is inseparable from the underlying support of the enterprise wechat platform .

The human nature , Both have a radical side . Even if you try to control , There will also be a rash side .

Truly let enterprises operate in the private domain without disturbing the service , In addition to its own restraint , It also needs to be constrained in product design .

It's like setting a track and speed for the enterprise , You can only play according to the rules .

for example , Add friends on enterprise wechat 、 Number of mass tweets 、 The number of circles of friends is limited .

The initial upper limit for enterprises to add customers , by 5 Ten thousand customers . This number is also limited by various factors , For example, the number of active enterprises 、 Customer complaint rate 、 Customer response rate, etc .

Your service is too intrusive , Too many complaints , It will be less able to add to customers , Business growth will be limited .

After the maximum number of customers is reached , Enterprises cannot apply through friends initiated by customers , Cannot share 、 Assign customers , Other contacts who are not customers cannot be identified as customers .

Like will indulge , But love is restraint .

In management , Good mechanism , It makes people good employees . Bad mechanism , It turns good people into bad employees . How to balance the management mechanism , Huawei once proposed a “ Gray Philosophy ” Management theory , The essence is “ White and black ” Fusion thinking .

Enterprise wechat in private domain management , Also combined with “ Gray Philosophy ”： Be a good referee between enterprises and users , Make the service more balanced .

Personal efforts are important , But we should also consider the process of the times .

although , Enterprise wechat is restricting the possible emergence of enterprises “ Radical service ”, But they are also upgrading themselves , Improve their service efficiency .

Not long ago , Upgrade enterprise wechat to 4.0 edition , Once again, it helps the private domain operation of enterprises .

such as , The enterprise wechat and the video number are officially connected .

Enterprise employees can go to the profile page of enterprise wechat , Associated enterprise video number . There will also be a shopping guide entrance in the live video room , Consumers can access with one touch .

Like Sumitomo , Enterprises that provide services through self presentation in private domain operation , The contents of the exhibition are more abundant . The space for enterprise services has been expanded , The customer will enjoy a better service experience .

in addition , Enterprise wechat also launched wechat customer service function .

As long as the customer has demand , You can find customer service portals on multiple pages in the wechat ecosystem , We can find people to serve before and after sales . Customer service is no longer the end of a consultation , It is the beginning of establishing a long-term service relationship between the enterprise and its customers .

Like Rui Xing , Stress “ one-on-one ” An enterprise providing precise services , Have a more comprehensive and clear understanding of customers .

The current enterprise wechat platform , It is undoubtedly a new battlefield for most enterprises to conduct private domain traffic . Latest data , The number of real enterprises and organizations on wechat 1000 ten thousand , Number of active users exceeds 1.8 Billion , The number of active users connected to wechat exceeds 5 Billion .

This is a huge flow pool . It is said that elephants are hard to turn around , It continues to upgrade itself , Expanding the volume of the whole platform , It also optimizes the use experience of enterprises and users .

He became a good referee and waiter .

Conclusion

From public domain to private domain , It has been the general trend of traffic operation .

This is a great migration , There are many factors behind it . Offline operating costs soared 、 Public domain traffic is becoming more and more expensive ........

On the surface, it is magnificent , In fact, you need to be as careful as a needle , In terms of service, let private customers be satisfied . Do that , Just master “ The six character rule ” Just do more than half ：

Don't disturb , To make friends .