The decline of mobile internet traffic dividend is a market consensus, and it has entered the stage of stock game.
As a result, many marketing practitioners have found a problem:
The cost of obtaining customers for enterprises is getting higher and higher, even to the stage of doubling.
The cost of customer acquisition has become the "sword of Damocles" hanging over the heads of marketers.
Harvard Business Review has studied the value retained by users and found that 70% of companies agree that it is cheaper to retain existing users than to regain a user; The CAC (customer acquisition cost) of a new user is more than five times higher than that of keeping an old user; Increasing the user retention rate can increase the profit by 25%~125%.
So, since the acquisition cost of new users is so high, can we give up new users?
Obviously impossible. At present, everyone’s approach is to grasp both new customers and customer retention.
A fiery new way has emerged-refined operation.
Regarding refined operations, some people think that users are diverted from the APP side of products to WeChat official account and WeChat communities; Some people think that it is to send greeting messages to users of offline stores every holiday; Others believe that it is the automatic reach of thousands of people. Whether or not, these practices are the embodiment of refined operation, but not the whole picture.
Refined operation refers to the behavior of combining the data analysis of channels, user behavior and other dimensions with the development stage of the enterprise to carry out targeted operation activities for users in order to achieve operational objectives. This operation goal can be to gain more new users, improve the retention rate of users, improve the conversion rate of core business links, etc., and it is necessary to pay attention to the whole life cycle of customers.
Traditional marketing of enterprises often wastes a lot of resources on invalid customers, and the labor cost and time cost of acquiring customers are getting higher and higher. Now the era of extensive operation and volume marketing has passed, and it has been replaced by refined operation. Studying the life cycle of users is the complete development process from the beginning of contact with products/services to the end of leaving products/services, and implementing different marketing strategies for different stages.
Refined operation requires operators to pay attention to the whole life cycle of customers. The word customer lifecycle management is not unfamiliar to marketers, but there are not many enterprises that really do a good job in customer lifecycle management. There are many reasons, such as unclear division of stage strategies and scenarios, lagging human resources, high operating costs, etc., which may affect the effect of user life cycle management. However, with the development of artificial intelligence and big data technology, marketing has also begun to move towards intelligence and automation. A set of automatic marketing scheme put forward by Wofeng Technology is a good help for enterprises to solve this problem.
Overview of outbound robot application scenarios
On the one hand, the quality of non-advertising leads is uneven, it is difficult to identify the intended customers, and the industry competition is fierce; But on the other hand, advertising in online channels is often accompanied by high advertising costs. How to quickly reach and identify the obtained clues is a good way to ensure that the clues are not lost.
Wofeng technology outbound robot can batch high concurrent outbound calls and automatically complete pre-sales clue filtering. For missed customers, it can automatically call back and reach users efficiently. The outbound robot can intelligently identify customer intentions, automatically judge and mark customer intentions, and improve the efficiency of clue screening. AI algorithm intelligently extracts key information expressed by customers and generates customer portrait labels. Enterprises can conduct differentiated marketing according to the labels and provide decision optimization for operators.
Traditional manual communication and drainage methods are inefficient, ineffective and costly, and it is difficult to reach all customers. The customer label is not clear, and it is difficult to do hierarchical and refined operations.
Enterprises can use the customer database to launch intelligent group calls to public customers, screen high-intention customers to invite them to add, and quickly improve the pass rate of adding powder. Enterprise WeChat powder application is different from a micro-application, which will not appear on the regular "new friends" page, but will be displayed in the notification message of enterprise WeChat. Simply using active powder addition, users can easily ignore it, resulting in low powder addition rate. Combined with AI outbound, users can be informed of the specific entrance to apply through friends, thus improving the powder adding rate.
In the event marketing scenario, the online delivery cost is high, and it is impossible to accurately reach consumers point to point; SMS, Push and other methods are passive and have low opening rate.
1) Accurate customer identification and reach: distinguish registered customers, historical transactions and other customer types, generate customer portraits based on historical consumption information, customer registration information and outbound history, and identify core target customers to accurately push marketing activities.
2) Speech customization: preset multiple sets of standard speech according to common event marketing scenarios, and form a differentiated speech library in opening remarks, brand wake-up words and temptation points (gifts, discounts, coupons, etc.). Match the customer’s portrait accurately, and ensure the transformation effect.
When a customer initiates an order, but has not paid for a long time, or has paid the deposit, but has not paid the final payment, etc., the enterprise can use AI outbound to make a reminder, so that interested customers can pay quickly.
During the promotion period, under the gameplay of deposit inflation, users need to pay deposit+final payment, but the date of final payment is different; Enterprises can call for payment on each user’s last payment day, and attach a page link through SMS, which can greatly improve the efficiency of payment collection.
It is difficult to quantify the work of service personnel, and the efficiency of manual sampling and return visit and manual entry of results is low.
After the sale, the outbound robot can make outbound calls in batches with high concurrency, quickly complete the return visit task, conduct targeted marketing for customer problems in the return visit process, and automatically recall customers who are not connected, ensuring the reach rate and return visit effect. After the return visit, statistical analysis report and public opinion analysis results can be automatically generated according to the call records, which can assist business decision-making and provide reference for the next marketing of enterprises.
Wofeng technology outbound robot runs through the whole life cycle of users from five scenarios: clue screening, private domain drainage, activity notification, order reminder and after-sales service. For enterprises, outbound robots, as intelligent tools, help enterprises to operate, improve user retention rate, reduce costs, improve transformation, and continuously tap the growth value.
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