On March 10, Haier released the first user-centric full-process word-of-mouth system in the Internet of Things era during 2017 AWE. It is reported that the user word-of-mouth system is a real-time parallel connection to all nodes of the whole process through user evaluation and experience information, driving the whole process stakeholders to participate in the ecosystem of creating the best experience for users. Experts believe that the system has achieved the subversive transformation from after-sales service to the best experience of the whole process under the Haier network strategy, and has played a benchmark role in promoting the overall upgrade of the home appliance service industry.
User-driven: Haier's 3 major initiatives to build a full-process word-of-mouth system
For a long time, most enterprises have satisfied the status quo of user return visits and on-site services. The definition of home appliance service has never exceeded the level of after-sales service. Even many small brands still stay in the "original state" of after-sales maintenance, which seriously affects users. Experience. However, in the era of the Internet, users have the right to speak, the product service and the quality of products are the important capital for the company to impress users. To this end, Haier based on intelligent big data and cloud platform technology, took the lead in establishing a "user portrait", "user pay", "user supervision" zero-distance interactive platform, allowing users to become the core driving force to determine corporate reputation.
First, Haier uses intelligent all-media cloud interaction to achieve user-intelligent responses and 360-degree user portraits. For example, if the user transmits the voice or text of "I want to install air conditioner" to the mobile phone, the system will intelligently inquire and automatically generate a work order, which greatly saves labor costs. The latter will provide users with the best experience solution based on the user's big data, comprehensive analysis of the user's background, needs and preferences, and continuous precipitation into the system to improve the user's portrait.
Secondly, Haier has decided to let the fate of 100,000 service soldiers to the user by implementing the “user evaluation user pay†mechanism. Specifically, the more users praise, the faster the Haier service troops upgrade, the greater the priority of grabbing orders, and the higher the probability of increasing revenue. This means that the service soldiers must actively upgrade their skills and actively create better services for users in order to achieve better self-worth. With the continuous upgrading of the word-of-mouth system, the high-star service soldiers can not only directly dock VIP users, but also enjoy priority in the system automatic dispatch. This further highlights the importance of user evaluation.
In addition, Haier has designed a full-process visual system for the user. From the time the user issues the demand information to the service door-to-door service, until the end of the service, the user can supervise the service process, check the charging standard, complete the payment and conduct online evaluation through Haier service WeChat public number and APP. It can be said that the entire service process is open, transparent and honest to users. And this set of "user-centric" full-process word-of-mouth system actually contains a long process of user consultation, purchase, use, and service. During this period, each node can form an independent experience reputation, and constantly generate new The superposition effect.
Zero-distance interaction: creating a co-creation and win-win environment around the user
Haier believes that the service of the Internet of Things era can not be simply installed and maintained, but provides users with a full process experience of home appliances healthy living solutions. In order to achieve this goal, Haier has interacted with the community in an innovative service ecosystem to achieve a service model upgrade of “1 platform 2 solutions to meet the needs of 3 major usersâ€, and completely transform the passive experience of “users looking for Haierâ€. An active interactive experience for "Hail looking for users".
Specifically, Haier takes the user's zero-distance interaction as the ultimate goal, and takes the lead in launching the full-time housekeeping model. Based on Haier's WeChat public account and APP, it builds a “home life†ecological interaction platform to open up the entire process of interaction, transaction and delivery of home appliance services. Through the user pay mechanism, the service soldiers are driven to dig deeper into the user's demand for in-depth service of home appliances and improve the quality of life, so that design, research and development, resource providers and various stakeholders can participate in solving the "user pain points". The set of service solutions and quality life solutions in this model are the result of the whole process closed-loop ecology initiated by users, the entire industry chain participates and ultimately benefits users.
In order to achieve the established goal of creating a win-win situation, Haier supports the service troops and users through the three major levels of customer service, service personnel and customs. The interaction between distances guarantees the landing and continuous evolution of the eco-winning ecological platform. At the same time, it will gradually realize the comprehensive transformation from “operating customers to operating usersâ€, “from one service income to long-term ecological benefitsâ€, “from installing maintenance workers to home life managementâ€, and “from traditional service platforms to post-e-commerce community ecological platformsâ€.
In addition to the innovative full-time stewardship model, Haier also continuously enhances the smart appliance cloud service experience, providing users with active care through self-detection, self-diagnosis and self-feedback of intelligent network devices. The big data convergence driven by user evaluation also encourages the ecosystem to quickly form the best solution. Not only that, Haier is also based on the Internet of Things and product big data cloud platform, the first product is not a bad guarantee period, to achieve zero-stop home appliances, zero door-to-door, to create a high-quality word of mouth from the source of the product.
Insiders pointed out that whether it is to use "post-e-commerce" or "new retail" to summarize the characteristics of the times, its essence is to emphasize that enterprises rely on user experience and user zero-distance interaction to achieve benefits. For Haier, from the 32 years since its establishment, user reputation, management mode, and technological innovation have become the three core attractions that lead the global home appliance industry. The new release of the whole process reputation system is also regarded as another qualitative leap in Haier's creation of user value, which will promote the industry to re-examine the driving role of users in the long-term development of the company.
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