Author's self-report
I work in a company that makes e-commerce platform for ToB industry. Because they are all in the ToB industry, they are very interested in small energy technology. This paper attempts to rationally analyze and deconstruct the product design of this company through reverse engineering reasoning for comparison and reference.
Product background introduction
Xiaoneng Technology, an online customer service startup with a valuation of 654.38 billion yuan, serves more than 2,000 enterprises such as Haier Mall, Vipshop and Le Bee Network. Enterprise labels are CRM and SAAS.
Foreword-? The dilemma of ToB product and SAAS product experience
Throughout the entire product website articles, the analysis and experience articles on ToB products are the least, and even some industries can't see them.
Because I also study industrial e-commerce, I often have to deal with ToB and SAAS. At this time, it is bound to encounter the following dilemma: the user registration threshold of such products is generally high, and free trials are generally not provided-if the products are in the form of the Internet, even piracy can not be found. Generally, we don't cooperate, because we can't get the trial account of the other party for just reasons.
So there won't be too much superficial content (such as interface design, navigation design, information design, etc. ) according to the "elements of user experience". Instead, we will focus on the screenshot of the website display business, the website scene page (the page and the corresponding description and publicity text, at this time the publicity text content is the scene corresponding to the page), and the specific analysis of the industry. Through these contents, we can extract key product information such as target users, main usage scenarios, user goals and product requirements.
Time division: The background of this paper is that companies and products that appeared before 20 17 and 20 17 are regarded as traditional companies and products.
Analysis framework reference: /evaluation/583453.html
Key words: tob, SAAS, customer service system, competitive product analysis, product experience, user behavior analysis.
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Text:
User demand recovery:
Note: the person who taught me ToB design said that ToB should not only consider the business, workflow and so on, but also see which operators are actually using the system behind the system. Portraits of these operators are equally important. (Use case diagrams can only reflect the relationship between roles and systems, but not human nature, which requires product managers to pay attention to specific users (functional operators) and human nature when designing ToB. )
Imagine the following scenario:
S 1- 1 My company's customer service elder sister, N customer service softwares such as qq, Want Want and JD.COM have been opened on the computer, and Didi's sound effects have been ringing all the time.
S 1-2 when she left the station, these customers could only stay here temporarily, which led to a decline in the customer service system experience.
S 1-3 The mobile phone of Laomei has opened N customer service apps such as qq, Want Want and JD.COM, and the whole mobile phone is about to explode.
S 1-4 My sister was deducted by her boss for not answering VIP questions in time.
S 1-5 When Laomei receives the customer's feedback on the order, she will generate a workflow-tracking the problem, handling it according to the standard process, and finally feeding it back to the customer.
S 1-6 The boss needs to measure and manage the quality of the elder sister's work.
The above is the traditional customer service system that we first think of when we mention the customer service system.
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According to the introduction of Xiaoneng Technology, they divided the product catalogue into three parts: online customer service, robot and call center.
According to my understanding of the e-commerce system, the independent product of the call center can be incorporated into the customer service system (divided into voice access and text access-my impression is that there are fewer e-commerce companies with voice access now, and enterprises in traditional industries may have more voice customer service). Functionally, robots can be classified as a part of the customer screening module. Therefore, we can sum up the following user needs:
S2- 1 The system queues customers before receiving seats according to the idea of hierarchical processing.
S2-2 system needs to provide non-manual customer service and divert some customers who don't need manual processing.
S2-3 knowledge dictionary, a part of automatic consultation.
S2 4? Robot Question Answering System: It is compulsory, not just a knowledge dictionary-highlighting high-tech attributes (investors like to watch this, which belongs to the demand of novelty hunting).
S2-5 enterprises can choose whether to use voice customer service, and if so, provide a complete set of VoIP calling system.
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Especially some of the contents, I think it exceeds the expectations of users. This part of the scene is really the product of the product manager's brain opening, and it is also the user barrier on which the startup company depends. According to GrowingIO's recent growth hacking research, "customer acquisition channel" is the most valuable information when analyzing channel conversion rate.
In addition, generally speaking, the combination of user interaction data and user order data is the user behavior data that can be perceived within the system boundary. According to the function introduction of Xiaoneng Technology, Xiaoneng Technology also combines this part with the customer service system. (In fact, it is more like adding communication data between users and customer service to user behavior data to make this data more accurate. )
Xiaoneng Technology said in the description that they can track the user's operation of the shopping cart, so this should be using the buried point/no buried point technology. It remains to be seen which technology will be adopted.
The requirements are summarized as follows:
S3- 1 User information can be summarized by channel.
S3-2 integrates user order information into customer service system. (or combine the communication data between users and customer service into the user behavior analysis system)
S3-3 uses buried point/no buried point to obtain user interaction data.
S3-4 An Analysis System with Beautiful User Interface
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In addition, there are some enterprise-level basic needs to be considered.
S4- 1 enterprise account management system: administrator-sub-authority-minimum authority, a pyramid system.
Therefore, we can summarize the user needs of Xiaoneng Technology as follows:
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Present situation of product market
At present, the enterprise service market is quite hot, but there is a problem in the enterprise service market, which cannot break out and cannot see the miracle that a Changyang line user goes straight to 1 100 million. On the other hand, due to the high unit price of customers and the large scale of the industry, it is possible that the enterprise has only one hundred customers, but the annual GMV is 1 100 million.
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According to the scenario S 1- 1, any enterprise that opens a shop on multiple platforms needs this system that aggregates customer service interfaces of multiple platforms, which we can call "customer service aggregation system".
According to the exhibition of Xiaoneng Technology official website, they have customers in platform e-commerce, vertical e-commerce, cross-border e-commerce, online education, internet finance, health care, O2O, automobiles and online travel.
The above customers can be divided into the following two categories: shops and small e-commerce platforms.
Shop category: enterprises have shops on all major platforms, and it is necessary to summarize customer service information from various sources and handle it in a unified way.
Small-scale e-commerce platforms: all of them are small-scale e-commerce platforms, which may have limited development capacity and can be directly connected to Xiaoneng Technology's customer service system for their own use.
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Because there is no public data, according to the profit model of internet companies, I guess all the charging methods that meet the customer's temperament are:
1, charged according to the amount of consultation (similar to the routine of GrowingIO charging according to the number of users per day).
2. The fixed annual fee is charged by grade, which is more traditional-more suitable for traditional enterprises.
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Analysis of product core strategy
Let's start with the slogan of Xiaoneng Technology:
"Xiaoneng customer service can be opened through websites, mobile websites, WeChat, APP, telephone, forms, emails, etc. No matter which channel the customer comes from, it can be received in the background of Xiaoneng customer service. "
Small customer service is based on a customer service aggregation system and is no different from other companies.
Looking around, we can find that one of the biggest highlights is to integrate the user behavior analysis system into the customer service system and reconstruct the customer service system from the perspective of user analysis. It's a bit like the integral of an integral system. Integration is to integrate the user behavior analysis system into the integral alliance system and reconstruct the integral system from the perspective of user analysis. Specifically, it is like a customer service system/integral system/what system combined with GrowingIO.
At the same time, we see that after such a long time, Xiaoneng Technology will be able to sort out and identify a large number of user behavior data based on user DNA (such as mobile phone number). At the same time, this is also confirmed in news reports. "The number of small business customers has exceeded 2,000, including relevant data of more than 300 million users, which has obvious competitive advantages compared with peers." "With big data, the last time, the valuation given by investors was 654.38+0 billion." ——? This is the so-called borrowing the registered user data of all access parties for their own use.
In addition, we also saw the figure of customer service robot.
But I don't think robot is the core strategy, and it should be expounded from the user's point of view. Users may flirt with robots, but most of the time, users enter the scene with goals, and chatting with robots is not the main path for users (unless robots can meet users' goals, such as AI handling customer orders or complaints instead of customer service). )-curiosity is allowed, but it is not just needed.
In short, combing the above core strategies, we can draw the following figure:
When we arrange the development plan, we must first summarize the MVP functions, and then join the analysis system. Finally, go to the public relations robot; Or we robots can't do it-the investment is high and it is not clear to meet the needs of users.
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Product structure analysis
According to the official website pictures and demand mining of Xiaoneng Technology, there should be the following main product structures:
1, customer service aggregation system
Multi-platform customer service API access and user hierarchical queuing system (multi-channel visitors queue together; Distinguish between pre-sale (consulting) and post-sale (generating work order), classification rule pool (user identification and behavior information intervention contact), call center, manual agent, work order system and user behavior data incoming analysis system.
2. User behavior data analysis
Interactive data (shopping cart), order data, customer service feedback data and incremental user behavior big data system.
3. User behavior big data
User identification, channel identification and transmission of historical data (interaction data (other platforms), order data (other platforms) and customer service feedback data (other platforms)) to the user behavior analysis system.
4. Customer service robot
Knowledge base, interactive question and answer, self-study and training
5, enterprise management system
Customer service center management system (customer service KPI management; Data indicator display); User behavior data display.
The brain map is as follows:
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User usage evaluation
Judging from the development track of Xiaoneng Technology Company, since there are more and more customers, investors are also investing. This shows that the user evaluation is still good.
However, because it is in the ToB market, the popularity of Xiaoneng Technology is not good, and Baidu Index is not included.
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Thinking and summarizing
At present, users are growing, and hackers are very, very hot. The inspiration for us is also very, very great. All kinds of SAAS can be combined with user behavior data analysis to see if they can make different products. Be the next unicorn.
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In addition, we can think about several problems of customer service robots at present.
1. When you shop in JD.COM, can JIMI give you a refund?
2. Why did Microsoft Xiao Bing go out of fashion after only a while?
This shows that the current customer service robot is not practical enough to meet the needs of bringing the target users into the customer service scene. But with the development of AI technology, I hope that one day, AI customer service can completely replace manual seats-if Xiaoneng Technology can do it, then the customer service industry will be invincible.