Service marketing is a systematic project, which includes many links and is difficult to evaluate as a whole. This section selects specific scenarios of member operations to give readers ideas for quantitative evaluation of service benefits.
1. Evaluation indicators
Member operations are considered from three dimensions: member scale, member activity, and member contribution.
1) Member scale
The measurement indicator of member scale is the cumulative number of members who join. The larger the member scale, the more customers can be reached.
2) Member activity
Member activity can be measured by the number of active members and the proportion of active members.
In cross-border e-commerce B2C transactions, the commonly used method to measure the number of active members is to count the number of members who have added products to purchase, collected products, purchased, or received member benefits during the statistical period. In cross-border e-commerce B2B transactions, active members refer to those who have entered any link of price negotiation, product recommendation, drawing confirmation, pending payment, order placement, and member benefits. The proportion of active members is the comparison value between the number of active members and the total number of members within a certain statistical period. According to the statistical time period, the number of members. It is divided into daily activity, weekly activity and monthly activity. Generally, the monthly activity of members is evaluated by the following formula:
Monthly member activity = (number of active members in the past 30 days/total number of members) x100%
3) Member contribution Member contribution can be measured by the proportion of member transaction amount, that is, the ratio of the purchase amount of the member group to the total transaction amount of the current period.
Member transaction amount proportion = (current member payment amount/current store total payment amount) x100%
2. Evaluation method
(1) Formulate strategy. Evaluate the current situation and specific scenarios, analyze which level of member group it is, and which link in recruitment, activation and repeat purchase needs to be specifically solved. Formulate marketing strategies based on the five elements of precision marketing, namely customer targets, product promotion tools, contact methods, and contact timing.
(2) Strategy execution and data monitoring: Execute strategies in stages and rhythmically. And use enterprise-level CRM tools or Alibaba International Station backend customer management tools to establish a specific customer group for specific members, and monitor and track the group’s visits, inquiries, ordering behaviors, and statistics.
(3) Review and evaluation and precipitation iteration: Analyze and compare the member operation indicators at the beginning of the statistical period and the indicators at the end of the statistical period, review the results of the activities, summarize the experience and shortcomings, and precipitate strategies.