The cross-border e-commerce service marketing system includes the following three parts. First, service marketing in transaction fulfillment, service design is carried out through customer touchpoints such as customer communication, package, and order processing during the transaction process, with the focus on ensuring customer experience. Second, remarketing of old customer groups focuses on precision marketing in various scenarios to promote customer repurchase. Third, through member operations, customer loyalty is enhanced and brand value is improved. Therefore, from a short-term perspective, service marketing planning can ensure customer experience in transaction fulfillment, improve customer satisfaction, and increase member activity. From a long-term perspective, service marketing maintains customer loyalty and conveys brand value, so service marketing is of great significance to store operations.
In actual work, service marketing planning can be divided into the following two situations. One is a new store, which needs to build a service marketing system as a whole. The other is an old store that has been in operation but has not systematically considered service marketing. It is necessary to sort out service marketing and do some systematic construction. Both situations can refer to the following service marketing planning process:
1. Understand the company’s situation and customer situation
First, understand the company’s situation. Before planning service marketing, you need to understand the industry situation, the basic situation of the company, the brand positioning and characteristics, the product characteristics, and pay attention to the configuration of store operation personnel. Secondly, understand the customer situation. Understanding the customer situation generally starts with the following three indicators: the number of customers, customer repurchase rate, and member activity. The number of customers determines the volume of service marketing, and the customer repurchase rate reflects the effectiveness of customer remarketing activities. Member activity reflects the effect of member operation. Relevant data can be obtained through the Alibaba International Station store backend.
2. Service marketing channel construction
Under normal circumstances, merchants will adopt multiple channels to interact with customers. Commonly used service marketing channels can be found in Table 10-9. Communication channels include core channels and auxiliary channels. The core channels are what we need to focus on operating, such as in-site messages, EDM, WhatsApp, and Wangwang.
3. Sort out service marketing in transaction fulfillment
Service marketing in transaction fulfillment can be sorted out from three dimensions: customer communication service, customer care in the order process, and personalized packages. A normally operating store generally has certain service marketing strategies. We need to analyze which strategies are better and which strategies have room for further optimization, and then systematize them according to the actual situation.
4. Customer remarketing
Customer remarketing needs to start from the customer life cycle, combined with the actual situation of the company’s products, and adapt from the five dimensions of customer objects, products, promotional tools, contact methods, and contact timing, plan marketing plans, and precipitate landing strategies that meet the actual situation through strategy execution and review.
5. Membership system construction and member operation Check the current membership system, including member levels and member rights settings. If the current store does not have a membership system, it is necessary to design a membership system and recruit members. Membership operation is divided into activity operation, content operation, and member service care. In a specific marketing scenario, these three methods are generally used in combination. Membership operation should be combined with various rights incentives to promote activation, conversion, and repeat purchases.
6. Integrated service marketing system
Finally, the above content needs to be integrated into a framework, which is the key to service marketing planning. Stores generally have the following four major sources of traffic: potential customers, old customers, communities, and fans. The establishment of a service marketing system will affect the flow of old customers, community flow and customer experience of transaction fulfillment. Only by improving the entire service marketing framework system and achieving coordination and cooperation in all aspects of the transaction can the private domain flow of the entire store be closed-loop.
Service marketing strategies require long-term sedimentation and optimization. If we have built the entire framework and formed a mechanism, we can solidify the service marketing system and lay a solid foundation for continuous optimization. If there is the support of enterprise-level CRM, the response strategy can be automatically set to achieve intelligent marketing. In this case, the service marketing system will play an unexpected value. Not only can it achieve continuous sedimentation, but the entire framework can also operate normally when there is personnel turnover.