On Taotian Customer Day, CEO Dai Shan led all the executives to listen to a customer roast meeting

Tech 2023-09-16 23:42:44 Source: Network

What changes do you think Taobao has made?What are the three Taobao products you want to complain about most?What is the most important reason for you to continue being with Taobao in the future?The above "three questions" come from the first customer day series event since the establishment of Taotian Group on September 8th.At the "Taobao living room" scene, four customer representatives sat on stage to express their opinions

What changes do you think Taobao has made?

What are the three Taobao products you want to complain about most?

What is the most important reason for you to continue being with Taobao in the future?

The above "three questions" come from the first customer day series event since the establishment of Taotian Group on September 8th.

At the "Taobao living room" scene, four customer representatives sat on stage to express their opinions. Taotian Group CEO Dai Shan, along with all the executives, sat down as the audience, responsible for catching sharp questions that were thrown at any time.

Merchants' "roast" are various, involving promotion tools, customer service services, short video upload, express information display, risk control, cash withdrawal, breakdown category list, intellectual property protection, etc.

Zhang Yaohua, the founder of Moshuo Jewelry, is very direct. Before asking a question, please roll out: Has the waitress from Wanxiangtai come yet? Dai Shan responded first: I'll take it, you can tell me. Zhang Yaohua mentioned the two experience issues of promotion entrance and content review, and was handed over to the relevant staff after the meeting.

The person in charge of the puffy fragrance, Songsong, said that what someone buys or has data validation is not necessarily good content. She is also a famous blogger of Xiaohongshu. She said: The best precipitation of Taobao is the massive buyer shows, which are based on real transactions and real evaluations, not advertising traps. Taobao should adjust its content publishing and push rules, so that buyer shows can become the most valuable content on Taobao.

Ming Chao, the manager of the Cloth Lab, mentioned that some merchant tools are too complex, even the tutorials are too complex to understand, and they still need to find video viewers to explain.

Zhao Bing, the founder of Surpine Songyepai, said that the platform's technological means still need to be improved, and there are more digital efficiency tools available to help businesses improve operational efficiency and reduce labor costs. As the founder of a new ski brand, she also said that the platform should pay more attention to and launch a list of sub categories, provide more support for sub categories, so that more distinctive new brands can grow.

The customer came into the park to provide feedback, which made us face a lot and also pushed us to change many (problems). We have accepted all of these issues. There is no need to explore the reasons, what we did not do well is not good. "Dai Shan responded.

For one of the logistics issues, she also made a commitment on site: to ensure improvement within one month.

Taobao serves a very large customer base. According to third-party data, since March this year, the number of daily active users on Taobao APP has continued to grow at a high level, with a total of 915 million active users promoted by 618 major promotions; In addition, Taobao added 5 million new merchants in one year, and the number of new merchants on Tmall increased by 75% year-on-year in the second quarter.

The four merchants on stage are representatives of the vast number of Taobao merchants in different tracks and stages of development. From the customer's perspective, the changes on Taobao over the past 100 days are not just numbers, but also physical sensations.

The traffic is coming, "Zhang Yaohua, the founder of Mo Shuo Jewelry, wrote on the question board. He said that in the recent 99 value shopping event, small C stores can also access traffic at the main venue. After 8 years of entrepreneurship on Taobao, he is actually a young man in 1997 who has bought houses in Guangzhou and Shenzhen.

Ming Dynasty's cloth clothing laboratory mainly produces aircraft models and has only been open for 3 months, achieving the top spot on the list of repeat customers in segmented categories. He was recruited into the novice group as soon as he opened the store and even enrolled in the Star Generation Creation Camp.

Songsong, the head of the fluffy fragrance with a global dream, also participated in the Star Generation event and met many energetic young entrepreneurial colleagues, including those who make Baroque pearls, jewelry hairpins, and limited edition sneakers.

Zhao Bing, founder of the emerging ski trend track brand Matsuno Pai, has used a lot of new digital tools, but the most impressive thing is that Tmall's "Thousand Star Plan" is in charge of Xiaoer, who met three times in a week.

You are still too polite. Your demands on us should be higher so that Taobao can constantly change and improve. "On site, Dai Shan has been encouraging business representatives to be more direct and sharp. She also directly named the executives for the questions raised by the merchants, including Qi Gong, President of Taotian Group's Small and Medium Enterprise Development Center, Aowen, President of Brand Business Development Center, and Sihan, President of Platform Strategy and Operations Center, who answered the relevant questions.

The person in charge of the merchant platform, Xiang Qiu, was the most frequently clicked, "He made all the backend merchant tools. If you are not satisfied in the future, please contact him

Xiang Qiu received roast and praise. The representative of the merchant, Song Song, said that when used in the past, it felt like a tool made by more than a dozen teams, each with their own ideas. "The experience has improved recently, and finally it feels like a product of one team

Customer Day should belong to the customer, not to us. So I would like to invite you in today to provide feedback, "Dai Shan said to the business representatives." Let the executives sitting in the first row add your nails, and they will be responsible for your Taobao life journey

Customer experience requires both macro design and specific implementation.

Within three months, Taotian Group has launched a series of measures, ranging from the "Star Generation Plan" for young people to the "Thousand Star Plan" for new brands, which basically covers all businesses and runs through the entire chain of small and medium-sized enterprises from incubation, growth to branding.

On Customer Day, Taobao employees also discovered that there were several "help walls" in the office area. The intelligent customer system collects and sorts out "difficult and miscellaneous" experience problems, which are created into task cards and attached with QR codes on the wall.

It is equivalent to building a direct train, where specific questions raised by consumers and businesses do not need to be forwarded, but are directly picked up by the responsible waiter by scanning the code, and each item must have a response, "the project leader introduced.

For example, some consumers have suggested that they hope Taobao can promote more new and popular categories, rather than constantly pushing and buying them. The algorithm waiter who led the task has provided feedback that it is being optimized using AI technology and is expected to iterate next month, bringing more sense of discovery and surprise results.

The 'gang wall' is constantly being emptied and filled again. In just 5 days, the project team uploaded 1001 customer experience questions, of which 714 have been claimed and followed up by the bartenders.

Within Taobao, Dai Shan has always emphasized that "as long as customers are present, Taobao will always have the opportunity. In May of this year, Taotian Group announced for the first time the three major strategies of user first, ecological prosperity, and technology driven, which were directly formulated based on a large amount of customer research and customer "original voice".

I've been to your offline store and bought a bottle of small candles, "Dai Shan said to the person in charge of the fluffy fragrance, Matsudo. She recalled, "Since the establishment of Taotian Group over a hundred days ago, one of my most important things has been meeting clients, and I have talked to over a hundred clients in total

Dai Shan has been to core industrial belts such as Guangzhou, Shunde, Shantou, and Jieyang, and has had face-to-face communication with brands, small and medium-sized sellers, and MCN institutions. She has also visited factories and wholesale outlets. Taobao insiders told reporters that there was a strategy discussion where executives were required to visit at least 10 clients to attend.

In addition to inviting customers in, it is more about entering customers on a daily basis, which has become a task that Taotian, from CEO, CEO to frontline staff, must attach importance to.

On the scene of Customer Day, Dai Shan once again explained the reason for holding the customer roast meeting and repeatedly emphasizing the importance of customer communication. She said: "The opposite of love is not hate, but indifference. The businessmen are always talking to us about their opinions, roast and criticisms, which means that they still care about Taobao and have expectations for Taobao. This is our opportunity."

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