Während in westlichen Ländern E‑Mail-Marketing der mit Abstand wichtigste Kanal im CRM ist, dominieren in China Chat-Apps wie WeChat. Connie Chan beschreibt auf Future.com, wie Brands in China eine echte Eins-zu-Eins-Kommunikation mit ihren Kund:innen aufbauen.
Connie beschreibt, wie Unternehmen in China Alternativen zum E‑Mail-Marketing aufgebaut haben und hierfür auf eine Eins-zu-Eins Kommunikation zwischen Händler und Kunde setzen:
Here’s one example of how private traffic might work: Let’s say you go to a store to buy a barbecue set. If the sales rep you talk to recommends a specific grill, they might say, “Hey, after you purchase this, why don’t you add me as a contact? You can message me if you have any questions about installation, or any aspect of using your grill. If I come across cool barbecue recipes or accessories for your new set, I’m going to send them your way.”
You agree, allowing the sales rep to start a one-on-one chat with you. What’s the impact? You’re more likely to buy the barbecue set because you have this sales rep’s personal support, and you’re less likely to return it because you now have a direct connection with them. This kind of private, two-way conversation also helps brands understand their customer better, which in turn helps breed deeper customer loyalty.
Warum “Private Traffic”?
The traffic is “private” because brands fully own the channels where they communicate with customers and can contact those customers anytime, as opposed to conversations transpiring on third-party sites (like Instagram and TikTok).
Spannend (und durchaus als Inspiration geeignet) auch, wie chinesische Unternehmen Gruppenchats im CRM einsetzen, um die Interaktion der Kundinnen und Kunden untereinander zu ermöglichen:
Ctrip, the biggest travel company in China, started something new a couple of years ago. If you booked an international flight for a week-long vacation, you’d have the option of joining a group chat with other travelers who booked tickets to the same destination, around the same time. There would also be a sales rep in the chat to act as a travel concierge before and during the trip. They’d answer questions about anything from what to do about a lost passport to which type of outlet converter to bring.
But the best part is, once your vacation starts, you’re not only asking the customer sales rep questions — often, you’re talking to other group-chat members too. You might ask how long the line at an amusement park is, or see who has sightseeing recommendations, or even invite people to meet up for dinner. Essentially, the group of strangers becomes a community.
Mehr dazu auf future.com: Why China’s Version of Email Marketing Is So Effective