Private Traffic: So funk­tio­niert CRM in China

CRM in China

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, 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 Why China’s Version of Email Marketing Is So Effective

Ähnliche Beiträge


Mehr Tipps für profitable Kundenbeziehungen

Jetzt den kostenlosen Newsletter anfordern und 1x pro Monat neue Empfehlung für Dein CRM erhalten.