On July 7, Kuaishangtong was invited to participate in the "First Online Conference on Digital Construction of Consumer Medicine" hosted by Yimeizhongxing Platform and Shanghai Karajan Media Technology Co., Ltd.
This online consumer medical digital construction conference aims to create a digital and intelligent operation exchange and sharing platform for consumer medical under the new trend and new situation of the era of big medical beauty, to help medical beauty institutions to transform and upgrade digital and intelligent operations, and to jointly build the medical beauty industry Benign ecology.
This conference will conduct multi-dimensional in-depth discussions and exchanges on the current situation and future of the medical aesthetics industry around the theme, and invite senior experts from large Internet traffic platforms, third-party platforms, medical aesthetic institutions, SAAS companies, manufacturers, and upstream and downstream related enterprises in the medical aesthetics industry Practitioners, empowering and sharing for medical beauty companies and practitioners. The following is the content shared by Kang Kang, the person in charge of Kuaishangtong Medical Beauty Private Domain Operations at this conference. (abridged)
Hello everyone, I am Kang Kang from Kuaishangtong. Many medical aesthetics friends should be familiar with Kuaishangtong. We have been vertically in the medical aesthetics sector for 13 years, and we use the ability of AI to help our medical aesthetics institutions solve the problems of opening consultations and setting up phone calls, and all of them surpass artificial ones. Effect. The topic I’m sharing today is that AI helps medical beauty institutions build super consultants, which is the content of the medical beauty SCRM private domain operation accompanying service that we Kuaishangtong has prepared for 3 years. On this service, we are cooperating with many large medical and aesthetic institutions in Xiamen, Shenzhen, Ningbo, Hangzhou and other places.
You can see the content on this page that I am showing now. This is the content of customer acquisition, conversion, tools, etc. in the online section we are serving for medical and aesthetic institutions. Many people may not find it surprising, because in fact, there is no shortage of private domain methodologies and operation management tools.
Including many of our customers, they have started to use Qiwei two years ago, trying to connect the data of all links, connect the business in series, and manage the entire organization with the mentality of digitalization as the goal, including the online private domain. plates. However, it keeps getting stuck halfway through. Whether it is from the business process or the data management section, there is nothing wrong, why is it still stuck.
I believe this is not an isolated case, and must be a common situation that most organizations will encounter. Regarding the problems encountered by the organization I just mentioned, she said in her original words that the front-line implementation cannot be carried out, and there is no way to undertake it, so the entire organization cannot move forward as planned.
All our conceived plans can be called the superstructure. If we want this building to be solid and stable, the foundation must be strong, and the first line is our foundation. Our team of consultants is the core protagonist who will discuss with you today.
When we look back at the entire medical beauty private domain process, we will find that this group has been ignored by everyone before. However, the private domain has come to this day. The front-line executives, such as consultants, are important determinants of the private domain process of medical and aesthetic institutions, and have become an indispensable part of the digital transformation of physical enterprises.
Now all walks of life are discussing digitalization, and many of them are digital transformation and upgrading of internal systems, all at the level of "things". However, in our field of medical aesthetics, "people" are always at the core, playing the role of affecting the whole body, so the first step of our medical aesthetics digitization must be the upgrading of people!
Why do I say this? Going back to our actual business scenario, look at this picture, all the services of the hospital are reached to our customers through consultants. In essence, our business logic is the S2B2C model. It is the window that is the bridge, which is why I say that the first line is the core key.
To share a short story, we served a customer in Shenzhen. In the early stage of cooperation, one day I went to him to discuss and check the plan for the opening of a new store. I am full of confidence, and I am very confident in doing activities and making achievements. I said that marketing materials, speech skills, etc. can all be supported, because we are operating an accompanying running service. At that time, he raised a demand with me that event marketing was not what he wanted at the core, and what he wanted us to give him was to empower the consultant team and improve capabilities and efficiency. This is the first key to him for the hospital. I think this boss is really clear and sober, because he grasped the core of the business.
So what kind of problems are the front-line consultants facing now? The pain points are far more than those shown in the pictures. So why are there so many problems? The essential reason is actually that the ability cannot match the current customers and market, as well as the requirements of the organization.
In the reconstruction of the people and goods yard, the consultant has moved from "single" to "composite". How do we understand the meaning of this sentence? People go from active consumption to passive consumption; from people looking for products to products looking for people; eliminating the limitations of venues and time is a prerequisite.
In the traditional era, the roles and functions of "consultants" are relatively single. When people come, I will entertain and serve them well, and I will wait for you to come next time. Just do customer service in offline hospitals.
However, when the era of digital economy comes, especially when digitalization brings about the elimination of virtual and physical boundaries, only by meeting the needs of working in online and offline medical aesthetic hospitals can we truly assume the function and role of a consultant.
In a word, traditional consultants need to advance to super consultants. From an existence that is limited to a single scene, it has evolved into a compound existence that meets different scenes. This is an unavoidable challenge on the road to digital upgrading of institutions, and it is also a challenge that consultants must face.
Under this background, how to realize the transformation and upgrading of "consultants" from "single" to "composite" has become an urgent problem to be solved. Is there any way to create super consultants quickly, in batches and with high quality?
Let me introduce to you how we do Kuaishangtong. We have created a SCRM function aimed at building super consultants through AI capabilities, and achieved front-line upgrades from the three dimensions of empowerment, motivation, and growth.
One: Work must reach the plate, automatic labeling.
When the customer does not speak, the label prediction is made according to the browsing track, visit record, and stay time.
When the customer speaks, it will be automatically tagged according to the analysis and extraction of the key information of the chat content.
Provide a wealth of conversion tools, content materials, marketing methods, malls, and materials to help front-line consultation.
Everyone must be familiar with SOP, and you should be tired of hearing it. One of the SOPs that everyone has come into contact with the most may be to send messages in groups according to a certain label, and when to send what content. Then our SOP is very flexible and adaptable to various medical aesthetic scenarios.
give a few examples
Post-operative return visits and satisfaction surveys; those who have done experience projects but did not purchase card items and did not make a second transaction;
Customers who have not been to the store for consumption in 30 days and have surplus items can be invited to the store; card item expiration reminders; old customers who have not been to the store for more than 180 days, invitations to experience activation items, etc. can be realized through SOP.
Medical aesthetic institutions often conduct activities with high frequency, and often fall into price wars. Then you will find that even a reserve price item cannot be launched now. why? Because the activities are pushed too much and hurt customers, customers don't need it, and consumption is tired. But in fact, the essential problem is that our marketing strategy has not been tailored to suit the needs of thousands of people. It is very, very difficult to artificially achieve this effect. But through tools, through SOP, it can be easily realized.
A truly valuable SOP can be based on all-round customer information such as customer intentions, browsing track, transaction time, times, amount, and remaining items, covering the entire process from micro-addition, first-time purchase, re-purchase, activity, loss, and recall. The whole process of customer operation to help our organization truly achieve refined and thousands of customer operations.
And Kuaishangtong SCRM can be effectively connected with other tools, such as outbound calls and text messages. For example, we have a client who has a 20W old client in his CRM, who has not yet added Qiwei and WeChat. Now I want to do a recall, so what is the current strategy. The first step is to automatically perform outbound calls to customers from 2019 to 2021 through SOP; the second step is to automatically add powder to customers with high intentions by SOP according to the results of outbound calls; the third step is to SOP automatically sends SMS notifications to customers with low and medium intentions. Explain the intention again in the form of text messages, and attach a link to the Qiwei QR code in the text message, and click the link to jump to the page for adding Qiwei. This is a very complete solution of using SOP+outbound call+RPA+short chain for drainage.
Two: growth support sector, incentives. Just wanting the horse to run and also wanting the horse not to eat grass is not enough. Treat the consultant as your channel and give corresponding incentives. She converts a customer, guides the customer to fission new customers, and new customers fission new customers, she can enjoy the corresponding rewards.
The ability and improvement of skills, online training + examination, from traditional consultants to "super consultants", the core behind it is the improvement of professionalism and professional ability required by this profession, and at the same time, it is also the professional dignity of practitioners , Enhancement of sense of value.
On the mobile phone, the daily task list can be clearly defined and processed efficiently. The progress of each task can be marked, regular task reminders, and statistical analysis of the results.
Three: There are several sections in mind, real-time viewing of personal performance, and ranking statistics, forming an atmosphere of competition.
Daily work review, no need for consultant statistics, self-generated work summary.
This is why we say that the digitalization of medical and aesthetic institutions must first help the transformation, transformation and upgrading of the functions and roles of consultants! The effect and value brought by super consultants is the improvement of customer efficiency, which is also the core result that the organization wants.
Our core is to empower the consultant so that she has the ability to provide consumers with personalized and warm services.
Grasping the general trend of people's digital upgrade, we call it "Tao", supplemented by the effective linkage of "device" (digital tools) and "law" (transformation implementation method), we will definitely be able to create a very distinctive medical The road to intelligent transformation and upgrading of Meishu.