When it comes to customer service, retail brands often face a challenge in that Sales Associates typically use personal WeChat when communicating with customers. This not only limits continuity, should they leave but also leads to a variation in the level of customer service provided. A situation a brand has very little control over, given the overwhelming preference of Chinese consumers to use WeChat.
Given this pain point, SMCP wished to address the shortcomings of the current protocol, to help build a more effective customer service and O2O strategy, given the key role WeChat can play in the latter.
Work WeChat’s additional functionality, over and above personal WeChat, allows the Sales Associate customer relationship to be managed in a far more professional manner.
It does this without compromising the natural platform that WeChat provides, in the eyes on the customer, for personal interaction with a Sales Associate.
Customers still initiate the relationship with the sales associate, through a QR code, as well as being able to do this from the WCOA.
They converse with the sales associate, much as they normally would on WeChat. However, it’s behind the scenes on the retailer side, that the power of solution comes into play.
Depending on whether they are working or not, Sales Associates may switch their status between on and offline. They also have the ability to reassign the customer to another sales associate, should the customer be visiting another store.
On the management side, Store Managers can jump in and manage a customer enquiry, when needed. Additionally, using the CMS, the Store Manager can add, edit and delete Sales Associates, reassign associates and also follow the chat history of any customer conversation.
Customers continue to enjoy the immediacy and close relationship that WeChat provides, but now brands are better equipped to manage the relationship and the dialogue itself, allowing them to provide a better overall service, whilst building out their O2O approach.
Soft launched on Dec 2018 as a pilot in Shanghai and Beijing with great success. This has helped to boost traffic into offline stores. A full rollout will follow.