Thursday, December 2, 2010

Attention to the customer's entire experience - a letter to Taobao

 Taobao recent experience shopping, very poor. Taobao not that bad, but that one of the courier. Is generally believed that delivery to the buyer, the buyer should be inspection, but now not to open package delivery, but the sign to leave. In other words, if the packaging is no obvious problem, you have hands. in a few times before buying, and sometimes do not look to sign, and sometimes a look at the first open, and express although opinion, but still in line with the basic. The life and death not to express delivery company, and bad attitude. Later in the forum Taobao saw, on the express terms of so many complaints, and nature are very poor, compared with buyers and sellers of disputes also more, and all the people posting are so angry.
then there is a problem here, the seller that you sign the harvest should be accepted, if the problem is not the seller, and delivery issues was. But it is clearly unreasonable, for the COD does not have this problem, we will at least open a look basic, such as appearance, is a small thing. As for the use, then are similar, not on the spot verification, such as mobile phones and other functions, the software bug. For some wearing parts, such an approach Taobao is unreasonable.
Taobao's business model from the point of view, Taobao is a shop operators, the middle and the middle of the logistics business buyers and sellers . now, for both buyers and sellers, Taobao, the credit mechanism to control,bailey UGG boots, for the payment of its key aspects, Taobao also strengthened the promotion Alipay building in this area played a good role, but also a sharp rise in popularity Taobao main reasons. then for the logistics that part? Obviously, Taobao did not go far enough. It can be seen from their operating system, for the logistics, but recommended a number of Taobao, the parties may appoint a 3rd party's. for now to see most businesses are small-scale operation because, basically chose the recommended 7,8 Taobao logistics company. But for now, so many nice little comment on the overall logistics companies, and every almost every logistics company vicious incidents. Taobao using the recommended approach that of these logistics companies Taobao is filtered through some, but far below the control level of service capacity, resulting in various logistics companies and logistics service levels within the company huge difference.
Here, we should focus on the logistics for that Taobao. Taobao mentioned mode of operation, the current delivery mechanisms such dispute this part of the very poor and, ultimately, the customer shopping experience is the probability of high. Taobao can say that this is a huge obstacle to the further development of the future. We shop in Taobao, the general diagram of two aspects: First, cheap. This is now gradually lost the advantage, now what part of Taobao is not cheap,Discount UGG boots, especially the prices of reputable merchants. the current market price is very transparent, and basic to the store to buy something, will be compared with Taobao, which makes the price of the store have some profits in the Taobao gradually approach the next price. from what I had to buy several times to understand. The second is the shopping convenience. the current situation is relatively convenient for shopping, will be online, the person operating the computer easy to operate, but the shopping the experience? it is possible to very bad. As the two sides do not meet the transaction, the process of operation in Taobao experience was good, this site has done is among the world class level. but the logistics company is the most direct experience of the customer, This part of the present situation, experiencing relatively poor. and often vicious incident. This thing worse than to buy at the store too far. can be said that the current logistics companies only give the experience worse than the store can not be better.
let us look at some examples of other B2C. such as The packaging is completely uniform, to the customer a very good experience. they have no ordinary courier, but as home delivery of the staff at work. We will find the work of people and express the difference between employees is quite large. We will often seen in the elevator or office delivery companies,UGG bailey button, although they did not single tag, but one can basically tell the difference. The home delivery of the delivery personnel, you look much more comfortable now. the same thing to the customer hands, something also have heat, it can not be deformed, and service personnel to keep smiling, polite. These are specially trained. take a look at the express courier company, how many people have seen a smiling face? how many people feel the nuanced of?
me give a from the delivery box is custom designed. the last rain, cakes over, who may know the touch of delivery. so not out of the box said, look, if you have a problem to go back. open look, it really touched shape. and then immediately call the delivery company to re-arrange delivery. after all, is the birthday cake, if delayed, not much significance. In the end, waffles, or to arrange a new kid's supply, in 12 more directly to the birthday feast. such services to make people feel good, courteous service, for the sake of customers.
companies such as Amazon, but also can be considered an online retail company. Company Founder and CEO Bezos's service concept is to focus on user needs and experience. Early in the Amazon also is to deliver outsourced. but do not let Bezos satisfied with the quality of service, it was decided to do it themselves. and Logistics , such as a delivery system for in-depth research. At present this part of the Amazon's strengths in logistics management, distribution, deployment, IT support systems are the industry leader, and gradually the idle capacity of the off-season rental to other company providing logistics services for other companies. Amazon is gaining momentum in recent years, while the vast majority of whom are Internet companies over the same period was dead.
back on the shopping experience of Taobao, Taobao although only platform, but in the end user's shopping experience, you must pay attention to. You can not have their own logistics companies, but must you recommend the service standards of logistics companies. In the industry chain, you are a leader, you have responsibilities and obligations control the whole standard of service. otherwise you will lose everything you have now.
telecommunications industry did have such a painful experience, early management and control as lax, resulting in the telecommunications infrastructure to provide value-added online services business provider (SP) was mixed, the service uneven, and even include fraud. in the country and the efforts of telecom companies, and gradually evolved the environment, strengthen the supervision system and IT technology from the increase, and gradually restore consumer confidence making value-added services to flourish.
Taobao practice can learn from the telecommunications industry, the first of these logistics companies for capacity, qualification and management, inspection certificate, and then develop service standards,UGG boots cheap, specify the channels to resolve differences and disputes process. rather than the destruction of any of these logistics companies together and gradually form the habit of online shopping. Users have gradually adapted to the current online shopping, but the experience of Taobao in the fall, competitors can easily be snatched buyers and sellers.
short that should be as Taobao, control the entire process of online shopping. hope to the needs of users, the user experience as the center position both buyers and sellers strive to provide the best service.
Taobao, you can no longer quality of service logistics company, sit idly by!

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