This article will introduce how to build an enterprise WeChat project from 0 to 1, and share the details of the whole process from applying for enterprise WeChat to using the native functions of enterprise micro to acquire customers, hoping to be helpful to friends who have no experience but are interested in starting enterprise micro. There is a lot of content, you can like and collect it and read it slowly.
In the previous article, I shared the core capabilities of Enterprise WeChat, ecological positioning, and what is the SCRM system that can empower enterprises to maintain operations (interested friends can turn to historical articles).
After knowing these concepts or framework information, is there any more practical and practical content?
Recently, some friends around me have begun to pay attention to the value of enterprise WeChat customer contact management, and want to start enterprise WeChat on the company’s internal projects, but they don’t know where to start.
These friends will also have a question after listening to my introduction to the SCRM system:I don’t have the budget to purchase the SCRM system now, and I don’t have a corresponding production and research team, so is it impossible to do the enterprise WeChat project?
This article will introduce how to build an enterprise WeChat project from 0 to 1, and share the details of the whole process from applying for enterprise WeChat to using the native functions of enterprise micro to acquire customers, hoping to be helpful to friends who have no experience but are interested in starting enterprise micro. There is a lot of content, you can like and collect it and read it slowly.
1. Basic preparation
1.1 Create an enterprise WeChat for the enterprise
If we want to start an enterprise WeChat project, we must first have an enterprise WeChat, and the process is also very simple.
- Enter the official website of Qiwei:https://work.weixin.qq.comand click Register Now.
- Fill in the company name, industry, employee size and administrator information, etc., and the creator is the first super administrator of this enterprise WeChat. (At this point, an enterprise WeChat entity has been initially created, and if you want to use the enterprise WeChat’s certification logo, employee scale, customer scale and other rights, you also need the third step of enterprise certification)
- Click “My Enterprise” on the far right above, at this time the enterprise is “uncertified”, click “Go to Certification”, follow the prompts on the page to submit the enterprise industrial and commercial business license, subject verification certificate, etc., and wait for certification (enterprises with less than 1,000 members need to pay a certification fee of 300 yuan, and enterprises with more than 1,000 members need to pay a membership fee of 2,700 yuan or 29,700 yuan in addition to the certification fee).
Follow the steps above to create a standard enterprise WeChat entity.
To achieve these three challenges, product managers will only continue to appreciate
Good product managers are very scarce, and product managers who understand users, business, and data are still in demand when they go out of the Internet. On the contrary, if you only do simple communication, inefficient execution, and shallow thinking, I am afraid that you will not be able to go through the torrent of the next 3-5 years.
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An enterprise can apply for multiple enterprise WeChat entities to handle special business scenarios, generally speaking, it is enough to apply for an enterprise WeChat. The data of each enterprise WeChat is separated and independent, such as address books, adding customer data, etc., and cannot be operated across enterprises and micro entities.
1.2 Address book and role permission configuration
After creating a good enterprise entity, the first step is to invite the departmental organizational structure and employees to the enterprise WeChat, whether it is collaborative office, employee management, or TOC customer contact management, it first needs to be built on the basis of employees using enterprise micro.
Address book configuration
Find the “Address Book” at the top of the page, the left side is the department, and the right side is the enterprise employee.
Departments can be managed at multiple levels, and can support up to fourteen levels of department configuration, which is more than enough for a normal enterprise architecture.
On the right side of the page, you can add enterprise employees to various departments of Enterprise WeChat by “Add Members”, “Batch Import/Export”, “WeChat Invite”, etc.
When adding corporate members, it should be noted that members can have duplicate names, but they will be repeatedly verified through mobile phone numbers or emails, which means that multiple employees cannot use the same mobile phone number or email address.
At the same time, when setting up an employee’s account, it should be noted that the employee account is the unique identifier of the employee in this enterprise, which cannot be modified after setting, and if SCRM application design or data connection is required in the future, the employee account is usually used for design and analysis, so it is best to have unified management rules for the rules of the employee account.
Generally, common management solutions use mobile phone numbers, full spelling of names + serial numbers, employee IDs in the company’s HR system, etc. as enterprise WeChat employee accounts.
Role permission configuration
In the enterprise WeChat customer management project, from the project leader to the front-line sales agent, there will be different roles corresponding to different rights and responsibilities.
- Project leader: Responsible for the operation of the entire enterprise micro project, responsible for resource coordination, production analysis, business effect, etc., and requires maximum configuration permission and data viewing permission.
- Business operations: Provide strategic support for project customer management, including customer drainage, customer group reach, and circle of friends, requiring access to customer management tools.
- Team leader: Manage front-line sales personnel and need to view employees’ enterprise WeChat usage data and customer follow-up data
- Sales Agent: Follow up on customers added to your enterprise micro without login permissions in the enterprise WeChat management background
- Product and R&D leader: If there is a plan for self-development or external SCRM, production and research personnel are required to help with application configuration and docking, etc., and application management permissions are required.
Without the assistance of SCRM tools, you can configure role permissions in the following divisions based on the native capabilities of the enterprise
The role permission configuration of the enterprise micro background can be completed by the super administrator in My Enterprise – Permission Management.
After completing the above matters, the basic preparation work of Qiwei is almost completed, and then you can try to start using Qiwei for customer management.
2. Primary enterprise and micro customer management
Although enterprises may not have the resources to build or purchase SCRM systems in the early stage of the project, this does not mean that they cannot rely on pure enterprise micro-native capabilities for customer management.
This chapter will share from three aspects: customer drainage, customer service and operation, customer management and data analysis.
2.1 Customer drainage
Qiwei itself can be understood as a private domain scenario of an enterprise, and like other private domain scenarios, the first difficulty is how to attract customers to this private domain scenario.
For users, there are differences in user minds between adding enterprise WeChat and following other private domain platforms (such as apps, official accounts, Xiaohongshu, etc.), which simply means different demands. The attention platform tends to be subscription-oriented, and the user perceives that it pays attention to a platform that will push messages to him; When adding Qiwei, the user’s perception is to leave a person’s contact information, and the addition action itself also has a more obvious purpose appeal.
For example, after purchasing a product, users need to obtain the instructions for using the product; or there may be after-sales/write-off issues in the future, such as purchasing rights or services; or to participate in an event, you need to obtain the activity process or receive online benefits through Qiwei.
Project personnel can design drainage points according to their own industries and scenarios, and give customers the opportunity to add employees’ enterprises and micro with appropriate “contact points” to start the life cycle of enterprise and micro customers.
Combined with several common ways to add customer drainage to enterprises, you can build your own drainage matrix.
1. Scan the code to add
Guiding customers to scan the code to add employees is the most common means of drainage, because the operation is similar to WeChat scanning the code to add friends, which is also the lowest way for customers to operate and learn.
For scenarios where enterprise employees can directly contact customers, such as salespeople in shopping malls, online education industry publicity and consulting, bank salesmen, industry summit market sales, etc., who have established connections with customers before adding enterprise micro, it is necessary to guide customers to add employees who have already established connections to maintain stickiness and trust.
This scenario is the simplest, you can directly ask employees to show their personal corporate WeChat external business card (equivalent to WeChat’s personal QR code) for customers to add.
In addition to offline 1-to-1 scenarios where customers directly scan the QR code of the employee enterprise, enterprises encounter more “natural traffic” drainage scenarios.
The previous addition of external business cards is to maintain the connection between designated employees, while the organic traffic scenario is to create a connection between customers and enterprises, and there is no demand for customers to add designated employees.
This kind of organic traffic scenario can be considered to use the enterprise micro live code to undertake, and an enterprise micro live code can be associated with one or more enterprise employees. For customers, it is still an ordinary QR code, but after the customer scans the code, it will use Tencent’s built-in average random allocation logic to display a random addition of multiple employees to realize the allocation management of organic traffic customers.
Here are some common organic traffic scenarios categorized by online and offline
After selecting the appropriate organic traffic point, it is necessary to equip one or more employees to undertake the added customers brought by the point, which requires project management and operation personnel to estimate the funnel data of the point exposure to the actual addition, estimate the number of people who may be added, and set the appropriate number of employees according to the service depth required by the project.
The configuration method of the live code is also very simple, find “Customers and Upstream and Downstream” in the enterprise micro management background, click “Add Customer – Contact Me”, select “Contact by QR code”, select multiple people on the configuration page, select the user, and you can complete the creation of a live code.
In order to distinguish the live code used in different scenarios, you can also make notes when creating the live code to facilitate subsequent management and search.
2. Mobile phone number search add
In addition to the common scanning code to add friends, another common way to add is to search for mobile phone numbers.
In addition to directly calling customers, they can also assign the task of adding WeChat to employees, so that employees can actively search for the customer’s mobile phone number after the outbound call to complete the addition of enterprise micro friends.
The operation is also very simple, for companies that have not yet been online, you can use paper lists or Excel sheets to record customer and mobile phone number information, and assign them to employees to add outbound calls one by one. Enterprises with outbound call systems can also consider adding simple functions such as one copy to the system to simplify the operation of employees.
It is worth mentioning that Enterprise WeChat inherits WeChat’s tradition of “taking user feelings as the biggest”, in order to avoid harassment to customers, there will be a limit on the number of mobile phone numbers actively searching and adding every day, and the limit is the number of times it is initiated.
The number of restrictions will fluctuate dynamically according to the quality of business services for customers, so if you want to add more friends to search for and add numbers, you cannot leave behind the business services for customers.
3. Add the link to the customer acquisition assistant
The above two addition methods are both methods for Qiwei and personal WeChat, while the customer acquisition link is unique to Qiwei.
What is a customer acquisition link, simply put, is a simplified version of the QR code addition, which can only be used in online scenarios.
The operation process of adding live code/QR code requires users to complete a three-step operation “long press to identify the image – click the pop-up option – click to add”, which may cause the loss of customer addition opportunities.
The customer acquisition assistant simplifies the entire client operation process, the difference is that the QR code is a picture, the customer acquisition assistant is a link, click the next step to jump to the add friend interface, the process is simplified from three steps to one step, compared with the live code can further improve the drainage effect.
Generally, customer acquisition assistants can be packaged into a clickable button or advertising space, and after clicking, they can directly jump to the target page, so they can only be used in online scenarios.
The configuration method of customer acquisition link is similar to that of live code, and the super administrator can click “Customer Acquisition Assistant” in the background of the enterprise micro to create a link. The customer acquisition assistant connection can also support multiple enterprise employees with one link.
Compared with the free use of live code, customer acquisition assistant requires a fee. After each enterprise is newly created, there are 50 free addition quotas for the customer acquisition link, and the excess part needs to pay 3 yuan to Tencent for each successful customer added.
In addition to shortening the customer addition process and reducing churn, the customer acquisition assistant also adds the ability to configure welcome messages and customer tags. After the customer adds employees through the designated customer acquisition assistant, they will receive a corresponding customized welcome message (automatically sent by the system as soon as they are added), and mark the designated label to facilitate employees to identify the customer addition scene.
2.2 Customer Service and Operations
1. Service sales and chat tool empowerment
The next step in attracting customers to the private domain of Qiwei is to complete customer operation in the private domain, combined with the special private domain attributes of Qiwei, the most determining part of the business effect is the employees who directly contact customers and the SOP designed in advance.
After the customer is added, except for the welcome message is automatically pushed, all other messages and reach must be sent or confirmed by the company’s employees. Demonstrating the professionalism of the service, the standard rhetoric of answering customer questions, and the activation strategy of silencing customers, each step impacts the customer experience.
Combined with the scenario of customer addition, it is necessary to actively send corresponding information to customers to achieve operational purposes, such as service conversion, receiving services, sending activity processes, etc.
For questions raised by customers, it is also necessary to prepare answering skills in advance so that employees can respond in a timely manner.
For projects with customer activity or conversion requirements, in addition to daily response to customer inquiries, it is also necessary to prepare strategies and words for customer relationship maintenance and activation, generally combined with customer addition time and holiday hot spots.
In order to facilitate employees to better serve customers, Enterprise WeChat also provides support on tools, such as quick replies, after-work replies, corporate/personal tags, etc.
- Quick reply: A simple version of the speech library, employees can use it in the chat toolbar (unique to Qiwei) and send it with one click.
- Reply after hours: Set the clock-in time for employees, and customers can send messages after work, and you can automatically reply to customers according to the configured rules to avoid customer experience problems.
- Enterprise/Individual Tags: Super administrators can configure the tags shared by the enterprise, and employees can also maintain their own dedicated tags, which can be manually tagged and removed according to the employee’s judgment on the customer, which is used to identify the customer’s stage and status, and facilitate subsequent reach.
2. Customer operation
When serving customers, due to the uncertainty of customer addition and inquiry, employees mainly focus on replying to customer questions and implementing SOPs, and will inevitably be powerless in social hotspots, identity building and historical silent customer operations.
At this time, it is necessary for operators to assist employees from a broader customer lifecycle perspective to operate and activate more customers.
The commonly used methods here are mainly group posting and Moments.
- Group sending: Circle eligible people according to the label information on customers, and configure appropriate copywriting and materials for batch reach, and operate in layers.
- Circle of friends: Configure circle of friends tasks for employees, and can play a role in managing the personal image of employees while softly reaching customers.
2.3 Customer management and data analysis
1. Customer management
In addition to the customers added to the employee’s enterprise micro client, managers can also view the customer pool data in the background of the enterprise micro, including the total number of customers, the number of new customers on the same day, and the trend curve added by day.
At the same time, the project manager has the authority to redistribute the resources of enterprise customers, and if there are problems such as employee passive negligence, resignation, or customer complaints against employees during the project promotion process, the administrator can change the friendship relationship of the customer who has been added to the enterprise WeChat through the on-the-job inheritance and resignation inheritance functions in the management background. （vx：Graphic_Xpert）
On the one hand, customer management and assignment can solve the problem of customer service quality, and at the same time, it can also avoid the risk of customer churn caused by employee turnover.
2. Data analysis
The native management backend of Qiwei also provides some basic data analysis capabilities, including customer addition data, employee-customer chat data and reply time, and customer churn data.
These data can basically cover the statistics of the simple cycle of “add-service-loss” at the beginning of the project.
3. Summary
First of all, thank you for reading this, after reading this article, it is no longer a problem to start an enterprise WeChat project from 0 to 1.
This article mainly talks about how to do an enterprise micro project when we don’t have SCRM system resources, it seems that it can already support a simple closed loop, so if there is the assistance of SCRM, what new vitality and opportunities can the project have, I will also post a post to continue to share later, so stay tuned.
