This article will share the author’s experience and experience accumulated in the process of enterprise WeChat SCRM product design and actual business project implementation in recent years, mainly discussing the basic cognition, core capabilities and opportunities that enterprise access can obtain. I will continue to discuss with you more details of Qiwei SCRM product design and business implementation in the future.
As a tool to empower enterprises to work collaboratively, since 2018, Enterprise WeChat is no longer just an office software with collaborative management, but also a business position that can bring incremental business transformation. After 7 years of development, Enterprise WeChat has become the digital customer business position chosen by many enterprises, especially traditional industries, whether it is a large company or a small and medium-sized company in the market, when discussing the online operation transformation of users, it is inevitable that the operation of Enterprise WeChat will be included in the scope of discussion.
However, when many companies actually use Qiwei, they are affected by the difference in the business rhythm of the industry and the company, and the use methods and depths are also different, and the effect is also good and bad. In the process, many enterprises and product managers in charge of enterprise micro modules still have many questions about what kind of capabilities Qiwei can provide, what kind of effect to achieve, and how to effectively promote the operation and construction of enterprise micro customers.
To solve these problems, it is particularly important to understand the basic cognition and ecological positioning of Qiwei.
1. WeChat ecological strong connection
1.1 Strong user reach space
The name of Enterprise WeChat contains the word “WeChat”, Tencent’s ace product, and the name gives the product a strong connection attribute, which may be the blood gene of the WeChat team.
After opening up data with WeChat, that is, supporting enterprise WeChat users to add individual WeChat users, enterprises can obtain 1.4 billion private domain resources through a very low technical threshold (1.402 billion monthly active users of WeChat in 2025Q1). Compared with other B-end collaborative office software, neither Feishu nor DingTalk can connect such a huge C-end user resource for the enterprise side, while enterprise WeChat can directly break through the communication barriers between the B-end and the C-end.
What does a product manager need to do?
In the process of a product from scratch, it is not easy to do a good job in the role of product manager, in addition to the well-known writing requirements, writing requirements, writing requirements, there are many things to do. The product manager is not what you think, but will only ask you for trouble, make a request:
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I believe that no enterprise or product manager will underestimate the ability to reach 1.4 billion WeChat users, because if there is no direct connection with personal WeChat, then if you want to reach customers, you need to use other channels and media, such as SMS reach and telemarketing after obtaining the customer’s mobile phone number, such as guiding customers to pay attention to self-operated positions such as APP official accounts and then notify messages.
As the most commonly used social instant messaging software by Chinese users, WeChat is also one of the most important reach scenarios for enterprises to reach customers.
1.2 Trust endorsement of employee real-name authentication
When enterprises reach customers with WeChat ecological messages, the scenarios that can be reached include 1-on-1 chat, group chat, Moments, official accounts, live broadcast accounts/video accounts, etc., of which only 1-to-1 chat scenes occur based on WeChat friend relationships, and other scenarios are either exposed through advertising or through drainage and attention subscriptions, which belong to the logic of advertising and media.
Before Qiwei and Yiwei can establish a friendship relationship, if enterprises want to reach customers through chat, they can only let front-line sales or customer service staff add customers’ personal WeChat through their own personal WeChat.
The use of personal WeChat for customer service or marketing also brings hidden risks to service quality and enterprise security. In contrast, enterprise WeChat touches customers to solve a considerable part of the risks.
1.3 API Open Capability Matrix
As an enterprise management and customer management tool, Qiwei has its own official native management backend, which can manage employee account address books, OA, clock-in and attendance rules, basic customers and upstream and downstream, collaboration, etc.
On this basis, Qiwei has also opened a very rich and comprehensive open API interface, which can be called by enterprises to customize and design management tools that are more in line with their own needs, which provides a space for many TOB software suppliers and enterprises to develop and build SCRM tools (the definition of SCRM will be discussed later).
The open API capabilities provided by Qiwei cover many aspects such as office management, WeChat customer contact, WeChat customer service, session content archiving, and enterprise micro client application construction, providing enterprises with more manageable, monitorable, and quantifiable business development possibilities that can reach customers in WeChat scenarios, which cannot be achieved by using personal WeChat.
The following figure shows some of the functions that can be designed and developed through the official API interface of Qiwei.
2. Data asset precipitation
For the company’s business, especially in the context of digitalization and artificial intelligence, business assets and user assets will be converted into data assets for precipitation, analysis and application, so as to empower customer operations to maintain long-term customer value.
Each APP and mini program hopes to obtain various information and data from customers, including portraits, consumption habits, browsing, search, etc., to create their own data moat.
In the case of maintaining customers still using the most commonly used WeChat, Qiwei can effectively obtain relevant data of users in the WeChat ecosystem through legal and compliant standard API interfaces, and then drive business by data.
2.1 Customer labeling and automatic marking logic
Different from personal WeChat, the enterprise micro end can mark the added micro friend as an enterprise micro tag to identify customer characteristics. There are a few common ways to mark customer labels:
- Employees mark manually based on their understanding of customers and personal judgment.
- When customers scan the QR code or click on the customer acquisition assistant (Qiwei’s unique way of adding friends, which will be introduced later if there is a chance), the system will automatically mark according to the configured labeling rules.
- Based on the customer’s real-name data and combined with the company’s local portrait label data, the system automatically marks the local data and enterprise micro tags.
Customer tags may identify the customer’s portrait characteristics, activity, transaction status, etc., and business personnel can rely on enterprise micro tags to operate and reach customers in layers to improve the operational efficiency and effectiveness of the project.
2.2 Compliant storage and application of chat records
Chat conversation content is a marketing service certificate that needs to be stored in many industries, especially in the financial industry in a strong regulatory environment, which requires service and sales traces, and for online business scenarios such as WeChat, traces are the compliance storage of chat records.
In addition to being stored as objective evidence, chat records also have strong business use attributes.
For example, enterprises can judge customer activity and intention through data analysis of chat records, and can also analyze the effect of business contact SOPs and copywriting strategies based on user responses.
2.3 Cross-platform ONEID connection
WeChat, Douyin, Xiaohongshu, mobile phone numbers, various apps, each scenario has its own defined customer ID, breaking through the data barriers of the platform scenario, establishing ONEID, has become a correct but difficult thing.
The Tencent team has created an open platform concept in the WeChat ecosystem, which can be bound to the same open platform carrier, including official accounts, mini programs, and enterprise WeChat, through a unique customer ID (unionid), which greatly reduces the difficulty of creating ONEID.
Enterprise developers can also link the user’s WeChat ID with the customer’s mobile phone number and other personal information by obtaining customer authorization and designing data connection functions, so as to break through the isolation of local data and WeChat data, and combine the above-mentioned chat records and enterprise tags to reach customers more accurately and granularly.
3. Enterprise access guide
In fact, in the 7 years since Qiwei can develop TOC, these contents are also clichés.
With so many advantages, is there no place to avoid pitfalls? If conventional enterprises want to access Qiwei to develop their business, is there anything they need to pay attention to in advance? Let’s talk about this part below.
3.1 The native management backend function is insufficient
Qiwei itself has an official management background, but it started as a collaborative office software, and it does not feel that it has invested too many resources or is radical in the part of customer operation.
In the case of not accessing a third-party SCRM platform or a self-developed SCRM system, it should only be able to complete the most basic capabilities such as customer drainage, customer group reach, tag library management, customer number and follow-up statistics, and unified configuration of welcome messages, but if you want to deepen and thoroughly manage customer operations in enterprise and micro scenarios, then the native capabilities should not be effectively supported.
And from a personal point of view, it is best for business parties and enterprises who want to do deep and fine enterprises to build SCRM.
3.2 Cost of Expenses
The use of Enterprise WeChat seems to be free, but some fees will gradually be reflected after the depth of use, and the following are the expense items that may directly affect the cost, for your reference.
- Enterprise certification fee: After certification, you can open external collection, display the name of the enterprise, expand the upper limit of the size of the enterprise member, etc., and the fee is based on the size of the enterprise (number of users) between 300 yuan and 29,700 yuan.
- External contact scale fee: This scale determines how many customers the enterprise WeChat entity can add, and the fee is simply converted to almost 0.1 yuan/year for 1 customer, and the minimum scale is 5,000 customers.
- Session archiving fee: Only enterprises that have purchased the enterprise micro session archive have the right to obtain the chat records between enterprise members and customers from the enterprise micro official, and the cost is determined according to the scope of the acquisition session, and the price is 200-600 yuan/number/year.
There are also some restrictions on enterprise micro, which are also the experience of doing enterprise micro user operation and SCRM tool design process over the years, and I will share them with you when I have the opportunity to do it later.
4. Summary
Generally speaking, if you want to eat the large-scale customer reach resources of the WeChat ecosystem, the deployment and layout of enterprise WeChat is still one of the best choices for enterprise business, but enterprise deployment, customer drainage, service and marketing operation, system construction, etc. still need to be comprehensively evaluated by enterprises and related product friends.
