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This article introduces the relevant knowledge of "how to do the operation of 2B products". In the operation of actual cases, many people will encounter such a dilemma. Next, let the editor lead you to learn how to deal with these situations. I hope you can read it carefully and be able to achieve something!

1. Product operation

(1) establish the operation process

At the beginning, the operation work must be disorderly, and some ideas must be sorted out to consider building some frameworks, so that the disorderly work will become orderly, and the work must be standardized and institutionalized. The establishment of operation process includes contract process, customer service process, settlement process, new demand process, product training process and so on.

① signing process

The matters that the customer should pay attention to in signing the contract include the limitation of the contract and the signing process. The limitation of signing a contract looks at the compliance requirements of the company. the process of some companies is relatively simple, while others are more complex, and the industry processes that are generally regulated by the state will be relatively long. There are two points that need to be paid attention to, one is the limitation requirements of each link, and the other is to be clear and communicate well before docking personnel.

② customer service process:

Customer service process aims to establish after-sales service standards, build a bridge with customers, and respond to customer needs in a timely manner. The establishment of the customer service process requires a clear definition of the purpose and scope of customer service, the roles and responsibilities of the departments involved, the implementation plans and system tools of customer service, and the time limit and time tracking mechanism for each link. in addition, there is also the time and mode (whether 7: 24 hours, working days, non-working days contact information, major issues contact mechanism). External customer service information generally provides the customer service manager's mobile phone and mailbox, and some companies also provide tools for submitting production problems (BUG) or operational questions online, similar to the work order system. For cloud service platforms such as Aliyun or Tencent Cloud, take Aliyun as an example:

Aliyun's work order platform mainly solves three problems: pre-sales consulting, account and financial issues (figure 1 below), and Aliyun lists the areas where customers may have questions and does a detailed QalongA (figure 2), which is very good.

Figure 1

Figure 2

③ settlement process:

The settlement methods include one-time payment, deposit and agreed settlement, including monthly settlement and quarterly settlement. For example, Ali Cloud has a top-up (pre-storage), and so is Tencent Cloud. If the one-time payment is applicable to the type of delivery, quarterly settlement is more suitable for items charged according to usage. The settlement shall be in accordance with the settlement method and time stipulated in the contract, and grasp the limitation of treatment of each link of the settlement.

New requirements process for ④

After the customer goes online and operates for a period of time, it is inevitable that the customer, the BD, including the operation itself will put forward some new requirements. If the demand is too many, it is easy to cause the demand to wait in the technical development side to wait for the release version to launch. At this time, the operator needs to control the new demand. The most effective way is to do a good job in the process management of the requirements. At the same time, the requirements are graded, and the requirements can be classified according to L1-L2-L3-L4. At the same time of grading, it is necessary to make clear how different levels of requirements are defined.

(2) Product training process

Special emphasis is placed on the product training process. Product training must be done before the product is launched. The formulation of the whole process can be considered from three stages: before, during and after training. The purpose of training is to let internal and external customers understand and be familiar with the products.

How to do a good job in training, there are several key points that must be grasped:

① product user manual should be simple and easy to understand: the training manual for customers is not necessarily a very professional product documentation, what customers need most is a simple and understandable one. It is best to tell customers what you are going to do in the first step and what you are going to do in the second part.

② establishes an assessment mechanism: in order to ensure that the customer's employees can master the product as soon as possible, it is best to establish a product use training and assessment mechanism with the customer to promote the customer's staff to become familiar with the product as soon as possible.

③ continuous training: in the process of product use, find problems, summarize problems, and constantly strengthen training.

(3) dealing with production problems.

Generally speaking, the problem handling after product launch can be divided into three categories: production problems (mainly BUG), operation problems and operation management problems.

① production problems

BUG is difficult to detect completely in the test environment, and even if there is no problem in the test environment, some will pop up in the production environment, especially at the beginning of the product launch. Operation is the role of standing in the front line of the product, how to correctly build the production problem handling process, I think we can start from three aspects: problem recurrence, classification, coordination.

Problem reproduction is to send screenshots and detailed descriptions of product errors to the technology to deal with.

Classification is to classify problems into several different types, focusing on summary and analysis, so as to reduce the probability of finding the same type of problems.

Coordination processing is to coordinate development, testing and other resource repair problems.

② operation class problem

Generally, the outbreak will be concentrated within a week before the launch of the product, and such questions should be registered one by one according to the repeated questions to be answered by Qaccouna.

③ Operations Management problems

It is mainly the internal management of customers, and there is little room for intervention in such problems.

(4) Product optimization

The logic of product optimization needs to be carried out in several aspects: ① locates the problems of the product; ② analyzes the causes of the problems; ③ prioritizes the existing problems; ④ cooperates with PM, IT, testing and other departments to schedule iterative development; ⑤ testing, verification.

two。 Data operation

The effect of product operation needs to be presented in a quantitative way. It is necessary to do a good job in the operation of product data through the establishment of business core indicators to directly show the operation effect of the product.

The core indicators of different products are different, such as e-commerce, the core index of e-commerce is sales = flow * conversion * customer unit price. The indicators related to traffic are UP\ PV, new users, old users and other core indicators and derivative indicators. Establish the core indicators, find the derivative indicators through the core indicators, and form a set of data indicators, which we call the data index system. Different product data operation systems are different, in order to do a good job of data operation, the first priority is to understand the product, understand the key core of the product and have a strong abstract ability.

The common data analysis methods include funnel analysis, behavior analysis, A _ hand B test, cluster analysis, decision tree and so on. For more information, please refer to:

"practical information | how to use funnel model for data analysis"

"what exactly is the A _ Toutiao B test used by Facebook, Google, Jinri Toutiao and Douyin | recommended Collection"

"an inventory of six clustering algorithms is a must for data scientists! "

3. Customer management

80% of revenue is provided by 20% of customers, which is the law of the market, but the total amount of resources is constant. The resources we put into the operation are limited, which determines the imbalance of resource allocation. Therefore, in the actual operation work, we must do two things well: customer classification and resource fee allocation.

The grading of B-end users is generally divided into four levels, namely, key users, key users, general users, and maintenance users. The value that key users and key users bring to the platform accounts for 80% of the total value, which is the uncertain law 28 principle that exists in the industry. That is, 80% of sales come from the top 20% of users, which also applies to C-end users and sales scenarios (80% of performance comes from the top 20% of salespeople). So these users, we generally call them big customers or KA customers.

Customer classification can also be called customer classification system, different types of companies have different methods for customer classification, but the principle is the same: classification according to the importance of customers. Can change the customer atmosphere S, A, B, C.

S customers have a significant impact on the company's strategy or account for a high proportion of the company's revenue. Such customers are generally industry leaders, and their cooperation with us is not only expected to provide services, but also hope to take advantage of this cooperation opportunity to enhance the brand influence of both sides. This kind of customers have the characteristics of high consumption, wide customer base, many chain stores, strong brand effect, high awareness and so on.

Why does the platform need big customers? What effects will major customers bring to the platform or products? Generally speaking, there are the following effects:

For the platform:

1) large customers can not only drive sales growth, but also drive more C-end users to move to the platform.

2) Major customers will bring brand exposure to their own platforms.

3) effective ways to increase market share

For B-end users:

The successful experience of major customers will serve as a benchmark for the industry, which will attract more major customers to the platform.

Such customers must allocate the best operational resources, such as dedicated operational service team, R & D team, etc.

In terms of functions, the key account sales operations team should have the following positions:

1) key account sales: conduct a series of work such as visiting, following orders, closing transactions, etc., and expand customer relations.

2) key account operation: make the sales increase continuously through promotion activities, operation and other means.

3) Product Manager: make different product plans and strategies according to the needs of different major customers.

4) data analyst: for business data, monitor business fluctuations, and put forward optimization suggestions according to the analysis results.

Type A customers refer to the strategic direction of this type of company and have a certain influence in the industry, or the revenue of the company is relatively high, and this kind of customers can provide exclusive operators and product managers, etc. provide 1-to-1 or 1-to-2 services

Category B and C users provide undifferentiated services and operate normally in accordance with the deployment of operational work.

Different 2B services develop different service standards, specific how to make customer classification standards should be based on the actual services provided by the enterprise, not mechanically.

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