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This article is to share with you the content of a sample analysis on the development of Wechat public China Merchants Bank account. The editor thinks it is very practical, so share it with you as a reference and follow the editor to have a look.

Planning should be ahead of time

When planning, most enterprises hold the attitude of trying and do not invest enough, just because the leaders say that they want to do Wechat and do Wechat, but do not make long-term plans, resulting in a superficial taste. Many Wechat public accounts just hang a link to the page and become a microsite without in-depth consideration of how to provide corporate services to customers through a good experience. For an advanced planning, we must first select a platform-- with a stable and reasonable architecture, sufficient business flexibility and openness, can gradually stack and develop business, can flexibly adjust the experience, and can dock with various system resources at the back end.

The structure should be reasonable.

Wechat platform is not only a link entrance, but also a channel between enterprise services and users. Therefore, the Wechat platform needs to have a reasonable architecture design, so that the platform can flexibly switch between different interaction modes and various forms of service resources, and maintain a good experience. Generally speaking, the interaction of Wechat includes three categories: the light App experience of clicking menu, the message interaction of chat window and the interaction of page, in which message interaction includes automatic message interaction and manual message interaction. In terms of long-term planning, the platform needs to meet the following requirements:

1. High performance and high availability

two。 Scalability of capacity

3. Can be monitored and managed

4. The business is scalable and can be flexibly changed and loaded.

5. Open, customers can carry out secondary development of business processes, and provide standardized interfaces for docking with third-party systems, including access to a variety of IM channels.

Many of our customers are already applying or planning omni-channel access, which can implement Wechat, Weibo, QQ, WebChat, email and other modes.

Many of the details of the platform architecture are designed from business and operational requirements, as shown below.

1. The requirement of concurrency determines the mode of interface design. Only by adopting the interface mode of asynchronous, stateless and multi-thread can it meet the processing of super concurrency and is easy to expand. At present, China Merchants Bank issues 4 million consumption reminders every day, with a peak of more than 200,000 in half an hour.

two。 The requirement of reliability determines the persistence of the cache and ensures that even if the program of a node goes down or even a physical failure, the transaction data will not be lost. Our early scheme also has some drawbacks. Under special circumstances, if the interface program crashes or restarts, the data in the sending queue will be lost. Although the quantity is small, it is very important to the banking business and will lead to complaints from users.

3. The support of database performance to DB transaction volume and the requirement of distributed architecture determine the existence of database middle layer. A good architecture should not only support a single database to maximize its performance, but also consider that the server hardware can be expanded if there is a bottleneck, because the database will always reach an insurmountable bottleneck at some point due to computing power, Imax O throughput, storage and other reasons, just like 12306, when massive user requests pour in in a short period of time, it will bring great pressure to the system. The last bottleneck of the whole system is often the database, and the solution is to adopt distributed solutions. Cloud soft IMCC supports horizontal and vertical expansion in architecture, which can theoretically support unlimited capacity as long as the network bandwidth permits.

4. For the efficiency of communication connection, the protocol of Wechat is the protocol of HTTP two-way POST, which adopts short connection. This kind of communication is actually very inefficient, and every request needs to establish and release the connection. For a single service node, its performance is much lower than that of TCP long connection, and the protocol has more byte redundancy and higher transmission bandwidth requirements, but the advantage is that it can be easily extended through multiple nodes, and the difficulty of development is low. With the improvement of computer performance and network bandwidth, the amount of data to be saved by bytes can be ignored, and short connection will be widely used in the future. Although the communication within our platform uses TCP long connection, which can reach tens of thousands of messages per second in a 100-megabit network environment, the efficiency is much higher, but the disadvantage is that it has high requirements for development, needs to deal with a lot of network abnormal events, and is not convenient for multi-node expansion.

The experience design of China Merchants Bank that neglects experience and emphasizes background.

The design of micro customer service products of China Merchants Bank fully embodies the attentive service concept of "paying attention to user experience and paying attention to service details". Although China Merchants Bank implements more than 70% of its traditional customer service and App business service functions on the Wechat platform, you will feel refreshed in the user experience. Many functions are hidden behind when you don't use them, showing only the most commonly used functions, and once you need them, you can get them through simple and direct operation. For example, if you say "overseas consumption" to the tip, you can quickly find the corresponding answer and exchange fee and other related questions. With the voice recognition function provided by China Merchants Bank later, the operation is simplified to the extent that it can be done. This mode is called tiling mode. Compared with the past, it takes multiple menus and multiple interactions to find the function you want. Tiling mode can get what you want, especially for mobile terminals like Wechat. The display capacity is limited, and it is more convenient to operate and input.

Many cross-border methods have been applied to solve the problem.

In the communication industry, flow control is very common, it can block requests beyond the capacity of the system, so as not to break the system, users may get a hint such as "the system is busy", but in the computer and Internet industry, the concept of flow control has not been widely used. Take Wechat as an example. Wechat itself provides external flow control, which is rejected if it exceeds a certain frequency, but does not take into account the flow control of the external system. When requests that exceed the processing capacity of the system pour in, they can only be discarded, so they provide harmful services. For harmful services, we need to use cache retransmission mechanism to ensure the effective delivery of data, which does not have much impact on daily chat, but for some stringent financial services, it will cause customer complaints.

For example, we refer to the design concept of separation of business and bearer in NGN, and separate message transmission, session control and business process engine. Hierarchical software architecture design is not only the key to meet business flexibility, but also the core of software architecture expansion. As an operation platform for tens of millions of users, while pursuing stable services, we should also be able to launch flexible new services, instead of updating and upgrading software every time the business changes, or even restart services to load new business functions. The cloud soft IMCC platform used by China Merchants Bank has considered this from the beginning of its design. By separating the message bearer from the business process, the basic platform becomes the underlying platform independent of the business, while all kinds of business processes are parsed by the process engine to realize the dynamic loading of the business.

The business process engine design tool of China Merchants Bank platform also refers to the visual process development method of the traditional call center, encapsulating various commonly used process processing components, called "components", so that the efficiency of the secondary development of the business in the later stage can be greatly improved, and the skill requirements for developers can be reduced. As long as the developers with a little programming foundation can quickly complete the definition and release of the business process. And this set of engine is not a closed system, through the custom node, we can call the external system interface to achieve docking with other systems, and can call custom functions, with strong flexibility.

Professional multi-customer service system

The earliest starting point of China Merchants Bank Wechat platform is to build an online customer service platform based on Internet channels. Therefore, when selecting the platform, the first choice has precipitated and accumulated IMCC platform on the IM customer service of China Telecom Group. The 800010000 platform based on marketing QQ built in 2010 already has 50 million friends and a cluster architecture of hundreds of servers. IMCC has many functions designed for professional customer service in the call center. The so-called multi-customer service is actually very similar to the call center of a phone. Users call in from one number (phone, QQ, Wechat, etc.), and there is a call center team in the background to handle users' chat requests. Therefore, the system needs an ACD server to implement different routing and queuing strategies, such as first-come-first-served, average or pro rata distribution, last service priority, VIP queue jumping and so on. In addition, the call center team should be able to queue and route by skill group, such as consulting one group, VIP service is another group, and allow a job number to have multiple skills, which can be queued in the resource pool as resources for different skill queues.

Professional call center business is very intensive and requires high operational efficiency, and agents are required to reduce inefficient actions as much as possible. For example, the function of setting the top of important messages can avoid the difficulty of finding important chat information in the window scrolling, and the reason of incoming calls can be collected, which can be completed by simply clicking on the collection tree. In addition, in order to improve the efficiency of operator knowledge retrieval, we set up the function of triggering automatic retrieval of knowledge base in chat messages. as long as it is properly maintained, the retrieval answer can be triggered directly from the user's input. the work intensity of the operator is greatly reduced.

Wechat, QQ and other personal chat software, are stateless, users can not care whether the other party is online, regardless of when to reply, but this has brought a lot of trouble to professional customer service. For example, a user may walk away after sending a message, but the session window is always there, and the customer service may access hundreds of sessions every day. If it is occupied all the time, it will make it impossible for the customer service to focus on processing, and various KPI tests cannot be carried out in the background. Therefore, a professional human customer service application scenario must be a stateful conversation, just like a phone call, with access and hang-up. However, considering the user experience, we are also studying whether it is possible to achieve seamless compatibility of stateless sessions, that is, it feels stateless on the user side and can send messages at any time, but the processing on the customer service side is called stateful, which can ensure session efficiency and quality inspection. This system is still under development.

Look at the application of intelligent customer service objectively

China Merchants Bank is the most successful case of Wechat intelligent robot. Although it is the same IMCC basic platform plus Xiaoai robot, the application results of Telecom and Unicom are not very satisfactory. The reason is that the business of telecom and Unicom is too complex, thousands of products, 100000 knowledge bases, and the problem is too open. And China Merchants Bank credit card business area is relatively narrow, and invested a lot of manpower to identify and add human knowledge, so as to make small attractive. Due to the limitations of technology, intelligent robots have two unsolved problems: 1. Automatic learning ability; 2. True semantic comprehension. If any company can make a breakthrough in these two aspects, it will bring a very broad prospect for the application of intelligent robots.

For practical applications, we believe that if the number of seats does not reach more than 10, then the input and benefit of the application of intelligent robot do not match, but rather through simple methods such as keyword response. According to the Wechat data of China Merchants Bank, 70% of the actions of users are menu actions, 25% are short words of less than 5 words, and the rest are conversations with human customer service. The newly developed keyword matching method has many methods, such as fuzzy matching, longest matching priority, automatic sorting miss and so on, which can replace intelligent robot to a great extent.

Safety measures of China Merchants Bank

"Security" is the basic requirement of financial Wechat applications. In terms of security, China Merchants Bank adopts special line access to ensure that data is not transmitted on the public network. The latest news shows that Tencent is already conducting research and development and testing of encryption protocols, which will make the information security of banks more secure in the future.

Other security measures include: application of HTTPS protocol, encryption of page transmission parameters to prevent man-in-the-middle attacks, application of dynamic password keyboard to prevent hackers from intercepting passwords, background security strategy and so on. In addition, it is also necessary to apply security scanning tools to simulate attacks and scan vulnerabilities of the system.

New advanced interface application

[mass Challenge]

China Merchants Bank already has 13 million fans. Sending a message to all customers in groups will bring great pressure to the system. Tencent has a very strong ability to send messages. It only takes a few hours for more than 10 million messages to be delivered. These customers are bound to respond when they receive the message. Simply query the balance, browse the page, and if it is an interactive activity, it will have a fatal impact. Before Wechat does not provide an advanced mass posting interface, China Merchants Bank tried to send a mass message, which basically led to system blocking or even downtime every time. Therefore, the ideal mass transmission mode must be a mode in which the flow is controllable and can be accurately located according to the list of target users. That is, it contains two modes: 1. If you need to notify all users in full, according to the nature of the activity (pure notification, interaction); 2. According to the result of customer base segmentation, the fixed time directional transmission is carried out according to the list of target users.

Tencent provides a high-level API for sending packets in groups, which is limited to 10, 000 per day, that is, a maximum of 1 million per day (actually 990000), which cannot meet the needs of full user notifications, but cannot be sent in full groups with MP backend. In this case, you need to use the grouping feature provided by Tencent to divide users into multiple batches. Many of our customers confuse this grouping function with customer base grouping and use the grouping function to achieve customer base segmentation. In fact, customer base segmentation is constantly changing, and constantly synchronizing Tencent's data through the interface is neither reasonable nor scientific. As far as possible, the work of customer base segmentation should be placed on the enterprise side of the CRM system, and maintained through customer tags in order to ensure that accurate marketing based on CRM can be implemented.

[Matrix account, decentralized domain management and UnionID]

At present, many group-level enterprises have the need of multi-account management, but because Wechat OpenID can only correspond to one public account, the users accumulated on each account can not be managed uniformly. UnionID realizes the same user association among multiple accounts, which can uniformly identify and manage users scattered in multiple public accounts, which can not only reflect the personalization of sub-accounts, but also centralize the management of friend resources.

Although China Merchants Bank platform can support multiple accounts, each account is managed separately, but it is not the more accounts the better. Because the management of decentralization and domain, if the granularity is too fine, it will bring too heavy burden to the use and management, and the workload of development will be increased accordingly. For group-level matrix account applications, my suggestion is: the minimum granularity of sub-accounts is city, and the granularity of sub-accounts is smaller, such as branches, branches, etc., it is recommended to distinguish and identify customer channels by the way of parameter QR code, and identify the ownership of customers in the background, so that targeted marketing and services can be provided later.

Thank you for reading! This is the end of the article on "example Analysis of Wechat Public Merchants Bank account Development". I hope the above content can be of some help to you, so that you can learn more knowledge. If you think the article is good, you can share it for more people to see!

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