Shulou(Shulou.com)11/24 Report--

On August 24, Douyin ecommerce held the "Douyin ecommerce Open Day-Consumer experience Special event", inviting consumers, experts, scholars and media to share the platform's attitudes, initiatives and achievements in improving consumers' shopping experience. as well as future goals and plans.

Wen Wei, head of consumer experience in Douyin e-commerce, said that the platform always puts consumer experience in the most important position, and "good experience can create core competitiveness." the new stage of "global interest ecommerce" also puts forward higher requirements and more challenges for consumer experience work.

(Wen Wei, head of consumer experience for Douyin)

In the past six months, in view of consumers' core demands such as commodity content, delivery logistics, after-sales protection and merchant services, the platform has been upgraded in terms of rules, products and rights and interests, covering the full shopping link from pre-purchase to after-sale. The consumer experience has been effectively improved.

Wen Wei said that in the future, it will focus on two directions: on the one hand, it will "improve internal skills" and continue to improve the governance efficiency of merchants, goods and content through rules, technology and product capabilities, build more service rights and interests, and enhance consumer perception. On the other hand, "gather external forces", strengthen cooperation with businesses, talent and other ecological partners, clear standards, give incentives, and jointly do a good job in consumer services.

Continuously upgrade service capabilities to protect consumer experience throughout the process

At the event site, the person in charge of consumer experience, Karen Wen, and the service experience product manager, Hong Buan, shared the relevant situation.

In terms of goods and content, the platform has expanded more than 2000 new product categories so far this year, providing consumers with more shopping choices. Commodity management is also more refined, through upgrading the identification strategy, intercepted more than 3 million inferior goods. At the same time, by clarifying the standards for cutting high-quality content and the push mechanism, the platform has strengthened its crackdown on the identification of inferior and false content, and the amount of negative feedback on orders with goods has been reduced by 52%.

In terms of shipping logistics, the platform continues to improve pre-sale management, allowing only businesses with good experience such as performance and service to use the pre-sale function, and take more measures to encourage merchants to sell spot goods and shorten the pre-sale cycle. At the same time, the platform carries out severe and severe penalties for violations such as malicious non-delivery, false inventory, and false commitment to delivery prescription.

Compared with last year, the average delivery time of platform merchants has been shortened by 10 hours, and the number of orders shipped within 48 hours has increased by 14%. Consumer satisfaction continues to improve, with the number of requests for help due to the shipping logistics experience reduced by more than 50%.

(Hong Chuang, experience Product Manager, Douyin ecommerce Service)

In terms of after-sales protection, the platform upgrades the products and launches the "Service guarantee Hall" function, so that consumers can clearly feel the services and rights and interests they enjoy at every node and scene of shopping. Take parcels on the way as an example, consumers can see the real-time situation of parcel delivery lines in the protection hall. In the event of an exception, the platform will quickly promote merchants and logistics to solve the problem, and implement active compensation, quick refund and other protection programs. The platform also fully implements the "extremely quick return" capability to enhance consumers' experience of returning goods and refunds, which now covers nearly 80% of orders as a whole.

Wen Wei said that whether consumers can get an effective response when they turn to merchants and platforms is also a very important experience. Over the past six months, the platform has strengthened its pre-identification ability to provide consumers with more proactive and timely services. The dedicated customer service team increased by more than 1000 people, invested nearly 400 million yuan in consumer protection throughout the year, and consumer satisfaction increased by 7.6 percent.

The platform also continues to develop standardized and intelligent customer service tools for businesses and talented people to help them provide higher quality services to consumers. The service awareness of merchants has also increased significantly, and the average response time has been reduced by 16.8%.

If a large number of businesses do not reply or do not resolve consumer advice, refuse to sell without reason and other violations, the platform will impose strict penalties on them. The data show that after the rectification and reform of the punished businesses, the service index has been significantly improved, and the response rate of consumers' dissatisfaction with the service has decreased by 15.3%.

Improve the compliance management system and promote the innovation of service model

Experts, scholars, practitioners and dozens of media present also explore how the platform can better protect consumers' rights and interests and enhance consumer experience through compliance management and governance innovation from the perspective of policy guidance, legal ethics and so on.

Liu Xiaochun, executive director of the Internet Rule of Law Research Center of the University of the Chinese Academy of Social Sciences, pointed out that Douyin e-commerce has comprehensively enhanced the consumer experience with a positive attitude, and invested more resources than the legal requirements in logistics and after-sales links to give consumers more protection.

She believes that the platform represented by Douyin e-commerce can reduce the cost of consumer shopping decisions, innovate and improve consumer service experience, and build consumer trust by standardizing and controlling specific types of goods and services, improving the response level of after-sales service, and providing convenient return and exchange processes.

(Liu Xiaochun, Executive Director of the Internet Rule of Law Research Center of the University of the Chinese Academy of Social Sciences)

On the same day, Douyin e-commerce welcomed more than 30 consumer representatives to visit, and the person in charge of the platform service experience and anchor representatives had a face-to-face exchange with them. Consumers walk into the company's live broadcast "model room" and experience new services such as "extremely quick retreat" and "guarantee hall", which deepens their understanding of the platform to enhance the service experience guarantee. At the event site, the platform also actively listens to consumers' needs and feedback, saying that it will continue to improve service capacity and quality based on users' needs, so that users can feel more at ease and at ease when shopping in Douyin e-commerce.

It is reported that this event is the second offline sharing meeting of Douyin e-commerce platform governance this year. In the three years since its establishment, Douyin e-commerce has always adhered to the original intention of "seriously doing e-commerce", put the protection of consumers' rights and interests first, and strive to create a healthy ecology of the platform with "good services, good goods and good content". Do a good job in intellectual property rights and information security protection, and enhance consumers' shopping experience. In the future, Douyin e-commerce will continue to strengthen communication with all sectors of the community to form a joint force to promote the progress of the industry.

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