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

The development and maturity of Internet of things technology and the prevalence of "home economy" in the world have led to the rapid growth of the global smart home appliance market. Under this background, Chinese smart home appliance brands, which have advantages in innovative technology and supply chain capabilities, have ushered in a new opportunity to go out to sea.

Brand sales exceeded 500 million in the first year of going out to sea, more than 2 billion in 2020, and overseas business grew by 56% in 2022 compared with the same period last year. In the sea wave of smart home appliances, seeking to take advantage of the situation and become a model of a new generation of overseas brands with leading technology and high performance-to-price ratio. It is understood that at present, the business we are looking for has covered more than 100 countries and regions around the world, such as Europe and the United States, Russian-speaking regions, Southeast Asia, Japan and South Korea, and has established a sound service network in Europe, the United States and other developed regions.

In the process from domestic to overseas, whether there is a perfect localization service system and high-quality customer service experience is the key for enterprise brands to go out to sea to enhance brand competitiveness. Zheng Linbo, director of overseas after-sales service, said that with the increase in the scale of overseas sales of brands, especially in some areas where customers in Europe, the United States, Japan and South Korea have higher requirements for service, if they cannot provide customers with convenient and high quality service, it will affect the acceptance of the brand by local customers.

In this context, Chase cooperated with Ruiyun Service Cloud, a professional service provider in the digital field of after-sales service, to create a global after-sales service digital platform to digitally enable the standardized management of overseas after-sales service process. and improve overseas customer satisfaction by improving the overall service efficiency. From products to services, chase, as the representative of "Chinese Smart", has set a new benchmark for the development of China's smart home appliances.

Open a self-service repair platform for Web, and uniformly accept work orders from multiple channels.

Unlike the domestic habit of applying for repair through e-commerce or social media such as Wechat, where brands carry out services overseas and provide service acceptance channels in line with local consumers' habits of applying for repair or consultation, the official website is an important channel for users to seek after-sales service, so building convenient self-service portals for customers on the official website has become the "standard" for many brands to go abroad.

Based on this requirement, Ruiyun Service Cloud has built a self-service platform on the Web side for pursuit. Overseas users sought through this platform can not only report product failures at the entrance of the official website, but also check the service progress in real time, making a qualitative leap in the customer's service experience. And for enterprises, the data accumulated by the platform can also enable the operation and fault analysis of users, and upgrade products in time according to the use environment and needs of different overseas regions.

It is understood that at present, the unified demand for repair and straight hair of accessories will be undertaken through the self-service platform, which has accounted for more than 20% since the launch of the platform.

In addition, Ruiyun Service Cloud also connects with Zendesk customer service system to create a unified "case pool" for pursuit. The return and exchange requirements of Zendesk customers will be synchronized to the service cloud system to create a case, which will be handled by customer service at the beginning. The self-service platform and the launch of the unified work order management system have saved the manpower of two customer service departments in the short term and helped enterprises to improve the human efficiency of customer service.

Cooperate with global service provider resources to open up the whole service process.

Seeking to go out to sea is to quickly open the market through cross-border e-commerce. In order to better shape the brand and gain a foothold in the local market, seek to change the marketing and service model from the end of 2020, and set up teams to operate localized marketing in key markets with a certain volume of business.

It is also from this transition period that we began to plan the service system at the same time, and look for third-party service providers with excellent service qualifications to do self-supporting services. At present, we have set up a brand service network in most business areas such as Europe and the United States, Russia, Japan and South Korea, Vietnam and so on.

With the expansion of business scale and the increase of service volume, how to uniformly manage service providers scattered in their respective regions, how to improve the efficiency of work order distribution and monitor the timeliness of network services has become a core business problem.

With the help of Ruiyun Service Cloud, we have launched a global after-sales service integration platform to unify the management of overseas regional service providers. For the work order connected to the platform, the system can automatically dispatch the order to the service provider according to the service area, service type and other conditions, and support the service provider to carry on the follow-up service whole process management to the service work order. from the process of sending and repairing, the direct sending of accessories to the management of accessories, we can open up the business closed loop on the platform.

The on-line business also enables the search to monitor the global service providers in each node service limitation, completion rate and other key indicators, better support managers for service management and service improvement.

Docking with overseas logistics system, supporting refund, replacement, repair and other services

In terms of service types, the search for the actual situation based on the main overseas business areas is also different from that at home. In view of the high labor costs in the business areas of developed countries such as Europe, the United States, Japan and South Korea, and the fact that it is difficult to develop suitable maintenance outlets in the short term, we are looking for the service mode of consignment repair, return, exchange and direct delivery of spare parts overseas. to maximize service satisfaction while reducing service costs.

It is understood that Chase has set up one to several maintenance outlets in several major business countries and regions to undertake repair services in each business area.

For these types of services, logistics is a key part of the business. Search has cooperated with UPS International Logistics overseas. In order to ensure the efficient online flow of business, Ruiyun Service Cloud helps to connect UPS logistics into the after-sales service system, supports customer service to place UPS logistics orders for customers directly on the system, opens up RMA documents and defines the time limit monitoring of each node.

Customers can also query the logistics progress in real time on the self-service platform, realizing the integration and transparency of the whole repair and return process from express delivery to return signing, which not only improves the collaborative efficiency of customer service and maintenance center, but also improves customer satisfaction.

Unified deployment of global accessories to optimize the inventory of overseas accessories

Spare parts management is an important part of overseas after-sales service, on the one hand, it is related to the timeliness of service, on the other hand, the inventory of spare parts directly affects the cost of overseas after-sales service. Looking for service providers in many regions around the world, the coordination and management of spare parts are more difficult at home, while overseas spare parts are affected by logistics, transportation, customs and other force majeure factors, spare parts inventory management should not only take into account the storage period, avoid inventory stagnation, but also take into account the export customs declaration and transportation cycle.

In order to improve the management efficiency of global accessories as much as possible, we are looking for accessories that are uniformly deployed and managed by the headquarters in all regions of the world. With the help of Ruiyun after-sales service digital platform, the spare parts allocation process is online, and the spare parts inventory at all levels is clearly visible.

At the same time, after-sales service system and enterprise ERP, BI system also reached a data exchange, making after-sales and other departments in the enterprise in the business efficient cooperation. For high-value accessories use analysis, material shortage analysis and other dimensions of data analysis, but also assist the pursuit of accessories prediction, so as to ensure a reasonable and timely supply of global accessories.

Conclusion

Zheng Linbo believes that enterprises from products going to sea to brands going out to sea is a process from passively launching products overseas to becoming well-designed products and well-designed experiences. to provide users in overseas markets with quality products and services and eventually form a brand.

However, there are difficulties caused by multi-dimensional differences in regional laws and regulations, culture and environment in the construction of overseas after-sales service. in this process, digitalization will be a powerful engine for the upgrading of brand after-sales service. from the overseas service process, service cost and product upgrading and other aspects, to provide all-round support for the brand service to go to sea.

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