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

In recent years, under the continuous impact of adverse factors such as the economic downturn, the bathroom industry is running in a way that deviates from the established track.

In the countercurrent environment, the listed company Ruilte of the sanitary ware industry has shown strong development resilience. It built its own brand Remert Sanitary Ware (hereinafter referred to as "Rilte") in 2021, and it took only two years to complete the diversified layout of the brand online and offline. Offline, so far Rilte has set up more than 700 stores; online, adopting direct sales model, has successfully seized the mainstream e-commerce port. According to the company's 2022 annual report, Rilte's online sales in 2022 were 116 million yuan, an increase of 564.25% over the same period last year.

The rise of Rilte against the trend is inseparable from the continuous promotion of the trend of intelligence, but the core lies in the continuous improvement of its production capacity, production capacity, technology and services.

01 ploughing the sanitary ware industry for 24 years, Ruirt built strong and resilient as a powerful enterprise in the sanitary ware industry, which was founded in 1999 in Xiamen, focusing on the R & D and production of core components of sanitary ware, and customized deep cooperation for well-known sanitary ware brands at home and abroad. the products are exported to more than 80 countries and regions in Asia, South America, Europe, North America and so on.

In the process of enterprise development, Ruirt's production, technology and service continue to improve. In 2016, Ruilt was officially listed on the A-share of Shenzhen Stock Exchange, raising 615 million yuan to build an annual production base project of 11.2 million sets of bathroom accessories. In 2017, the first non-hydraulic restriction system intelligent toilet was listed, and in 2020, the "annual production base construction project of 1.2 million sets of intelligent bathroom products" was built. In 2021, the independent brand Ruilte bathroom was listed on the market, and it took only two years to complete the diversified layout of the brand online and offline.

"one out of every three households in the world is using Reelter products." Huang Wuming said at the theme salon of "New Generation customer Service discussion" of after-sales Bao.

Huang Wuming, who joined the post in 2017, is currently the customer service manager of Reitte, and is in charge of the whole customer service process of Reiter brand products.

"earlier, the company cooperated more with well-known enterprises at home and abroad, and customer service was not very heavy. with the establishment of our own brand in 2021, our service system was gradually established.

"in a red sea, Huang Wuming summed up in 12 words how to create a service system marked with the characteristics of 'Ruirt'-taking the product as the starting point and the customer as the center.

In Rilte, the service department has a special identity-new product experience officer.

This identity originates from a short story. One day, Rilte's product development department received a special demand: set under certain conditions, let the smart toilet press the "flush button" not to get out of the water. Research and development puzzled, flushing is the key function of the toilet, not out of the water is what the situation, what is the setting of certain conditions in the end.

Traced back to the customer service staff of the reception, after repeated communication, they finally understood the causes and consequences of the incident: a customer who bought a Rilte product mistakenly touched the "flush key" when using it, and the cold water felt badly when it came into contact with the skin in winter. so this complaint suggestion came into being.

After knowing the scene, it is much easier, what the customer actually wants to solve is the "wrong touch" problem, not the "out of the water" problem, so the R & D team has upgraded in the next generation of products.

"it is too hard to trace the problem layer by layer, so we began to build a service system that runs through the whole life cycle of the product, allowing the service department to try it out as a new product experience officer, waiting for the experience officer to approve it before it will be listed on the market."

After a period of implementation, Rilte found this method very helpful.

The customer service department, as a front-line department in contact with customers, has a deeper understanding of what kind of products customers need, so it is easier to find out whether the functional use and structure of the products can be accepted by customers in the process of experiencing new products and making after-sales service materials, and can predict the after-sales service problems caused by the products.

Secondly, customers enter the service window for consultation before the new product is on the market. After the experience of the new product, the customer service staff can master the knowledge of the new product more quickly and better connect to the hotline 400 and the online consultation window of the official Wechat account.

The customer service department can convert the relevant technical materials of the new products into after-sales service materials, and output them to the marketing department, service outlets and internal self-learning.

02 throughout the product life cycle, so that the service sector to play a greater value

The competition in the bathroom industry is very fierce, how can a new brand open the market quickly?

On the one hand, Reiter has been fully launched through e-commerce channels. During the period of June 18, 2023, Reiter ranked second in bathroom brand GMV, Douyin, JD.com and Tmall; on the other hand, Reiter continued to dig value in the service sector, allowing the service department to run through the pre-listing-during-post-listing of the products.

"our service department is involved in the entire life cycle of the product, from the experience before the launch to the service after delisting." Huang Wuming said.

1. Before the product goes on the market

The initial performance of a new product on the market is the debut of a product. If the first impression is not good (negative word-of-mouth), then subsequent correction requires several times of effort, so the most effective way is to "pre-stand". Effective service preparation before listing.

In Rilte, product materials, spare parts, speech skills and training are prepared before the product is put on the market. The service department not only needs to learn the knowledge of the new product, but also through the new product experience, the linkage technology department, business department, product department, R & D department and enabling center.

2. The product is on the market

Bathroom products immediately after the end of sales into the installation link, sales kimono almost seamless docking. Reelt focuses on online sales, with fewer offline dealers. In order to cope with the installation demands of large traffic, Reiter has developed a network of service providers all over the country.

With the rapid expansion of the market, how to enable fully spread service providers to quickly master installation / maintenance skills? How to realize the quick docking of work orders? Provide timely and effective service to customers.

Relying on the new generation intelligent customer service system of after-sales treasure, Reiter dispatches orders to service providers through the platform and accelerates the service with digital processes, while the complete product manual developed by the service department is transmitted to every installer through the knowledge base to complete the empowerment of service providers in the shortest possible time to ensure that the use of consumers is not affected.

In this process, the customer service department will follow up the whole process, and if there are installation problems, Ruirt will provide free second door-to-door service. During the product launch period, the customer service will also record and communicate all aspects of the problems from the customer to the corresponding departments to provide the basis for the next product upgrade.

3. Product delisting period

The use cycle of bathroom products is longer, generally from 5 years, but the update iteration of smart toilet is very fast, so there is often a long service period after a product is delisted. Rilte establishes a complete product life cycle management system, through the after-sales treasure, you can query the traceability information of each product with one click, ranging from the overall structure to the fact that every part is recorded in the system. This not only allows after-sales maintenance to quickly locate problematic parts, but also helps to do a good job in spare parts management.

In just two years, Reitte successfully introduced its own brand to the market, which is inseparable from 24 years of deep ploughing technology and research and development, constantly strengthening the enterprise's capacity advantage, and also from the service system that has never lagged behind in the market. in this increasingly competitive track, Reitte takes user experience as the way of research and development, and always maintains zero-distance insight with customer experience. Really maximize the value of the service department.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.