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

The traffic dividend in the mobile Internet era has disappeared, and there is an urgent need for enterprises to seize the contact dividend in the era of digital transformation, and provide users with personalized and omni-channel consistent experience based on customer itinerary scheduling (Customer Journey Orchestration, referred to as CJO).

In this context, chain catering brands have "landed CJO concept, enhance the user life cycle interactive experience management" as a new growth point, and fully promote. Based on the real practice of serving a chain catering enterprise based on Shenze data, this paper will disassemble the key actions of user operation in detail from the five steps of drawing, burying points, analysis, arrangement and optimization.

First, summarize the MTAOO methodology of Shenze data.

The customer journey is built by a series of contacts between the enterprise and the user. In the actual business, enterprises usually take the user as the center, but more take the business process as the core. The core of digital user management of an enterprise should think around the user's journey, rather than just based on a single channel / contact. Behind the contact dividend is a systematic user journey composed of contacts, bringing users an all-channel unified experience.

Therefore, Shenze data divides CJO into five stages: drawing, embedding, analysis, orchestration, and optimization, which is called MTAOO methodology.

Map: describe in detail every step of the enterprise's dealings with users

Track: compliance data collection can help enterprises record every contact related to the user.

Analyze: an analysis that revolves around the entire user's journey, not just one link

Orchestrate: targeted orchestration of problems / breakpoints throughout the user's journey

Optimize: continuous iterative optimization based on customer interaction feedback.

Second, based on MTAOO methodology, chain catering brands landed CJO concept.

Unifying user experience in all channels, improving user satisfaction and retention, and improving LTV and operational efficiency are the core goals of enterprises applying CJO concept. Shenze data MTAOO methodology can accelerate enterprises to achieve this goal more efficiently and conveniently.

In the process of landing CJO, a chain catering brand adopts Shenze data MTAOO methodology, takes user experience as the core, pays attention to users' needs, feelings and satisfaction, and strives to improve users' whole experience from understanding brand, product or service, to final purchase and use, and then to feedback or recommendation.

1. Draw (Map)

Draw the user's meal journey.

For chain restaurant brands, the user journey usually includes five stages: going to the store (online and offline), ordering, waiting for food matching, dining and feedback, and each stage has a variety of contacts:

For example, users can go to the store and order online through Mini Program, App, etc. The contacts in this process include pop-up window and banner.

Users can also enter the offline physical store to order manually at the ordering table, or order at the buffet machine, during which store staff can guide registered members and invite to join the corporate WeChat group; while waiting for food to be served, the contacts between the brand and the user include

Push reminder, Wechat template message push, SMS pickup reminder, etc.

2. Burying point (Track)

Sort out the key contact points of users' dining journey, access the buried data of App, Mini Program, official account, WeCom and other platforms, and complete the data infrastructure.

Considering that brands and users have different contacts at different stages of their journey, brands need to achieve a more comprehensive and complete data burial point during the landing of CJO.

For example, during the arrival process, users may browse / click on the advertising content, visit and search on third-party platforms, and open App.

Or Mini Program and other channels to enter the store; in ordering and waiting for food matching, users may click

App / Mini Program browses meals, joins members through the member details page and receives member coupons, etc. During dining and feedback, users may participate in store marketing activities, post comments, share dining experience, etc. It is an important task for the brand to complete the data infrastructure of various channels and achieve full channel access.

3. Analysis (Analyze)

According to the attention indicators of different stages of the user's journey, carry out in-depth data analysis, diagnose the journey coherence, and find the pain points and improvement points of the journey.

For example, when arriving at the store, the user is right

If you are interested in the content recommended by App / Mini Program, you will go to the store actively. If the recommended content does not match the real needs of the user, the push will disturb the user and cause the user to have negative comments or cancel the follow / uninstall.

App et al. Therefore, brands can make in-depth analysis based on the corresponding index system through in-depth insight into the user journey characteristics of different scenarios.

Take the journey of paying member users as an example.

Users learn about paid members through store promotion, community promotion, App / Mini Program member zone and other channels. After paying to open members, they can get member coupons and member renewal related rights. In this scenario, the brand takes the growth of members as the core goal, and takes increasing the number of paying members, increasing the consumption frequency of paying members and increasing the sales of paying members as the three main means. through the complete index system of equity analysis, recruitment analysis, transformation analysis, first purchase analysis, repurchase analysis, renewal analysis and value analysis, we continue to deepen the whole process of paying member consumption to accelerate the growth of members.

4. Choreography (Orchestrate)

According to the journey pain points and improvement points suggested by the data analysis, combined with the value analysis of different groups of users from the business perspective, reasonably arrange the user journey, and enhance the user experience and value through the appropriate contact points, content and timing.

For the parent-child customer group, they are sensitive to concessions, and they are family-type consumer users, whose consumption is usually accompanied by weekend parent-child activities, have a strong demand for the parent-child attribute of the restaurant, and pay more attention to the children's dining experience in the restaurant. By diagnosing the journey of the parent-child customer group, the brand finds that the recommended package can improve the ordering efficiency of the parent-child customer group, and increase the targeted access of parent-child activities, which can effectively improve the consumer enthusiasm and prolong the user life cycle.

For white-collar customers, they have formed a fixed eating habit, the amount of each consumption is relatively stable, and they seldom choose chain fast food brands during non-working hours. In this regard, brands need to improve the activity of white-collar customers and their positive feedback on different activities / meals / content through new access methods.

Examples of travel arrangements for parent-child and white-collar groups are as follows:

5. Optimize (Optimize)

Pay attention to the changes of key indicators, flexible and dynamic adjustment and optimization of the way of travel arrangement, in order to better achieve the traction of users' new journey.

Users' consumption scenes and demand are different, for example, white-collar customers focus on working meals, tend to convenient ordering experience and quality meals; students focus on holiday meals and after-school meals, tend to interesting hot spots and discounts / discounts, etc. Based on different user characteristics, brands can develop personalized consumption / interactive experiences, and establish and improve a full-cycle monitoring and evaluation system, including real-time evaluation, weekly evaluation, monthly evaluation, quarterly evaluation, semi-annual evaluation and annual evaluation, to ensure the continuous optimization of users' itinerary scheduling strategy.

In the above practice scenario, the chain catering brand achieves the efficient landing of CJO concept through Shenze data MTAOO methodology, and further improves the refinement of user operation.

Next, Shenze data will be based on a highly open product architecture and flexible integrated capabilities, landing digital customer management solutions, and a complete data security and compliance system. and customer data engine, customer journey optimization engine, customer journey analysis engine three core engines to further promote the digital operation of chain catering brands!

The Shenze 2023 data-driven Conference officially opened on October 27. You can search the Shenze data to enter the official website, get the details of the conference, and apply for online live broadcast!

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