In the past few years, I have dealt with many public opinion crises caused by customers rights protection. Customer behavior and psychology are interesting. Obviously, the feedback of the enterprise effect the behavior of customers. Enterprises and customers are a pair of communication subjects and interact with each other. The output of each party (attitude, bargaining chips) will directly affect the feedback of the other party. In this pair of subjects, the enterprise is a "non-human" organization, and the customer is an emotional and psychological individual. Individual customers look forward to establishing a communication model such as "you need to understand my feelings" . But companies cannot meet the needs. Companies speak via call center or after-sales team. But the team seldom provide "emotional feedback". When you switch to online communication, there will be the same situation of "inadequate emotional exchange": the company publishes an objective, rational and cold response, and the customer reads it and thinks that your attitude is not good, and I am even more angry.
It is not effective communication with your customers.
In today's booming social media, ineffective customer communication will directly lead to complaints online. As more online platforms provide dedicated release channels, "online customer complaints" have increasingly affected the reputation of companies, which in turn indirectly or directly affect the sales income.
At the same time, the accumulation of negative content will also attract the attention of the media and other competitors, and there is a danger of fermenting into a huge public opinion risk.
In this lesson, we will discuss the behavior of customer complaints on social media, hoping to provide some ideas and methods for companies.
【课程说明】
我这几年处理了很多用户维权引发的舆情危机。我发现用户行为和心理很有趣。很明显,企业的反馈对用户的心理和行为有引导作用。企业和用户是一对沟通主体,互相作用。每一方的输出(态度、谈判筹码)会直接影响对方的反馈。而这一对主体中,企业是一个“非人类”的组织,用户则是一个有情绪和心理的个人。个人用户期待建立如人际之间的“有来有往”“你要理解我的感受”的沟通模式。但企业无法满足这种情形需求。企业通过客服售后的职位来完成企业意愿的输出。但是客服售后的培训,决定了他们不会提供“情绪价值”。换到网上的文字沟通,会有同样的“情绪交换不到位”的情况发生:企业发布客观理智冷冰冰的回应文字,用户读了认为你态度不好,更生气了。
想一想就会发现,双方的沟通并非是有效沟通。
仅仅单方面表达“我们公司的规定”这种内容,甚至连“沟通”都不算。
而在社交媒体蓬勃发展的今天,无效的用户沟通直接会引发用户在社交媒体上的吐槽。随着更多网络平台为用户维权提供专门的发布渠道时,“网上的用户投诉”已经越来越多影响到企业声誉,进而间接或直接影响企业的销售。
同时,用户吐槽的负面内容的积累,也会引起媒体和其他人的关注,存在发酵成巨大舆情风险的隐患。
本节课,将专门讨论社交媒体上的用户投诉这一行为,希望能够为企业提供一些应对思路和方法。
【课程大纲】
第一节:从“白象方便面发现活蚂蚁”一事,分析消费者的反馈。
白象方便面的过去一年的“野生”声誉发展
“白象方便面发现活蚂蚁”的起因
企业是如何应对的
第一波媒体报道
消费者对此的反馈
左中右的态度
结论:消费者自有理智判断
第二节:什么样的用户维权内容会引发大规模舆情?
品牌的知名度越高,舆情热度会高
维权内容的“反常性”会引发舆情
维权事件涉及到的用户人数以及形成的规模效应
维权是否有组织者
维权是否绑定了其他议题
第三节:社交媒体用户投诉的数据分析
5、6、7三个月,社交媒体主要用户投诉类舆情危机
黑猫投诉上的主要投诉类型数据分析
其他社交媒体上用户投诉帖的特点分析
第四节:社交媒体上发布维权帖的用户心理分析
表达愤怒情绪
希望通过公开信息施加舆论压力,作为维权举措
作为社交媒体谈资,重在分享互动
通过维权攻略,塑造个人形象,获得粉丝赞美
业内自媒体有账号运营和增粉目的
第五节:用户到底为什么在生气?(用户维权的心理分析)
“找回利益型”:感觉自己权益受到侵犯,寻求弥补
“面子受损型”:感觉企业态度不好,尊严受到冒犯
“情绪发泄型”:其他不满情绪的代偿表现
“居高临下型”:出于教育企业的目的:建议和教导
“打脸找爽型”:报复和出气的心理
第六节:企业是如何一步步激怒用户的?
核心心理:“到底是谁的错?”
责任认定经常是双方卡住的点
除了利益诉求,用户对于责任认定还包含强烈的心理诉求
问题是,企业对责任认定也有心理诉求
企业应该如何看待这种心理诉求?
第七节:最佳方法是抚慰用户情绪,避免升级
有多少用户只是通过“讲故事”来表达“我受了委屈”?
有多少用户是希望得到认可和证明:“我没有做错事”
有多少用户是真实的有诉求?
高端品牌的用户在吐槽时,独特的心理诉求
老客户独特的心理诉求
对“公平规则”的诉求根源于人性
对“我是重要的特殊的人”的诉求根源于人性
第八节:如何改善用户沟通效果,避免情绪升级?
日常工作有理有据
充分告知
反复教育
表达共情,真心理解
语言自然,避免“机器味儿“
用人而不是人工智能去沟通
大局着眼,计算得失利弊
第九节:实战案例解析
“双十一欧莱雅直播事件”复盘与正确操作建议
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