How to organize e-commerce customer maintenance data? Don’t mix old customers, repeat customers and silent customers together

After the e-commerce customer completes the transaction, the real operation has just begun. Those who have just placed an order, those who have entered the repurchase cycle, those who are after sales, and those who have not heard anything for half a year, if they are placed in the same customer list for a long time, it will become very confusing what content will be sent later, when to contact them, and who should follow up first. The most practical way to organize customer maintenance data is not to add dozens of tags, but to separate different relationship stages first, and then adjust the maintenance rhythm according to the product cycle and recent business actions.

Just because a customer bought it once, doesn’t mean it will always be the same"Purchased Customer"

There are only two most common tags in many e-commerce customer libraries:

new customers.

Old customers.

It was still usable at first, but over time it wasn't enough.

Because they are also old customers, some just completed their second purchase yesterday, some have not had any interaction for a year, and some are dealing with after-sales.

If you put them allAmong "old customers", sales or customer service have no idea what to do next.

More practical states can be simply divided into:

lJust made a deal with a customer;

lMaintain customers normally;

lCustomers entering the repurchase cycle;

lRecently re-consulting clients;

lCustomers in after-sales processing;

lLong-term silent customers.

Each label corresponds to a different next action, so that the data can truly be used for operations.

For customers who have just made a deal, the first thing they do is not continue to promote new products.

When a customer has just completed a purchase, the most important thing is often to make the first experience a good one.

At this stage you can focus on:

Order progress;

Logistics situation;

product use;

Whether it was received successfully;

Do you have any questions about use?

Do you need after-sales help?

If a customer starts recommending other products in a row just two days after placing an order, it is easy for people to think that communication is only about sales.

On the contrary, if the service after the first transaction is relatively complete, subsequent repurchases will be more natural.

Therefore, customers who have just made a transaction should be maintained separately and should not be directly thrown into the promotion list.

Repurchasing customers should be judged according to the product cycle

Not all e-commerce products are suitableA unified reminder will be given to repurchase after 30 days.

Consumables, skin care products, food, consumables, etc. may have obvious purchasing cycles.

Furniture, electronic equipment, tools and other products often take longer to repurchase.

Therefore, when it is appropriate for customers to contact you again depends on the product itself.

for example:

Consumables

Replenishment reminders can be made based on normal use cycles.

Main product + accessories

There is no need to repurchase the main product, but you may need accessories, consumables or upgraded components later.

seasonal items

More suitable for reconnecting according to seasons and usage scenarios.

long term durable goods

It is not necessary to repurchase the same product. You can switch to after-sales, upgrade or related products.

What is really needed for repurchase and maintenance"Purchase time + product purchase", rather than just looking at whether the customer is an old customer.

Old customers who have recently re-consulted should be given a higher priority in a timely manner.

Some customers have not placed an order for half a year and seem to have become silent, but recently they suddenly came back to ask for prices.

In this case, the customer status should be adjusted immediately.

For example, it turned out to be:

Historical customers

No orders for 180 days

Recently appeared:

Inquire about new products;

Request a new quote;

Consult inventory;

Ask about shipping times;

Resubmit contact information.

This illustrates the re-emergence of business signals in customer relationships.

If the customer system still keeps him inWith “silent customers,” it’s easy to miss opportunities that are truly worth following up on.

Customer tags should not be set once and remain unchanged for several years, but should be updated based on actual behavior.

After-sales customers should not be mixed with repeat purchase customers.

The after-sales stage is a very important part of e-commerce customer maintenance.

Customers may be dealing with:

Goods are damaged;

Logistics anomalies;

Refund;

Exchange;

Usage issues;

Size or specification issues.

At this time, even if the customer has just made a purchase, it is not appropriate to follow the instructions immediately."Recent purchasing customers" continue marketing.

It makes more sense to solve the problem first.

After the after-sales service is completed, we will decide whether to continue normal maintenance based on customer feedback.

If the problem is handled well, the customer may become a more stable regular customer.

If the problem has not been solved and new products are continuously introduced, it is easy to turn a one-time after-sales problem into long-term dissatisfaction.

Silent customers do not equal invalid customers

Just because a customer has not responded for several months does not mean that this piece of data is of no value.

Silence just means that there have been no new business moves recently.

For example, a customer who bought three times last year but has no new orders this year should obviously not be placed on the same level as a customer who has never bought before and only participated in events.

Therefore, silent customers can continue to view historical relationships.

for example:

Multiple purchases in history + recent silence

Normal maintenance value retained.

One purchase in history + no interaction for a long time

Lower the current priority.

Previous inquiries have not been completed + no reply for a long time

Temporarily entering low-frequency maintenance.

No clear source + no interaction for a long time

The priority can be lower.

Silence is not aThe "delete" label is more like a current state.

There must be a reason to wake up old customers, not just"haven't seen you for a long time"

Many old customers fail to reconnect because the message itself has no value.

After no contact for half a year, I suddenly sent this sentence:

"Do you need anything lately?"

It’s hard for customers to be motivated to respond.

More natural reasons for awakening could be:

lThe last product purchased has an upgraded version;

lModels that customers have asked about before are back in stock;

lPrices or shipping conditions have changed;

lJust entering the normal repurchase cycle;

lThere are related accessories or new products;

lProblems that customers once encountered now have new solutions.

There are practical reasons why an old customer will usually have a higher chance of replying than if it were just a pleasantries.

Customer maintenance is most afraid of everyone receiving the same content.

The same activity message is sent to all customers in bulk. The operation is simple, but the effect is often average.

Because what customers care about at different stages is completely different.

Customers who have just completed a transaction are more concerned about the order and usage.

Repeat purchase customers are more concerned about replenishment, inventory and regular customer discounts.

Silent customers need a reason to re-contact even more.

After-sales customers are most concerned about whether the problem has been solved.

If the content is all the same, there will be an obvious problem: the message does not match the current status of the customer.

The value of customer maintenance data organization is to allow different customers to see different content.

Contact information will also change over time.

After a few years of maintaining a customer relationship, the contact information itself will also change.

For example:

The original mobile phone number is no longer used;

Mainly used beforeTelegram, now using WhatsApp;

In the early days, I only had an email address, but later I took the initiative to leave my mobile phone number;

A certain social account has not been used for a long time;

The client has changed his work contact information.

Therefore, before old customers resume operations, they can check which channels are currently available.

For customer mobile phone numbers that have been saved normally, you can continue to filter them in Digital PlanetThe account status of corresponding platforms such as WhatsApp, Telegram, LINE, etc. will be restored to the current channels that still have account base.

The purpose of this is not to redefine customer value, but to avoid continuing to spend time on communication portals that are no longer suitable.

Which channel are customers used to, which one should be used first?

Even if it is detected that a customer has bothThere is no need to contact WhatsApp, Telegram and LINE on all three platforms.

Customers have previously passedTo place an order on WhatsApp, it is usually more natural to continue using WhatsApp.

Customers have been communicating via emailFor B2B orders, just continue to email.

Only when the original communication channel has obviously become ineffective, or if the customer actively leaves new contact information, do you need to consider migration.

The meaning of having one more platform status is to have one more backup entrance, not to increase the number of contacts.

Repurchasing customers can make a separate set of operating rhythms

If a certain type of product itself is obviously repurchased, this type of customer can be maintained separately.

For example, a normal buying cycle is approximately60 days, you can make a light reminder when this time is approaching.

There is no need to wait until the customer completely forgets about it before developing it again.

A more natural rhythm might be:

After Purchase: Ordering and Using Services;

In use: Q&A;

The repurchase period is approaching: inventory or replenishment reminder;

After repurchase: Continue to record the next cycle.

Over time, customer operations become more like a long-term relationship, rather than starting over with cold sales every time.

Don’t just look at historical consumption amounts for high-value old customers.

Some customers used to have high consumption, but now there has been no new demand for two years.

Other customers have average consumption history, but have recently placed orders continuously.

If you only prioritize based on historical amounts, it is easy to put current opportunities at the back.

For a more practical way of judgment, you can look at:

lNumber of historical orders;

lLast purchase time;

lHave you had any active consultation recently?

lWhether to enter the repurchase cycle;

lHave you received any recent replies?

lAre there any new product requirements?

Historical amounts illustrate past values ​​and the chance that recent behavior is closer to the present.

Customer maintenance data is best able to answer“What to do next”

The data is organized to the end, not to make the customer labels look too many.

What is really useful is that after opening the customer information, you can quickly know the next step.

for example:

Just made a deal

Continue to serve and don’t rush to sell.

It’s almost time to repurchase

Prepare for normal replenishment reminders.

Re-inquiry

Prioritize sales follow-up.

After-sales processing

Solve the problem first.

long silence

Reduce the frequency and wait for a new reason to wake up again.

Explicitly refuse contact

Stop proactive marketing.

As long as those states actually guide action, customer data is valuable.

E-commerce customers cannot only acquire new customers, old customers themselves are also the entrance to traffic.

Many e-commerce businesses have been putting their budget on advertising for new users, but they have neglected existing customers.

In addition to repeat purchases, old customers may also bring:

referral;

Recommended by friends;

Transfer procurement within the company;

social sharing;

Inquire again about new products;

Switch from individual purchases to bulk purchases.

So customer maintenance is actually part of customer acquisition.

A satisfied old customer may be more likely to generate new business relationships than a new ad click.

The older the customer, the more important it is to retain the historical background

After a long period of customer maintenance, the most fearful thing is that there is only one mobile phone number left.

I don’t know what I bought before.

I don’t know when the transaction was completed.

I don’t know why I’m silent.

This kind of data makes it difficult to restart communication even if the contact information is still available.

What is really worth preserving for a long time is:

purchase products;

order time;

Customer source;

historical issues;

most recent interaction;

current stage.

Contact information can change, but it’s best not to lose customer relationship history.

After the silent customer comes back, update the status immediately

For example, a customer who has not placed an order for a year turns out to be a silent customer.

Suddenly passed todayWhatsApp should not continue to keep the silent label if it asks for price again.

It should be converted immediately to:

Will be consulted again in the near future.

If there is a quotation later, it will continue to the quotation stage.

If the transaction is completed, then enter the post-transaction maintenance process.

Customer status changes with real behavior, so the data seen by sales will not always be one step behind.

What really needs to be done to maintain e-commerce customers is"Continuously update relationships"

Customer maintenance is not about saving all old customers and then sending a unified message every once in a while.

A more effective approach is to know what stage everyone is at now.

Those who have just completed the transaction will be served first, those who have entered the repurchase cycle will be given normal reminders, those who have re-inquiries will be received in a timely manner, those who are after-sales will solve the problems, those who have been silent for a long time will reduce the frequency, and will be awakened if there is a suitable reason. When the contact information needs to be reconfirmed, pleaseThe status of WhatsApp, Telegram and other channels is clearly added.

The real value of e-commerce customer data is not how many numbers are saved, but the ability to continuously record how customer relationships change. Who has just completed a transaction, who is about to repurchase, who has returned, and who has become silent. As long as these statuses are always clear, old customers will not just lie in the database, but will become customer assets that can be operated for a long time.

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