User clues, applied in the SCRM system, serve to identify users and represent a marketing or service opportunity.
Compared with the original data, it is a combination of high-value data; it helps front-line sales or after-sales students improve service efficiency and conversion efficiency.
Service leads, change the working mode of after-sales students from passively accepting calls or IM incoming calls to active services; sales leads, help sales students reduce the time of digging users and let them focus on the promotion link.
But it is also identifying users. What are the differences between it and user characteristics and user portraits? This question is answered from three dimensions: data definition, data value, and usage.
1. Data Definition
Understand user cues
In terms of data types, features and clues are a combination of data, and a portrait is a collection of data.
Being older than 25 is a user feature; while the combination of "age older than 25" and "working more than 12 hours a day" can be called an older social animal youth.
And user cues are not just features, they country email list are a combination of events and features.
From the perspective of timeliness, events are more often triggered in real time, while features are mostly offline cleaning; the former is the beginning, while the latter is the end; for example: "I took the subway today" and "Subway travel users".
User portrait is a collection of multi-dimensional features, and a series of different dimensional features such as basic attributes, geographical attributes, and social attributes present the characteristics of users or groups for analysis.
2. Data Value
The purpose of the combination is to use the data more efficiently.
From the perspective of data value, user characteristics are less targeted and do not particularly care about data value. It mainly solves the problem of creating something from scratch.
As for user clues, because the application side is mainly sales and service students, its goal is to focus on how to turn users into customers and how to keep users and customers from losing. It is hoped that potential users can be closer to the transaction, and hope that the service can be more timely.
Understand user cues
And if it is a combination of data such as "I took the subway today", watching the "vehicle price reduction advertisement for a long time" on the mobile phone, "I don't have a car" but "the monthly income can support the car loan", the operation strategy can be formulated more clearly. So as to carry out service or sale.
3. How to use
In terms of usage, clues and features are the steps of "circle selection -> operation", and we clearly know what users to operate on.
The user portrait will go through an additional analysis process, namely "analysis -> circle selection -> operation", which focuses on further formulating operation strategies after analysis and data model.
03 The life cycle of user leads
Clear concept, planning can be clear.
When planning products, you can start from the flow process and status of things; think about the stages before, during, and after the user leads are provided to sales and service personnel, and what needs to be done in each stage.
The complete circulation process is also the life cycle of user leads; from this, the minimum executable version can be formulated, and then product planning and iteration can be carried out in an orderly and effective manner.