Model essay on Taobao customer service operation graduation thesis

Taobao's customer service needs not only kindness and typing, but also continuous learning and improvement. The following is my graduation thesis on Taobao customer service, welcome to read for reference!

Taobao Customer Service Graduation Thesis 1: Intelligent Definition of Customer Service

In the enterprise customer service market, technology is still a constantly changing watershed, and it is also the basis for all customer service solution providers to build their operation and service models. Wisdom tooth technology is improving market competitiveness by making technologies such as data analysis, language processing and machine learning intelligent.

If you carefully observe contemporary enterprises, you will find that the thinking angle of how to build a customer service system is quietly changing. It not only brings unprecedented development opportunities for enterprises, but also makes the market competition rules that enterprises need to abide by more fair, and finally consumers win greater consumption decision-making power than before. Therefore, enterprises must find a new way to build a customer service model to meet the growing demand for customer service.

? As a cutting-edge company in the field of intelligent customer service, Zhichi Technology is committed to introducing intelligent definitions such as knowledge search, natural language processing technology and machine learning into the exploration of new customer service models. ? Co-founder of Wisdom Tooth Technology &; CEO Xu Yi said in an exclusive interview with our reporter.

Enterprises also consume.

In modern consumer economics? Corporate consumption? It refers to the use value and pure consumption of value that is not directly related to the production activities of enterprises. In the IT field, what about corporate consumption? It is given a new meaning, that is, enterprises use some tools just like consumer goods. These tools are usually full of innovative factors, fashionable and attractive, more grounded, simple to use, and equally popular in enterprise internal workflow and external operation.

From attending the product launch conference of wisdom tooth technology to completing an exclusive interview with them, the reporter clearly felt that wisdom tooth technology must pay attention to it? Corporate consumption? This concept has a long history. At Wisdom Tooth Technology, developers focus on creating customer service software with practical functions and simple operation for enterprises. Years of experience in industry reporting tells reporters that only start-ups like Smart Technology, which are innovative, focus on a certain vertical field and always focus on user experience, are more likely to get more success opportunities in the process of realizing the consumerization of enterprise-level applications.

There is a reason why enterprises like IT tools with consumer experience more and more. Taking customer service as an example, after the arrival of the Internet era, the intermediate links of product sales will be automatically realized by means of the network to a great extent, and customer service can just be used as the connecting channel between enterprises and customers in the pre-sales and after-sales processes. At this time, customer service even replaced sales to some extent and became the first-line role of docking customers. The service quality of customer service is related to the customer's purchase decision. Therefore, enterprises need to optimize the traditional customer service scenarios. The previous practice was to strengthen the training and guidance of customer service personnel, monitor the service process and improve the quick feedback ability of customer service personnel. However, in the Internet age, online customer service with artificial and intelligent features will be more suitable for the explosive growth of customer service demand.

After enterprises decided to use IT tools to optimize customer service scenarios, various problems followed, especially when customers poured in through different channels such as official website, mobile websites, WeChat, Weibo and APP. How do enterprises manage the fragmented customer service system in a unified way?

Wisdom Tooth Technology's approach is to establish a unified platform to gather customers from multiple channels on this unified platform to intelligently manage customer service scenarios.

As a trendy IT start-up, one of the skills that Wisdom Tooth Technology is very good at is to make the user interface more beautiful and fashionable, which will make the customer service staff inside the enterprise and external customers feel happy and comfortable. After that, Wisdom Tooth Technology will make some details optimization in the user experience. For example, the questions asked by users to customer service personnel will be decomposed into some fields according to certain grammatical relations. The system will extract the key parts of these fields according to the pre-definition, and then search and call all the corresponding answer information from the background knowledge base. According to the key fields, it will be fed back to the customer service staff's work window, and the customer service staff will select the most suitable answer information from the alternative answer information and send it to the customer. The above process saves the time of customer service staff and customers, and realizes automation to a certain extent. In addition, if a customer has received service, the customer service staff can even see all the information and historical materials about the customer from the background, which will be more convenient to solve the problem.

Communication is language analysis.

I believe you have used many intelligent voice products downloaded from various app stores before. Many times you can't tell whether the other person is a robot or a real person. These intelligent voice applications for ordinary individual users require very low accuracy of answers, and even the main function of some intelligent voice products is for entertainment. However, in the enterprise-level customer service application, whether the question can be accurately identified and answered correctly is related to the customer's experience satisfaction.

In order to accurately understand users' questions and match the best answers, Wisdom Tooth Technology introduced natural language processing (NLP) and machine learning into customer service product development.

In the field of artificial intelligence, NLP technology is recognized as an effective solution to efficiently process text information and understand the implicit association between texts, and automatic machine learning can continuously improve the efficiency and accuracy of understanding.

Therefore, NLP can effectively help customer service products to process text and voice information, for example, by analyzing the keyword information in customer questions, intelligently interpret the original vague meaning or hint.

Wisdom tooth technology is trying to apply NLP to basic customer service scenarios such as pre-sales and after-sales of enterprise products. Even if NLP can't cope, we can use the method of seamless switching between manual online customer service and robot customer service to ensure the continuity of service. In order to guide and encourage the popularization of NLP applications, Wisdom Tooth Technology hopes that customer service products have automatic learning ability, and are equipped with knowledge base and greeting library as knowledge reserves.

More and more corporate customers find that intelligent customer service solutions with wisdom teeth technology can effectively alleviate the pressure of customer service in the past. At present, Wisdom Tooth Technology has achieved natural growth of more than 65,438+0,000 customers without any market promotion. These customers cover Internet e-commerce, O2O, P2P finance, education, medical care and other industries.

Customer feedback is very important.

Whether in consumer market or enterprise market, every new user demand may become a new driving force for market growth. Usually, customers' needs are based on how to achieve the availability of products. Demand will also be directly or indirectly fed back to the enterprise by customers. Therefore, smart enterprises are good at listening to customers' feedback. Behind every successful enterprise, there must be a group of customers who can feedback their needs in time. The same is true of wisdom teeth technology.

During an exclusive interview with reporters, the name of a corporate customer was repeatedly mentioned by Xu Yi, and that was LeTV. Xu Yi even said:? Without letv, there would be no wisdom tooth technology today. ?

It turned out that LeTV was one of the first customers to accept their products when Wisdom Tooth Technology completed product development and got market verification.

At that time, LeTV's customer service team had 400 customer service seats, and the annual cost of each customer service seat was 65,438+10,000 yuan, and the total cost was as high as 40 million yuan per year. Therefore, LeTV very much hoped to reduce customer service costs without reducing customer service quality. In addition, LeTV's customer service was originally in the form of telephone customer service, and it also hopes to transform into online customer service. After three months of project implementation, Zhichi Technology has met the requirements put forward by LeTV. More importantly, during the implementation of the project, LeTV can put forward some technical and functional optimization suggestions for the products of Wisdom Tooth Technology.

Another customer that impressed Xu Yi was CreditEase, an Internet finance company, because it was CreditEase that made Smart Technology realize the importance of specialization and standardization of customer service.

CreditEase's main business is P2P online lending platform, and its customers are divided into two categories, one is investors and the other is borrowers. In the field of P2P online lending, customers attach great importance to investment safety and risk management, so the requirements for customer service are higher than those of some conventional enterprises. This is mainly manifested in the fact that customers need customer service to provide professional and standardized answers to questions quickly. With the help of wisdom tooth technology, CreditEase has greatly improved the accuracy of answering questions by establishing a knowledge base within the customer service system.

Taobao Customer Service Graduation Thesis 2: Business Analysis of Taobao Street

[Abstract] In order to deeply analyze the location factors of the development of Taobao Street in Beibei, understand the development status of Taobao Street, help Taobao Street to continuously expand its business channels, and make suggestions for the development of Taobao Street, the commercial location of Taobao Street was analyzed.

[Keywords:] Taobao Street; Business; analyse

First, study the characteristics of regional commerce.

(1) Number and scale of stores

Generally speaking, Taobao Street stores are mostly small-scale operations. * * * There are 78 stores and 55 shopkeepers. These shopkeepers own 1 to 4 stores, each with an area of 8- 15 square meters. Store area and business volume are small, and there are fewer kinds of goods.

(2) Types and proportions of commodities

Taobao Street mainly deals in clothing, footwear, gifts and accessories, cosmetics, luggage, catering, electronic products and other commodities. Shops sell more than one kind of goods, and seven of them sell more than two kinds of goods. These mixed stores also sell clothes, shoes and accessories.

(C) the store purchase channels and price characteristics

Taobao Street merchants purchase goods mostly in Guangzhou Chaotianmen, Alibaba and Chongqing factory outlets. Some shopkeepers pursue the diversification of purchase channels and purchase in various ways. Because the purchase places are mostly wholesale centers, websites and factory outlets, the commodity prices in Taobao Street are lower.

(4) Characteristics of the owner

The shopkeepers of Taobao Street are mostly between 25 and 30 years old, of which women account for more than 90% and college students account for 13%. Most shopkeepers are 1 to 3 years, and very few are below 1 year and more than 3 years. In terms of business philosophy, the owner thinks that the key points of business are: product quality (diet nutrition), product style (diet taste and packaging) and product price.

Second, the commercial street location analysis

(a) Consumer market conditions

1 major consumers. Beibei District has a permanent population of 680,000, including Tiansheng Street 1.24 million, and nearly 20,000 students from Southwest University. Taobao Street is adjacent to Southwest University and Wuyi University. College students and residents near Wuyi University are the main consumers of Taobao Street.

2 income level. 20 1 1 year, the per capita disposable income of urban residents in Beibei District is 2 1954 yuan, up by 14.99% year-on-year, and the per capita consumption expenditure of residents is 15505 yuan, up by/kloc-0 year-on-year. Eight categories of consumer spending are on the rise, among which clothing spending has the largest increase, and Taobao Street clothing shoe store accounts for the largest proportion, indicating that the market and potential market of Taobao Street are gradually expanding.

Three categories of consumer goods. Taobao Street is mainly engaged in clothing, footwear, gifts and accessories, cosmetics, luggage and other commodities. Among them, clothing, shoes and hats account for the bulk. The main commodity consumers buy in Taobao Street is clothes, followed by shoes, ornaments and gifts.

(2) Spatial distance and traffic conditions

1 Distance between main consumer's address and Taobao Street

The main consumers of Taobao Street are students from Southwest University. (1) Liyuan is located in the middle of Southwest University, far away from the shopping circle of Chongbai Supermarket in the north and close to the shopping circle of Yonghui Supermarket, so I choose to shop in and around Taobao Street. (2) Bamboo Garden and South Garden are close to Taobao Street, and students can travel to and from Taobao Street relatively conveniently, so the frequency is higher than that of other gardens except Liyuan, but the proportion of boys in South District is large, and Taobao Street is mostly girls' clothes. In addition, Jinyun Food City is mainly catering and entertainment, which will distract some consumption power, so the frequency is lower than Liyuan. (3) The distance between Orange Garden, Plum Garden and Apricot Garden and Chongbai and Yonghui is basically the same, and personal preferences and special circumstances have great influence on the choice of consumption places. (4) Taoyuan is close to Chongqing shopping district in the old city, so students choose to shop in Chongqing and its vicinity, and most consumer goods are clothing.

2 Taobao Street traffic analysis

Taobao Street is located next to Tiansheng Road. Tiansheng Road is the main road in Beibei District, with convenient transportation, which is conducive to the shopping of residents in the old city and south of the city, as well as to the purchase of goods by merchants. But at the same time, due to the proximity to the main road, commercial outlets lack parking lots.

(3) What are the competitive factors in the same industry? Aggregation trend

1 Commercial distribution around Taobao Street

Taobao Street is an underground commercial street, with Li Tiansheng Street Commercial Network at the top and Yonghui Supermarket next to it, which attracts a large number of college students and surrounding residents to spend money. Among them, more than 60% consumers go to Taobao Street after spending in Yonghui Supermarket.

2 Taobao Street internal agglomeration effect

(1) price advantage. There are many shops in Taobao Street, many of which sell the same kind of goods. Because the purchase channels are similar, the types and styles of the same kind of goods are also relatively close. Shopkeepers only use factors such as after-sales, service attitude and price advantage to attract consumers.

(2) Consumer concentration. There may be two trends in the competition between the same industry: for shops selling the same kind of goods, they gather together to form a commercial center, resulting in external economies of scale; For shops selling different kinds of goods, it is the best spatial location choice for consumers with multi-purpose purchase behavior because of their complementary relationship. Taobao Street clothing accounts for more than 75% of the total number of shops, so the latter has little influence on Taobao Street.

(4) Land price

The level of land price is related to regional location factors, and land price is often expressed by store rent. From the external environment, Taobao Street is located in the main road of Tiansheng Road in Beibei District, with convenient transportation, compared with the comprehensive approval and bidding of the same nature. Secondly, there are commercial points such as Yonghui Supermarket and Li Tiansheng Street around, and they are close to Southwest University, which has a good spatial correlation. In addition, the shopping environment of Taobao Street is obviously better than that of comprehensive approval, so the land price is higher than that of comprehensive approval, and it is competitive for development. From the internal environment of Taobao Street, the rent at both ends is higher than that at the middle store, and the rent on the main road is higher than that at the side store.

(v) Government support.

In the past two years, Beibei District Government has vigorously promoted rural areas? Wan township market project? And urban communities? Duplex project? , the district government to expand investment, and strive to promote the development of Jinyun business district with Jialing style pedestrian street as the core, as well as community business districts such as Li Tiansheng Street and Wangde Wangcheng. Taobao Street belongs to the community business circle and is one of the main consumption places of Southwest University and nearby residents, which is supported by the policies of the district government.

Three. Problems and countermeasures

There are some problems in the development of Taobao Street: 1. Taobao Street is underground and there is no parking lot around it. 2. Taobao Street has a small area and many merchants. Due to the poor planning of the area and location of each store, Taobao Street is too crowded during the peak shopping period. 3. The survey results show that more than 68% of consumers think that the service attitude of Taobao Street is generally low; 4.55% consumers think that there are few kinds of goods in Taobao Street, and the repetition rate between stores is high, which can't keep up with the trend; Most merchants in Taobao Street have not made publicity, and only rely on some holiday discounts to attract consumers.

Facing these problems, we can start from the following aspects: 1. Expand the channels of purchasing goods and expand the types of goods; 2. Increase publicity to attract customers through leaflets and campus sponsorship; 3. Change service attitude; 4. Transform Taobao Street and optimize its layout; 5. Make the goods in Taobao Street tend to be diversified and attract consumers with different consumption purposes.

Taobao Customer Service Graduation Thesis 3: Taobao Profit Model

Taobao advocates an honest, lively and efficient online trading culture and has become the largest online retail business circle in Asia. By reviewing the development of Taobao, starting with Alibaba Want Want, Alipay, Tmall and credit evaluation, this paper analyzes its main profit models. Hope to provide a reference for other online shoppers, thus deriving one? Openness, transparency, sharing and responsibility? New commercial civilization. Let more people participate in Taobao online shopping and enjoy the convenience and benefits brought by online shopping.

Keywords Taobao; Ali wangwang; Tmall; credit rating

The wall street journal reported? 20 10 list of the top 200 most respected enterprises in Asia? China e-commerce giant Alibaba Group ranks first among the most respected enterprises in China. By the end of 20 10, Taobao had 370 million registered members and its annual transaction volume reached 400 billion RMB. Taobao advocates an honest, lively and efficient online trading culture. While creating a safer online trading platform for Taobao members, Taobao also wholeheartedly creates and advocates a family atmosphere of mutual assistance, relaxation and liveliness. Everyone who trades on Taobao can not only trade faster but also make more friends. By reviewing the development process of Taobao, this paper analyzes the existing profit model and provides reference for other online shoppers.

First, Ali Want Want: a good communication mechanism

Effective communication is particularly important when buyers and sellers can't deal face to face. Appearance, price, etc. The concept of commodity must be understood through communication. Many shopping websites and auction websites have been communicating in the form of forums. Buyers and sellers can't reply to the sales of goods in time, which brings inconvenience to online shoppers. Ali Wangwang has the functions of checking the transaction history, understanding the other party's credit status and other personal information, avatar, multi-party chat and other universal instant chat tools, which can send and receive information and bargain with the shopkeeper in time, and develop the friendship between individuals to the extreme. Ali Want Want has become the third largest instant messaging software in China after QQ and MSN. This communication tool has become one of the key factors for Taobao's success, and it can also provide some historical records for dealing with sales disputes in the future.

Second, Alipay: an independent third-party payment platform

Regarding the transaction security of buyers and sellers in the payment link, Taobao has specially launched a third-party payment platform to provide secure payment services. The essence of its operation is that Alipay, as a credit intermediary, serves as a value-added service for buyers and sellers to temporarily keep the payment for goods before the buyer confirms receipt of the goods. Alipay is especially suitable for trading computers, mobile phones, jewelry and other items with higher unit price or all transactions that want to be safer. It is free to use Alipay in Taobao. Alipay proposed? You dare to pay, I dare to pay? Our service promise is that if Alipay causes losses during the transaction, Alipay will pay in full first, eliminating the worry that online shoppers will not receive the goods after payment. It is the core guarantee of Taobao's secure network transaction.

The combination of Alipay and Taobao has formed a financing institution of Taobao, which is basically similar to a bank, but its operation mode is simpler than that of a bank. Taobao sets different lending standards according to the credit rating of merchants and carries out lending business. Because there is no need for any guarantee, the funds are quickly returned, so they are deeply loved by merchants. In traditional channels, it usually takes more than 40 days for the sales money to arrive, but in Taobao's B2C mall, due to the use of Alipay, the sales money can be withdrawn at any time. Someone commented that Taobao is the most efficient commercial bank in China? . At present, Alipay has established strategic cooperation with China Industrial and Commercial Bank, China Construction Bank, China Agricultural Bank, China Merchants Bank and other major financial institutions, as well as VISA international organizations to build an independent third-party payment platform. 20 1 1 In May, Alibaba reorganized Alipay, and Alipay will become a wholly-owned subsidiary of a domestic company in China, which is more conducive to the business development of Alipay in China market.

Third, Tmall: reliable quality and perfect after-sales service.

Alibaba Group 2065438+01June 6 announced that its Taobao company will be split into three independent companies, namely platform-based B2C e-commerce service provider (Tmall) Taobao and one-stop shopping search engine Taobao. The three Taobao customers have their own emphases, but they all share the same genes of openness and platformization, and they are all outstanding in their respective fields. This independent and cooperative layout will lay a new foundation for the whole e-commerce market in China. On the morning of 20 12, 1,1,Taobao Mall officially announced its name change to? Tmall? . 2065438+On March 29th, 2002, Tmall released a brand-new Logo image, integrating thousands of brands and manufacturers, and providing a one-stop solution between merchants and consumers.

Can Tmall * * * enjoy the membership of Taobao? Authentic guarantee, 7-day return, and invoice? Our after-sales service and high-quality services such as cash back of shopping points have attracted a large number of high-end consumers. As the main service brand of Taobao, Tmall has attracted more and more attention and support from buyers.

Tmall has made some regulations for the sellers who stay: (1) You must have an enterprise legal person to operate.

License, that is, company business license, individual industrial and commercial households can't. (2) Provide the power of attorney of the brand owner of the brand to be operated and its brand trademark registration certificate. (3) The seller shall complete the sales of at least 6,543,800+6,000 yuan within half a year, and will be disqualified if it fails to complete it. (4) The total number of merchants selling the same brand products shall not exceed 6, of which flagship stores and specialty stores are the main brands.

Tmall is of great significance to sellers: on the one hand, it can effectively reduce the cost of sales. In offline channels, the channel sales cost of food daily necessities is 15% ~ 20%, the sales cost of digital products is 20% ~ 35%, the sales cost of department stores and household users is 30% ~ 35%, and the sales cost of luxury goods is above 40%. Through Tmall, a model similar to direct selling, the selling cost of these products can be lower than 10. On the other hand, it can expand the influence of products and brands, and convenient and fast shopping methods will attract more customers. Traditional channel vendors only focus on 20% of the so-called mainstream customers. Through Taobao B2C, the needs of marginalized 80% customers are re-valued.

Tmall sellers have to pay some fees while enjoying the service, mainly including value-added services such as sign-in fees and commissions. (1) Occupancy fees, such as technical service fees, space use fees, information release fees, etc. , of which the technical service fee is 6000 yuan/year; The deposit 10000 yuan will be refunded if the seller does not violate all aspects of Taobao when exiting. (2) commission is charged according to the transaction amount, which is generally 5.5% of the transaction amount. However, the deduction ratio of some low-profit commodities is slightly lower, such as 0.5% for virtual products and 2% for books and publications. (3) Other value-added service fees are optional for Tmall merchants.

So far, Tmall has more than 400 million buyers, more than 50,000 merchants and more than 70,000 brands. It is estimated that in 20 12, the annual sales of more than 100 enterprises in Tmall will exceed 100 million, and the annual sales of 2,000 enterprises will exceed 10 million.

Fourth, credit evaluation: improve the credit system.

Taobao attaches great importance to the construction of integrity and security, and introduces real-name authentication system to distinguish between individual user authentication and merchant user authentication. These two certifications need to submit different materials. Personal user authentication only needs to provide identification, and business license is also needed for business authentication. A person cannot apply for two kinds of authentication at the same time. In addition, Taobao cooperates with the ID card inquiry center under the Ministry of Public Security, and submits the certification materials to the relevant state departments for verification and certification, and conducts fixed-line telephone audit. The verification result shall be notified in the station by mail, e-mail or telephone. Once Taobao finds that the main content in the user registration information is false, Taobao can terminate the service agreement with the user at any time.

The basic principle of Taobao's credit evaluation system is: for a successful transaction, both parties make a credit evaluation. What is the evaluation score? Like? 、? Evaluation? 、? Bad review? 、? Additional? Four categories,? Like? One more thing. Evaluation? And then what? Additional? No extra points,? Bad review? Deduct one point. Taobao's reputation system also counts the favorable rate of users as buyers and sellers, so that consumers can see at a glance, and divides the credit image of users into 15 grades, from the lowest 1 red heart to the highest five crowns. This restricts the online trading behavior to some extent. In order to achieve a higher credit rating and win the favor of buyers, sellers will standardize their own trading processes, improve the quality of goods, and provide honest services to win the praise of buyers, thus forming a virtuous circle. Of course, buyer's credit also has certain reference value. If the buyer's credit is higher, it means that the more times the buyer buys online, the greater the reference value of evaluation. If the buyer's favorable rate is too low, it means that the customer is too picky and demanding, and the evaluation reference value is relatively low.

Today, Taobao is more than just a consumer website. It has created a transparent, honest, fair and open trading platform for the entire online shopping market, which in turn affects people's shopping habits.

Take the exam and contribute.

[1] ginger. Taobao's way to win [J]. E-commerce.2011(10)

[2] Liu. Research on the present situation, problems and countermeasures of e-commerce development in China [J]. 20 1 1 ( 12)

[3] Yu Guoming. Taobao: five key words to enhance user stickiness? Research report on "Strategies and tactics of brand communication on Taobao" [R]. News and writing. 20 1 1( 1)

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