Taobao customer service operation graduation thesis sample

The job of Taobao customer service not only requires kindness and being able to type, but also requires continuous learning and improvement. The following is the content of my graduation thesis on Taobao customer service. Welcome to read and refer to it!

Taobao customer service graduation thesis part 1: "Intelligent definition of customer service"

In the enterprise customer service market, technology It remains a constant watershed and the foundation upon which all customer service solution providers build their operating and service models. Wisdom Tooth Technology is improving its market competitiveness by making data analysis, language processing, machine learning and other technologies intelligent.

If you carefully observe contemporary enterprises, you will find that the way in which enterprises think about how to build customer service systems is quietly changing. IT not only brings unprecedented development opportunities to enterprises, but also makes the market competition rules that enterprises must abide by become more fair. Ultimately, consumers have won greater consumer decision-making power than ever before. Therefore, companies must find a new way to build a customer service model to meet the increasing customer service needs.

As a new startup in the field of intelligent customer service, Wisdom Tooth 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. Xu Yi, co-founder and CEO of Wisdom Tooth Technology, said in an exclusive interview with this reporter.

Enterprises also consume

In modern consumer economics, "enterprise consumption" refers to the simple consumption of use value and value that occurs in an enterprise and is not directly related to the enterprise's production activities. In the IT world, "enterprise consumption" is being given a new meaning, that is, enterprises use some tools just like consumer products. These tools are usually full of innovative factors, full of fashionable and popular charm, more down-to-earth, and simple to use. They are equally popular in the internal workflow of the enterprise and the external operations of the enterprise.

From participating in the product launch of Wisdom Tooth Technology to completing the exclusive interview with them, the reporter clearly felt that Wisdom Tooth Technology must pay attention to the concept of "enterprise consumption" for a long time. At Wisdom Tooth Technology, developers are focusing on creating customer service software that is functional and easy to operate for enterprises. Years of experience in industry reporting tell reporters that only start-ups like Wisdom Tooth Technology that are innovative, focus on a certain vertical field, and always focus on user experience are more likely to gain in the process of consumerizing enterprise-level applications. More chances of success.

There’s a reason why businesses are increasingly embracing IT tools with a consumer-grade experience. Take customer service as an example. After the advent of the Internet era, the intermediate links of product sales will be automated to a large extent with the help of the Internet, and customer service can act as a connection between enterprises and customers in the pre-sales and after-sales processes. At this time, customer service even replaced sales to a certain extent and became the front-line role in connecting customers. The service quality of customer service is related to customers' purchasing decisions. Therefore, enterprises need to optimize traditional customer service scenarios. In the past, the approach was to strengthen the training and coaching of customer service personnel, monitor the service process, and improve the rapid feedback capabilities of customer service personnel. However, in the Internet era, the use of artificial intelligence features Online customer service will be more suitable to cope with the explosive growth of customer service needs.

After an enterprise decides to use IT tools to optimize customer service scenarios, various problems will follow, especially when customers use various methods such as official websites, mobile websites, WeChat, Weibo, APP, etc. When channels are pouring in, how can companies manage the fragmented customer service system in a unified manner?

What Wisdom Tooth Technology does is to build a unified platform to bring customers from multiple channels to this unified platform. Intelligent management of customer service scenarios.

As a trendy IT start-up company, one of the skills that Wisdom Tooth Technology is very good at is to design the user interface to be more beautiful and fashionable, which will make the customer service staff within the company and customers from outside feel that Pleasant and comfortable. After that, Wisdom Tooth Technology will make some detailed optimizations in user experience.

For example, questions asked by users to customer service personnel will be broken down into fields according to certain grammatical relationships, and the system will extract the key parts of these fields according to predefined definitions, and then search from the background knowledge base based on the key fields. And all the corresponding answer information is called and fed back to the customer service staff's work window, and the customer service staff then selects the most appropriate answer information from the alternative answer information and sends it to the customer. The above process saves customer service staff and customers time and is automated to a certain extent. In addition, if a customer has received services, the customer service staff can even see all the information and historical data about the customer from the background, which will make it easier to solve the problem.

Communication is language analysis

I believe you have used many smart voice products downloaded from various app stores before. Many times you will not be able to tell whether the other party is a robot or a real human being. , and these smart voice applications for ordinary individual users have very low accuracy requirements for answers, and even the main function of some smart voice products is for entertainment. However, in enterprise-level customer service applications, whether problems can be accurately identified and answered correctly is related to customer experience satisfaction.

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

In the field of artificial intelligence, NLP technology is recognized as an effective solution for efficiently processing text information and understanding the implicit relationships between texts, and automated machine learning can continue to improve the efficiency and accuracy of understanding.

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

Wisdom Tooth Technology is trying to apply NLP to basic customer service scenarios such as pre-sales and after-sales for corporate products. Even if it encounters a situation that NLP cannot handle, it can still use a method of seamless switching between manual online customer service and robot customer service. Ensure service continuity. In order to guide and encourage the increase in the popularity of NLP applications, Wisdom Tooth Technology hopes that the customer service products themselves must have automated learning capabilities, and has equipped knowledge bases, greeting bases, etc. as knowledge reserves.

More and more corporate customers have found that the intelligent customer service solutions of Wisdom Tooth Technology can effectively alleviate the previous customer service pressure. At present, Wisdom Tooth Technology has achieved the natural growth of more than 1,000 customers without any marketing promotion. These customers cover Internet e-commerce, O2O, P2P finance, education, medical and other industries.

Customer feedback is very important

Whether it is in the consumer market or the enterprise market, every new user demand is likely to become a new driving force for market growth. Usually, customer needs are based on how to make the product available. Demand will also be fed back to the company by customers in direct or indirect forms. Therefore, smart companies are good at listening to customer feedback, and behind every successful company, there is destined to be a group of customers who can respond to their needs in a timely manner. The same goes for wisdom tooth technology.

During the reporter’s exclusive interview, the name of one corporate customer was mentioned many times by Xu Yi, and it was LeTV. Xu Yi even said: Without LeTV, there would be no wisdom tooth technology today. ?

It turns out that when Wisdom Tooth Technology completed product development and took it to the market for verification, LeTV was one of the first customers to accept their products.

At that time, LeTV’s customer service team had 400 customer service seats, and the annual cost of each customer service seat was 100,000 yuan. The total total cost was as high as 40 million yuan per year, so LeTV very much hoped to be able to provide customer service without reducing customer service. quality while reducing customer service costs. In addition, LeTV’s customer service originally used telephone customer service, and they also hope to transform it into online customer service. Through three months of project implementation, Wisdom Tooth Technology has met the needs put forward by LeTV. What's more important is that during the project implementation, LeTV was able to put forward some technical and functional optimization suggestions for Wisdom Tooth Technology's products.

Another customer that impressed Xu Yi was the Internet financial company CreditEase, because it was CreditEase that made Wisdom Tooth Technology realize the importance of professionalization and standardization of customer service services.

CreditEase’s main business is a P2P online lending platform, and its customers are divided into two categories, one is investors and the other is borrowers. Since in the field of P2P online lending, customers attach great importance to investment security and risk management, the work requirements for customer service are also higher than those of some conventional companies. This is mainly reflected in the fact that customers need customer service to quickly provide professional and standard answers to their questions. With the help of Wisdom Tooth Technology, CreditEase has greatly improved the accuracy of question responses by building a knowledge base within the customer service system.

Taobao Customer Service Graduation Thesis Part 2: "Taobao Street Business Analysis"

[Abstract] In order to deeply analyze the location factors of the development of Beibei Taobao Street, understand the development status of Taobao Street, and help Taobao The street continuously expands business channels and makes suggestions for the development of Taobao Street. It conducts a commercial location analysis of Taobao Street.

[Keywords] Taobao Street; business; analysis

1. Commercial characteristics of the study area

(1) Number and scale of stores

Generally speaking, Taobao Street stores are mostly small-scale operations. ***There are 78 stores and 55 store owners. These shop owners each own 1 to 4 stores, each covering an area of ??approximately 8-15 square meters. The store area and business volume are smaller, and the variety of products is also smaller.

(2) Product types and proportions

Taobao Street mainly deals in: clothing, footwear, gifts and accessories, cosmetics, bags, food, electronic products and other commodities. Most stores sell a single product, and 7 stores sell more than two products. These mixed stores often sell clothing, shoes and accessories at the same time.

(3) Store purchase channels and price characteristics

Taobao Street merchants purchase goods mostly from Chongqing Chaotianmen, Guangzhou, Alibaba and direct sales from manufacturers. Some store owners pursue diversification of purchase channels and purchase goods in a variety of ways. Since the purchase locations are mostly wholesale centers, websites and direct sales from manufacturers, the prices of products on Taobao Street are relatively low.

(4) Characteristics of shop owners

Shop owners on Taobao Street are mostly between 25 and 30 years old. Among them, more than 90% are women and 13% are college students. Most of the store owners have been in business for 1 to 3 years, and a few have less than 1 year or more than 3 years. In terms of business philosophy, the store owner believes that the priorities of business operations are: product quality (diet and nutrition), product style (diet taste and packaging), and product price.

II. Analysis of commercial district location

(1) Consumer market situation

1. Main consumer groups. Beibei District has a permanent population of 680,000, of which 124,000 are residents of Tiansheng Street and nearly 20,000 are students at Southwest University. Taobao Street is close to Southwest University and May Day University. College students and residents near May Day University are the main consumer groups of Taobao Street.

2 Income level. In 2011, the per capita disposable income of urban residents in Beibei District was 21,954 yuan, a year-on-year increase of 14.99, and the per capita consumption expenditure of residents was 15,505 yuan, an increase of 11.50. The eight major categories of consumer spending are all showing an upward trend, among which clothing expenditure has the largest increase, and Taobao Street clothing and footwear stores account for the largest share, indicating that the market and potential market of Taobao Street are gradually expanding.

3 Types of consumer goods. Taobao Street mainly deals in: clothing, footwear, gifts and accessories, cosmetics, bags and other products. Among them, clothing and footwear account for the bulk. The main items consumers purchase on Taobao Street are clothing, followed by footwear, jewelry and gifts.

(2) Spatial distance and traffic conditions

1. The distance between the main consumer group’s address and Taobao Street

The main consumer group of Taobao Street is students from Southwest University.

(1) Liyuan is located in the middle of Southwest University, far away from the Chongbai Supermarket business district in the north and close to the Yonghui Supermarket business district, so most people choose to shop on Taobao Street and nearby Taobao Street; (2) Zhuyuan and Nanyuan are close to each other. Taobao Street is close, and it is relatively convenient for students to travel to Taobao Street, so the frequency is higher than that of other parks except Li Garden. However, the proportion of boys in the South District is larger, and Taobao Street mostly sells girls' clothing. In addition, Jinyun Food City is mainly for food and entertainment. Mainly, it will disperse part of the consumption power, so the frequency is lower than that of Li Yuan. (3) Orange Garden, Plum Garden and Apricot Garden are basically the same distance from Chongbai and Yonghui. Therefore, personal preferences and special circumstances play a big impact in choosing a place of consumption. (4) Taoyuan is close to the Chongbai business district in the old city, so students mostly choose to shop at Chongbai and nearby comprehensive stores and competition stores. The consumer goods are mostly clothes and apparel.

2 Analysis of Taobao Street Traffic Conditions

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 residents of the old city and the south of the city to come to shop, and is also conducive to merchants purchasing goods. But at the same time, commercial outlets lack parking lots due to their proximity to main roads.

(3) Competition factors among the same industry? Agglomeration trend

1 Commercial distribution around Taobao Street

Taobao Street is an underground commercial street, and its upper part is naturally Lijie Commercial Network, next to Yonghui Supermarket, attracts a large number of college students and surrounding residents to come for consumption. Among them, more than 60% of consumers go to Taobao Street after spending money at Yonghui Supermarket.

2 The internal agglomeration effect of Taobao Street

(1) Price advantage. There are many shops in Taobao Street, many of which sell the same type of goods. Due to similar purchase channels, the types and styles of the same products are also relatively close. Store owners can only use factors such as after-sales service, service attitude, and price advantages to attract consumers.

(2)Consumer concentration. Competition between the same industry may lead to two trends: for stores selling the same kind of goods, they will gather together to form commercial centers, generating external economies of scale; for stores selling different kinds of goods, due to the existence of The complementary relationship is the best spatial location choice for consumers with multi-purpose purchasing behavior. Taobao Street clothing accounts for more than 75% of the total number of stores, so the latter has little impact on Taobao Street.

(4) Land Price

The level of land price is related to regional location factors. Land price is often reflected through the rent of shops. From the perspective of the external environment, compared to comprehensive batches and competitive sales of the same nature, Taobao Street is located on the main road of Tiansheng Road in Beibei District, with convenient transportation. Secondly, it is surrounded by commercial spots such as Yonghui Supermarket and Tiantianli Street, and is close to Southwest University. , the spatial correlation is better; in addition, the shopping environment of Taobao Street is obviously better than that of the comprehensive batch, so the land price is higher than that of the comprehensive batch and the competition. Judging from the internal environment of Taobao Street, the rent at both ends is higher than that of the shops in the middle, and the rent of the shops on the main road is higher than that of the shops on the side roads.

(5) Government support

In the past two years, the Beibei District Government has focused on promoting the Rural Villages and Townships Market Project and the Urban Communities Dual Progress Project. The district government has expanded Investment will be made to vigorously promote the development of Jinyun business district with Jialing Style Pedestrian Street as its core, as well as community business districts such as Tianshengli Street and Wangdewangcheng. Taobao Street belongs to the community business district and is one of the main consumption places for Southwest University and nearby residents. It has received policy support from the district government.

3. Problems and Countermeasures

The development of Taobao Street faces some problems: 1. Taobao Street is located underground and there are no parking lots around it; 2. Taobao Street is small in area and the number of merchants Because of the poor area and location planning of each store, Taobao Street is too crowded during peak shopping periods; 3. Survey results show that more than 68% of consumers think that Taobao Street’s service attitude is generally poor; 4.55% of consumers think that Taobao Street’s products are There are few types, the duplication rate between stores is high, and they cannot keep up with the trend; 5. Most of the merchants on Taobao Street have never done any publicity and only rely on some holiday discounts to attract consumers.

Faced with these problems, we can start from the following aspects: 1. Expand purchase channels and expand product categories; 2. Increase publicity and attract customers through leaflets, campus sponsorships, etc.; 3. Change services Attitude; 4. Renovate and renovate Taobao Street and optimize its layout; 5. Diversify the products on Taobao Street and attract consumers with different consumption purposes.

Taobao Customer Service Graduation Thesis Part 3: "Taobao Profit Model"

Abstract Taobao advocates an honest, lively and efficient online transaction culture and has become the largest online retailer in Asia. lock up. This article reviews Taobao's development history to analyze its main profit models, starting with the main aspects of Alibaba Wangwang, Alipay, Tmall and credit evaluation. We hope to provide reference for other online shoppers, thus creating a new business civilization of "openness, transparency, sharing and responsibility". Let more people participate in Taobao online shopping and enjoy the convenience and benefits brought by online shopping.

Keywords Taobao; Aliwangwang; Tmall; credit evaluation

"Wall Street Journal" reported that the list of the 200 most respected companies in Asia in 2010 was the e-commerce giant Alibaba The group ranks first among the most respected companies in China. By the end of 2010, Taobao had 370 million registered members, and its annual transaction volume reached 400 billion yuan. 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-like atmosphere of mutual help, relaxed and lively. Everyone who trades on Taobao not only trades faster, but also makes more friends. This article reviews the development history of Taobao to analyze the existing profit model and provide reference for other online shoppers.

1. Aliwangwang: Good Communication Mechanism

When buyers and sellers cannot conduct face-to-face transactions, effective communication methods are particularly important. The appearance, price, etc. of the product must be understood through communication. Many shopping websites and auction websites have always communicated in the form of forums. Buyers and sellers cannot respond promptly to product sales, which brings inconvenience to online shoppers. Aliwangwang has the functions of general instant chat tools such as viewing transaction history, understanding the other party's credit status, avatars, multi-party chat and other general instant chat tools. It can send and receive information and bargain with shop owners in a timely manner, developing friendship between individuals. To the extreme. Aliwangwang has now become the third largest instant messaging software in China after QQ and MSN. This communication tool has become one of the key factors in the success of Taobao. It can also provide some historical records for handling purchase and sale disputes in the future.

2. Alipay: an independent third-party payment platform

Regarding the transaction security issues between buyers and sellers in the payment process, Taobao has specially launched a third-party payment platform to provide safe payment services. The essence of its operation is a value-added service that uses Alipay as a credit intermediary. Alipay temporarily holds the payment for the buyer and seller until the buyer confirms receipt of the goods. Alipay is particularly suitable for transactions of computers, mobile phones, jewelry and other items with higher unit prices, or for any transaction that wants to be more secure. Using Alipay on Taobao is free. Alipay has made a service commitment of "If you dare to pay, I dare to compensate", that is, if the use of Alipay causes losses during the transaction, Alipay will first compensate in full, which eliminates the worry of online shoppers not receiving the goods after payment. It is the core guarantee for safe online transactions on Taobao.

The combination of Alipay and Taobao forms a financing institution of Taobao, which is basically similar to a bank, but has a simpler operating model than a bank. Taobao sets different lending standards based on the credit rating of merchants and conducts lending business. Because it does not require any guarantee and the funds are withdrawn quickly, it is very popular among merchants. In traditional channels, it usually takes more than 40 days for sales funds to arrive in your account, but in Taobao's B2C mall, thanks to the use of Alipay, sales proceeds can be withdrawn at any time. Some people commented that "Taobao is the most efficient commercial bank in China".

At present, Alipay has established strategic cooperation with major domestic financial institutions such as Industrial and Commercial Bank of China, China Construction Bank, Agricultural Bank of China and China Merchants Bank, as well as international VISA international organizations, to jointly create an independent third-party payment platform. In May 2011, Alibaba reorganized Alipay. Alipay will become a wholly-owned subsidiary of a domestic company in China, which is more conducive to Alipay's business in the Chinese market.

3. Tmall: Reliable quality and perfect after-sales

Alibaba Group announced on June 16, 2011 that its Taobao company will be split into three independent companies. That is, Taobao (taobao), which follows the original C2C business, Taobao Mall (tmall), a platform-based B2C e-commerce service provider, and Etao (etao), a one-stop shopping search engine. The three Taobao companies have their own focus, but they share the same openness and platform-based genes, and they are leaders in their respective fields. This independent yet collaborative layout will lay a new foundation for the entire Chinese e-commerce market. On the morning of January 11, 2012, Taobao Mall officially announced that it would be renamed "Tmall". On March 29, 2012, Tmall released a new logo image, which integrates thousands of brands and manufacturers to provide one-stop solutions for merchants and consumers.

Tmall can enjoy Taobao membership, providing genuine guarantee, 7-day returns, after-sales services with invoices, and shopping points cashback and other high-quality services, which have attracted a large number of high-end customers. consumer. Tmall, as the main service brand of Taobao, has attracted more and more attention and support from buyers.

Tmall has made some regulations for sellers who check in: (1) They must have a corporate business license, that is, a company business license. Individual industrial and commercial households are not allowed. (2) An authorization letter from the brand owner of the brand to be operated and its brand trademark registration certificate must be provided. (3) The seller must complete sales of at least 1.6 million within half a year. If it cannot be completed, the seller will be disqualified. (4) The total number of merchants selling products of the same brand cannot exceed 6, among which brand flagship stores and specialty stores are the main ones.

Tmall is of great significance to sellers: on the one hand, it can effectively reduce sales costs. In offline channels, the sales cost of food and daily chemical products is 15 to 20% of sales, the sales cost of digital products is 20% to 35%, the sales cost of department stores and home users is 30% to 35%, and the sales cost of luxury goods is 20% to 30% of sales. More than 40, through Tmall's direct sales model, the sales cost of these products can be less than 10. On the other hand, it can expand the influence of products and brands, and the convenient and fast shopping method will attract more customers. Traditional channel manufacturers only focus on the so-called mainstream customers in the 20s. Through Taobao B2C, the needs of marginalized customers in the 80s have been taken seriously again.

While enjoying services, Tmall sellers also need to pay some fees, mainly including check-in fees, commissions and other value-added service fees. (1) Entry fees include technical service fees, space usage fees, information release fees, etc., of which the technical service fee is 6,000 yuan/year; the deposit is 10,000 yuan, which will be refunded if the seller does not violate Taobao's regulations when exiting. . (2) Commission is charged according to the transaction amount, which is generally 5.5% of the transaction amount. However, the deduction percentage for some low-profit products is slightly lower, such as 0.5 for virtual products and 2 for books and periodicals. (3) Other value-added service fees. These value-added services are optional for Tmall merchants.

To date, Tmall has more than 400 million buyers, more than 50,000 merchants, and more than 70,000 brands. It is expected that in 2012, more than 100 companies will have annual sales exceeding 100 million yuan on Tmall, and 2,000 companies will have annual sales exceeding 10 million yuan.

IV. Credit evaluation: perfect credit system

Taobao attaches great importance to the construction of integrity and security, introduces a real-name authentication system, and distinguishes between individual user and merchant user authentication. The materials required for each type of certification are different. Personal user certification only requires proof of identity, while merchant certification also requires a business license, and one person cannot apply for both certifications at the same time.

In addition, Taobao cooperates with the National ID Card Inquiry Center under the Ministry of Public Security to transfer certification materials to relevant national departments for verification and certification, and conduct landline review. The verification results will be notified via in-site mail, email or phone call. Once Taobao discovers that the main content in the user's 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: after a successful transaction, both parties make a credit evaluation of each other. Evaluations are divided into four categories: "good review", "neutral review", "bad review", and "additional review". One point is added for "good review", no points are added for "neutral review" and "additional review", and one point is deducted for "negative review". Taobao's reputation system also counts the praise rates of users as buyers and sellers respectively, making it clear to consumers at a glance, and divides the user's credit image into 15 levels, from the lowest level of 1 red heart to the highest level of 5 crowns. This restricts online trading behavior to a certain extent. In order to achieve a higher credit level and win the favor of buyers, sellers will standardize their transaction processes, improve the quality of goods, and provide honest services to gain praise from buyers, thus forming a benign cycle. Of course, the buyer's creditworthiness also has a certain reference value. The higher the buyer's creditworthiness, it means that the more times the buyer purchases online, the greater the reference value for making evaluations; if the buyer's praise rate is too low, , which means that this is an overly picky and demanding customer, and the reference value of the evaluation is relatively low.

Today, Taobao has become more than just a consumer website. It has created a transparent, honest, fair and open trading platform for the entire online shopping market, thereby affecting people's shopping and consumption habits.

References

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[2]Liu Dian Wei. Research on the current situation, problems and countermeasures of my country's e-commerce development [J]. Special Economic Zone Economy. 2011(12)

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