Taobao agency operation: how to deal with medium and poor reviews (middle)

The difference and influence of evaluation between Taobao stores and Tmall stores
Buyers of Taobao stores can directly choose between neutral and negative reviews. Tmall stores have no choice between neutral and negative reviews, which determines the depth of influence of a bad review on Taobao and Tmall.
The middle and bad reviews of Tmall stores can be pushed back with the change of time and the coverage of other subsequent reviews, so that it is not easy for new customers to find out.

On the contrary, in Taobao link, once the middle and bad reviews are left, because customers have the screening items of middle and bad reviews when browsing the reviews. In addition, the reviews on Taobao can be kept for nearly half a year, which is equivalent to the impact of several months in case of bad reviews, so the impact of middle and bad reviews on Taobao stores is more intuitive and lasts longer, The influence on Tmall stores is relatively weak (Tmall's DSR weight is higher!).
It is worth mentioning that Tmall and Taobao will have evaluation tags with the increase of the number of evaluations. They are formed from relevant evaluation keywords extracted from existing evaluations, and belong to a form of evaluation classification and grouping. The evaluation tag can also be clicked. Once the corresponding tag is formed, the new customer can also select the relevant evaluation they care about when browsing the evaluation. These are the details of the buyer's shopping experience, which should be paid attention to.

About DSR dynamic scoring: At present, the only effective way to improve DSR is to make a return visit to the customer manually, solve the buyer's questions, and invite the buyer to give five-star praise through the sweet and friendly attitude of the customer service sister.

Avoid the selection and positioning link of medium and poor evaluation

1) When determining and operating a category, we must consider the problem of selecting products. Each product has a suitable group of people to pay attention to. Selecting products is to solve the problem of market demand, which is the buyer. So in a sense, selecting products is also a process of mutual selection between us and buyers, Taobao itself is a situation where buyers are worried that the products and services of unscrupulous merchants are not ideal and can not keep up. From the perspective of buyers, it reflects the quality of merchants.
Similarly, from the perspective of merchants, they will also worry that they will meet some buyers with low quality who will give them neutral and negative comments at will. This intermediate selection and product positioning is a connecting line. If the product selection and positioning are accurate, it is equivalent to finding the right market demand and accurate buyers, which will avoid unnecessary neutral and negative comments in the later operation process.

2) The positioning of customer price must be able to bear the corresponding value of the product. The customer price itself is a relative value, which cannot be separated from the comparison and measurement with similar products. Each product can carry a corresponding range price. If our price is higher than the best price it can carry, it will easily lead to low cost performance and can not withstand the test of market data amplification.
Unless your product is monopolistic or you can't find similar alternative products on Taobao, you can ignore whether the pricing is reasonable, or you should consider comprehensively the actual situation to improve the price performance ratio in a reasonable price range. The higher the price performance ratio, the less the bad comments in the later period, Another situation is that the price is lower than the reasonable range price, that is, compared with most buyers of the same kind on the Internet, they sell cheap products with low customer price. In this case, the volume of buyers facing the whole network is large enough, but it is also easy to meet some customers with relatively low quality, which will lead to the subsequent medium and poor reviews.

3) The quality and ease of service is also a minor consideration when selecting products. The main body of consumers' shopping is the quality of the product itself. If the selected product has serious quality function and other defects from the beginning, then subsequent middle and poor reviews are common, If there is no other better choice but to buy such products or there is a quality problem of short-term supply, you need to use good after-sales service to make up for it. Buyers' shopping is also a consumption experience process, If you can make buyers feel comfortable in every shopping link, you will naturally avoid medium and poor reviews. In fact, some categories attach great importance to the difficulty of after-sales service,

4) Use data to judge whether the products selected by Duan are suitable for expanding the flow to the direction of popular products. This data is the value of the single product service indicators of the business staff background, including the core data of description compliance, return rate, quality return rate, and dispute refund rate. These data values are used to judge the probability and difficulty of the selected products in the future.

Optimization of Internal Skill Layout in Prevention of Poor Evaluation

To some extent, the prevention of medium and poor evaluation is more important than the solution of medium and poor evaluation. The prevention has more controllable dimensions, and the efficiency is relatively better than the solution of medium and poor evaluation. In fact, we should think more about how to prevent from the buyer's point of view, especially when we are doing some activities with large flow, it is very necessary to consider doing more preventive measures in the prevention link.

Before thinking about the preventive measures, you may want to think about some common reasons that are most likely to cause the buyer's dissatisfaction in the general scenarios and lead to the poor comments in the complaints:

Poor comments on product quality

There are contrast and difference comments on the physical description

Unsatisfied with the service

Bad comments on promises

Poor comments on express delivery

There are many possibilities that may lead buyers to upgrade from a small dissatisfaction to a medium and poor review and complaint. The good reason is that they know how to adjust in advance in some aspects of their own, and try their best to avoid the possible medium and poor review. The following aspects can be self checked:

1) To improve the quality of the product itself is the main part of the seller's shopping. When there is room for comparison and selection of the same baby sellers on the Internet, the quality of their products should be as close to the best as possible. In terms of quality, a single product that most sellers feel satisfied with can naturally avoid unnecessary trouble.
2) The positioning of the product should be accurate. Positioning the product is mainly to meet the shopping needs of a class of people. It can solve the real needs of which kind of people can be happy with each other. It is not easy to be dissatisfied with businesses.
3) Reasonable pricing improves the cost performance ratio. It also says that each product has its own corresponding value, and the higher the cost performance ratio, the higher the natural satisfaction.
4) The attribute title of the product should be highly relevant. In fact, it is also a module for manipulating the crowd. Each keyword also has a corresponding crowd tag. If the keyword is selected incorrectly, the attracted visitor crowd will also be biased. Similarly, if the attribute deviates from the actual attribute of the product, it is easy to cause a bad impact on buyers who are deceived and more likely to attract bad comments, Therefore, when launching, we should focus on the strong correlation between the title attribute and the product.

5) The consistency of product pictures and physical objects. The first impression of the positive feedback of e-commerce business to the buyer is the picture. In fact, the picture is also the first salesperson. If the effect picture of our picture display can not attract enough attention from the buyer, or because the picture is over beautified, it can not truly show the original product, It is also easy to cause the buyer to have a contrast with the expectation after receiving the goods. The greater the contrast, the easier it is to give a good or bad rating. Relatively speaking, if you can shoot a short video of the product and deliver it to the buyer, you will have a stronger sense of trust.

6) The description on the detail page is consistent. If the text description on the detail page deviates excessively from the product's own attribute function, the final result is inconsistent with the above picture display, and cannot violate the new advertising law, etc., it is easy to be rated as inferior.
7) Reasonable marketing program planning and product marketing are designed to attract buyers and promote transformation. If there is some difficulty in the actual operation process of marketing activities, which leads to buyers having to go through many duplicate processes to participate, or the price adjustment range is unreasonable, challenging buyers to patiently reduce the shopping experience, it will lead to negative effects, Therefore, the marketing plan should also be considered thoroughly.
8) The value and significance of pre-sales and after-sales customer service is to improve the conversion rate. The improvement of sales is also reflected in the improvement of the evaluation quality of shop items, DSR indicators, and the buyer viscosity repurchase rate. Therefore, the customer service position is the main key participant in preventing and solving the medium and poor reviews, and improving the professional marketing ability, quality and psychological quality of customer service, That is to improve the buyer's satisfaction with shopping experience, which is also the key link to solve the problem of medium and poor reviews.
9) The existing evaluation atmosphere guidance, for some items that have already received more evaluations, the existing evaluation tendency will also subconsciously affect to some extent, and customers will focus on and care about the authenticity of the previous buyers' bad comments after receiving the product, just like the feeling of following the trend, in front of a new customer, a hundred people say yes, but one person says no, If new sellers focus on their own experience after finding products because of the previous medium and poor reviews, it will also easily lead to misplaced evaluation guidance
10) Improve the efficiency and speed of delivery logistics, immediately solve the buyer's eagerness for the product, improve the service quality link, try to avoid the complaints caused by the buyer's long waiting time, and reduce the possibility of medium and poor reviews.
11) Improve the packaging quality, add a pleasant feeling of unpacking, and give meaningful small gifts or red envelopes to guide customers to praise, which can leave a good first impression or even surprise when the buyer receives the package. It is not only to avoid bad comments, but also to actively guide customers to praise.