In the last article " Location and Process of Lead Management in Auto Enterprises ", you can feel that the lead center interacts with multiple surrounding business centers and external N multi-channel channels, and the lead center itself is also very complex, which affects the business structure of the lead business. Design and technical architecture design put forward very high requirements. This article will present an overview of the clue center of China-Taiwanization.
If performance BI and intelligent marketing are called marketing brains, the lead center will be built as a robust digestive system: quickly receive original leads according to business rules, complete de-duplication, merging, cleaning, and distribution. This process can be as fast as seconds. Finish. The sooner it is distributed to the dealer job title email list terminal, the faster the offline connection with customers will occur. For a car company that sells 100,000 vehicles a year, the number of original leads will exceed 10 million, and only the business data records in the lead center are in the billions. Not to mention that the annual sales of leading car companies are 1 million+.
Therefore, the lead management system must be robust, whether it is the coverage of business scenarios, logical rationality, or the platform's high responsiveness, stability, scalability of computing power, and low error rate. 1. China-Taiwanized lead management There are two goals of lead management in China-Taiwanization: Ensuring the realization of lead management goals: improving the ability to acquire and convert leads According to the S2B2C model, empower the main business area of OEMs and dealers , and improve the capabilities of marketing and sales teamsLead entry: Access channels are divided into self-owned, external, online and offline, all connected to a unified lead access channel. In general, there will be more than 15 vertical media channels, which need to be connected with each media party, including business connection, channel code registration,
test verification, and business online. The WeChat ecosystem includes official accounts, official mini programs, dealer business cards, and corporate WeChat. All channels will generally exceed 50. Collection and cleaning: verification, de-duplication and merging, cleaning, distribution and distribution after lead access. The cleaning rules of intelligent customer service are relatively complex, and need to be developed in conjunction with the cloud customer service system. Cleaning tasks, intent determination, and interface callbacks test the product manager's business design and data structure capabilities. Under normal circumstances, it is automatically distributed by the system, but manual processing is required in special business cases.
For example, after a dealer withdraws from the network, the clues need to be transferred to other dealers. At this time, the design ability of the product manager is also tested. Conversion cultivation: The core of lead conversion is handled by sales consultants/front desk receptionists/test drive specialists/sales managers in the marketing assistant APP, including lead follow-up, showroom reception, test drive, quotation trial calculation, and order. Order payment confirmation is confirmed by financial personnel on the PC side, and this business belongs to the order transaction center. Evaluation of acquisition and conversion capabilities:
Evaluable channels for lead acquisition (refer to: Channel Value Evaluation of Auto Companies ) and the contribution of activities. The core indicator is efficiency. There are a lot of metrics on follow-up conversions. There are 40+ core indicators and 9 levels in the business indicator system of leads in marketing cultivation and sales conversion. Most indicators can be analyzed in 9 dimensions.