With the rapid development of the Internet, various concepts related to the Internet are springing out. In this age of information explosion, people are somewhat dazzled and even blindfolded. But without a clear understanding and grasp of the essence of some core concepts, it is difficult to catch up with the pace of The Times, let alone lead the trend of The Times. Grasp the essence of things, dialysis of internal essence is imminent.
User thinking refers to the "user-centered" consideration of problems in every link of the value chain, which is the core of Internet thinking. Other thoughts are all methods adopted at different levels around the core of "user thinking".
This concept, at first glance, I believe everyone can understand.
Customer thinking mode
Because no matter in the traditional marketing course, or many traditional brand manufacturers are Shouting "customer centric", or "customer centric", "customer is god", this sentence has been called bad. I also believe that most people also believe that "user thinking" is also "customer thinking", in fact, it is not, a word difference, the connotation is very different, different foothold eventually brought different business philosophy.
Customer: is the buyer of products or services (including agents, distributors, consumers).
User: a user of a product or service.
The difference: the user is the end user of the product, and the customer is the buyer, not necessarily the user.
Customers are users when they are consumers. Purchasers and users in real life can be separated, such as big as B material purchasing decision participants may have purchasing director, use department supervisor, engineer, general manager, etc., if the clinch a deal the buying company is customer, but the user may be using department specific personnel, the specific use of personnel is the "user". For example, gifts purchased at the c-terminal and toys and clothes bought by parents for children are purchased by customers, while the personnel and children receiving gifts are users. At this point, shoppers and users are separated, and the concept of customer and user is different. The two have different perspectives on products and services. Users are concerned about the use of value, feelings, and customers are more concerned about the price; The relationship between merchants and customers is based on transaction, customer-oriented, marketing strategy is effective, and user-oriented, experience is the most critical. Users focus on products that are easy to use, simple, efficient and convenient.
Products are ultimately for the service of users, even if the product is paid by the customer, but the end user can not use, then this is a failure of the product.
There is a huge difference between user thinking and customer thinking. In the business world of the Internet, the user is the protagonist. Businesses, businesses and consumers form a unique, free and equal chain of relationships. They attract each other because of the charm of their products, communicate with each other because of sincerity, and form new business communities because of trust.
User thinking has the following three characteristics:
Feature 1: in the face of diaosi group, improve "user experience first" and strongly attract traffic
User thinking is a kind of moving thinking, while traditional customer thinking is to inform thinking. Customer thinking through a lot of advertising and promotion means to tell customers, my product how good. This mode of thinking is aimed at directly forming a transaction. The deal that facilitates with such means lacks warmth not only, and existing a lot of deceit, let a user feel "disturb people". However, user thinking is a kind of moving thinking. Successful Internet products mostly meet the needs of diaosi group and grassroots group, which is a complete long tail market. Diaosi are not only reflected in their living conditions, but also in their mentality. They are humble and seek recognition. They seek "sense of existence", "sense of belonging" and "sense of achievement". Users think of diaosi as friends, making them part of the product and connecting the product with them.
Feature 2: through selling the sense of participation, build up the sense of identity and trust, build up user stickiness
User thinking is the thinking of trust and identification. Moving consumers is only the beginning. To make consumers become loyal users, we need to bring them sense of identity and trust. In terms of brand and product planning, we should provide diaosi with whatever they need. What diaosi need is a sense of participation, which we should deliver to them. There is an emotional identity between apple's quality life and xiaomi's geek culture.
Feature 3: users become fans, form communities, and realize geometric brand communication
Traditional customer thinking experience is generated after the transaction between customers and merchants, while user thinking is generated from the time you start to pay attention to the experience. Many internet-thinking enterprises have become users since the time you pay attention to them through the "free mode" of user check-in. User thinking mode, is through continuous experience, let you from attention to interest, to become a user, then become fans, and finally form a community.
Community is the most advanced form of user thinking mode operation. If you want to know the power of community, just imagine the relationship between religion and belief. Business communities are triggered by products, deepened by experience, and shaped by the unique charm of products. How extreme the product is, how perfect the experience is, how appealing to the community!
1. As a manufacturer, it is necessary to establish a "user-centered" enterprise culture from market positioning, product research and development, production and sales, and even the whole value chain of after-sales service, so as to deeply understand users and survive. Commercial value must be built on user value.
2. Logic essence: user thinking covers the who-what-how model of the most classic brand marketing. Who, our target consumer choice -- diaosi as a powerful traffic subject; What, aiming at the needs of target consumers -- satisfy the "sense of identity" and "sense of trust" of users with the "sense of participation in selling" and enhance the stickiness of users; How, How to achieve -- the whole user experience is Paramount.