Event Details

**Please note that this training will be conducted in Chinese**


In the past few years, our trainer Tuya Ulan has found some interesting customer behavior and psychology after dealing with many public opinion crises caused by customer rights protection.

Enterprise feedback has a guiding effect on users' psychology and behavior. Enterprises and customers are a pair of communication subjects and interact with each other. The output of each party (attitude, bargaining chips) will directly affect the feedback of the other party. In this pair of subjects, the enterprise is a "non-human" organization, and the customer is an emotional and psychological individual. Individual customers look forward to establishing a communication model such as "you need to understand my feelings". But companies cannot meet the needs. Companies speak via call center or after-sales team. But the team rarely provides "emotional feedback". When you switch to online communication, there will be the same situation of "inadequate emotional exchange": the company publishes an objective, rational but cold response, and the customer reads it and thinks that your attitude is not good, and even angrier. It is not effective communication with your customers.

In the age of social media, ineffective customer communication will directly lead to complaints online. As more online platforms provide dedicated distribution channels for user rights protection, "online customer complaints" have increasingly affected the corporate reputation and then will indirectly or directly affect the business.

At the same time, the accumulation of negative content will also attract the attention of the media and other competitors. That will be the danger of fermenting into a huge public opinion risk. In this lesson, we will be discussing the behavior of customer complaints on social media to provide some ideas and methods for companies.


Training Details

  • Event Format: Online. Registration is required and the event link will be provided for verified registrants to access the meeting the day before the event.
  • Time & Date: 9:00 AM to 4:00 PM, Sep 2
  • Language: Chinese
  • Contact: Lisa Yuan, lyuan@amchamchina.org, 010-8519 0864


Course Outline



第一节:从"白象方便面发现活蚂蚁"一事,分析消费者的反馈

  • 白象方便面的过去一年的"野生"声誉发展
  • "白象方便面发现活蚂蚁"的起因
  • 企业是如何应对的
  • 第一波媒体报道
  • 消费者对此的反馈
  • 左中右的态度
  • 结论:消费者自有理智判断


第二节:什么样的用户维权内容会引发大规模舆情?

  • 品牌的知名度越高,舆情热度会高
  • 维权内容的"反常性"会引发舆情
  • 维权事件涉及到的用户人数以及形成的规模效应
  • 维权是否有组织者
  • 维权是否绑定了其他议题


第三节:社交媒体用户投诉的数据分析

  • 5、6、7三个月,社交媒体主要用户投诉类舆情危机
  • 黑猫投诉上的主要投诉类型数据分析
  • 其他社交媒体上用户投诉帖的特点分析


第四节:社交媒体上发布维权帖的用户心理分析

  • 表达愤怒情绪
  • 希望通过公开信息施加舆论压力,作为维权举措
  • 作为社交媒体谈资,重在分享互动
  • 通过维权攻略,塑造个人形象,获得粉丝赞美
  • 业内自媒体有账号运营和增粉目的


第五节:用户到底为什么在生气?(用户维权的心理分析)

  • "找回利益型":感觉自己权益受到侵犯,寻求弥补
  • "面子受损型":感觉企业态度不好,尊严受到冒犯
  • "情绪发泄型":其他不满情绪的代偿表现
  • "居高临下型":出于教育企业的目的:建议和教导
  • "打脸找爽型":报复和出气的心理


第六节:企业是如何一步步激怒用户的?

  • 核心心理:"到底是谁的错?"
  • 责任认定经常是双方卡住的点
  • 除了利益诉求,用户对于责任认定还包含强烈的心理诉求
  • 问题是,企业对责任认定也有心理诉求
  • 企业应该如何看待这种心理诉求?


第七节:最佳方法是抚慰用户情绪,避免升级

  • 有多少用户只是通过"讲故事"来表达"我受了委屈"?
  • 有多少用户是希望得到认可和证明:"我没有做错事"
  • 有多少用户是真实的有诉求?
  • 高端品牌的用户在吐槽时,独特的心理诉求
  • 老客户独特的心理诉求
  • 对"公平规则"的诉求根源于人性
  • 对"我是重要的特殊的人"的诉求根源于人性


第八节:如何改善用户沟通效果,避免情绪升级?

  • 日常工作有理有据
  • 充分告知
  • 反复教育
  • 表达共情,真心理解
  • 语言自然,避免"机器味儿"
  • 用人而不是人工智能去沟通
  • 大局着眼,计算得失利弊


第九节:实战案例解析

  • "双十一欧莱雅直播事件"复盘与正确操作建议


Cancellation Policy


If you cannot attend a training for which you have registered, please cancel your registration no later than FIVE business days prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel please email lyuan@amchamchina.org. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.

Speakers

  • Tuya Ulan (Founder of Ulan Public Relations Consultancy PTE.LTD)

    Tuya Ulan

    Founder of Ulan Public Relations Consultancy PTE.LTD

    2014年,乌兰图雅创立了玲珑格致国际公关咨询(北京)有限公司。自2018年起,她担任北大国发院职业导师。她于2003年入职香港智汇国际公关公司,先后任职全球领先的美国福莱国际传播咨询公司、中国美国商会等机构。

    入行公关15年,她坚持耕耘于公关、营销、品牌建设等专业领域,先后服务于中外企业客户,从世界500强企业到国内初创企业,客户遍及全球各个国家和地区,包括美国、英国、澳大利亚、丹麦、荷兰、比利时、法国、日本、台湾、香港等。

    她服务过众多各行业的领军型企业,包括:世界500强企业卡特彼勒、世界500强企业艾默生电气、世界500强企业百事公司、顶级皮草认证机构哥本哈根皮草、人工耳蜗技术领军企业澳科利耳、全球顶级篮球联赛NBA,著名汽车品牌奔驰、领先快消品厂商高露洁、日本排名靠前的森滨田松本律师事务所等等。她服务过的其他外资企业客户还包括:Siebel Systems、Juniper网络公司、Amdocs、Zoran、GN Netcom、Visto公司等IT及电子类客户,以及U21高教在线、荷兰Nyenrode商学院、芝加哥大学商学院等教育类客户。

    在国内,通过建立公关和品牌意识,利用前沿的市场营销及数字营销技巧,她致力于帮助更多的本土企业快速建立品牌打开市场。

    她本科毕业于北京第二外国语学院,英语学士学位,英语专业八级。她在北京大学国家发展研究院读国际MBA,获得了比利时鲁汶根特商学院MBA学位。

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Tickets

Member Ticket

Please be noted that you must register and complete the payment before Sep 1.

Standard Price RMB 1,800
Member Company Employee Ticket

Please be noted that you must register and complete the payment before Sep 1.

Standard Price RMB 1,800
Non-member

Please be noted that you must register and complete the payment before Sep 1.

Standard Price RMB 2,300