You might be familiar with Google My Business, the most efficient tool for local business owner, but it only works out of China. With almost 0.9 billion daily active users, Wechat has become the most important channel for the business to connect with existing customers and provide services due to Google’s being ousted from China. Google My Business is built upon SEO and SEM principle; however, Wechat is more like a combination of a closed LinkedIn group and an APP. Due to it unique model, there are lots of confusion and questions about Wechat service account.
What is service account? How to apply innovative approach and enhance CRM via Wechat service account? We study FarFetch and WeWork, and help you sneak peak the functions and potential benefits of the service account for a local / regional business.
Service account is designed for better customer services not that much brand awareness. WeWork, the biggest global co-working space operator, uses Wechat to manage the local community and encourage more bookings. FarFetch, the fast-growing luxurious fashion e-commerce platform, fills the gap of the APP and the desktop website via Wechat.
WeWork represents a typical local business that requires intense customer support. Its Wechat account provides free Wifi to gain followers from existing and potential members. It enables multiple customer service admin to login, so that customer service team from different cities or locations can handle questions without constant login-and-out. The user can book a tour of a specific location at a specific time, and receive SMS confirmation. They are able to signup the event via Wechat as well. WeWork will also receive a powerful database and analytics from the engagement.
On the other hand, FarFetch displays the power of Wechat in e-commerce. The account is integrated with Wechat Pay and Online shop API, i.e. its followers can browse the new collections, order items, complete the order and track the delivery without switching the app. It helps smoothen the user journey and increase conversion, and also guarantees a higher open rate compared to subscription account and the individual APP.
The verified service account also allows inserting the external links. It can generate the traffic for websites or a campaign destination, and enables a shortcut to the archive content.
FAQ – What’s the difference between wechat service account and subscription account?
Location: All the subscription accounts live under the single folder in the news feed, which means user need to two clicks to read the content. Each service account is an individual account, which means higher open rate and strong loyalty.
Frequency: Subscription account has the capacity to post or schedule one post a day, which can be one hero post or multiple posts. Therefore, it is used to build the brand awareness. The service account is limited to four posts a month.
One thing to note that both service and subscription account require Chinese business license and relevant files for account verification so as to customize the Wechat menu and functions, Selenium Media can customize your service account and apply for account verification on your behalf.
Wechat launched another key function, Mini Program, in early 2017. Mini Program, like a mini APP within the Wechat APP, enables more imagination and flexibility from the developer. Therefore, what’s the limitation of service account, and what’s difference between service account and mini program?