When maintenance costs for Line users are high, it usually means that the layering is not detailed enough.

Line has always been a platform with strong long-term private domain attributes in Japan, Thailand and some Asian markets. The truly stable customer relationships behind many projects are not built on the advertising platform, but slowly precipitated in Line. Especially for membership systems, local services, e-commerce repurchase, education, medical beauty and long-term customer service projects, Line often assumes the role of continuous back-end communication.

butLine operations have a particularly typical problem: users add quickly in the early stage, and maintenance costs will become higher and higher later.

Customer service is getting busier;

The mass sending effect is getting worse and worse;

Users are becoming increasingly silent;

Private chats are getting harder and harder to move forward with.

Many times the problem is not the platform, but the users simply not stratifying in advance.

WhyLine is particularly dependent on "long-term user operations"

Line is different from Telegram and Twitter in that it prefers long-term relationships.

Many users will:

lLong-term retention of contacts

lReceive messages for a long time

lFollow brand accounts for a long time

lUse the same chat environment for a long time

soThe real value of Line is not "instant conversion", but long-term maintenance.

Because of this, if all users operate in a unified manner, the pressure will become greater and greater.

Because different users:

lDifferent levels of activity

lDifferent spending power

lDifferent interaction habits

lResponse frequency varies

These differences will directly affect subsequent maintenance costs.

Why"The more users" are not necessarily the easier it is

In the early stage of many projects, you will feel:

As the number of friends increases, the number of transactions will naturally increase.

But after running for a period of time, something often appears:

lMore and more users

lCustomer service is getting tired

lThe private domain is becoming more and more silent

lConversions are not increasing simultaneously

The reason is usually not that there are too few users, but that there are too many users.

For example:

lLong-term silent users

llow spending users

llow interaction users

lGeneral traffic users

Although these users have enteredLine, but it will not continue to generate value later.

Instead, they continue to occupy:

lBulk sending resources

lCustomer service hours

lPrivate domain operational energy

So now more and more people are beginning to realize thatThe real difficulty of Line is not "attracting users", but "managing the user structure".

WhyLine operations are particularly afraid of "unified maintenance"

Many projects to doWhen Line is operating, the most likely problem is unified maintenance for all users.

Unified mass sending;

Unified customer service;

unified activities;

Unify content.

But in fact, the differences between different users will be very large.

For example:

lHighly active users are more suitable for long-term interaction

lHigh-spending users are more suitable for key customer service

lLong-term online users are more suitable for private domain precipitation

lPan-traffic users are more suitable for low-frequency reach

If they are all operated in a unified manner, subsequent maintenance costs will definitely become higher and higher.

Because customer service will waste a lot of time on low-value users.

Why do the layers become finer?Line is easier

Nowadays, more and more mature projects no longer only do"User classification", but start doing "user stratification".

For example:

lActivity stratification

lconsumption power stratification

lRegional stratification

lBehavioral stratification

lLong-term online presence layering

Because it’s really high valueLine users usually have relatively stable long-term behavior.

For example:

llong term interaction

lLong term online

lStable reply

lContinuous useLine

The private domain value behind these users will be significantly higher than ordinary general traffic.

It is precisely because of this that more and more people are starting to:

Layer first;

re-operate;

Finally, increase the flow.

In this way, the pressure on customer service and private areas will be much lighter.

WhyIn the later period, Line increasingly relied on “high-quality users”

I have done many projects in the pastLine, prefer to compete with the number of friends.

But now more and more people have begun to realize that the value of a long-term online, high-interaction, and high-consumption user may be higher than dozens of ordinary general traffic users.

Especially:

lLocal membership system

lMedical beauty

leducate

lE-commerce repurchase

lHigh customer order service

These industries inherently rely more on long-term relationships.

So what is really valuable is no longer“There are more and more friends”, but “the proportion of high-quality users is getting higher and higher”.

Front-end user screening will directly impactLine maintenance cost

a lot ofLater in the Line project, you will find:

There are more and more users;

Maintenance is getting tiring;

Really high-value customers have not increased.

Many times the problem is not customer service, but front-end users who did not layer in advance.

For example:

lLong-term silent users

lLow active account

lGeneral traffic users

llow spending users

After these users enter the system, they will continue to increase the overall operating costs.

Doing it a lot nowFor Line private domain projects, before users enter the system, they will first conduct a round of basic filtering through activity status detection, account behavior analysis, and user tag screening to separate low-quality users in advance, and then further stratify based on consumption power, region, and long-term behavior.

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