Taking Haidilao as an example, we explore the core differences between traditional industries and the Internet

"Haidilao doesn't look at the rate of negative reviews, but only the number of negative reviews." This reveals the core difference between traditional industries and the Internet. The Internet is just a tool, and its real value lies in traditional industries. If Internet people want to cope with this, they need to learn another way of thinking about problems and an evaluation system. Let's listen to the author's explanation.

At a friend’s offline salon, I heard a sharing about user experience, which was quite touching.

The teacher who shared this story is the director of online takeaway experience at Haidilao, but I can’t remember his specific title. I have two feelings:

1. Haidilao treats users as individuals, not as numbers

What is the difference between the two?

They treat customers as individuals, pay attention to individual feelings, and aim to serve every living person well. All their online and offline employees will pay attention to the individual needs of customers.

For example, if a customer likes to eat peanuts, the waiter will continue to refill the table with peanuts;

For example, if someone wants to propose at Haidilao and the waiter finds out in advance, he will help design the proposal process.

What does it mean to treat people as numbers?

Take Baidu as an example. It is genetically determined to only see users as numbers and traffic. It does not try to understand user needs, but instead crudely pumps in traffic and looks at conversions.

This model works for some business types, but not for others. For example, community products that require nurturing are completely useless.

Second, Haidilao does not look at the rate of negative reviews, but the number of negative reviews.

Someone asked how to write reviews for Meituan and Ele.me.

The teacher mentioned that Ele.me does not look at the rate of negative reviews, but at the number of negative reviews.

What's the difference?

A negative review rate of 1% is a very low number and will be considered acceptable. However, if the total number of reviews is large, for example, there are 10,000 reviews, then there will be 100 negative reviews.

With so many people dissatisfied, things are not that simple for offline businesses. There must be problems with the service, which is unacceptable.

Therefore, Haidilao will keep an eye on the number of negative reviews and make follow-up visits one by one to solve the problems.

Let me give you a negative example, sorry, it’s still Baidu.

At that time, Baidu knew that there was an anti-cheating system, and the algorithm would delete answers that were determined to be advertisements.

The algorithm cannot be completely accurate, but the success rate is very high, about 98%, which seems close to perfect. So the person in charge at the time thought that this number was acceptable.

However, the operations team receives a large number of complaints from core users throughout the year, and their normal responses are deleted.

Baidu knows that there are a large number of new answers every day. Even if it is only one in a thousand, it will accidentally damage a lot of normal answers.

Moreover, most of these answers that were mistakenly hit were given by core users, because they answer a large number of questions and are more likely to be mistakenly hit. Therefore, the mistaken hits of the algorithm have a great impact on core users.

From the perspective of the platform, core users are the most valuable group of people.

Core users will choose to leave the platform because they are disappointed with it. So the seemingly 2% false positive rate actually has a much greater impact than this number.

Unfortunately, in some companies that only look at rates and not numbers, no one cares about these.

The Internet dividend has passed, and there are fewer cases where people blindly worship online user experience but do not pay attention to customer feelings and lack respect for the objective laws of the industry.

I gradually understood that the Internet is just a tool, and its real value lies in its use in traditional industries.

If Internet people want to do this well, they do not have to rely on the methodology they have accumulated before, but instead have to learn another way of thinking about problems and an evaluation system. This change is subversive.

That's all.

Author: Han Xu

Source: WeChat public account "Operation Dog Work Diary (ID: yunyingriji)"