At this time, the separation of our online and offline membership rights will inevitably lead to poor customer experience. If there are similar businesses and merchants that do better in this regard, users will be attracted to it. Therefore, in today's environment, online and offline membership exchanges, and the omni-channel membership model has become an important direction for the development of many companies and businesses.
Many of our companies are already doing WeChat mini-programs, and the WeChat official account is used in conjunction with our corporate APP. One is that it can divert traffic to the APP, and the other is that most of the customers are WeChat users. Combined with the WeChat ecosystem, it provides users with more convenient services.
In order to realize the digitization of our members, we need to make good use of the valuable asset of our users' big data, and combine the digitization of our members with big data to open up multiple links such as product selection, supply chain, capital chain, payment, and order placement. Dig deep into the individual needs of users.
The first rule above is to realize the digitization of our members, especially to connect online and offline, to make all our users online, and to make all our members our digital resources.
Rule 2 : Do a good job in the refined operation of members.
First of all, I would like to share with you an experience I just experienced with my friend yesterday – going to eat Haidilao, my good friend was a member of Haidilao’s Black Sea before.
A few months ago, we ate Haidilao together and found that because he did not spend 12,000 yuan within a year, he was downgraded from a Black Sea member to a Jinhai member. We ate together last night and found that his membership rights have country email list been reduced from a Gold Sea member to a Silver Sea member.
The membership level of the entire Haidilao is based on the rules of consumption amount, consumption frequency and consumption time interval, and it is also the way of establishing the rules of our retail enterprise membership system.
Today, I talked about the membership system of Haidilao, when my friend was continuously downgraded, and when it came to their promotion rules, one of our business friends at the scene blurted out: This is really a strict assessment for our customers .
In the past, when we talked about customer relations, we were talking about a management system, a customer relationship management system. The current membership system, in fact, has become a management system unconsciously, using an assessment mechanism, which means that we are assessing our members.
We say that all business is the insight of human nature. Today, we should operate our members. The essence of operating members is to inspire members to love us and contribute to us.
I have always had a very personal idea. I always feel that it should not be called a member management system or a member management system, but a member operation system, including our previous CRM. I think it should not be called a customer relationship management system, but It should be called the customer relationship operation system and change it to CRO.
To motivate our members, the first is to analyze our data based on our online membership, conduct in-depth analysis of the big data of our members, and identify the heavy users with strong spending power and high frequency among our members. There are also users who are strong in communication, love to share, have strong interaction, and are willing to contribute to dig it out and conduct hierarchical management.
I believe that many bosses or executives in our group have our own membership system, but many times our membership system is useless, why? We say that 20% of customers contribute 80% of sales revenue, but we do not do in-depth operations for these 20% of customers, and do more stimulation around them.
Although the other 80% of our customers only contribute 20% of sales, many of these customers may have communication or interactivity, and they are essentially willing to contribute to us, but these people We didn't dig them out, and we didn't act on them in a targeted manner.
After the features are mined, we have to do operations based on technology. In the past, when we communicated information, it was a thousand people, and a standardized message was sent to all members and customers. In the future, thousands of people and thousands of faces can be achieved, and different information can be sent according to different member conditions. For example, in Beijing and in Shandong, we can send different greetings, from one thousand people to one thousand people. Today, some of our excellent companies have achieved one person and one thousand faces. You can push and prompt information to each person and different scenes every day.