How to cultivate customer loyalty? You don't want a member, you're a fan.

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How to manage your customers? Still in use membership card points discount, you out! Quickly turn your client into a fan.

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Looking at the current enterprise customer loyalty, like most other industries, just made a member points management, through the consumption to earn points, the end of the year through the integration of gifts, into a consumption of cash to reward customer consumption, or through points to the membership level, different levels of membership card offers different discount, Reduced to a discount card, continue to compete with competitors price war.

Although now the micro-letter, a positioning in services, can serve as a member of the channel; a two-dimensional code can achieve micro-letter membership card system. But the loss of micro-life membership card can be seen in the micro-letter to achieve the traditional membership mode of drubbing, I believe that a period of time it will not be too much improvement.

Traditional membership mode: Reward purchase

Why in the social media era, the traditional membership model does not give force?

First, the current membership model emphasizes the reciprocal relationship between people and things. Most of the company's members are in the discovery and analysis of customer consumption, that is, trading relationships, and the rating of the membership is based on companies want to sell products and services positioning customers, such as platinum, gold, silver card, and so on, mostly based on the amount of consumption to be graded. In the previous chapters I have said that three types of relationships cannot be directly switched, and that the reciprocal relationship between people and objects is difficult to transform into a human-friend relationship.

What is the goal of the membership model? or to increase the amount of customer consumption, of course, may be divided into different forms, such as attracting to join, encourage consumption, reward loyalty.

The main action of the enterprise in the member mode is to reward the customer's shopping behavior. For example, the use of effective attractive points and gifts to stimulate customers to exchange and continue to spend, so that customers and our loyalty will increase, the opportunities for interaction are increasing. Customer loyalty marketing also helps companies strengthen their daily affiliate marketing activities, according to the classification of members and data analysis, transmission of different information to different groups, such as price-sensitive customer delivery related discount promotional information, brand loyalty consumers to choose to push the selection of new products listed tasting invitations and price promotions and other information, The impending loss of the members of the transmission points due early warning information. And these marketing activities, not only through the store's customer manager through face-to-face transmission, but under the support of the system through a variety of channels, such as direct electronic mail, DM direct investment, SMS MMS, member thank-you letter, phone calls and other customer interaction.

Through such a membership model, the enterprise eventually developed the loyalty of cards, discount cards, scorecard and identity cards. Isn't it? Can you think back to your experience and rely on cards instead of brands?

Traditional membership Cost: 1% of Sales

The traditional membership model has a second big problem, is that many enterprises do not really realize that membership system is a huge cost center. Often a lot of people in the membership before, is to do membership, because other families do membership so we have to do membership mentality. No detailed planning, no detailed financial assessment and ROI analysis, will eventually plunge into a huge cost quagmire.

First, the membership model of the budget is relatively fixed, and sales income in direct proportion. General members, are based on 1:1 of the consumption and integration ratio, that is, 1 yuan to accumulate 1 points, then the annual sales income of 1 billion means that the points generated in the year is 1 billion points, when the exchange, usually by 100:1 or 150:1 of the gift value conversion ratio, 100 points can be exchanged for a gift worth 1 yuan, the lower the likelihood that the member feels the value is too low, this means to have 10 million of the gift cost; Of course, things are not so bad, because the membership is not so high exchange rate and activity, generally the first year about 30%, the second year about 50%, Do good to 60–80%, so you can not use hundred percent of the gift cost; The entire membership mode of operation requires a team, systems, resources, etc., so almost have about 20% of the operating costs.

Comprehensive calculation, basically equivalent to about 1% of sales revenue, that is, sales revenue 1 billion, basically you have to mention 10 million member budget. In foreign countries, the budget for membership plans is based on the 1–2% of sales revenue.

The traditional membership model has a complex operating system, for example, the classification of the basic data, such as customer segmentation, membership ratings, membership card ratings, and so on, the member contact point for the definition, detailed design O2 scenarios, set the rules of integration, including access to points, consumption points, exchange and so on, as well as the design of gift catalogs; Design members ' rights and interests, including points, discounts, concessions, cooperative merchants, and regularly design different schedule of promotional activities, marketing activities to promote members of the active, provide member services, develop interactive communication plan, send DM newsletter, etc. to strengthen the member alliance of the Merchant Development and management, settlement, etc. finally, Data marketing for members based on information. This complex operating system requires a sound organizational structure, rigorous financial assessment, a strong membership management system, and a large number of data analysis work.

Therefore, the micro-life Membership card failure is not the main problem is reflected in the enterprise outside the chain, push the marketing message, a variety of very means to help businesses pull new problems, but the traditional membership model has become increasingly limited.

Fan Mode: Consumer decision

In this era of social media and mobile Internet, the growing fan model, that is, based on the human-friend relationship of the fan community model. You can think of such as: Apple fruit powder, millet rice noodles, Zara's hardcore fans, star Idol fans, etc., can be counted in the fan mode.

Fan mode, is no longer based on the name of the consumer, membership card number or mobile phone number as the only recognition, but with the virtual ID of social media as the only identification, the core of social media is often a fan community, may be built, may also be based on Facebook, Sina Weibo or micro-letter, etc. The brand identifies the fans through the virtual ID, builds an interactive channel with the fans, raises powder in the interaction, forms a large community and a differentiated circle, and ultimately emphasizes the quantification of the strength of the trust relationship between the brand and the fans.

The fan model is a consumer-led, consumer-initiated or consumer-driven, self-organizing community of branded parties that provide support or platform. This is very different from the traditional customer relationship management and membership model, because the brand cannot control the fans for the first time, but the brand may be infinitely close to the fans who can control the relationship.

The powder is the interaction between the brand and the fans, fans and fans of the interaction between online and offline, within the circle and outside the interaction between the accumulated, through the powder brand will eventually be able to capture the fans to update or release the needs and lifestyles, the key is the fans themselves updated or published data.

Brands need to provide a platform to build circles, communities, and create community incentives or resources to increase the activity of the fan community, such as meetings, specific events, custom products, fan-restricted purchases, and so on, and foster the trust relationships of fans in interactions and activities.

Create a small-area theme dialogue based on differentiated themes, and to provide Word-of-mouth referral channels and personalized gifts or experience, the frequency of small quantities of activities, and eventually formed from the beginning of interaction, to the community, and then to subdivide the circle of groups, and finally to the theme of the living room activities, so as to cultivate the trust of fans and brand loyalty.

Brand terminals, stores and so on offline resources, will become a key fan model, become a fan of sales services, information collection and fan management terminal Point, but also become a fan experience center, fan Community Center and O2O Connection point, it has been given a new connotation!

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