Some fans exposed Haidilao hot pot membership system software to label customers privately, including physical characteristics and personalized requirements. There are also customers who have been labeled as "Love Reporting APP".
Haidilao Hot Pot Reply: In order to continuously improve and enhance the humanized service requirements of customers, store managers can fill in the differentiated requirements of customers' dining in the membership system software (such as removing onions from spicy hot pot and putting ice in lemon juice). ), but it is strictly forbidden to comment on the physical characteristics of customers.
We can have a look at the member information system software of Haidilao Hotpot: 1, and the basic information categories: such as nickname, name, phone number, email address, gender, birthday and age. 2. Membership information category: such as membership grade, currency, discount and store. 3. Transaction information category: total consumption, meal type, total arrival frequency, monthly average arrival frequency, shop-to-shop frequency, enterprise-wide arrival frequency, average transaction amount, shop-to-shop frequency, enterprise-wide arrival frequency, meal time range, ranking, etc. 4. Personalized information: such as five favorite dishes, five personalized necessities, physical characteristics, personalized necessities in historical time and physical characteristics in historical time.
Seeing this, I firmly believe that everyone is familiar with the first three pieces of information. The key issue in this matter is the physical characteristics and personality requirements in the fourth kind of personalized information. Let's take a look at the information in the exposure: the label contains "20-30 years old, quiet, don't eat carrots", "20-year-old goose egg face with beautiful lips, chestnut hair, college student, love tomato pots" and "1.68 meters long, wearing glasses, long hair, big round face, about 25 years old, love to report on the APP"
From the above, we can feel that the label "I like to report on the APP" is the most critical reason to correctly guide the mentality change. This kind of label doesn't have any benefits, it can't solve the difficulties, and it will also cause things that adults will resist. Consider the following.
What's the point of labeling? Because of the faster service project. The label "Love Reporting APP" probably originally wanted to remind service projects to pay attention to service levels. If we further consider the reasons for reporting, we should eliminate the complaint problem and improve the service. If concerns are expressed, they should be expressed, not labeled as reports.
Some netizens said that they don't care about the "label" dispute. After all, Haidilao hot pot is famous for its service items, so it is to improve the service better and not feel offended. We all know that the refined management of membership labels is understandable, and the refined management of membership labels can help companies manage members faster and improve the repurchase rate.
As an individual, when you become a member, you will have different characteristics built in. This requires the salesperson, staff or salesman in the store to sign the bill manually, so as to continuously optimize the customer's label. In this way, a well-known brand can see what kind of customers will choose this product by taking out a product casually, which is also of great benefit to the management of well-known brands or products in the middle and late stages, or it will provide a main reference for product planning.
For example, when you enter WeChat, you get a message reminder from the store, which happens to be the time when you usually order a tea shop. It happens that which tea shop you order most often has an ultra-low price. While sighing, you also took the opportunity to place an order. If the store wants to achieve higher operating income, the importance of members is obvious, and the marketing and promotion of members in the store operation is also very important to us. Relevant research shows that the engagement of member customers is far greater than that of the general customer base in terms of brand loyalty, communication power and social media popularity.
In order to achieve accurate requirements, we can't help but mention "customer portrait". The accurate customer portrait of members is to quickly analyze the habit formation and consumption habits of members according to the operation of big data on the Internet, such as whether the taste can eat Chili, which product is popular with everyone, how long has it been since the last transaction, and which stall customer unit price is stable.
With this kind of data information, stores can push appropriate marketing promotion content for customer news, and then achieve the practical effect of promotion with twice the effort. If labeling is to better see other people's dishes, there is no need to talk about service items. "Big data killing" is still a barrier in the hearts of customers. How far the service project goes, there is no problem in marking the system software, or it depends on the purpose of the service project.