Many companies have a low level of understanding and operation of member operations, and lack a complete marketing plan. Most of the services provided to members still remain in a single marketing activity, such as discounts and promotions. With the increase in daily consumption, users will accumulate more and more membership cards, and users will naturally be more inclined to "know me" companies.
Now, we have entered the era of personalized scale. Everyone has different aspects and different dimensions of needs. With data as the terminal constant unit, the platform continuously scales and scales data. This is the tone, characteristics and universality of mainstream business activities now and in the future.
How to meet the needs of each member in different dimensions is one of the issues that need to be considered in member operations, and it is also a point that cannot be ignored in member operations. Because of this, the marketing methods for membership operations have evolved from the past "one person with a thousand people" and "one person with a thousand faces" to the current "one person with a thousand faces".
If a company does not design activities that attract members' interest and brand attention based on its customer types and consumption scenarios, then discounts and promotions will only stay at the price level, and short-term benefits can easily be imitated by competitors.
This will not only lead to mistrust of customers in the industry, but also lead to long-term competition.
Lack of analysis and utilization of member information
Companies usually obtain basic information about consumers before issuing membership cards, and most companies are still at the stage of saving user information.
Companies do not know how to conduct further analysis and use based on customers' daily preferences and consumption habits, thus losing the opportunity to discover truly valuable members.
We should know that the significance of membership operations is to provide companies with channels to communicate with customers based on user information, so that companies can understand changes in consumer needs in a timely manner, as an objective basis for improving business operations and services.
Unfortunately, many companies do not realize this, or do not have such capabilities.
These companies one-sided pursuit of the number of members, it seems that how many users have become "zombie members" with low activity.
Lack of professionals
All walks of life are increasingly demanding to establish their own membership operations, but there are very few outstanding talents proficient in membership operations.
Without professional talents, there will be a lack of complete planning and clear positioning, and companies will not be able to sort out the relationship between sales and customers, sales and member operations, and formulate corresponding measures.
This has caused many companies to want to do membership operations, but do not know how to do it.
In the fierce business competition, it is a general trend for companies to develop their own membership operations.
Improved membership operations can help improve customer repurchase rates and corporate reputation, while high-quality membership operations help maintain the relationship between the company and customers, and increase membership loyalty and conversion rates.
At present, more and more companies have entered the ranks of member operations. How to stand out among many enterprises and retain customers requires more accurate identification of consumers and provision of more appropriate consumer services.
Only on this basis can we further provide better differentiated marketing and deeper membership management and membership services to meet consumer needs and improve corporate competitiveness.
If you need to reprint, please note at the end of the article from Tongdui Bar Member Points Operation System
Original title: Do a good job in member operations, these places must be paid attention to
Original address: https://www.tongdui8.com/operate/detail/1595992763763/