The membership point system is one of the most important means for modern enterprises to operate customer relations. Through the carrier of points, companies divide members into different levels, enjoy different rights and interests, and firmly grasp existing users.
But in reality, when many companies set up membership rights, they will fall into a kind of "strange circle". Regardless of whether the rights are useful or not, they will win by quantity. The more rights, the better.
In fact, this kind of membership rights that are determined by slaps the head often has the following three problems:
1. There is no key point. To list too many membership rights will make customers feel that these rights have no key points and are optional. The rights and interests of the members have no practical significance. The rights and interests of members should be refined and not too many, so that customers can feel the value of members.
2. The rights and interests are too common , such as birthday points rewards, shopping discounts, etc. Today, when they are repeatedly bombarded by various offers, too common rights and interests will only reduce the attractiveness of the company to members;
3. The rights and interests are not clear , sometimes some rights The design is inexplicable, but it is counterproductive.
A company with a need for monetization must have some unique membership rights to increase the company's attractiveness to customers. But from the point of view of a user operator, before setting up a membership points system, one must be clear about a problem, so that it may be helpful to your membership rights design.
Why build a membership point system?
For a company, its main goal must be to find a way to make a profit. How to use users to achieve this goal is the fundamental reason for the existence of the membership point system.
For customers, the purpose of joining the company’s membership points system is to access the rights and interests platform to enjoy privileges and enjoy member-specific benefits and benefits. This so-called "member rights" is also the "member system" "The greatest motivation and cornerstone that can exist for a long time.
In the long run, all the operating methods of the membership point system serve the profit of the enterprise. From a short-term perspective, the goals are different, such as focusing on user experience and improving user stickiness; cultivating user loyalty; or building user portraits to facilitate the later refined management of customers; or it may be from the membership group To obtain more commercial value in the process to promote user conversion and so on.
Different purposes also directly affect the focus of the members’ rights and interests that the company ultimately builds. For example, if a company focuses on improving user loyalty, it can focus on the rights and interests of some types of services in the rights and interests provided to members. While bringing convenience to members, it also brings members a sense of identity with the company and increases user stickiness.
If the company wants to use the rights to filter out those higher-level members, it can give customers the rights of reduced fees, dedicated service, priority response, etc., so that they can get better results at the least possible cost, and users can also For more advanced services, to upgrade their level.
If you focus on commercial value, then the membership rights provide more virtual goods or gift cards to attract them to place orders on the platform through benefits. At the same time, they can also consume points. The higher the level of the member, the less the cost, and it is easy to get The entire membership points system is running smoothly.
Free experience Tongduiba points mall: https://www.tongdui8.com
If you need to reprint, please note at the end of the article from Tongduiba member points operation system
Original title: Enterprise builds member points system, this question must be clear!
Original address: https://www.tongdui8.com/operate/detail/1593105041693/