Five problems and solutions of member operation

The present , It is the digital age for all people , Everyone pursues personalization and differentiation , Consumer demand is also getting higher and higher , It is not just a simple increase in material consumption , More is the demand of spiritual consumption . Everyone is an individual with personality , Enterprises need to record user information from the digital level , Provide personalized services and products for different users from different perspectives . Meet the personalized needs of users , Is the key to member operation , It is also the key to marketing activities .

In the past few years , Many enterprises have attached great importance to member operation ,2021 In, it took the lead in stepping into the army of digital member marketing . But there are still some retail brands that have been hesitant , The member operation has not been upgraded to the level of digital strategy , Not enough attention is paid to the operation of members , The investment of relevant human and material resources is also relatively small .

In the long term , It not only leads to the low degree of digitalization of enterprises , Member behavior cannot be tracked 、 Unable to analyze , It is difficult to reach consumers effectively , Lack of trust and stickiness between brands and consumers , Encourage members to sleep for a long time , The number of active members is small or the activity is low , Gradually, they tend to sleep , It is difficult to participate in the whole life cycle of members , It is difficult to tap the long-term value of members , As a result, the initial investment almost sank into the sea , Work hard but return in vain .

The road to digital membership is not smooth , There will be many problems and difficulties ：

Low degree of digitization , The enterprise membership system has not been completely opened up

Most retail brands are already quite experienced in using membership systems , However, the digital degree of the traditional membership system is far from meeting the needs of enterprise digital upgrading , When the brand adjusts its digital membership, it often shows that it can not keep up with the pace , This makes it impossible for these enterprises to smoothly promote Omni channel member marketing and digital member integration .

Most retail brands have Taobao stores , Jingdong store , Pinduoduo shop, etc , Also offline self operated stores 、 Franchised stores, etc . When the traffic peaked and the traffic cost became more and more expensive , It is our common understanding to lead public traffic to private traffic , Brands can be sold through Boyang SCRM Member communication services , No matter the third-party platform or the members of the offline stores all pass the brand CRM Undertaking , No matter which brand the members consume , All according to the brand CRM Rules for integral accounting , At the same time, the membership level 、 The integrals are consistent .

With the membership pass , Brand is possible to carry out Omni channel member operation .

The member operation solution is not accurate enough , As a result, members' trust in the brand is low

The member operation solution is not sound and accurate , It is difficult to build a healthy and professional member marketing system , Unable to bring comfortable personalized member services to users , The user experience is greatly reduced , It also gradually weakens users' trust in the brand , It is difficult to form a sense of dependence , Loyalty cannot be built .

The precise operation of members depends on the brand digital strategy 、 Strategies for member operations 、KPI Assessment, etc , The bottom layer depends on the landing of the strategy 、 take KPI Break it down and put it into the member label system .

The membership label system includes attribute labels 、RFM label 、 Interactive tags and prediction tags . complete 、 Label system based on actual business , It can not only provide conditions for fine operation , And help the brand through the complicated data , Consumer Insight , So as to guide product planning and market planning .

The traditional member marketing methods are not comprehensive

The traditional member marketing method is often too single , Still stay at the member price 、 Member discounts and member points , In some member systems, the membership price is even only for the specified commodities in a specific period , And many businesses will select the products that are not very popular as promotional products and gifts for member points exchange , Lack of personalized services , Not attractive to consumers , Nor can it arouse consumers' favorable impression of the brand , It is not in line with the current consumer centered service concept .

Member marketing cannot be limited to discounts 、 Integrating these conventional operations , It should also be combined with community operation 、 Applet operations , In the community , Provide various marketing activities , In a lively atmosphere 、 While increasing participation , Improve conversion and user activity .

Less valuable data , Lack of analytically traceable data

There are many enterprises in the period of digital transformation , No way , Precipitated a large amount of user data , The amount of data is amazing , But there is only a lack of consumer behavior data , Analysis and tracking cannot be performed later , Unable to integrate with member operation system , Is an invalid record .

The data of member marketing not only includes its basic data , It also includes interactive data with the brand , For example, when did you read what article , When did you participate in what activities , When did you invite a new member . besides , Data on consumer behavior , Is an important part of user data , Based on consumer behavior data , The brand can master the user's life cycle 、 Consumption habits and rules , So as to guide the actual operation .

Member operation is not accurate enough

In the process of member Marketing , Precision marketing is very important , But some retail brands , Through limited data information , It is difficult to form accurate user labels and portraits , Let alone reach users effectively , It is more difficult to achieve personalized and accurate marketing .

Boyang SCRM Enterprise wechat solutions , Based on Boyang SCRM Flexible and complete label system , Record every interaction between the customer and the brand 、 Every communication 、 Every purchase , And label the customer , At the same time, labels are not only used for automatic marketing of grouping , And for Group building of enterprise wechat SOP、 Red envelopes SOP、 Circle of friends SOP、 Mass hair SOP, Not only can you enter the group according to the user's label , And according to the customer's label , Push red packets 、 video 、 Applet page 、H5 page 、 Image & Text 、 Official account message 、 Circle of friends content wait . such , Brand can provide customers with more personalized services and more valuable information , So as to promote transformation

meanwhile ,

With the high development of mobile Internet , Various third-party platforms are beginning to show up , Retail brands in the adjustment of digital strategy of members , You can take advantage of third-party platforms , Through a third party SCRM Tools for member integrated marketing , Achieve the goal of accurate and personalized member marketing .