Why Should The New World Department Store Offend Loyal VIP Customers?

Integration suddenly cleared

As the new world department store's old Customer Ms. Guo's VIP Membership card It has been used for several years. Because it can be used in several new world department stores, she has been using it very smoothly.

According to Ms. Guo, there are three main member services that can be enjoyed by the membership card: the general price department usually hits 10 percent off, the supermarket stores 5% off, and the total points are exchanged for gifts. These three "VIP members exclusive" welfare, so that Ms. Guo has become a loyal customer of new world department store.

But yesterday, Ms. Guo, who changed gifts at the new world department store, was told that her card score had been cleared at the end of July. Before that, Guo, who was "VIP customer", had not received any reminder of the exchange of points. "In the past, I would receive reminder messages from the new world, and let me cash in on gifts, but not this year." Guo told reporters that she would still receive all kinds of promotional messages sent to her by the new world store on a regular basis.

Guo said that she also had other shopping malls' membership cards, which would remind her when the scores were about to be cleared, and not just one. "Maybe my more than 2000 points can not be changed much, but the new world department store makes me feel uncomfortable, feeling that they are deliberately loopholes and fail to fulfill their duty to inform."

Cold treatment makes consumers feel cold.

With the unique mode of "60 hours without closing," the new world department store has been booming in the business world, and has rapidly accumulated millions of members. MS Guo is attracted by her membership in the new world VIP membership.

This time, the new world is not only hurt by Ms. Guo.

The "red flower in spring" said, "I was hospitalized in the new world when I changed my membership card. After today's membership card has expired, when I went to the member center for re processing, I found that my more than 30 thousand points were cleared. These points can be changed to at least one cooker plus a kitchen knife.

Yesterday, Miss Wang, who was waiting for an integral change in the new world shopping mall, told reporters that her last membership card was cleared more than 10 thousand points and did not find it back. "I feel that the VIP customers of new world department store are becoming more and more ignored, and the quality of service has declined significantly." Miss Wang told reporters that when she changed her card at the three floor card office, the only staff member had been chatting and chatting, allowing her to wait for a full 5 minutes.

"If their services do not improve, I will definitely not come again!" Miss Wang said with great indignation.

It is understood that the new world membership card is valid for two years, after the expiry of the need to change the card, if late, it can only be abolished. When a reporter consulted a member of the new world department store and asked if he could set up the extension period, he said impatiently: "this is impossible. It will not be an hour late."

The same is a member service, other businesses in Beijing are obviously more humane. Cui Wei Department store has revealed that there are about 800 thousand members in Cui Wei Department store, but it will notify all users in the month before the points cleared. "800 thousand members of Cui Wei can probably create 70% sales for us, so our member feedback is also very strong. During the concentration period of member feedback activities, we will provide water dispensers, lunch and even open a cafe, so that members can not wait for such a boring time. The source said.

"Shopping centres now rely on soft services to please consumers, and marketing activities should be people-oriented." The head of the contemporary mall told reporters that apart from the discount, the contemporary mall can enjoy 40 additional services such as free packaging, free tea tasting and reserved goods.

Gaps remain in domestic VIP services

Miss Yang, who studied in Australia, thinks there is still a big gap between the VIP service in the domestic market and abroad. "Like Australia's most famous department store MYER, if you apply to become a member, it will send you a gift certificate every six months according to your points, and you don't need to go shopping."

It is also the new world department store. The VIP service of the new world, South Korea and South China stores includes free parking for 3 hours, VIP exclusive rooms, special parking lots, agent parking and even high-end customers free to participate in overseas famous fashion shows, jewelry exhibitions and other activities.

"There is a big gap between domestic shopping centres and customers." Lai Yang, Secretary General of the business economics society, believes that the "customer service department" of the shopping mall is only a department that implements high-level intentions and handles customer complaints, and can not really involve the core operation strategy level of the shopping mall, which leads to the feedback of customers often unable to be adopted.

"It is far from enough for the mall to make some member discounts and birthday wishes. Nowadays, department stores do not attach enough importance to consumers, which leads to a low level of loyalty among consumers. According to Lai, the "common failing" of department stores is that shopping malls do not really care for customers.

Liu Hui, chief consultant of the zero business management consulting firm, said: "most domestic VIP services still remain at the primary level. Most of the domestic department stores are still holding members in discounts and primary activities. The performance of 60%-70% in a department store is contributed by VIP users, so they should spend more energy on them.