経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

時にわざとクレームを起こしてみる。

投稿日:

こんにちは。NISHIです。

このポイントカード、いいなぁ。

http://grass-ex.jp/Lo30/12611

コンサルの立場からしても
一消費者の立場からしても
実店舗のポイントカードで
うまくやっている例って
ほとんど見たことありませんから、
この記事を読んでいますと
半ば爽快な印象も受けます。

名前も「肉マイレージ」。
ええ。いいじゃないですか。

コンサルで直接見た事例の中でも
ポイントカードでうまくいっていた
ものって、
地方の旅行代理店が取り組んでいた
非常にシンプルなポイントカードで、
日帰り旅行への参加を
3回繰り返せば数千円割引、
10回繰り返せば1万円程度の
日帰り旅行商品が1回無料と、
いい具合の還元率で提供された
シンプルなポイントカードサービス。

それくらいしか
ポイントカードでインパクトのある
ものが私の頭の中にはなかったので、
この肉マイレージは新鮮ですね。

いや、何をもって
よく運営できているか、
ポイントカードとして
成功しているか否かは、
人によって考え方及び定義が違うかと。

ですので、そこの議論を
あーだこーだするのは
ひとまず脇に置くとしても、

・2014年7月スタートなので、
・たった3年ほどで150万枚発行し、
・稼働率50%ですから
・最低75万枚は稼働している

ということですから、
実店舗でポイントカードを使った
会員制度としてはいいんじゃないか。
特に明確な基準は持っていませんが、
見込客のスケール感と稼働率、
実稼働数はいいんじゃないかと
思うわけです。

ま、それだけ

ポイントカードに対するイメージが
非常に悪い固定観念がありますから…。

さて、話を戻します。

実店舗ベースでこれだけ
会員の母数と稼働率を備えていると
いうことは、それだけ

テストもしやすい
———————

ということですよね。

この記事を読んでいて、
もちろん、テストが目的で
やっているわけではないと
思いますが、

==

たとえばゴールドカードの場合、
来店の度に通常300円で提供している
黒烏龍茶などが1杯無料になる。

一度この特典を廃止したが
クレームの電話が殺到し2週間で復活した

==

というくだりのところ。

繰り返しますが、
黒烏龍茶などを廃止したのは、
別に会員のアクティブ状況に対し、
何らかのテストをしたわけでは
ないでしょう。

が、結果的に、

「アクティブ率を測る」ことも
「顧客対応窓口のキャパを測る」ことも
「効果的なキャンペーンのテスト」も

出来るわけです。

つまり、会員の母数が多ければ
アクティブ率を測ることもできるし、

会員のアクティブ率が高ければ、
サービスの当たりハズレも、
ハード面、ソフト面でのキャパも
測ることが出来るわけです。

うーむ。。。。
実店舗でここまで計測できるのが
楽しいですよね。。。。

それはさておき、
ここでは黒烏龍茶などのサービス
廃止によりクレームにつながった
とのことでしたが、

【サービスのマイナス】で
【アクティブ率やアクティブ会員】を
【測定する】ことができる、

ということも、
結果的ではありますが
言えるように思います。

会員向けのテストも、
意図的にサービスを引き算してみる
ことも1つの方法かもしれませんね。

では。

NISHI

-日記

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