新优悦会pcr培训.ppt

Agenda日程 Background 背景介绍 Pilot Recap and Results 项目测试回顾 Greater China roll-out 大中华区全面推广 How it works 如何运作 Background - What are we solving for?我们需要解决怎样的问题 Known issues 现有的问题: System limitations on double byte data capture results in mistakes when English/Chinese Pin Yin being back translated into Chinese characters. 系统接收double byte 数据的局限性使得当英语/汉语拼音输入的信息被翻回成中文字符时出现错误 The permanent card & welcome pack is NOT reaching our new members in time:新注册会员不能及时收到或收不到正式的会员卡和入会欢迎包： Over 50% of members do not recall getting their permanent card through mail超过50%的会员不记得曾经收到过正式的会员卡 Low member engagement with PCR or IHG, including:调研同时发现现有会员与优悦会或洲际品牌互动相对较低，主要表现为： Do not stay with IHG again没有再次入住洲际酒店集团旗下的其它酒店 Do not quote their PCR number during their stay (More than 50%!) 入住期间不提供他们的优悦会会员号（高于50%！） Do not recognise that PCR covers multiple IHG hotel brands没有意识到优悦会是一个覆盖多个酒店品牌的忠诚客户奖励计划 Do not understand the value of our points currency or in hotel benefits不了解优悦会积分的价值以及会员可在酒店内享受的利益 Pilot recap and results项目测试结果回顾 Pilot: Mar - May 2011 we did a pilot test in 10 hotels in eastern cluster项目测试：2011年3月至5月，我们选取了华东地区十家不同品牌的酒店进行了测试 Brands: InterContinental, Crowne Plaza, Holiday Inn & Holiday Inn Express涵盖品牌：洲际、皇冠假日、假日及智选假日 Objective: to test the impact of in-hotel fulfilment approach on PCR new member enrollment, and to establish a comparison on member engagement uplift (2nd stay pilot vs. non pilot). 测试目的：分析酒店内入会项目对于新会员入会以及后期参与程度的影响(第二次入住情况)。 Mechanics: to present permanent card & welcome pack in hotel upon enrollment 活动机制：会员入会立即可得会员卡和入会欢迎包。 Results 测试结果 6% Increase in pilot hotel enrollment(not incl. PCRM) year on year测试酒店同期入会数量(优悦会会议奖励计划除外）增长 3pt Increase in pilot hotel enrolled second stay (9mth) vs. non-pilot Eastern cluster hotels在九个月内，华东地区测试酒店与非测试酒店相比，新入会会员的第二次入住率增长3个百分点。 2012 Roll-out for increasing programme value2012全面实施酒店内入会项目以提升优悦会计划的价值 To support increasing the value of PCR programme to our members and hotel owners 全面提升优悦会计划对会员及