Universal points business operation model for mobile membership

1. Brief description of general points business operation

By expanding the existing points platform, the general point plan brings together many commercial enterprises in different industries on this platform through signing contracts. Points The operator converts the amount consumed by consumers at each merchant on the platform into corresponding points according to the agreement, and counts them into the customer account respectively, and accumulates points. The accumulated points can be used for cash consumption at any merchant on the platform. . Compared with the independent point plans of enterprises, it is easier for customers with general points to obtain points rewards, and their enthusiasm for participation is igniting; for contracted merchants, through the sharing of customer resources, the customer base is expanded exponentially, and customer loyalty is also higher ; For operators, they can obtain satisfactory returns on investment by providing winning services to consumer customers and contracted merchants. 2. Business operating entities

The general points business operating entities consist of business operators, contracted merchants and consumer customers.

Business operator: The business operator is responsible for customer service and management, merchant relationship management, merchant points settlement agency and other responsibilities for universal points operation. It manages and maintains the points platform system and is responsible for relevant information flow and points. It plays a pivotal role in the cycle of flow and service flow; Contracted merchants: Contracted merchants are both providers of points and consumption points of points. The number and scale of contracted merchants is one of the key factors in the success or failure of business operations; Consumer customers: Consumers Customers make various purchases at contracted merchants in exchange for points and receive rewards from contracted merchants. Retaining them and stimulating their repeated consumption is the main purpose of business operations.

3. Business operation process

Customers must first register a points account through the universal points business platform and obtain a points card. In the future, customers can use it at various universal points contracting merchants. When making cash purchases, you can obtain a certain amount of points given by the merchant by showing your points card. These points are sent to the customer account of the platform through the universal points terminal set up at each contracted merchant for consolidation and accumulation. Customers can use SMS or call center to accumulate points. Or log in to the platform through the Internet to check points. The points accumulated by customers have cash value and can be redeemed for cash consumption at contracted merchants. Point consumption is limited to internal circulation on the platform and cannot be exchanged for cash, and points consumption cannot be repeated. After the points are consumed, each contracted merchant will regularly settle the inflow and outflow of points in cash with the operator in accordance with the points rules agreed in advance. The operator is responsible for managing the capital flow of points.

4. Business operation profit model

Operational income: Through the construction, operation and maintenance of the points platform, general points operators vigorously expand the scale of merchants on the one hand, and strive to expand consumer customers on the other. The group collects service fees from contracted merchants based on a certain proportion of the consumption amount of general points customers. The higher the customer's enthusiasm for points consumption, the greater the sales performance of the contracted merchants, and the better the benefits of points operation. Value-added income: There are two types of value-added income. One is to integrate platform data resources and provide paid analysis reports such as customer behavior analysis, business data analysis and industry analysis to merchants in need; the other is advertising revenue, such as merchants using points operators to promote themselves and attract target customers. Publish various advertisements on the customer inquiry website established or the DM direct investment magazine established. The value-added income will steadily increase with the deepening of the universal points program.

5. Decomposition of business operation tasks

There are three main parts of the universal points business operation work: the expansion and maintenance of customer relationships, the expansion and maintenance of merchant relationships, and the management and maintenance of the points platform. . A. Expansion and maintenance of customer relationships:

Customer expansion: including the development of point card customers, the issuance and use guidance of point cards, etc. Customer service: provided to customers through call centers, customer service websites or SMS service platforms Points acceptance, points inquiry, complaint feedback and other services.

B. Expansion and maintenance of merchant relationships:

Merchant expansion: including the development of contracts with backward customers, negotiation and formulation of settlement rules and settlement methods, point conversion between merchant points systems and general point systems, etc.; Merchant services : Merchant’s point processing client maintenance and training, release and update of merchant information on the customer service website, irregular return visits by marketing personnel to contracted merchants, etc. C. Management and maintenance of general points platform:

Customer management: including maintenance of customer information, customer rating management, collection and redemption of customer points, production and management of point cards, etc.; Merchant management: including merchants Data maintenance, merchant evaluation management, points rule management, merchant settlement and reconciliation management, etc.; Platform interface management: interface management with call centers, customer service websites and independent points systems of some merchants; Marketing management: execution progress management of marketing plans , Statistics and analysis of marketing reports, etc.

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