Block + refuse to accept the order? Netizens exposed how Luckin Coffee handled customer complaints.

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Luckin Coffee is impressed by its simple and brutal marketing methods: log on to APP for the first time and give away a cup for free; give a cup of coffee to a good friend; buy 2 get 1 free, buy 4 plus 2, buy 5 get 5 free or even buy 10 get 10 free; takeout is delivered by Shunfeng Express, free of charge when the order price exceeds 35 yuan; in order not to affect the taste of coffee, it is guaranteed to be delivered within 30 minutes.... What is the user experience behind the slightly more radical approach?

I saw a blog post today, netizens: please Luckin Coffee Luckin Coffee, please don't contact me. All the coffee coupons I bought have been given away, and I will never experience them again. I have blocked the customer service phone. I don't want to hear any more explanations. It's good to keep my Starbucks gold card status. I wrote this article just to record an experience that was happy at first but felt bad in the end.

Content of blog post (excerpt):

Recall the first experience of OK with Luckin Coffee. APP orders, the first cup only needs 6 yuan distribution fee, less than half an hour the takeout staff to the international trade downstairs. Although it is not the claimed Shun Feng delivery, but the speed is still very good. The coffee tastes OK, but being able to watch the live production and the good-looking brand design still impressed me with the work of this start-up team. I was surprised that Luckin Coffee gave me a voucher to compensate for the slight leakage of the coffee when writing the review.

After the two delivery experiences, the delivery time is longer and longer each time. During the last takeout experience, although the coffee shop was only a five-minute walk from the office, the delivery staff took an hour to deliver. To make matters worse, because the distributor did not want to trigger the compensation for half an hour, he ordered the delivery without communicating with me.

This made me feel very confused, because both Meituan takeout and ele.me 's professional delivery staff did not want to trigger a service like slow compensation, so they asked me if they could click on delivery in advance. I agreed to their demands understandably and told them to pay attention to safety and try their best. However, I believe that the Luckin Coffee distributor who clicks and delivers without communicating with the customer must be unprofessional.

As the distributor ordered the delivery in advance, according to the previous delivery experience, the distributor information in the text message must not match the actual dispatcher, so I had to send a private message to the customer service of Luckin Coffee on Weibo. Luckin Coffee called me that night, and the customer service brother's attitude was very sincere, which could be called a good Chinese colleague. Luckin Coffee gave me the solution is to compensate for a cup of coffee coupons, and will strictly require stores and distributors.

I thought that since the coffee was delivered later, don't be too fussy about it. At worst, I'll bring it up myself. So I was moved to accept the solution. However, I never thought that this would become a foreshadowing for the follow-up.

When we returned to the office the next day, my colleagues and I wanted to have a cup of coffee, thinking that it was not yet 9 o'clock and that two cups of coffee were free of charge. I remember that when I went to pick it up at this time, I saw that the store was open and the distributor was ready to go, so I placed an order. Before delivery or self-pick-up, no more than half a minute after placing an order, the store will take the order, which is very efficient.

This time, however, I waited for 10 minutes and the store did not pick up my order. This is the first time in my life that I was blocked by a store because of a customer complaint! I don't know why, and I don't want to know why I didn't take the order within 10 minutes, and the store didn't contact me. All I know is that it's a very bad shopping experience.

Later, I gave away all the coffee coupons in my account, and I didn't want to hear any more explanations from customer service, so I blocked the 010 customer service call. The rivers and lakes are so big, don't meet again if you are predestined.

An astonishing barbaric expansion

Under the gimmick of "killing Starbucks" and the pure Internet game of "subsidizing users at a loss", it is very common to attract and obtain a large amount of traffic and users by low prices in the early stage, whether it is lower pricing and reducing profits. or vigorously marketing, subsidizing users, or need "deep pockets" to do so.

Product power is the foundation of modern brand, and it has long been a recognized fact that product is brand. Luckin Coffee's pricing is generally lower than that of other chain brands, spending 1 billion yuan to hit the coffee delivery market. In the rapid expansion, Luckin Coffee's APP penetration and user activity have increased significantly, and the number of daily active users has exceeded 20, 000. The introduction of online booking and distribution services can also greatly optimize consumers' purchasing experience, but it depends on the lack of user experience.

Referring to the latest data, the statistical results of Aurora big data show that since the beginning of this year, Luckin Coffee's application market penetration has been rising rapidly. And since March, the growth momentum of its permeability even shows signs of intensifying. As of April 5, Luckin Coffee's market penetration on the app side was 0.05%.

In terms of user activity, we also see a trend similar to penetration. As can be seen from the above data, thanks to the promotion of high frequency and high rebate subsidies, Luckin Coffee has successfully attracted a number of early users while expanding rapidly.

More than 60% of the users are distributed in first-tier cities, with the highest proportion of 20-24 years old, nearly half.

According to the statistics of aurora big data, the proportion of female users in Luckin Coffee app is 53.9%, which is slightly higher than that of male users.

In Luckin Coffee's app, first-tier cities have the highest proportion of users, reaching 64.51%. Followed by the new first-tier cities, the proportion of users reached 20.33%. In terms of specific city distribution, the proportion of users in Shanghai and Beijing is significantly higher than that in other cities. Based on the results of the age and geographical location of users, Luckin Coffee's audience is obviously professionals and the younger generation in first-and second-tier cities.

Burn money and get customers quickly

Luckin Coffee in the operation of the application-based booking and distribution system can not only optimize the purchase experience, but also cultivate consumption habits through subsidies is a more typical Internet strategy, showing a strong Internet thinking and overall awareness. This high user subsidy policy and explosive expansion means that this is a typical Internet company. Yes, all Lucky's stores cannot be purchased in cash and must place an order on the official app. So every cup of coffee it sends represents the registration of a new user.

Do not consider profit first, get enough market capacity as quickly as possible, and even attract users to develop habits with very high subsidies in the initial stage. Considering that the cost of coffee itself is not high, Ruixing's cost of getting customers seems to be as high as 10-20 yuan (1-2 cups of free coffee), which is very high from a traditional retail point of view, but from an Internet point of view, the cost of new users of an app is not high.

In the current initial stage, Ruixing is trying to seize the market and spend money to cultivate user loyalty. Netizens: how much they want no money.

Occasional awkward problems in distribution services:

Although this is only one or two "cases", the customer experience is not good, give a bad comment, I will send one more cup of coffee and use $1 billion to hit the coffee delivery market. The rapid development of Luckin coffee has attracted great attention from the capital market. Since the positioning of luckin coffee is to build a high-quality commercial national coffee brand, the premise is to be stable, editor or that sentence, no matter who defeats, you must first have your own place. The client is the boss!

The core problem has not been solved, free delivery may still have people to drink, try to rely on delivery to open up a market lucky, can give high-quality customer experience?

Have you ever ordered a meal at Ruixing Coffee? How do you like the taste? will you order coffee specially under APP? Come to the comment area to comment.