Rights and interests are false? Don't give members priority to making 1 point?!

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Nowadays, some chain brands will make membership system according to the cumulative consumption amount of regular customers, and provide VIP with some discounts and special services to retain the hearts of fans. For example, the milk tea brand 1 Dian has launched the "Supreme Point door member" to give consumers birthday gifts, priority production and other real member rights.

But recently, a customer sent a complaint email to the brand about one point's failure to fulfill its promised "priority production" rights to its members.

In the email, the "Supreme Point doorman" said that he had not experienced the "priority production" rights given to members by the authorities when he placed orders twice this month at a 1-point store in Nanjing. According to the order records posted by him, the consumer basically had to wait more than 20 minutes to pick up the meal after placing the order, indicating that the clerk in the store knew nothing about "priority production" and only made orders in order. I didn't start making drinks until I asked.

The unpleasant consumer experience made the consumer very dissatisfied and somewhat puzzled, questioning why the "priority production" promised by the brand could not be realized many times.

Interestingly, there are not a few loyal users who have similar troubles on social platforms. Some people share their order records, saying that they originally thought that they would be able to drink their drinks more quickly after upgrading to the "top point doorman", but in fact, their meal pick-up time was not significantly shortened due to the change in membership level.

According to the relevant tweets on the official account 1-dot, since December last year, the brand has subdivided all levels of members and corresponding benefits, including the "priority right to make orders" enjoyed by the "Supreme Point door". According to the instructions in the official membership agreement, all users who are upgraded to "Top Point door" will be priority made by the store as long as they place an order through Mini Program or show the membership code to the store. Shorten the meal pick-up time.

1 Diandian staff also said that when the store receives an order from the supreme member, the system backstage will pop up windows to remind the clerk to give priority to making the order at the beginning of "V". But in practice, if the store is in a state of bursting orders, the staff may ignore the system hints because they are busy making drinks, and do not choose the drinks of the supreme members to make first.

In addition, as a small number of customers have said, some employees are not aware of the rights and benefits corresponding to different levels of members, nor are they aware of the priority of orders received by stores, so drinks will only be made in the order in which they are placed without reminding customers.

In this regard, many members who have not been able to experience this right believe that in order to enhance the arrival experience of customers, the brand began to provide "priority production" special service and shorten the waiting time for guests last year, but it was not notified in place. Let the store staff understand and abide by the corresponding rules, so that this privilege is in vain.

In their view, since 1 point gives customers a corresponding promise, it is necessary to unify the production rules and ensure that the service benefits consumers, rather than writing a blank check, so that members can only repeatedly remind the clerk at the bar to get their drinks more quickly.

Picture from: Xiao Hong Shu

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