新优悦会PCR培训.ppt

Greater China PCR In-Hotel enrollment Member Welcome Kit Fulfilment Training 优悦会酒店内入会新会员欢迎包发放项目培训 大中华区 May 2012 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engagement with PCR or IHG, including: 调研同时发现现有会员与优悦会或洲际品牌互动相对较低，主要表现为： Do not stay with IHG again 没有再次入住洲际酒店集团旗下的其它酒店 Do not quote their PCR number during their stay (More than 50%!)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 value 2012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 全面提升优优悦会计计划对对会员员及酒店的价值值 To implement PCR in-hotel enrollment new member welcome kit fulfilment in all Greater China hotels by May 2012 于2012年5月在大中华华区所有酒店全面实实施酒店内入会会员欢员欢 迎包发发放 Increase enrollment in hotel 提高酒店内新会员 招募人数 Enhance PCR member enrollment experience and awareness 优化优悦会会员入会体验 并提高优悦会的认知度 Increase member engagement and usage 提高会员参与优悦会的程 度 What you will receive for in-hotel fulfilment? 酒店将会收到些什么 ？ 1. Sleeve 外封套 2. Member Card 会员员卡 AMB/PCR enrollment Form 洲际际大使/优优悦会入会表格 3. Welcome Letter 欢欢迎信 4. Chinese Member Guide 中文会员员手册 5. English Member Guide 英文会员员手册 New Member Welcome Kit 新会员员入会欢欢迎包，包括： 1. Sleeve 外封套 2. Permanent Member Card with Sticker (with Member Number) 正式会员卡和可撕下的会员号码贴纸 3. Double-sides dual-language Welcome Letter 双语欢 迎信 4. Chinese Member Guide 中文会员手册 5. English Member Guide 英文会员手册 To use AMB enrollment form PCR section to enroll PCR member only 请请使用洲际际大使入会表格优优悦会部分注册优优悦会会员员 How it works 如何运作 Guest fill in PCR section in AMB enrollment Form/present business card at the front desk to enroll into programme 入住宾客入住期间在前台填写洲际大使入会表格优 悦会部分或者提供个人名片加入优悦会 Front Desk staff present the new member with permanent member card and Welcome Kit 酒店前台员工现场给 予新会员永久会员卡以及入会 欢迎包 Member enroll in hotel 会员在酒店入会 Instant Member Card and Welcome Kit Provision 当场获取会员卡及入 会欢迎包 How to execute in the hotel? 如何在酒店执行? Guest Check In 宾客入住 Already a member? 已是会员？ In-hotel fulfilment 酒店内入会项目新流程 Check-in & Stay 登记入住 Search in Loyalty Connect 在Loyalty Connect系统中搜索 FD ask 前台问询 NO FORGET YES NO YES Confirm PCR No. Key in PMS 确认优悦会会员卡 输入系统 How to execute in the hotel? (Contd) 如何在酒店执行? (续) Hotel Front Desk staff detach member number sticker & append sticker to enrollment Form (last panel)， keep the panel for record 前台员工撕下会员号贴纸并贴于入会表格上最后一页，并保留 Guest completes & signs the enrollment Form 宾客填写并签署优悦会入会表格 Hotel Front Desk staff presents Welcome Kit 前台员工取出新会员入会欢迎包 1 2 3 Hotel Front Desk staff provides Welcome Kit to new member, together with the rest of the enrollment Form 前台员工将正式会员卡、欢迎包及入会表格其余部分交给新会员 4 Hotel Front Desk staff enters data into PMS as per usual procedures, and prepare enrollment Form for collection 如之前入会流程，前台员工录入数据；并准备好入会表格等待收集 5 Note: Above process for PCR enrollment ONLY, AMB enrollment follows current process 请注意: 以上步骤 仅为优悦会入会程序,洲际大使入会依旧参照现有程序 Step 1: Fill in the enrollment form 步骤 1: 填写入会表格 Fill in the form Or Provide business card 填写入会表格 或者 提供个人名片 Member number sticker and append HERE 会员号贴纸粘贴在此 Step 2: Present New Member Kit 步骤 2: 介绍新会员入会欢迎包 Step 3: Peel off sticker and Append to enrollment Form 步骤 3: 撕下会员号贴纸并粘贴于入会表格处 Peel off the sticker from card 自会员卡上撕下贴纸 Append to enrollment form 贴于入会表上 Sticker Here！ 粘贴于此 Step 4: tear off enrollment form last panel, provide the rest together with Welcome Kit to new member 步骤 4: 保留完成的入会表格，将入会欢迎包，会员卡，入会信息（表格 余下部分） 交付于新会员 Step 5: Data entry 步骤 5: 数据录入 Data Entry Key Requirement 数据录入的要求 Make sure collect valid E-mail address from guest. 请确保收集客人的有效电邮 地址 。 Make sure City of residence is keyed in 请确保在PMS系统中 Make sure key in new member name, mailing address in English/Chinese Pinyin in PMS correctly. 使用英文/中文拼音正确地输入新 会员姓名和邮寄地址。 Try to collect the mobile phone number from guest. 请尽量收集客人的手机号码。 Data entry as per current procedures. Make sure all the enrollment forms (remaining part) are ready for fortnight collection by courier. 数据录入照常进行。 同时请 准备好所有的入会表格保留部分，以供每两 周快递来收集。 Hotel Preparation 酒店准备 1.Brief and train your front desk staff of the programme 告知并培训您的酒店前台员工 2. Discard the old enrollment Form by end of 27th May* 于5月27日前*下架并储存现有的旧入会表格 3. Prepare storage space in advance to receive all material delivered to hotel by 27th May * 5月27日之前*确保提前准备好储存空间接收所有关于新项目实施所需的资料并 4. Display new enrollment Form and make sure pre-packed New Member Kits ready for distribution from 28th May * 5月28日*正式开展项目，摆放好新的入会表格，并在前台存放已包装好的入会欢迎包，开始 分发给新入会会员 5. Ensure all front office staff familiar with the programme (new process) and prepare them for informing new members on : 确保所有相关员工都熟悉新项目的运作流程，并告知新入会的会员： New members will start points accumulation from the current stay (qualified stay) 新会员从当次入住（需符合有效入住标准）即可开始累积积分 Member must quote the PCR number upon future reservation or check-in to be eligible for points/miles 会员必须在将来预定或登记入住时提供优悦会会员卡号才能获取相应积分或里程数 Note: *: to be finalized 请注意： *: 有待于最终确认 Collateral Request/Re-order Process 物料补充程序 support.priorityclubAPAC Hotel Responsibility 酒店的责任 Hotel inventory level control 酒店内库存量管理 PCC of each hotel is responsible for making sure NOT to run out of welcome kit. 每个酒店的优悦会冠军有责任确保足够每天营运所需的新会员欢迎包的库存 Inventory check reminder 库存清点提醒 PCC of each hotel is in charge of set weekly reminder of stock level check. There will