{"id":27212,"date":"2022-06-15T13:59:00","date_gmt":"2022-06-15T05:59:00","guid":{"rendered":"https:\/\/www.webpowerx.com\/?p=27212"},"modified":"2025-02-12T14:50:21","modified_gmt":"2025-02-12T06:50:21","slug":"zhang-dongsheng-enviou-um-convite-para-uma-caminhada-se-fizermos-bem-a-digitalizacao-dos-membros-ainda-tenho-hipotese","status":"publish","type":"post","link":"https:\/\/www.webpowerx.com\/pt\/articles\/27212\/","title":{"rendered":"Zhang Dongsheng enviou um convite para escalar a montanha: se fizer um bom trabalho de digitaliza\u00e7\u00e3o dos membros, ainda tenho alguma hip\u00f3tese?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">O filme \"Cantos Escondidos\" tem sido um sucesso ultimamente, e quando Zhang Dongsheng pergunta com um sorriso: \"Subir a montanha juntos? \"Ser\u00e1 que ainda tenho hip\u00f3teses?\" \u00c9 sempre arrepiante de ouvir.  [...]<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesta nova era, impulsionada pelos grandes dados, assistimos a uma evolu\u00e7\u00e3o e atualiza\u00e7\u00e3o dos membros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A gest\u00e3o de membros parece tamb\u00e9m ter ficado sempre num canto escondido, sendo frequentemente ignorada. Mas, embora pare\u00e7a simples, na realidade \u00e9 uma tarefa minuciosa.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cAinda tenho hip\u00f3tese de implementar a digitaliza\u00e7\u00e3o da base de s\u00f3cios?\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perante esta pergunta capciosa, se n\u00e3o se tiver um pouco do n\u00edvel do \u00abg\u00e9nio\u00bb Zhu Chaoyang, nem se atreve a responder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas podemos afirmar com toda a certeza: claro que sim!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Como se manter firme na onda do Big Data e evitar o risco de \u201cser empurrado para baixo da montanha\u201d? No que diz respeito ao desenvolvimento da base de membros, a Webpower destaca aqui os pontos-chave!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\"><strong><mark style=\"color:#ff8a00\" class=\"has-inline-color\">\u00c9 importante avan\u00e7ar na digitaliza\u00e7\u00e3o dos membros e refor\u00e7ar a infraestrutura de gest\u00e3o dos membros.<\/mark><\/strong> Os elementos-chave da infraestrutura de gest\u00e3o dos membros s\u00e3o os seguintes:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">I. Informa\u00e7\u00f5es b\u00e1sicas sobre os membros<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As informa\u00e7\u00f5es b\u00e1sicas sobre os membros incluem: os estatutos dos membros e as informa\u00e7\u00f5es sobre os membros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O regulamento de ades\u00e3o inclui tr\u00eas pontos essenciais: crit\u00e9rios de ades\u00e3o, regras de pontua\u00e7\u00e3o e benef\u00edcios dos membros. Atualmente, os principais problemas do regulamento de ades\u00e3o s\u00e3o: a sec\u00e7\u00e3o relativa aos benef\u00edcios dos membros \u00e9 excessivamente vaga e os pontos s\u00e3o in\u00fateis, o que impede os membros de usufru\u00edrem de servi\u00e7os de valor acrescentado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para resolver estes problemas: em primeiro lugar, as empresas precisam de oferecer benef\u00edcios exclusivos aos membros, criando barreiras que reduzam a probabilidade de estes migrarem para a concorr\u00eancia;em segundo lugar, as empresas podem tamb\u00e9m estabelecer n\u00edveis de ades\u00e3o, realizando uma avalia\u00e7\u00e3o precisa e abrangente da atividade dos utilizadores, do seu poder de compra e da sua capacidade de angariar novos clientes, a fim de definir regras adequadas para a implementa\u00e7\u00e3o de estrat\u00e9gias operacionais mais direcionadas, permitindo assim explorar melhor o valor dos recursos dos utilizadores e maximizar o retorno do investimento da empresa.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"313\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-6.png\" alt=\"\" class=\"wp-image-27282\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">As informa\u00e7\u00f5es dos membros s\u00e3o os dados b\u00e1sicos dos membros que ficam registados no sistema da empresa ap\u00f3s a sua ades\u00e3o e incluem, normalmente, o nome, o sexo, a idade, o n\u00famero de telefone, o n\u00famero do cart\u00e3o de identidade (no caso de inscri\u00e7\u00f5es presenciais) e outras informa\u00e7\u00f5es relacionadas com a identifica\u00e7\u00e3o do cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, no que diz respeito ao retalho f\u00edsico, o maior problema em rela\u00e7\u00e3o \u00e0s informa\u00e7\u00f5es dos membros reside na sua imprecis\u00e3o, incompletude e dificuldade de recolha, o que se tornou o maior obst\u00e1culo \u00e0 an\u00e1lise e aplica\u00e7\u00e3o posterior dos dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, as empresas podem experimentar uma combina\u00e7\u00e3o de atividades presenciais e online para recolher informa\u00e7\u00f5es. Al\u00e9m disso, as informa\u00e7\u00f5es dos membros requerem uma conce\u00e7\u00e3o e planeamento pr\u00e9vios do conte\u00fado, sendo necess\u00e1rio que as empresas definam claramente o objetivo das informa\u00e7\u00f5es necess\u00e1rias, partindo do fim para o in\u00edcio. Por exemplo: participar numa atividade atrav\u00e9s de uma aplica\u00e7\u00e3o online, preencher os dados e, em seguida, dirigir-se \u00e0 loja f\u00edsica para receber os descontos e recompensas correspondentes.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"640\" height=\"960\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-7.png\" alt=\"\" class=\"wp-image-27284\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">II. Gest\u00e3o dos membros<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Muitos pequenos comerciantes, conscientes da tend\u00eancia de evolu\u00e7\u00e3o dos sistemas de fideliza\u00e7\u00e3o, procuram aumentar de forma \u201cagressiva\u201d a taxa de repeti\u00e7\u00e3o de compras e a reten\u00e7\u00e3o dos utilizadores atrav\u00e9s de descontos e recargas; por seu lado, muitas grandes empresas limitam a sua compreens\u00e3o da gest\u00e3o de fideliza\u00e7\u00e3o a simples a\u00e7\u00f5es como emitir um cart\u00e3o de membro, acumular pontos e trocar pr\u00e9mios. Na verdade, todos ignoram os aspetos fundamentais da manuten\u00e7\u00e3o da rela\u00e7\u00e3o com os membros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A gest\u00e3o de membros inclui: gest\u00e3o b\u00e1sica, gest\u00e3o emocional e personaliza\u00e7\u00e3o.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-8.png\" alt=\"\" class=\"wp-image-27285\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manuten\u00e7\u00e3o b\u00e1sica (destinada a todos os membros)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">O aspeto mais importante neste contexto \u00e9 a garantia dos direitos dos membros. A garantia dos direitos dos clientes \u00e9, na verdade, a quest\u00e3o que determina at\u00e9 onde o programa de membros de uma empresa pode chegar; embora pare\u00e7a algo muito b\u00e1sico, tem um significado extraordin\u00e1rio. Significa a valoriza\u00e7\u00e3o dos membros e determina se os clientes est\u00e3o dispostos a tornar-se membros da empresa e a continuar a contribuir para as suas vendas.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manuten\u00e7\u00e3o da rela\u00e7\u00e3o emocional (com clientes de n\u00edvel m\u00e9dio)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A manuten\u00e7\u00e3o de la\u00e7os afetivos refere-se \u00e0s atividades destinadas a interagir com os membros e a estreitar os la\u00e7os afetivos, tais como: diversos tipos de workshops e semin\u00e1rios, visitas ao ar livre, atividades para pais e filhos, etc.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Manuten\u00e7\u00e3o personalizada (destinada aos utilizadores mais importantes)<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A personaliza\u00e7\u00e3o \u00e9 sin\u00f3nimo de servi\u00e7o de luxo, ou seja, consiste em adaptar o servi\u00e7o \u00e0s particularidades e diferen\u00e7as de cada membro, de forma a satisfazer melhor os seus gostos e h\u00e1bitos. A energia e o investimento da empresa s\u00e3o limitados; por isso, para os membros mais leais e que mais contribuem, \u00e9 importante proporcionar um servi\u00e7o personalizado e individualizado, que realce a sua prest\u00edgio e dignidade, criando assim uma rela\u00e7\u00e3o de confian\u00e7a duradoura.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">III. Marketing dirigido aos membros<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O marketing para membros inclui: ofertas exclusivas para membros e marketing direcionado.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Exclusivo para membros<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">As vantagens exclusivas para membros destinam-se principalmente a destacar o estatuto de membro e consistem em promo\u00e7\u00f5es organizadas especificamente para os membros, tais como: pontos multiplicados, b\u00f3nus exclusivos, produtos dispon\u00edveis apenas para membros, brindes \u00e0 entrada na loja, roda da sorte para membros, eventos exclusivos para diferentes n\u00edveis de membros, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, atualmente, quando as empresas organizam este tipo de promo\u00e7\u00f5es exclusivas para membros, o objetivo \u00e9, na maioria das vezes, aumentar as vendas, o que faz com que tanto os clientes membros como os n\u00e3o membros possam participar nas promo\u00e7\u00f5es. Isto prejudica significativamente o sistema de ades\u00e3o, nivelando o estatuto dos membros com o dos n\u00e3o membros e prejudicando a experi\u00eancia dos membros.Face a problemas semelhantes, se o plano da promo\u00e7\u00e3o for muito apreciado pelos clientes, pode simplificar-se o processo de ades\u00e3o, aproveitando a oportunidade para atrair um novo grupo de membros.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-9.png\" alt=\"\" class=\"wp-image-27286\"\/><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Marketing de precis\u00e3o<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">O marketing de precis\u00e3o visa principalmente reduzir custos e aumentar a efici\u00eancia, transmitindo a mensagem certa \u00e0s pessoas certas no momento certo, de forma a corresponder melhor \u00e0s prefer\u00eancias e h\u00e1bitos dos clientes, o que resulta numa taxa de convers\u00e3o mais elevada. O ponto-chave do marketing de precis\u00e3o reside na compreens\u00e3o do consumidor, ou seja, no que frequentemente designamos por \u201cperfil do utilizador\u201d.Na verdade, todos os elementos est\u00e3o interligados; por exemplo, para obter um perfil de utilizador completo, a etapa de recolha de informa\u00e7\u00f5es dos membros n\u00e3o pode, de forma alguma, ser negligenciada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ao mesmo tempo, podemos continuar a enriquecer o perfil do utilizador nas nossas intera\u00e7\u00f5es de marketing quotidianas. Compreender os consumidores tem como objetivo contact\u00e1-los da forma que preferem, divulgando a marca e, ao mesmo tempo, transmitindo conte\u00fados que lhes interessam, gerando tr\u00e1fego e estimulando comportamentos de consumo, de modo a estabilizar a rela\u00e7\u00e3o com o consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por exemplo, a campanha \u00abEspelho M\u00e1gico\u00bb da Meikofei interage com os utilizadores atrav\u00e9s da IA para experimentar diferentes looks, permitindo recolher informa\u00e7\u00f5es sobre as prefer\u00eancias de estilo de maquilhagem dos clientes, enriquecer o perfil dos mesmos e, atrav\u00e9s de um marketing preciso, recomendar-lhes os produtos mais adequados.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-10.png\" alt=\"\" class=\"wp-image-27287\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Depois de tudo o que foi dito, h\u00e1 parceiros de marketing que comentam que a constru\u00e7\u00e3o de uma base de membros parece realmente n\u00e3o ser uma tarefa f\u00e1cil; d\u00e1-me tanta vontade de me tornar o mestre da gest\u00e3o do tempo, Zhu Chaoyang.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-11.png\" alt=\"\" class=\"wp-image-27288\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\">Zhu Chaoyang dedica apenas um pouco de tempo aos estudos, mas consegue mesmo assim obter a melhor nota da turma. Ent\u00e3o, <strong>como \u00e9 poss\u00edvel dedicar apenas um pouco de tempo ao marketing de membros e, no final, alcan\u00e7ar o primeiro lugar em termos de resultados?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Claro que \u00e9 a automatiza\u00e7\u00e3o do marketing! S\u00f3 precisas do Dmartech!<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-12.png\" alt=\"\" class=\"wp-image-27289\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Com a ferramenta de automatiza\u00e7\u00e3o de marketing Dmartech, os respons\u00e1veis pelas opera\u00e7\u00f5es s\u00f3 precisam de selecionar na plataforma todos os \u201cmembros\u201d com quem \u00e9 necess\u00e1rio comunicar no \u00e2mbito desta campanha, identificar e classificar os membros das diferentes lojas, associar os textos das mensagens \u00e0s respetivas lojas, predefinir os pontos-chave de marketing e as condi\u00e7\u00f5es de ativa\u00e7\u00e3o, e automatizar a gest\u00e3o dos membros. Para saber mais sobre a implementa\u00e7\u00e3o pr\u00e1tica, fique atento aos pr\u00f3ximos artigos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma campanha promocional que antes era uma verdadeira confus\u00e3o pode agora ser configurada em apenas um dia! \u00c9 simplesmente perfeito!<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.webpowerx.com\/wp-content\/uploads\/2022\/06\/image-13.png\" alt=\"\" class=\"wp-image-27290\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">A Webpower, enquanto ag\u00eancia de marketing omnicanal inteligente para membros, n\u00e3o s\u00f3 disponibiliza a ferramenta de marketing profissional Dmartech, como tamb\u00e9m oferece solu\u00e7\u00f5es personalizadas para diversos cen\u00e1rios, permitindo-lhe usufruir de m\u00faltiplas ferramentas de marketing eficazes\u2026 Siga-nos, pois talvez o pr\u00f3ximo craque seja voc\u00ea!<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-center is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph translation-block\">Declara\u00e7\u00e3o de Direitos da Webpower<br>Webpower China Todos os direitos reservados.<\/p>\n<\/blockquote>","protected":false},"excerpt":{"rendered":"<p>\u8fd1\u6765\uff0c\u5f71\u7247\u300a\u9690\u853d\u7684\u89d2\u843d\u300b\u5927\u706b\uff0c\u5f53\u5f20\u4e1c\u5347\u7b11\u91cc\u85cf\u5200\u5730\u95ee\u51fa\uff1a\u201c\u4e00\u8d77\u722c\u5c71\u5417\uff1f\u201d\u201c\u6211\u8fd8\u6709\u673a\u4f1a\u5417\uff1f\u201d\u542c\u4e86\u603b\u8ba9\u4eba\u4e0d\u5bd2\u800c\u6817\u3002  [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":27193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[75,53],"class_list":["post-27212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-news","tag-75","tag-53"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.3 - aioseo.com -->\n\t<meta name=\"description\" content=\"\u8fd1\u6765\uff0c\u5f71\u7247\u300a\u9690\u853d\u7684\u89d2\u843d\u300b\u5927\u706b\uff0c\u5f53\u5f20\u4e1c\u5347\u7b11\u91cc\u85cf\u5200\u5730\u95ee\u51fa\uff1a\u201c\u4e00\u8d77\u722c\u5c71\u5417\uff1f\u201d\u201c\u6211\u8fd8\u6709\u673a\u4f1a\u5417\uff1f\u201d\u542c\u4e86\u603b\u8ba9\u4eba\u4e0d\u5bd2\u800c\u6817\u3002\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"marketing.department\"\/>\n\t<meta name=\"google-site-verification\" 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