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1、,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 limitat
2、ions 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 membe
3、rs 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engagement with PCR or IHG, including:调研同时发现现有会员与优悦会或洲际品牌互动相对较低，主要表现为： Do not stay with IHG again没有再次入住洲际酒店集团旗下的其它酒店 Do not quote their PCR number during their stay (More than 50%!)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%！） D
4、o 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
5、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 pilo
6、t). 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。,2012 Roll-out for increasing programme value2012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
7、全面提升优悦会计划对会员及酒店的价值,To implement PCR in-hotel enrollment new member welcome kit fulfilment in all Greater China hotels by May 2012于2012年5月在大中华区所有酒店全面实施酒店内入会会员欢迎包发放,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 会员卡,AMB/PCR enrollment Form 洲际大使/优悦会入会表格,3. Welcom
8、e Letter 欢迎信,4. Chinese Member Guide 中文会员手册,5. English Member Guide 英文会员手册,New Member Welcome Kit 新会员入会欢迎包，包括： Sleeve 外封套 Permanent Member Card with Sticker (with Member Number) 正式会员卡和可撕下的会员号码贴纸 Double-sides dual-language Welcome Letter 双语欢迎信 Chinese Member Guide 中文会员手册 English Member Guide 英文会员手册,T
9、o use AMB enrollment form PCR section to enroll PCR member only 请使用洲际大使入会表格优悦会部分注册优悦会会员,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 w
10、ith 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,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
11、 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 De
12、sk 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
13、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
14、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 We
15、lcome 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,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, mail
16、ing 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,Brief and train your front desk staff of the programme 告知并培训您的酒店前台员工 Discard the old enrollment Form by end of 27th Ma
