For Chunghwa Telecom’s millions of users, we developed a new digital membership center with a tiered VIP system. This system allocates resources based on member segmentation, enhancing user experience and loyalty.
Problem Statement
Despite Chunghwa Telecom leading market share and large user base in Taiwan, CHT's user segmentation is unclear, leading to inefficient resource allocation. Building a comprehensive customer loyalty management system with engagement, segmentation, targeting, tracking, and strategy is essential to enhance member loyalty and engagement.
The Goal and Target Audience
We conducted qualitative and quantitative analysis to understand VIP users' core perceptions and attitudes. For existing, potential, and inactive VIPs, we addressed perception barriers and developed tailored customer journey strategies for precise marketing and user growth.
Research
01 Focus Group Interviews: 2
02 In-depth Customer Interviews: 20
03 Prototype Validation Tests: 9
04 Quantitative Survey Responses: 800
05 Tree Testing: Loyal customer*180
Design Process
01 Attribute-Outcome Value Map
02 Brand New Design System
03 Information Architecture
04 Wireframes and Mockups
05 Prototypes, testing and implementation
06 Handoff UI specifications.
Core Value Propositions to Build Customer Loyalty
Qualitative Action Plan
Focus Group Interviews
2 sessions (12 participants each)
In-depth Interviews
20 sessions (divided into 4 groups)
Prototyping Testing
9 sessions (A/B testing)
Quantitative Analysis
Value Attributes Questionnaire
800 responses
Tree Testing
180 responses collected
Customer Attribute Cycle: Value Transformation
Increase Revenue
Focus resources on valuable customers, understand their behavior, and use cross-selling to boost efficiency.
Reduce Costs
Identify and cut non-valuable customers, streamline processes with technology to lower expenses.
Reduce Marketing Activities
Use effective communication and insights to implement efficient marketing, minimizing unnecessary actions.
Enhance Feedback
Encourage customers to make recommendations, respond quickly to competitor product info for better feedback.
Deepen Customer Loyalty
Strengthen customer relationships using technology to analyze behavior, increasing retention and market share.
Member Asset Value Advancement Stage
Enhance the visibility of standard and customized features to build the information architecture
Simform. (2021, January). App usage statistics 2022 that'll surprise you.
01
Customer Portfolio Management
For valuable customers, understanding their preferences, purchasing times, quantities, or family sizes to develop valuable customer relationships that can be acquired and nurtured.
02
Value Proposition Design
Understanding the value that one's services and products bring to customers, focusing on the level of trust customers place in the company and brand.
03
Value-added Role
The total value of the company's products and services, minus the value created by other companies using the same conditions.
04
Customer Portfolio Management (Extended)
This includes not only customers but also suppliers and the level of interaction between businesses, helping to understand market structure and the degree of risk each party assumes.
Member Value Journey Design Strategy: A Birthday Case Study
Enhance the visibility of standard and customized features to build the information architecture
"A birthday is simply a personalized signal for all members. The focus is on finding opportunities to acquire, retain, and deepen customer relationships as different segments move from using services to becoming members and VIPs."
Design Strategies: How to Upgrad from a Regular Member to VIP
Co-creation Workshops
Through a co-creation workshop, we developed a membership system centered on Chunghwa Telecom's brand values
Maintain Brand Identity
A sense of nobility extended from the main color system
VIP Tiers
Incorporating the public perception of black cards as the highest tier
Meaningful Upgrade for High-value Users
Restructuring the VIP rewards system to provide high-value users with a noticeable upgrade
Word Cloud
We compiled a word cloud of perceptions regarding VIP
Define Value and Style through Moodboard
Setting the tone for the VIP system to convey the initial perception and emotional undertone to members
Categorize Ten Million Users into 5 VIP Tiers
based on their average bill amount over the past six months
Strengthen the Positioning of the Personalized Assistant
Enhance the visibility of standard and customized features to build the information architecture
Brand New Digital Channel Design System
color style, elevation, icon and member badge
Main Features Page of the Membership Center
Trigger: Member Center Entrance
Integrates 12 CHT business websites, designed with a brand-centric widget to provide a unified access point to the membership center
Landing Page
Summarizes all key functions and highlights the exclusive privileges for VIP members, while displaying frequently used services such as Internet usage and contract information
Billing Details
Differentiates billing information by business unit, with a unified information structure and UI design, allowing customers to easily cross-reference billing details and dates
Point Economics
Establishes CHT points ecosystem, where rewards, such as bill rebates and point transfers, drive the core development of CRM
Advanced Services
As Taiwan's largest telecom provider, CHT integrates multiple services to improve the success rate of self-service for business and professional users
Return to Online Store
Provides an online store portal, allowing members to purchase telecom-bound products after reviewing their VIP privileges
"Furthermore, I build a brand-new CHT VIP membership website, providing frontline staff and online store customers with a one-click link to easily understand the new membership system and benefits."
CHT VIP Membership Website
CHT Member Center and VIP
You can use the buttons below to choose to visit either the VIP Membership System Information website or the Member Center (account required)
VIP Info Web
Member Center
