Customer loyalty is the key to brand management. How to attract general users to understand the VIP system and guide them to become VIP users, and so as to improve loyalty and conversion rate are both vital issues for a century-aged telecom like CHT.
Current VIP information transmission is insufficient which causes most customers to have a vague impression of CHT’s VIP system and lack the motivation to join it.
1. Explore current mobile VIP behaviour processes through qualitative interviews, to find service opportunities to enhance the "sense of honor" and transfer it as a reference for subsequent optimization of customer experience and research and development directions.
2. Create a new VIP system and design instructions to enhance customer loyalty.
User Researcher x2
Product Designer x2
Project Manager x 1
Frontend Engineer x 2
Product Designer
Based on quality and quantity test results, planning the product functions, user flow and design user interface.
10 weeks
