Ability support for user growth: Member Center

Wang Jianru's Digital Marketing

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May 15th, 2024

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  Two major challenges for B-end product managers: how to analyze and design products from multiple perspectives such as market, users, and business? How to effectively manage and promote project implementation?

Membership is one of the common means of monetization in products, and it is also the core system of user operation. What is the overall architecture and process for the design of this feature? Let's take a look at the author's sharing of this article.

User operation includes user growth, user motivation, user voice, user insight, and user contribution. Corresponding to the digital platform, the member center is responsible for the user growth system, and the rights center is responsible for the user incentive system. The Member Center is mainly responsible for the unified management of members, member system, member level, medals, and member tasks.

Membership system: Based on the overall consideration of user operations, design multiple membership systems corresponding to different businesses. A typical brand only has one membership system, and multiple membership systems can cause confusion for users and increase operational difficulty.

Membership level: Under the membership system, levels are set for members, promotion and demotion rules are given, and corresponding level benefits are given to motivate members to be loyal to the brand and maintain stickiness.

Member Medal: Under the membership system, reward medals, medal promotion or retrieval rules are set for members, and corresponding medal benefits are given to motivate members to be loyal to the brand and maintain stickiness.

Level and Medal: A general membership level system can have multiple medal systems, such as diamonds, platinum, gold, and silver, and medals can be health experts, community contribution experts, etc; The membership system targets all member users, while medals are more flexible and can target a specific group of people; Medals can have a hierarchical system or not.

Member task: Guide new and old members to participate in community building, brand promotion, and consumption through a combination of tasks and benefits.

1、 Core processes

Member level changes:

The behavior of C-end users triggers the rules for distributing benefits, and the benefit flow triggers the rules for upgrading member levels. The user's membership level is automatically upgraded. If the growth value or points reach the set value of a certain member level, they will be automatically upgraded.

Within a fixed period of time, if the user does not engage in specified behavior, the membership level will be downgraded, and the corresponding benefits will be reclaimed.

Membership levels can be manually adjusted.

Medal changes:

The behavior of C-end users triggers the benefit distribution rule, and the benefit flow triggers the medal level rule, and the user's medal level is automatically upgraded.

C-end user behavior triggers the rights distribution rule to obtain new medals.

Medals can be issued or retrieved manually.

Member tasks:

The user behavior specified by the C-end user completing the membership task triggers the benefit distribution rule. Points will be awarded for daily check-in and consecutive check-in.

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2、 System functions

The member center belongs to the downstream business of the C-end user center, managing members, member identities, and member tasks. Generally, the membership function is undertaken by the C-end user center. If the member center belongs to an independent system, it is necessary to establish a mapping relationship between the C-end user center and the member center to connect.

In membership, membership level is the main factor, with medals as a supplement.

The core functions are as follows:

Basic Management: Manage the basic information of all members, and query member information through user IDs, as well as member related benefit account information, such as point balance, usage of coupons received, and other benefit information. You can also add a member to the blacklist, or remove or restore their membership from the blacklist.

Membership level: Management of the membership level system, setting of levels (membership cards) and rules for upgrading, maintaining (downgrading), and setting of level benefits.

Medals: Management of the medal system, establishment and upgrading of medals, distribution rules, and establishment of medal rights.

Member tasks: Management of member tasks, including task groups, task configurations, and setting of task benefits.

3、 Overall architecture

The member center, rights center, and C-end user center are similar and belong to the basic service system. Member information, membership identity, benefits, and other information can be presented on multiple platforms.

Application platform: an existing platform or a third-party platform for business collaboration.

Business centers: various business centers that conduct business processing, such as order centers, equity centers, activity centers, etc.

Ecological services: service providers that collaborate with brand owners to provide services to C-end consumers, such as banks, hotels, etc.

4、 ER model

If the business scenario is complex, there will be multiple member systems, and a C-end user corresponds to multiple member systems, that is, a C-end user will have multiple members and membership identities (levels, medals).

5、 Key applications

Membership system

Support business lines to establish membership systems based on unified equity settlement rules and brand settings.

Generally, a brand only has one membership system.

In complex business, there will be multiple membership systems.

Membership Management

There is only one member management under a membership system.

Basic member information inquiry.

Member cancellation and restoration processing. After the cancellation of membership, all related membership services and benefits cannot be used.

Membership level

Establish a unified membership level and membership card within the membership system.

Under a membership system, there can be multiple levels of membership. Generally, a set of membership levels and multiple medals are used to meet member incentives and operations in different business scenarios.

The membership cards under the membership level can be configured with rules, automatically upgraded, downgraded, and guaranteed, and can also be manually adjusted or issued.

Membership cards at the membership level can be configured with different benefits, such as medals, discounts, free shipping, and priority privileges.

If the requirements of the classification rules are not met during the classification period set by the classification rules, it will be downgraded until the lowest membership card under this level is reached.

Key information of membership card:

Grade Number: It is necessary to clarify the order of each membership card under the grade. For example, under the VIP grade, there are diamond, platinum, gold, and silver cards, with corresponding numbers set at 1-4.

Obtaining method: It can be purchased in cash, distributed as equity after purchasing specified products, or distributed based on consumption amount, points, and growth value. Specific rules need to be specified.

Classification: Is there any classification requirement. If it cannot be achieved, it will be downgraded. Protection can be set and obtained in a similar way.

Membership Card Benefits: Membership cards can be configured with benefits, which come from multiple issued benefits.

medal

Establish a unified medal series and medals within the membership system.

Under a membership system, there can be multiple sets of medals.

Medals can be independent or have levels established.

Each set of medals can be configured with rules and can be issued manually or automatically.

Different medals can be configured with different benefits, such as discounts, free shipping, and priority privileges.

The operation platform can disable medals that consumers have already received. After the obtained medal is disabled, the benefits of the medal cannot be used.

Medal Type: There are ordinary independent medals, as well as series or levels. If there is no hierarchical sorting in the sequence, the level needs to maintain the level number.

Key information of the medal:

Obtaining method: After purchasing the specified product, it can be distributed in the form of equity, or based on consumption amount, points, and growth value. Specific rules need to be specified.

Medal Benefits: Membership cards can be configured with benefits, which come from issued benefits and can have multiple benefits.

Member Tasks

Based on business operation needs, set up member task groups in different scenarios, such as daily tasks, new member tasks, etc.

There will be multiple member tasks under the member task group.

Member tasks are constrained by user behavior, audience, validity period, completion method, and completion cycle.

The task rights are subject to a reward upper limit constraint. Continuous rewards can be set for continuous behavior, for example: 1 point bonus for daily check-in. If you sign in every day within a week, you will receive a reward of 2 points each time. Continuous rewards will exceed the daily reward limit.

Mission critical information:

Terminal channels: On which end can member tasks be visible and whether they should be displayed after completion.

Completion method and cycle: For example, browsing content once a day earns 1 point, but the maximum reward for each day (completion cycle) is 6 points, or browsing content twice a day earns 3 points, but the maximum reward for each day is 10 points.

Continuous rewards and continuous cycles: If there are continuous rewards and a continuous reward value is set, equity will be given based on the continuous reward value if it meets the conditions for continuous rewards. If it does not meet the requirements, it will be executed according to the normal completion method and completion cycle. For example, browsing content 4 times every 2 days for 5 consecutive weeks (consecutive cycles) will reward 200 points.

Columnist

Wang Jianru, WeChat official account: Wang Jianru's marketing is digital, and everyone is a columnist of product managers. 20 years of experience in digital transformation, research, production, supply, and marketing service digital platform planning, construction, and operation in industries such as large automobiles/real estate, focusing on B2B2C marketing digitization, new retail C2M/OTD, and comprehensive digital operation. Previously served as the Product Director of a new energy vehicle company, CPO of a technology company, User Operations and C-end Product Manager, IT Manager, and Senior CRM Expert, with experience in both parties.

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用户成长的能力支撑：会员中心

王建儒营销数字化关注

2024-05-15

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会员是产品常见的变现手段之一，也是用户运营的核心体系。那对于该功能的设计，其整体架构和流程是怎样的？这篇文章，我们来看看作者的分享。

用户运营中有用户成长、用户激励、用户声音、用户洞察、用户贡献。对应到数字平台中，会员中心负责用户成长体系，权益中心负责用户激励体系。会员中心主要负责会员的统一管理、会员体系、会员等级、勋章、会员任务。

• 会员体系：基于用户运营整体考虑，设计多个会员体系对应到不同业务。一般的一个品牌只有一套会员体系，多套会员体系会引起用户困惑、运营难度增大。

• 会员等级：在会员体系下，对会员设定等级，升降级规则，并给予对应的等级权益，激励会员忠于品牌、保持粘性。

• 会员勋章：在会员体系下，对会员设定奖励勋章、勋章升级或收回规则，并给予对应的勋章权益，激励会员忠于品牌、保持粘性。

等级与勋章：一般的会员等级体系一套，勋章体系可以多个，比如会员有钻石、白金、金、银，勋章可以是健康达人、社区贡献达人等；会员体系针对所有会员用户，而勋章更灵活，可针对某一人群；勋章可以有等级体系，也可以没有。

• 会员任务：以任务+权益方式，引导新会员、老会员参与社区建设、品牌传播、消费。

一、核心流程

会员等级变化：

• C端用户行为触发权益发放规则，权益流水触发会员等级升级规则，用户会员等级自动升级。如成长值或积分达到某会员等级设定值，自动升级。

• 固定周期内用户无指定行为，会员等级被降级，对应权益收回。

• 可手工调整会员等级。

勋章变化：

• C端用户行为触发权益发放规则，权益流水触发勋章等级规则，用户勋章等级自动升级。

• C端用户行为触发权益发放规则，获取新勋章。

• 可手工发放或收回勋章。

会员任务：

C端用户完成会员任务指定的用户行为，触发权益发放规则。如每日签到、连续签到送积分。

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二、系统功能

会员中心属于C端用户中心的下游业务，管理会员、会员身份、会员任务。一般都是由C端用户中心来承担会员功能。如果会员中心属于独立系统，则需要C端用户中心与会员中心建立映射关系来打通。

会员身份中，以会员等级为主，勋章为辅。

核心功能如下：

• 基础管理：所有会员基础信息管理，并可通过用户ID等查询会员信息，以及会员相关的权益账户信息，比如积分余额、已领取的优惠券使用情况等权益信息。也可将某会员纳入黑名单，或从黑名单中移除、恢复会员身份。

• 会员等级：会员等级体系的管理，等级设置（会员卡）和升级、保级（降级）规则、等级权益的设定。

• 勋章：勋章体系的管理，勋章设置和升级、发放规则、勋章权益的设定。

• 会员任务：会员任务的管理，包括任务组、任务配置、任务权益的设定。

三、整体架构

会员中心、权益中心和C端用户中心类似，属于基础服务系统。会员信息、会员身份、权益等信息可在多端呈现。

• 应用平台：已存在的平台或业务协同的三方平台。

• 业务中心：进行业务处理的各业务中心，比如订单中心、权益中心、活动中心等。

• 生态服务：与品牌方协同，为C端消费者提供服务的服务商，如银行、酒店等。

四、ER模型

如果业务场景复杂，会有多个会员体系，一个C端用户对应多个会员体系，即一个C端用户会有多个会员、多个会员身份（等级、勋章）。

五、关键应用

会员体系

• 支持业务线按照统一的权益结算规则建立会员体系，按品牌设定。

• 一般情况下一个品牌只有一套会员体系。

• 复杂业务中会有多套会员体系。

会员管理

• 一套会员体系下只有一个会员管理。

• 会员基本信息查询。

• 会员取消与恢复处理。会员身份取消后，所有相关的会员服务和权益不可使用。

会员等级

• 在会员体系下、建立统一的会员等级、会员卡。

• 一个会员体系下，可有多套会员等级。一般使用一套会员等级+多个勋章来满足不同业务场景上的会员激励与运营。

• 会员等级下的会员卡可配置规则、自动实现升级、降级、保级，也可手动调整或发放会员卡。

• 会员等级下的会员卡，可配置不同权益，如勋章、折扣、包邮、尊享优先等权益。

• 在保级规则设定的保级时段内，如达不到保级规则要求，则为降级，直到本等级下最低会员卡。

会员卡关键信息：

• 等级序号：需要明确等级下各会员卡的排序，比如VIP等级下有钻石、白金、金卡、银卡，对应设定1~4的序号。

• 获得方式：可以是现金购买，也可以购买指定商品后以权益方式发放，也可以是基于消费金额、积分、成长值来发放。都需要指定具体规则。

• 保级：有无保级要求。如果有，达不到就要降级。保级可以设定与获得方式类似的。

• 会员卡权益：可以给会员卡配置权益，来自已发行的权益，会有多个。

勋章

• 在会员体系下、建立统一的勋章系列、勋章。

• 一个会员体系下，可有多套勋章。

• 勋章可有独立的，也可设立等级。

• 每套勋章可配置规则，可手工和自动发放。

• 不同勋章可配置不同权益，如折扣、包邮、尊享优先等权益。

• 运营平台可禁用消费者已获得的勋章。已获得的勋章被禁用后，该勋章的权益不可使用。

• 勋章类型：有普通独立的勋章，也有系列的或等级的，序列没有等级排序之分的，等级需要维护等级序号。

勋章关键信息：

• 获得方式：购买指定商品后以权益方式发放，也可以是基于消费金额、积分、成长值来发放。都需要指定具体规则。

• 勋章权益：可以给会员卡配置权益，来自已发行的权益，会有多个。

会员任务

• 基于业务运营需要，设置不同场景下的会员任务组，如日常任务、新会员任务等。

• 会员任务组下会有多个会员任务。

• 会员任务有用户行为、人群、有效期、完成方式、完成周期的约束。

• 任务权益有奖励上限约束。针对连续行为可设定连续奖励，例：每日签到1次送1积分。如一周内每日都签到，则每次奖励2积分。连续奖励会突破每日奖励上限。

任务关键信息：

• 终端渠道：可设置在哪些端上可见会员任务，以及完成后还要不要显示。

• 完成方式、完成周期：比如每1日浏览内容1次送1积分，但每1日（完成周期）奖励上限为6积分，或每1日浏览内容累计2次送3积分，但每1日上限10积分。

• 连续奖励、连续周期：有连续奖励且设定了连续奖励数值后，符合连续奖励条件的按连续奖励数值给权益，不符合按照正常的完成方式和完成周期执行。如：连续5周（连续周期）、每2日浏览内容4次，奖励200积分。

专栏作家

王建儒，微信公众号：王建儒营销数字化，人人都是产品经理专栏作家。20年大汽车/大房产等行业数字化转型、研产供+营销服数字化平台规划建设与运营经验，聚焦B2B2C模式的营销数字化、新零售C2M/OTD、全域数字化运营。曾任新能源车企产品总监、科技公司CPO、用户运营与C端产品负责人、IT负责人、CRM资深专家，甲乙方经历。

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