Man Kee Dessert is a well-known chain brand in Hong Kong. Specializing in the production, operation of all kinds of orthodox Hong Kong-style desserts, sugar sink desserts and leisure desserts. Below I share with you. I hope to inspire you,

Only by a snack, a drink, how did Mang Kee desserts from a small family store into this chain of hundreds of outlets now dessert store?

Is it just the tasty yangzhi manna and mango pancakes? Of course not. It has its own set of rules - "the law of the smile". Making every customer leave Mango Kee with a smile and retaining 5% of its customers every day is the secret of Mango Kee's success.

5% repeat customers, 100% profit growth

The first Mang Kee dessert was opened in 1995 in Hong Kong's Sai Kung district by Ms. Fong Cheong Suet Fong, now CEO of Mang Kee, and a few of her close friends from high school. At that time, Man Kee was just a small family-run sugar water store. In the early days of the store, Ms. Fong thought about the key question of business - how to increase customer traffic? A business book inspired her, "If you can retain 5% of your customers, then you can have a 100% increase in profit." That is to say, only let the customer satisfied to enjoy the consumption process, heart full hr369 intention to leave, the customer into a repeat customer, business can be done.

How can we be satisfied? Fang Zhang Xuefang has its own judgment standard, that is, "the law of the smile" - if the customer is smiling to leave the full record, then they must be satisfied.

Following this rule, Fang Zhang Xuefang almost never left the store in the first five years of the opening of Manji, and every day in the store with a smile on his face and the "5%" of the customers to chat until they are satisfied with the departure. It was this seemingly simple method that won Manki an increasingly good reputation and the hundreds of outlets it has today. So now the staff of Mangi Group still follow the "Law of Smile" to keep customers.

October 2010, "Mangi Dessert" and the establishment of information-based membership marketing system, in more than 70 chain stores with membership terminals, and can do the national common. The head office designs and implements various marketing activities according to market hotspots, such as rechargeable gifts, points for gifts, and free tasting of new products for members, in order to continuously increase customer satisfaction.

Manji with time to verify the feasibility of the "law of the smile", they insist on using a smile every day to keep customers, less than 20 years "stay" out of hundreds of stores and a better and better reputation. The smile of the full of sticking to is a kind of service attitude, with their own smile in exchange for the customer's smile, that is, with their own service in exchange for customer satisfaction, only customer satisfaction, recognized, your success will come unexpectedly.

Law of the Smile, service over everything

Manji's "Law of the Smile" allows customers to eat more than just desserts are sweet, the mood will also become sweet. Fang Zhang Xuefang said: "Dessert store as a side food industry, and then delicious things to eat a stomach, customers will not return."

In fact, any industry is the same, the customer many times consume is the mood, no customer will be in a very unpleasant transaction still want to have another such experience. In the O2O marketing process, there is no face-to-face produced by the sense of familiarity as a foundation, online communication when the ability to provide quality service and smooth communication becomes more important. The customer service staff's friendly language, warm attitude, patient explanation and reasonable solution to the customer's problem are all factors that affect whether the transaction can be reached.

Membership system to increase customer loyalty

Manji retains 5% of the customers every day, which is to turn this 5% of customers into their own loyal customers. With the increasing number of 5% per day, Mangi has a certain loyal customer base. So, in October 2010, Mangi launched a membership system. The real-name membership card can be recharged, points, enjoy discounts, which on the one hand increased repeat sales of target customers, captured the customer; on the other hand, so that loyal customers can enjoy more benefits, with a VIP sense of honor, and further increase customer loyalty.

Membership is also a good publicity platform. Whether you are launching a new product or a market promotion, you can accurately send information to your target customers through the member newsletter platform. A loyal customer's influence on the product's word-of-mouth will never be as pale as the company's own open mouth boasts. The cost of maintaining an existing customer is much lower than attracting a new one, so it can be said that a membership program can effectively increase the return on investment.