On September 22, the topic #Customers complain that tea is pleasantly ordered like IQ tax# caused heated discussions on Weibo, and once rushed to the first place in hot searches.
Some consumers complained that they initially thought that they were queuing up to scan the code to order food, and when they waited in line, they were told that they needed to go to the other side to pay for the meal code first, and then take the meal code to queue up to scan the code to pick up the meal. I got in the wrong line, so I had to rearrange it, and the queue of more than ten people took nearly 50 minutes to get the milk tea. "This kind of marketing method seems to be deliberately creating a scene with a lot of people, like an IQ tax, which is very unpleasant."
In this regard, the customer service staff of Chayan Yueshi explained that scanning the code to get the cup is actually to optimize the process, so that the cup can be produced faster, so that customers can get the freshly brewed drink faster and ensure the taste of the freshly brewed. At the same time, the customer service said, "Because our drinks should not be left for a long time, freshly made drinks are the best, so the store will confirm that customers will start making drinks after they are on site." There may be some shortcomings in the operation, we are also collecting feedback, and we will optimize it according to the situation in the future. ”
The relevant person in charge of Chayan Yueshi also said that in the process of promoting the company's "ready-made-in-the-box" cup retrieval method, there are indeed places that are not in place, and humbly accept customer suggestions.
The person in charge said that the original intention of the "ready-to-use" cup retrieval method is to reduce the waiting time of customers and improve the customer experience, and consumers can freely choose the time to pick up the cup according to their own time schedule. "It's really not intentional to put customers in line, we will continue to optimize."
This consumer's experience resonated with many netizens.
Some netizens believe that tea is pleasant "not selling milk tea, selling marketing".
Expert: Focus only on marketing effectiveness
Ignoring the consumer experience is dangerous
Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the China Law Society, said bluntly, "It is obviously unreasonable to have to queue twice to buy a cup of milk tea. ”
He believes that this practice of tea may create a feeling that the product is sought after, or that the product is very tight, "remind relevant enterprises and brands that when carrying out relevant marketing activities, they must set fair and reasonable marketing rules, and take into account that giving consumers a good consumer experience can really be recognized by consumers, otherwise it will be their own brand in the future." ”
Tea Yan Yueshi has also been hotly searched for "penalty station style" to take meals
In February this year, the "penalty station" queue for food also caused heated discussions.
At that time, many netizens complained that the local Chayan Yueshi store changed the rules for taking food, and was required not to leave after ordering, and must queue up in order to pick up food on the spot, and once left the queue, they had to queue up again.
Netizens have said: "In fact, you don't have to rely on queuing to show your fire", "It's too arrogant to put the consumer's experience first", "I'm here to consume, not to the penalty station"...
According to public reports, since its establishment in 2013, Chayan Yueshi has opened more than 500 stores across the country and has more than 7,000 employees. In addition to the pleasant color of tea, the company also has a coffee brand "Yuanyang Coffee" and a new Chinese lime tea brand "Gude Mo Lime".
Shanghai News Broadcast is synthesized from Daily Economic News, Southern Metropolis Daily, Red Star News, Zhongxin Jingwei, and Beijing Business Daily
Edit: Rose Sand
Responsible editor: Yan Ping