New Year's Day promotion in the loopholes in Tencent's overall recognition, the loss is huge but highlight...

According to the official public information of “Tencent Video” released on January 5, during the New Year holiday just past, Tencent video launched the “10 percent off Tencent video VIP” campaign. However, due to the abnormal back-end data of the active server, on December 31, 2017, some users only experienced a deduction of 0.2 yuan per month when participating in the preferential activities. There are netizens leaving a message saying “The ancestral VIP”, of course, there are various regrets that they have not been able to catch up with this, “Know as early as possible, filling the Sansheng III”.

However, some netizens praised him with prudence. “This is what the big companies should have done!” What happened?

Subsequently, the official public number of “Tencent Video VIP” has also pushed relevant service status reminders, saying that “please check later” for all members who have already purchased, and also expressed in the atmosphere, “Let’s have a good time in the new year. ."

Do you pay the bill for a million or even ten million damage?

Some people may think that the amount of money lost due to loopholes caused by this system abnormality may not be large. After all, it is Tencent who claims to be the loser and is known as “three pillars”. However, it can be seen from the tweet that the loss is not a small amount. "According to statistics, during the abnormal period of the server system on December 31, there were a total of 2.87 million orders due to a 0.2-yuan vulnerability, involving 390,000 users."

Even if it is estimated that these users only charge membership fees for one year, according to the official selling price, Tencent's video VIP membership costs 198 yuan for the whole year, Tencent’s losses have been very large, not to mention that many people charge far more than just 1 Years, and the number of users involved is as high as 390,000. According to information released on the 5th by Techweb focused on Internet consumption reports, "estimated losses have reached millions or even ten million levels."

Tencent video paid members exceeded 43 million. According to the official data released at the end of September last year, this "system abnormality" involves nearly 1% of users - no matter which Internet company, 1% of users may have abnormalities. According to the so-called "bug" processing, and the result of this bug must be "will be repaired."

For such a bug, Tencent did not shirk its responsibilities, but rather sincerely showed its sympathy to users, but chose to redeem all abnormal orders and generously misplaced them.

Big hand gave a "magnificence", goodwill does not fall but rises

Until this tweet was issued, there were still users who were scared and frightened and feared that they would start to “wind up”. Also related to the question of whether the mistaken programmer would be deducted from wages or even expelled, he was punished by Xiaobian's humor, saying that the programmer would not be “taken off the flag”.

In fact, Tencent’s train of thought is very clear regarding the handling of this issue. Whether it is a few cents or a few hundred million, as long as Tencent’s own system has gone wrong, it’s not because someone has cheats or other third-party reasons, it should be Tencent. bear.

Admitting mistakes and taking full responsibility for mistakes, it is rare for a company to have such actions. As long as you enter keywords such as “Own sales promotion” and “Promotion sales errors” on search engines, a large number of such results will surely come out:

As a company, there are many ways to cancel a transaction. For example, a reversible clause is attached to a promotion contract, an abnormal price is a revocable scope, and a company can exercise the right of revocation. Tencent's overall acceptance is a model for promotional bugs. A company's image that stresses honesty and trusts the users and expresses their opinions must stand still. It can be said that this incident has made many users of Tencent's goodwill rise instead of lower.

Emphasizing emotional communication, not tangling or avoiding is loyal to the user experience

As the foundation of Tencent, user value is the ultimate refuge. For example, Tencent’s video with a promotional bug has 43 million paid members. These users are not only the “number of new highs in the industry and the leading position in the entire network” for Tencent’s videos, but also the “trinity of content, business, and users”. An important strategic weight that is integral to the system.

In terms of video products, Tencent Video also launched the "Good Times" brand story at the end of 2017 and launched the "Good Time Recording Museum" art installation at the Himalayan Art Museum in Shanghai, recording people's daily life. At the moment of watching the video contents, the moment of thinking about life, it conveys the tenet of “content is king and user-oriented”.

All business and user communication is emotional communication. Restoring the most realistic scene in the user's life, paying tribute to the user and insighting the user is only one aspect of emotional communication. A truly user-oriented platform should not be tangled up or evaded when problems arise, and stick to the attitude of always standing with the users.

“Talk about money and don’t hurt feelings.” Positioning yourself as a truly “public user value-based” public platform, rather than just as a company that aims to avoid responsibility for its own profit or loss or to exercise its limited liability, Tencent has made A good example. In fact, the resumption of Tencent's generous “fill pits” and word of mouth also shows that occasional non-principle mistakes can properly arouse users’ attention and loyalty, while enthusiastic users also spontaneously develop error correction. Volunteer teams are actually beneficial for upgrading products.

If this is not true to the user experience, then what count?