SHKP Quarterly

新地會董事總經理 SHKP Club Managing Director Winnie Tse 謝文娟 Winnie Tse: Pioneering two-way communication for a quality brand 謝文娟：開創雙向溝通橋樑 推廣優質品牌 The Group broke new ground when it established the first developer-loyalty club in 1996, and the SHKP Club is now the largest in Hong Kong with over 370,000 members. As a key communication channel between the Group and its customers, the Club builds long-term relationships with members by centring its services on ‘home’, having diversified from its initial focus on property information to a range of initiatives promoting a ‘loving home’ spirit. SHKP Club Managing Director Winnie Tse explains how the Club fulfils its role of facilitating two-way communication and serving members: “Listen to what people say, be down to earth and stay mindful of what they really need.” Listen closely for true feelings and needs As Club membership has grown in the past 20 years, members have also gone through different stages of life. Communication is at the heart of understanding people and Winnie takes the time to listen via various channels. Traditional means include operating a hotline, conducting surveys and having ambassadors talk to people in person, but the Club has also lately taken to the increasingly influential social media by running a Facebook page. Winnie says: “Being an earnest listener is vital. We value praise and criticism, and see them both as opportunities to improve or develop more innovative services.” “Customers are a valuable asset for the Group, whether they buy a flat or come to us in other ways. The Group puts customers first and emphasises communicating with them. The Club began in 1996 because Group management wanted to connect with the community by providing relevant services, and it has run property visits and buyer incentives since its inception, along with offering related information and household service. But rising demand led to more sophisticated initiatives featuring professional, interactive elements and parent-child participation,” said Winnie. “Hong Kong people like shopping, especially in malls and Japanese superstores, so we have been offering YATA coupons and SHKP mall gift certificates as lucky draw prizes for members buying SHKP properties. We had terrarium workshops during visits of a large Yuen Long development, so members could try decorating their homes. The Club held 18 人物 Vol 83 • Q1 2017 • SHKP Quarterly