南航高级会员匹配活动正演变成一场闹剧,美国博主号召大家集体投诉南航

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本文信息一部分来自英文博客LoyaltyLobby

7月初的时候南航在自己的Facebook首页上发了一个高级会员匹配活动,号称即日起到12/31/2017,凭借外航高级会员卡即可匹配南航对应高级会员银卡/金卡,高级会员卡有效期到2/28/2019,由于这次匹配本身要求相当的松,有效期又相当的长,很多人都递交了申请。不过很快这个促销页面就从南航Facebook首页消失了。

之后一部分用户收到了南航的回复,内容参考LoyaltyLobby的这篇更新,南航的回复称:

“Thank you for reaching China Southern Airlines North America Regional Marketing Department, we will reply to you in 3-5 business days.

Special Note:

The “Elite Member Matches” project is specifically sent to members who have been pre-qualified. It s not a public program. We noticed many irresponsible distribution and malicious reproduction of the project, as well as too much forged, altered application materials, China Southern Airlines North America will suspend the application of non-invited members.

If you are informed by our account manager, please include the name of the invitee or CC your account manager.

Thank you for your understanding and support.

Southern China North America Marketing Department”


文中提到了这次高级会员匹配计划是专门为特定的会员设计并发送的,并不是一个公开的活动。我们(南航自己)注意到了很多”不负责任的传播和不怀好意/丧心病狂的复制转发”,和很多伪造的申请材料(伪造外航高级会员卡)blah blah

如果说伪造外航会员卡让南航不满可以理解的话,原文中的”不负责任的传播和不怀好意/丧心病狂的复制转发“真的是让人有点莫名其妙了,这明明是你们自己发在南航Facebook首页的好吗?…而且发的宣传海报也没有任何地方注明活动仅针对指定会员或者禁止其他人转发,现在把锅甩给各种博客和常客们貌似不是那么的大丈夫吧…

当时LoyaltyLobby建议读者们去DOT投诉南航,让南航知道”你一个中国航司来我们美国玩这套小把戏是行不通的我们不吃你这套“(”I hope that members who applied will flood the airline with DOT complaints about this. Perhaps a Chinese company thinks that they can getaway something like this in North America but they shouldn’t.“)

最近有读者继续跟LoyaltyLobby爆料,收到了南航最新的回复,内容包括:

”Dear passenger,

Thank you for participating CSA overseas elite member status match program.

We are sorry to inform that we can’t approve your application at this time. Reasons may various:

1. Not foreign citizens or green card holders. Or Chinese passport holder has low percentage overseas departure in history.

2. High percentage of rewards mileages or none air mileages.

3. Most segments are domestic.

4. Materials without clearly Name, FFP number, validity. Or card an e-statement are not match.

5. Forged or altered application materials

Again, thanks for participating this program, we are looking forward to serve you better in the future.

CZ Marketing

尊敬的旅客您好, 感谢您参与南航海外精英会员匹配项目,我们很遗憾的通知您,您的经营会员匹配申请未能通过,原因可能为以下1或多点:

1. 非海外护照或绿卡持有人申请,或有效飞行航段大多非中国境外始发

2. 外航奖励里程或非航空里程积分比例过高

3. 国际航段比例过低

4. 申请资料不可辨识有效外航会员卡号、姓名、有效期

5. 申请资料有明显涂改痕迹 再次感谢您的参与。 南航北美


简单的说,就是南航找了一大堆可能的理由拒绝了申请,但是并不告诉你你是因为哪一种被拒的,而是让你自己对号入座,颇有种不仅要杀人,还要诛心的感觉…而且理由虽然看起来没什么难懂的,但每一条具体分析又很模糊,比如1,2,3都采用了“大多”,:”过高“,“过低”这样的词汇,并不具体划线,反正最终解释权归南航所有。

牧养场点评:只能说这是南航非常失败的一次营销吧,不可否认很可能确实有一部分人伪造了外航会员卡申请匹配,也不可否认本身南航只是让大家申请,通不通过南航说的算(虽然这本身也并不是靠谱的推广活动方式),退一万步说也不可否认南航原本可能确实是想把这个活动做成一次针对指定用户群的活动,但南航市场部门对于用户的申请回复可以说是非常的不专业,从对活动本身的预期市场反应准备不足,到不反思自己的问题而是把锅甩给其他转发这次推广活动的用户(本来推广的重要目的/手段之一就是用户的分享和扩散),而且用词算是超过了不少普通用户的承受度,想象一下一个普通外航高级会员卡常客,在转发了活动/合理合法的递交了申请之后,被南航骂成是“不负责任/不怀好意丧心病狂”,估计有不少人基本上会跟南航告别了,可以说是非常失败的一次市场推广活动了。

对于这个事情,你是怎么看的?..

HTT: LoyaltyLobby