For years, membership programs seemed to belong to solely selected organisations like banks and commercial airlines. However, in an age when customers are increasingly demanding value-added experiences, the business practice of providing expenditure-metered perks has spread like wildfire. Unsurprisingly, telcos are getting in on the action; with China Mobile Hong Kong’s Privilege Club tapped to be one of the most comprehensive offerings to date.
Those familiar with any given financial institution’s loyalty program ought to guess some of the more conventional perks on offer: CMHK Privilege Club members will get to bypass crowds with access to seven exclusive service counters and 24/7 dedicated over-the-phone support. Their flagship (located in Mong Kok) is a four-storey marvel: featuring a members’ cafe and special F&B discounts (up to 30% off). Par for the course, CMHK are also collaborating with Bank of China to offer the Dual Currency Diamond Card: an RMB/HKD credit facility which gives enrolled members access to the bank’s travel and gift point programs, and of course, other perks and waivers when spending overseas.
Reliable service and banking perks are part of the bargain, but for Privilege Club members the main hook is an unparalleled lifestyle experience. A collection of invite-only events run throughout the year; with a diverse array of dining and entertainment options tailored to suit every taste. “Meet the Superstar Chef” for instance invites members to dine at the table of various award-winning celebrity chefs — this month’s showcase involved former Fat Duck staffer Tom Burney — replete with four courses and wine pairings.
For those who enjoy a little flutter, the Privilege Club invited its members to private box events at the Hong Kong Jockey Club. Privilege Club membership is also particularly beneficial for those who want to get the most out of the latest smartphones, as members are invited to attend handy mobile workshops. Add to this more whimsical activities such as a latte art workshop and the picture that forms is of Hong Kong’s most diverse (telco-sponsored) lifestyle platform to date.
Customers who are beginning to think this all sounds a bit random for a data and phone provider can rest easy. CMHK’s Privilege Club is as much about exclusive mobile deals as it is wining and dining: members are given priority status when pre-ordering any of China Mobile’s flagship handsets. Love staying on trend? A curated selection of top-of-the-line handsets are reserved for members each year. The best part? These sets include two years of complimentary Handset Protection Service in addition to a year-round purchase discount with 12 quotas extended to members’ family and friends — so your social circle will never miss out on the fun.
For those in the market for a high-value loyalty programme, CMHK’s Privilege Club presents a lifestyle-focused option which rewards sharing. Members are encouraged to invite their family and friends to the vast array of dining and social functions put on by the Privilege Club; and the extension of various handset privileges is sure to make a positive impression on those looking to upgrade their telco provider in future.
CMHK customers are eligible for Privilege Club membership upon reaching a minimum total spend of HK$7,200 over a 12-month period. For further details, please visit the Privilege Club webpage.