Chien Chi Tow
Breathing new life into a time-honoured tradition
OVERVIEW
Established in 1969, Chien Chi Tow found its solid reputation as a TCM pioneer waning with the years. An ageing customer base, evolving consumer needs, and a market spoilt by a wide array of TCM concepts were among the issues the brand faced.
MY ROLE
Mandarin Service Trainer, Mandarin Consultant, Training Scriptwriter
Understanding people: Research was done to understand what today’s consumers look for in TCM, A series of mystery audits and in-depth interviews were conducted. Research uncovered a strong need for privacy during the consultation and treatment as those areas and common areas were separated only by a curtain. There was also a lack of clarity of information and price transparency.​​
KEY FINDINGS
Privacy is essential:
Customers presented a strong need for privacy during treatment as those areas and common areas were separated only by a curtain. Consultations that could be heard through curtains were deemed as a sign that physicians are skilful in the past, now causing customers to feel uneasy with others knowing about their purpose of visit.
Collaterals and marketing to be bilingual:
Marketing and communications that limit the brand's reach to mainly Chinese-speaking audiences
Limited channel for interaction with customers:
Booking of treatments or answering of enquiries was only possible through calls or physical visits to Chien Chi Tow's storefront.
Solution: To improve customer acquisition and retention, we recommended creating private consultation and treatment areas, as well as materials that clearly outline services and fees in English.
Reception areas with a contemporary clinic aesthetic were made visible to passers-by.
With a booking app, mobile payment, and online retail supported by a loyalty programme and CRM, we helped Chien Chi Tow build an online presence.
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Service blueprints and manuals were created in both English and Mandarin with step-by-step instructions for all service roles to train staff in achieving consistent service across seven outlets.
Impact: A brand rejuvenated by a holistic, omnichannel, and customer-centric approach—transforming space, service, and communications both online and off into a full brand experience. Customers became keen to engage with the brand, finding that the added privacy greatly increased their comfort. The revival launched Chien Chi Tow into the public eye, featured in Channel News Asia and Zao Bao, ready for a new generation of TCM loyalists.
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Article here: https://www.chienchitow.com/ctrl-alt-del-a-tech-restart/