Loyalty programs are programs that keep your members coming back.
Sounds like a golden handcuff to me!
For a previous blog post on golden handcuffs go HERE.
Think of the following loyalty programs:
- Airline Programs
- Credit card rebates
- Dunkin Donuts
To build loyalty you need to have something your members can’t do without. Have you identified what that is for our chamber? Is it:
- A directory
- An advocacy program
- Access to government officials
- An affinity program (insurance, etc.)
I like to call it a core good that your members can’t do without. What is your core good? It is critical that you can answer that question.
If you can’t answer that question you’ll continue to struggle with who you are, who you want to serve, and I bet you’re struggling with growing membership.
People will continue to be loyal as long as you’re delivery value.
As a side bar, I’ve been a Canon camera guy for over 35 years now and I’ll never change as long as they continue to deliver the goods.
Don’t you want to be like Canon or Nikon? These two companies have the loyalty equation down pat.
Just a thought!