The Art and Science of Loyalty Programs - "Emotional Experiences"
Fact #1:
Gen X and Millennials are more interested in experiences than possessions.
Fact #2:
Regardless which generation, people love to travel and wish they could travel more.
Loyalty and reward programs are often explained with numbers; revenue growth, participation percentages, value added, etc. Loyalty & rewards is straight forward business, an industry that can prove its effectiveness with statistics. Loyalty programs work and are widely used by all sorts of businesses to increase revenue, retain customers and offer value to their customers. There is a set of rules and a proven commercial structure to follow. There are contracts, financial records, targets and results. It's a science... the "business" of loyalty and rewards.
However, there is another side to loyalty and rewards. It is the "art" of loyalty and rewards... the opportunity to create experiences that generate happy memories. Your club is the home base for member experiences. Members joined your club to be around their friends, have experiences at your beautiful clubhouse, golf course, pool, tennis courts, etc. Members dine, party, celebrate and socialize at your club. They participate in sports and other activities that build strong bonds between family and friends. The memories created at your club are precious and create a special relationship between member and club.
By adding a travel reward service at your club you will be able to enhance the bond between your club and members while increasing club revenue. A travel and reward program ties in perfectly with your club's mission and extends the value proposition for your members beyond your immediate club. It allows you to recognize and thank your members for their loyalty and use of your club while giving them the opportunity to save on travel. A travel and rewards program that helps members save money while experiencing exotic destinations, adventure travel locations, some much needed relaxation, culture, and so much more.
The magic of loyalty, the "art" of loyalty is influenced by emotional factors. Your club offers the regular, the anticipated, the expected weekly or monthly emotional connection. Re-enforce that with a travel and rewards program and now your are offering the unexpected, the unique, that special emotional connection only achievable through travel and experiences that are uncommon and singular. With travel you can achieve the ultimate loyalty and reward program goal, the so called "locked-in" emotion, where the connection between member and business (club) is so magical, so powerful, it creates a super-strong relationship like an invisible glue. A magical force that retains members longer and motivates them to stay loyal and keep coming back for more.
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About the Author: Eric Ruehlmann is a versatile business executive with over 25 years of service in the club management industry. Eric's knowledge and experience is broad having held advisory positions and worked on projects in a variety of industries such as; consumer research, loyalty & rewards, travel & leisure, and lifestyle products & services. Eric is currently focused on sharing his knowledge about loyalty and reward programs with club managers and club board members. Eric Ruehlmann is the founder of Build A Better Club and a managing partner of Privat-VIP- Travel & Rewards.
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