Last week we made a strong suggestion that companies get rid of all their customers - and replace them with members.
A customer is someone who buys something. A member is someone who belongs to something.
We should all aim to have members, even if we don't have a formal membership structure. Members, in this sense, are customers who have developed a deeper, ongoing relationship with your product or brand.
These relationships don’t happen by accident. Some brands can develop deep cult followings, but not all of us can be Apple or Starbucks.
We can however, borrow specific tactics from membership groups designed to build engagement and long-term loyalty.
Start small. Try any of these 17 engagement tactics used by some of the largest membership organizations in the world.[Continue Reading]