The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- Hotels Turn to ‘Member’ Discounts to Battle Travel Websites
- Why You Should Connect with Other Member Engagement and Retention Professionals (and Where to Start)
- Insight: Is customer experience sufficient to win loyalty?
- Is Growth Necessarily Good?
- Employee Loyalty is Good for Business. Is it Good for the Employee?
Hotels Turn to ‘Member’ Discounts to Battle Travel Websites (WSJ)
In a trend that's cutting across multiple segments of the travel industry, some hotel chains are turning against third parties and focusing more on direct booking. The new popular channels are their loyalty programs. Look for lower prices for members as well as (hopefully) a renewed focus on experience, usage and redemption.
Why You Should Connect with Other Member Engagement and Retention Professionals (and Where to Start) (The Access Loyalty Blog)
Insight: Is customer experience sufficient to win loyalty? (Wise Marketer)
This is a good breakdown of a good article. The original has the "loyalty is dead" clickbait flair to it, but don't be swayed.
From Rick Ferguson:
When Kozik says that "loyalty is a dated concept," he isn't arguing for the abolishment of hotel loyalty programmes. He's arguing for abolishing generic programmes. Simply offering a point per dollar to offer consumers deferred discounts will no longer suffice when consumers have so many choices, says Kozik - and he's right.
As Ferguson points out though, personalization and experience can only carry you so far. Traditional engagement and loyalty models are needed as well.
At some point, people want free nights. For most, the sooner, the better.
Is Growth Necessarily Good? (Spark)
"Of course growth is good! Who wouldn't want growth?!" is the natural response.
But writer Elizabeth Weaver Engel brings up some strong points. Associations - heck, businesses in general - often invest too much time and energy into acquisition, leaving a lot of Customer Lifetime Value revenue on the table. You don't have to completely ditch your bizdev budget like we proposed earlier this year, but consider gearing your organization toward making the most of the people already in your camp.
For a similar perspective phrased differently, check out the reverse funnel portion of our Membership Economy webinar with Robbie Kellman Baxter.
Employee Loyalty is Good for Business. Is it Good for the Employee? (The Access Perks Blog)
Loyal employees are rare, in part because being loyal often doesn't pay as well as job hopping. Customer loyalty has many of the same issues. It takes creativity and a different approach to maintain the relationship long-term once an employee of customer is sold on your value.
(We'll address this issue from the customer side next week. Stay tuned.)