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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.

(New: Only want the latest data? Check out our collection of 2017 loyalty stats.)

Customer brand loyalty is a rich and complex subject to grasp. 

What is it? (Here's a definition.)

How is it earned?

Is it worth the effort?

For your convenience, we've compiled dozens of statistics to help light the way - from how many people are active in loyalty programs to what they're looking to get out of them and how they'd like to be communicated with.

We've tried to make this list as relevant as possible, which means we combed through recent research with a focus on the US (with the occasional global stat thrown in).

These stats are culled from a variety of sources, and we've provided source links for each of them (though some are gateway pages that require you to register or submit your information to receive the actual research).

Sometimes the data conflict with other sources - we'll leave it up to you to decipher which is most accurate.

We'll keep this list updated on a weekly basis with the latest and greatest. If you know of a stat we're missing, or want your own research included in our collection, leave us a note in the comments.

In a perfect world new members join your organization with an understanding of your purpose and your value to them.

They renew forever and ever and refer their friends who become loyal members themselves. Everyone's happy and dancing and singing and sharing candy and life is just awesome.

The real world obviously works a bit differently.

In the real world there are dozens of reasons why someone might join your organization. Once they've joined, each member has dozens of reasons why they might or might not retain their membership.

In the real world they often whine, complain, bicker and most definitely do not share their candy.

This is reality, where membership organizations fight a constant battle to keep members engaged and focused amidst a million other priorities and distractions.

Member engagement is how you're going to earn the loyalty you need to thrive and grow.

What you're looking to do is build avenues for engagement that any member can connect with.

Not all of them will attend live events. 

Not all of them will network with fellow members.

Not all of them will ever visit your website even once.

None of those mean they're not engaged and active. None of those mean they won't renew their membership or tell their peers to join.

You can still build excitement and action with every member.

It just takes energy, a lot of effort, and some creativity. 

We're here to help.

Posted by Brandon Carter on Feb 20, 2018 9:44:00 AM

 

We spend a lot of time talking about customer loyalty here. It’s part of this blog’s title, after all. We’re very interested in the mechanics that lead a customer to enter into a relationship, of sorts, with a brand.

And like any great relationship, that affection can’t just be a one-way street. It’s pretty safe to say that no brand has ever suffered from showing some love back to their customers.

The great thing about customer appreciation is it takes many forms. It’s giving away expensive items, but it’s also having a staff that remembers first names and frequent purchases. The bottom line is there are many ways a brand can make customers feel like it cares about them.

Here are 40 simple and inexpensive ways any brand can express appreciation for its customers:

Posted by Ashley Autry on Feb 13, 2018 8:31:00 AM

What causes customers to disengage from brands? 
 
Conversely, what causes them to fall in love with a brand and never defect?
 
Do loyalty programs matter anymore? Are people just looking for freebies, handouts, and the lowest possible price?
 
These are questions we're all seeking answers to. 
 
We're here to help, and we're bringing data with us!
 
Just as we've done over the past several years, we're compiling every relevant piece of customer engagement and loyalty data publicly released this year. We'll add new data weekly, if not more frequently, so bookmark - or subscribe to our weekly email, which will highlight the most interesting and topical stats.
 
Of course, these stats plus stats from recent years can be found on our Ultimate Collection of Loyalty Statistics .
 
As always, we'll provide a link back to the original source of the data. If you have research you'd like us to include, feel free to drop it in the comments.
 

Customer loyalty can be defined in several different ways.

Primarily, customer loyalty is when a person transacts with a brand (or purchases a specific product) on an ongoing basis.

However, loyalty can take many different shapes and forms.

Some argue that customer loyalty is when a customer only purchases from specific brands. For example, you will only buy groceries from one store, even when it isn’t convenient or the cheapest option.

Others say loyalty doesn’t always manifest itself in purchases, but in behavior such as social advocacy. A customer may only buy one Toyota in their lifetime, but they may be an outspoken advocate of the quality of Toyota vehicles to friends.

It’s up to each business to decide how it defines loyalty, whether it’s transaction size or frequency, fidelity, evangelism or just devoted engagement.