<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=238977&amp;fmt=gif">

You’ve probably heard it called customer success – after all, that’s what it’s known by in most of the business world.

Here at Access, we call it client success and we have an entire department dedicated to it.

Or you could call it member success. While not a buzz word, this would be just as relevant a term.

What am I talking about?

All these describe the idea that companies should strategize their business plan with the end user in mind. And little by little, it has taken over the business world mindset and become the preferred way to gain an audience’s loyalty – and all the benefits that come with it.

Some businesses seem to have it made. They have a faithful following that only seems to grow year after year.

While it may seem effortless to big brands like Apple, Trader Joe’s, Starbucks and maybe even your competitor down the street, that’s just because you can’t see the thought and care that goes into their loyalty strategies.

In fact, you can build your own wildly successful loyalty program by hitting the right notes for your organization and members. Hint: “right” could mean something very different for you than it does for other successful businesses.

There are a lot of reasons an association might want to build a new member benefits platform. Some are attempting a formal loyalty strategy for the first time. Some may not be seeing the results they want and are beginning to rethink their solutions.

When planning for college, I believed journalism was the best (maybe only) choice I had to earn an actual money-making career based on writing. Even though I knew early on I was unhappy in that major, I stuck through my classes.

And worked at the school newspaper.

And practiced my “interview skills” on unsuspecting blind dates.

Basically, I pounded away at the goal for three years before taking a step back to figure out why things weren’t falling into place like they should. It took opening up my mind to realize that my basic premise was wrong before I could make the change. I’m much happier now, thanks for asking.

When we make choices based on wrong assumptions, our results won’t be satisfactory no matter how good our intentions.

You might call me a Millennial. I was born right there on the border of what’s considered a Millennial and a Gen Xer. I can sympathize with both, including the quirks from both.

What does that mean? For one thing, it means I’ll smother mayo on my sandwich while saying “hey Siri, why do people say Millennials are killing mayo?”

But mostly, it means I can understand why “kids these days” behave so differently than the generations before. It’s no wonder they’re perceived as “killing” so many of the things that used to define what it meant to be an adult. They want totally different things, especially when it comes to the relationships they hold with the businesses they frequent. 

Love at first sight can happen.

Just ask Hollywood.

Or if you want scientific proof, this study shows it takes about 1/5 of a second for the brain to make all the numerous judgments it takes to fall in love.

And for even more evidence, ask my husband. He loves to remind me just how quickly he fell in love with me, especially on a certain holiday in February... or when he's in trouble.

But it’s definitely rare. Not just for love between two individuals, but also between individuals and the businesses they frequent.

Posted by Brandon Carter on Nov 15, 2017 5:00:00 AM

For many, coupons have strange connotations. They're something moms cut out, or they're only used by poor folks or the elderly.

In reality, the opposites of these are true - coupons are incredibly popular among affluent folks and millennials (not to mention every other demographic), and they don't even have to be printed out anymore, so keep your scissors in the junk drawer.

As these statistics reveal, the coupon is still a driving force in commerce that connects people (and their wallets) to brands.

People will never tire of saving money, and brands are always looking to bring in new customers. Mix in a decade-long struggling economy, and you have a savings-savvy mindset that isn't going away anytime soon.

discount programs ebook