Club & Community
Your customers’ loyalty is special, so give it a special treatment
The consumer club is an effective customer retention tool that offers members exclusive information and services. A community is a members-only online platform. Exclusivity of membership, the direct contact between members and the opportunity for members to connect and share experiences are some of the characteristics of clubs and communities.
Membership in clubs and communities is driven by an emotional connection and commitment to the brand. Regular communication through club magazines and newsletters is used to establish and maintain emotional loyalty.
Clubs and communities are particularly popular among brand-name companies and are aimed at creating a direct connection to specific customer segments, bypassing retail as an intermediary. They can be both “open” (free of charge) and “closed” (fee-based). While some closed system schemes involve membership fees, some schemes grant membership on an invitation-only basis. A community can be integrated into the club setting to create a counterbalance to offline communications. Club and community can also be run separately.
I. Your objectives and options
By enrolling in a club or community, consumers demonstrate a special connection to your brand. In order to strengthen this bond and secure it in the long-term the interactive relationship to your customers has to be intensified. Examples of exclusive offers and services that add value are:
- Exclusive information i.e. through a club magazine
- One-to-one communication through email, text messaging, fax, letter or phone
- Inspirited interaction among members
- Exclusive offers, events and services
- Member ratings, such as activity meters or number of contacts
Consumer clubs and communities can help your company to:
- Establish personal relationships with customers
- Increase brand recognition and brand loyalty
- Realize new business potential
- Improve and intensify target marketing efforts
- Achieve market differentiation
- Foster communication among members
- Measure customer satisfaction and conduct consumer surveys
- Gain customer insight, i.e. valuable information on purchasing behaviour or preferences
II. We are the right partner for you – from creation to operation
CRM and Loyalty Solutions by arvato services offers you the entire range of processes and services necessary to establish successful loyalty clubs and communities. We will support you to create and establish your very own consumer club or community tailored to reach your business goals.
A coordinated marketing approach together with interactive elements and special events for club/community members work to keep members interested, active and loyal over the long-term. We will teach you how your customer retention scheme can pay for itself within just a short period of time by integrating your partners in your CRM efforts.
We will cull from arvato’s wide array of services to create a business package designed just for you:
- Consulting, project management and account management
- IT system setup and operation
- Data and address management
- Service centre services
- Member management
- Accounts receivable management
- Campaign management
- Reporting
III. The benefits of working with CRM and Loyalty Solutions by arvato services
Clubs and communities come in all shapes and sizes – we will help you design and implement a concept that will complement your brand and handle member communications across all channels – i.e. telephone, mail or online. We will provide you with a database that enables you to gain more customer insight and offer innovative tools for effective and efficient campaign management.
We will develop an IT system for your club or community based on the processes and systems already in place. Furthermore our “one face to the customer” approach guarantees a single point of contact for you.
Take a look at our Case Studies to see how we have put Clubs and Communities into practice. We will take the time to elaborate on your options and discuss first steps towards creating an individual solution according to your requirements. Contact us now.
