Just like you, every museum, cultural organization, and nonprofit is on a quest for innovative strategies to magnetize, captivate, and keep their visitors, members, and supporters coming back for more. Ever thought of putting a fresh spin on customer loyalty? Say hello to… The Loyalty Loop!
WHAT'S THIS LOYALTY LOOP ALL ABOUT?
The Loyalty Loop is a fascinating new marketing paradigm, crafted by the globally renowned consulting firm, McKinsey & Company. It delves into the intriguing process of how customers evolve into loyal followers of a brand.
Source: General Assembly
Here's a rundown of the crucial steps to get you acquainted with this new-age customer journey:
PONDER:
Once your potential “customer” (a.k.a your visitor, benefactor, or member) has caught sight of your brand, they'll start contemplating the idea of interacting with it.
EVALUATE:
Before they take the plunge, they'll investigate if your brand resonates with their interests, stirs up excitement, and aligns with their values.
SUPPORT:
If they find what they're looking for, they'll happily step up to back your organization. Celebration time!
DELIGHT:
If you live up to or surpass their expectations, they're highly likely to relish the experience long after their initial interaction. With a compelling "product", you'll have them hooked for more!
CONNECT:
Create avenues for your audience to form a strong bond with your brand and fellow supporters. This emphasizes the need to offer various "social" opportunities within and beyond your organization's ecosystem.
ADVOCATE:
If all falls into place, your customer transforms into a faithful ambassador, amplifying your mission and brand by rallying more people to the cause. The more, the merrier!
REPEAT:
The Loyalty Loop isn't called a 'loop' without reason! These stages are not a "one-off"; they should be cyclically executed for as long as you engage your audience...which ideally is forever!
AMPLIFYING YOUR IMPACT WITH THE LOYALTY LOOP:
Now that we've demystified the basics, let's delve into how you can supercharge your strategy with the Loyalty Loop.
CRAFT YOUR CONTENT SUPPLY CHAIN:
It’s all about delivering the perfect message at the perfect time. Consider building a content supply chain for your audience. This is a curated flow of communications and resources, customized to keep your audience engaged throughout their journey.
TUNE YOUR MARKETING TO CONSUMER TASTES:
Ensuring your marketing efforts sync with your audience's tastes is vital. Studying your audience’s preferences can unveil the most potent strategies to engage them. For instance, if Instagram is their preferred channel over Facebook, that's where your energy should be invested.
In this digital age, where we're all vying for a slice of attention, it's essential to harness the power of tools and strategies available. The Loyalty Loop is one such innovative approach to boost your organization's performance in delivering, comprehending, and excelling in customer experience.
Want to learn more about enhancing your member experience and driving loyalty? CLICK HERE to connect with us!