We are seeing industry after industry transformed by moving from ownership models to access models, and focusing on turning customers into members.
What does this trend mean for companies who have been talking membership since their inception? Take a look at the hospitality industry, long a leader in loyalty programs. They understand the importance of membership, supporting a credit card that touts "Membership has its privileges". Nearly every hotel, casino, airline and car rental company has a well-developed program that provides benefits in exchange for time or dollars spent.
However, most of the loyalty programs stop here.
Technology has enabled new options in content sharing, community building, asset sharing, always connected mobile apps and dozens of other features. And business models are rapidly evolving to provide even more options. But membership businesses aren't thinking strategically. They are slow to encourage feedback from their members, or to let their members interact with one another, either virtually or in the physical world. They aren't recognizing status of more active or successful members in ways that confer prestige and build loyalty. The programs aren't designed to be viral, or even to encourage current members to recruit thier friends. Also, these companies are slow to provide unique experiences or access to members, a key way to differentiate their memberships.
There are a few shining examples. Disney has done a tremendous job of tracking behavior within their parks and hotels, down to the timing of certain rides and attractions with their cards and bracelets. The AARP constantly adds new benefits for members. American Express has special events for their highest value cardholders, including some which allow them the meet one another. But there's room for much more
Loyalty is the brass ring for most organizations, and membership-based businesses have a real head start. Unfortunately, the vast majority of these organizations are moving as if they have no competition.
