In an advanced and forward-looking organization, Loyalty and Fidelity are two concepts that go hand in hand. Choosing to follow only the road of Loyalty or just that of Fidelity, can create asymmetry: on the one hand it's like missing your head, on the other it's like missing your tail.
It is in fact good to clarify immediately that neither the Loyalty programme nor the Fidelity programme will ever be able to raise the frequency and renewal levels on their own, if they are not integrated within a human and relational philosophy carried out by the staff of the centre, especially by those who should know, gratify, motivate and encourage every member: fitness room assistants, course instructors, personal trainers and (for centres with swimming pools) bathers' assistants and swimmers and aquafitness instructors.
How to create a loyalty program
Sometimes it is based on simple verbal agreements that, however, in time, risk being forgotten, misrepresented, reinterpreted and therefore not respected, with the only consequence - negative - that the user of the club that has achieved the gift or bonus, is unable to use it.
It is essential that each agreement be made in writing, indicating whether there is a limit on the number of gifts, vouchers or discounts made available by the business partner, specifying the validity in time of both the agreement and the period within which the gift can be used, and, last but not least, if a part of the gift must be economically supported by the club, indicating precisely the value of the gift and the economic amount to be paid to the partner, including billing terms and conditions.
This is a radical change in the point of view, which allows the club not to lose earnings on every customer who may then leave, but to have minimum and more regular outputs linked only to those customers who are deserving and who are therefore showing attachment to the club.
Features of the loyalty program
In fact, the strategy that binds scores and gifts can also be personalized, following two different strategies: always and indiscriminately obtain the gifts and services provided by the achievement of the different premium thresholds (but they may be lost if not withdrawn within a certain period of time), or give up the contents of the different steps to achieve an overall final discount or a free period to be applied to the renewal.
Not only that. Because the utmost care must also be taken to ensure consistency between the programmes built and its legal form, because not all companies could organise initiatives linked to prizes, especially when these awards are perhaps closely linked and dependent on the purchase of a subscription, i. e. on an expense. This should not, however, make you abandon the idea of starting to structure a program, but simply make sure, following the advice of your consultant, you find the formula of Loyalty and Fidelity best suited to your company.