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How Loyalty Programs Enhance the Guest Experience

Posted by Clubspeed on 2/3/21 1:34 PM

When you're running a great FEC, you're creating your own unique family with your guests. 

Families depend on and take care of each other. Similarly, your guests count on you. They come to you for birthday celebrations, to escape a day of monotony, or to find cheer when they're feeling down. You, of course, are dedicated to providing for them, ensuring both their safety and enjoyment. 

The best way you can continue to strengthen that familial bond between you and your guests is with a loyalty program. 

It's always important to make sure your guests know how much you appreciate them. Now, in these pandemic times we live in, it's a necessity. Guests need to know that not only is time spent at your FEC not a risk, it's also making a difference. 

Loyalty programs demonstrate a genuine understanding of your guests' specific needs and circumstances, making it easier for them to frequent your FEC consistently and have even more to look forward to with each visit. By directly thanking guests for their dedication to your business, you're creating relationships that last. 

Loyalty Programs

 "Pfft," you might be saying, "I've got this. Our loyalty program is the bee's knees." Excellent! You're already well aware of the value they bring to your FEC and enjoying the benefits. 

Don't forget, it never hurts to shake things up a bit or take time to restructure (and revitalize) your program. 

  • Make sure your loyalty program is up-to-date and includes perks that coincide with any new services or attractions you've recently added. 
  • Consider ways to make it easier for members to earn rewards.
  • Branch out with a multi-tiered program that promotes longevity and gives guests exciting rewards to achieve. 
  • Communicate with your members. Update them on your latest safety measures and any changes to your hours of operation. Share goals you're working towards for them, giving them something to look forward to. 

These are just a few of the many possibilities you can explore. The more focused you are on your guests' happiness and well-being, the stronger your relationship becomes. Any business with a foundation of gratitude is bound to thrive. 

"Wait!" you may be saying now, "I'm not that guy! I don't have a loyalty program. How do I start? What do I do? Will it involve a hole-punch?" Don't worry! We've got you covered. 

Where to Begin

Building an effective loyalty program requires thoughtfulness and creativity. The best programs are aligned with the company's brand. They expand upon what guests already love and provide new, exclusive forms of engagement. 

What part of your FEC are you most proud of? What do guests frequently compliment you on? Use your strengths as a launching point. 

Even if you remain unsure about implementing a new loyalty program, you can still develop special events and offers to show your guests how great they are. Perhaps you could hold a special trampoline dodgeball tournament or offer everyone free popcorn during a certain time window. It's your celebration. Go for it! 

Developing a Meaningful Loyalty Program

Like we said to the first guy who already had a program in place, as long as you're focused on your guests, you can't go wrong.

Start Simple

To get your loyalty program up and running, offer membership for free. The easier it is for guests to sign up, the better.

Additionally, guests will feel even more confident about becoming members. Rather than saying "give us more money and we'll give you more stuff", you're telling your guests "We're always happy you're here and we want to say thank you every time you walk through the door." 

Tell Everyone 

Offering an awesome, new membership program is amazing news! Be sure to plan an effective roll-out strategy to build awareness and get everyone excited. Some possible kick-off ideas could be: 

  • An exclusive celebratory event designed to highlight the benefits of being a member.
  • An attention-grabbing email with a link that sends guests right to the sign-up page.
  • Informing guests of membership opportunities when they buy tickets or book a party. 
  • Publish the news in a local magazine or newsletter marketed directly to families.
  • Team up with a local school or youth organization and host a fundraiser for them. 

Kick-off events are great for getting even more people into your FEC, while also providing a special experience that reminds your guests of all you have to offer. 

Use Your Data

Customer data is gold, the gift that keeps on giving. It's the best way to keep track of customer satisfaction, trends, areas for growth, and more. With the right software platform, you'll be able to glean plenty of valuable insights that can inform the way you both market and manage your FEC. 

Customer data provides a window into your demographic. You can use information to find guests who would most likely be interested in membership, or guests who perhaps have only visited once but would clearly be drawn back in with membership opportunities. 

Use every tool at your disposal to create more outreach and, inevitably, improve growth. 

Deciding What to Offer

Offering rewards for guests to earn can be engaging and fun. Everyone loves getting something for free. Snacks, merchandise, a free session, they're all great offers that guests will enjoy and appreciate. 

They can also be predictable and often too similar to what competitors provide. How can you stand out in a crowded field? 

Exclusive events and access to your FEC is one of the best ways to make an impact and leave a strong impression. It's an opportunity to not only highlight the best of what your FEC has to offer, it's also a personalized way to interact with your members and build that vital relationship. 

This strategy can be even more impactful given the current COVID-19 pandemic. As the number of guests continue to dwindle due to ever consistent safety concerns, it can be difficult to balance the need for your business to thrive while also being very conscious of the severity of current events. 

Through a loyalty program, you can host special events exclusively to members that limits and controls capacity. When creating and advertising your event, make sure that your safety procedures are the top messaging priority.

The more confident your members feel, the more likely they are to show up. Their health and safety must be more important than your bottom line. Guests will see this and remember they were able to count on you during difficult and uncertain times. 

Guests will also be more likely to spread the word about your loyalty program and everything they love about being a member with their own friends and family. An exclusive event for families desperate to get their kids out of the house is like a beacon of hope for exhausted parents. They'll be eager to share their experiences with others. 

In fact, you can incorporate a referral plan into both the event and your loyalty program. Perhaps each member who brings one non-member with them to the event earns a unique reward or becomes eligible to win a valuable prize. Guests will be thrilled to have both personal access to your FEC and the chance to bring someone along they most likely haven't been able to see for quite some time. 

In the end, you will have built customer trust all while making a difference. 

Making it All Work

A loyalty program can be a lot to manage on top of all the other components involved with running a FEC. The right management software can strengthen your business while making life as a FEC owner or manager much easier. 

Clubspeed is a fully integrated, all-inclusive management program that provides you with the tools you need to oversee your entire FEC. You can mange every single part of your business all in one place including the launching of a new loyalty program. 

Learn more about Clubspeed and discover the best way to organize all the fun you provide to families every day. 

Topics: Facility Management, Marketing, Loyalty Programs, Memberships

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