Posts Tagged ‘membership’

I seem to be expiring. Frist, my PF Changs Warrior Card expired (which seems absoluately ridicoulous as it’s the first free membership rewards card I’ve ever had expire) and then my trial membership to Boston Sports Club expired. One company was proactive in getting me to rejoin one was reactive.

PF Changs informed me of my expired card the last time I tried to use it, with an “I’m sorry I’m not going to be able to give you 10% off your meal because your card is expired.” I had no idea the Warrior card had an expiration date, mine was less than a year old. No one at the restaurant was able to re-up my card. I had to apply for a new one and wait for that new one to arrive in the mail. Not a thoughtful approach to a members reward program.

Boston Sports Club on the other hand called me the day my membership was set to expire. I didn’t return the call, but the point is they made the effort. Could the effort have been better? Sure, they could have offered me a discount to convert my trial membership into an active membership, but then again I was already coming off a reduced rate so why dilute your brand with a “there’s always a discount” message.

Here’s the lesson. An active customer is more likely to respond to your messages. They want to know how to continue in programs that might be expiring or at least know that their benefits are coming to an end before they hand over what they don’t know is an expired card. Brands have membership programs, reduced rate trials, etc for a reason. In order to fill the sales pipeline and make more sales. Take full advantage of that pipeline. It was hard to get the customer there, don’t let them slip through cracks via poor communication.


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