Members of a wide variety of groups are looking for value, belonging and personalized attention, according to a new report.
The Benefits of Belonging, released last month by loyalty technology company iSeatz, is based on online surveys of more than 2,000 managers and customers of membership groups, which encompassed clubs, professional associations, trade groups and subscription programs.
Though that covers a wide range of member groups, the report surfaced some common ground. Most prominently, all members more typically focus on a sense of belonging. People "who belong to membership organizations are driven by shared interests and value at a greater rate than consumers who belong to more traditional loyalty programs," according to the report. Among the most valued offerings, according to the report, are "exclusive access to content, events and experiences" and "interacting with people with shared interests."
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