Psychological Facts Behind Membership
The United States is a hub of businesses, and there are thousands of membership programs available. Companies always nudge their users to join membership programs. Customers who accept memberships always grab some “extra services” compared to those who are regular customers. Membership programs ensure that companies are able to extract loyal money from its customers. These membership programs benefit the companies and also the customers who buy them. There are many psychological facts behind membership, but let’s find out how memberships can be useful.
How can membership be helpful?
Membership programs may cost extra, but benefits from these programs can be countless. From not having to wait in queues, to additional discounts, and from free service to free samples, memberships can vary from brand to brand. Memberships ensure that a customer is bound to a company for a given period and can provide a brand with a substantial amount of profit. Customers also feel privileged among other customers as they don’t need to wait in the queue. Sometimes, paying extra may feel tacky but it can save you some cash if you shop often enough. Although the community of members is enormous, we have some facts for you, which give you a glance at the psychology behind a membership. Here are some underlying psychological principles to drive more engagement in your program:
Positive Reinforcement :
The principle of positive reinforcement is about encouraging customers to remain intact with your business. This principle is known to be at the heart of every membership program. It is important to let your customers know that your company offers exclusive rewards in exchange for profitable customer behavior, such as referring a friend or making a purchase above a certain amount. The most important factor is to make a member realize that his/her behavior can help them in the benefits received.
Illusion of Progress
To drive members’ loyalty, you must create a simple perception progress towards the goal. For example, you can give users a welcome reward on their first purchase. After that, they will start appreciating the immediate reward and this will set them up for further continuous progress. Additionally, you can help the customers reach their next reward tier by rewarding additional bonus points or pre-earned progress.
Emotional Safety
Emotional safety builds the trust of a member of your business. It makes the member feel comfortable and open to sharing personal issues. It becomes your responsibility on how to create an opportunity for meaningful conversation and strong bonds with your members. The main aim of this principle is to make a member feel safe after being a part of your community.
Exclusiveness and Social Status
An unavoidable tactic that memberships posses are giving exclusiveness and social status to their exclusive members. In brief terms, memberships provide a unique source of elevated social status to their members. This psychology attracts many people to buy memberships. Social credibility is a unique factor in which people demand to feel superior in front of average customers. Better perks are just an extra plus point which companies give to make their user feel more confident.
