Affiliate programs: keys to the Age of the Self
The growing demand from consumers to belong to a community of like-minded people with whom they can share opinions and knowledge about their brand experiences and the momentum brought about by the emergence and growth of social networks have led to the emergence of what we call "The Age of the Self", i.e. the desire of consumers to maximize their integration into a group without giving up their individuality. But what is the value of these communities? A report by IHG unveils some of its key findings.
The IHG hotel group's report, entitled The Importance of Membership: Transforming Group Membership in the Age of the Self, is based on a series of studies conducted over the past three years with the help of some 40,000 interviews with travelers around the world and was presented at the Davos Economic Forum.It was presented at the Davos Economic Forum.
One of the shortcomings it detects is dehumanization. In today's world, dialogue is increasingly being conducted digitally, so trust is increased when communications with partner communities are conducted in a personal and direct manner. It is also important to encourage loyalty program partners to move up the “loyalty ladder”.
According to Richard Solomons, CEO of IHG, “the relationship between consumers and brands requires a new mindset. In today's digital age, an organization's interaction with the outside world goes beyond a mere transaction: it needs to become an emotional engagement to achieve ésuccess, remain relevant and, most importantly, to maintain trust”.
Other findings of the report are:
There is a big difference between “registering” and “partnering”. The act of registering is a behavior. Anyone can do it. Membership creates pride in belonging to a community of members. People don't just want access, they want to establish links and maintain a relationship.
We live in the world of Now. The idea of immediate decision making creates a valuable association when people expect to be satisfied in seconds. If brands don't deliver quickly, perceptions of quality, leadership and trust can be damaged.
Belonging is a universal need.
Members of partner communities want to belong to a larger target group. Corporate Social Responsibility initiatives enable members to participate in important issues.
A membership mindset is essential. To create a successful external partner community, it is necessary to create a valuable internal partnership. A corporate culture that creates a mindset of belonging builds trust in the organization's brands.
A corporate culture that creates a mindset of belonging builds trust in the organization's brands.