In this episode, Ernest Lee, Chief Commercial Officer at citizenM, shares how citizenM created a unique paid loyalty program called "mycitizenM+" that drives value for both customers and the company. Listeners will learn:
- The context and strategic thinking behind developing mycitizenM+, inspired by Amazon Prime's approach to delivering consistent value to drive long-term loyalty (00:37)
- How citizenM leveraged its position as an owner-operator to quickly implement physical benefits and perks for members (01:42)
- The holistic perspective of mycitizenM+, offering travel, social, and professional benefits to stay top-of-mind with members (04:32)
- The structural changes in the workforce post-pandemic, with increased flexibility and mobility, and how citizenM aims to connect people through travel experiences (06:20)
- The operational complexity behind implementing a global loyalty program and the importance of simplicity, focus, and empowering employees within a framework (08:03)
- The impact of mycitizenM+ on key metrics such as average order value, customer lifetime value, repetition, frequency, app usage, and NPS (11:14)
A few more resources:
If you found this episode interesting or helpful, send it to someone on your team so you can turn the ideas into action and benefit your business and the people you serve!
Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands
