Let’s Talk About the “Member Experience”
Exceptional Member Experiences create a strong emotional connection with the brand & the community
These experiences often make members feel seen, heard, and genuinely valued. Here are some examples of companies with long-term, loyal members, and the key strategies brands have used to create such memorable experiences:
Unexpected Acts of Kindness and Personalization
Going “off-script” to provide a moment of delight is a surefire way to get people talking. This is where a brand makes a customer feel like a person, not a transaction.
Chewy: The online pet retailer has become famous for its customer service. Customers have shared countless stories of Chewy’s agents sending handwritten sympathy cards and flowers after a pet passed away, or creating custom portraits of their pets. This level of empathy and genuine care is impossible to automate and creates powerful, shareable moments.
Ritz-Carlton: The luxury hotel chain empowers its employees with a budget of up to $2,000 per guest to resolve any issue without needing a manager’s approval. This trust in employees allows for immediate, exceptional problem-solving and has led to legendary stories, like an employee flying a forgotten laptop to a guest’s next destination.
Creating a Community and Sense of Belonging
Brands that successfully build a community around their products or services turn customers into advocates and friends. This can create a culture where the brand is the “third place”—a home away from home.
Lululemon: The athletic apparel company has successfully created a community around its products. Their new loyalty program, which garnered 9 million sign-ups in five months, offers members not only product access but also exclusive events and classes. This strategy makes membership about an active lifestyle rather than just discounts on gear. It reminds me of the kind of place where working and doing what you love feel like the same thing—a complete junction.
Peloton: Peloton’s genius lies in its community. Users are not just buying a bike; they are joining a social network of fitness enthusiasts. Members can track each other’s progress, celebrate milestones, and join live classes, which fosters a sense of accountability and shared purpose that drives brand loyalty and word-of-mouth promotion.
Exclusivity and Recognition through Membership Tiers
A tiered system can create a powerful sense of status and reward for a brand’s most loyal customers.
Starbucks: The Starbucks Rewards program is one of the most successful loyalty programs in the world, with over 34 million active U.S. members. The program simplifies the buying process through its app and offers rewards that customers genuinely want, like free food and drinks. The ability to “level up” through different tiers keeps members engaged and coming back.
Sephora: Sephora’s “Beauty Insider” program is a masterclass in this strategy. The program has different tiers (Insider, VIB, and Rouge) that offer progressively better benefits, such as exclusive events, early access to products, and unique gifts. This makes members feel like they are part of an elite club and provides a clear incentive to spend more to reach the next level.
Rewarding More than Just Transactions
The most talked-about loyalty programs recognize that customer loyalty is about more than just purchases.
LEGO Insiders: Beyond just earning points for buying sets, the LEGO Insiders program rewards members for activities that show their passion for the brand, such as registering their sets and engaging with the online community. This approach reinforces the emotional connection to the brand and turns a transactional relationship into a hobby.
Patagonia: As a brand with a strong mission, Patagonia’s word-of-mouth success is built on its commitment to sustainability and ethical practices. Their Worn Wear program, which encourages customers to buy and trade used gear, is a loyalty initiative that aligns with their core values and makes their customers feel good about their purchases. This authentic brand identity creates a strong, loyal following and inspires customers to share their passion.
What Makes a Member Experience Exceptional
Here are several other contexts where a strong member experience is crucial and what makes them exceptional:
Professional Associations and Organizations
These are classic membership models, but the most successful ones have evolved beyond just providing a directory and a newsletter.
The Experience: Members feel like they’re part of an exclusive network that provides tangible career advancement and a sense of shared professional identity and a supportive community.
Examples: A professional association that offers not just conferences, but also exclusive mentorship programs that pair seasoned professionals with new members, or a private Slack channel where members can get real-time advice on difficult work problems. The value comes from the network, not just the content.
High-End Gyms and Fitness Studios
Membership in these places is about more than just access to equipment; it’s a lifestyle and a community.
The Experience: It’s about feeling like you’re part of a supportive group with a shared commitment to wellness. The experience is designed to be a sanctuary from the outside world.
Examples: A gym that goes above and beyond with personalized attention, like a staff member who remembers your name and your regular workout routine, or a studio that hosts social events like a post-workout recovery program or a member-only activity. The experience makes you feel seen and valued, creating a strong incentive to stick with it. My own gym, Peak Fit in Whitefish and Kalispell, is a perfect example of creating a culture of support, encouragement, and community participation.
Subscription Boxes and Curated Services
The member experience here turns a simple delivery into a personalized, exciting event.
The Experience: It’s about the feeling of surprise and delight with each new box, as well as the sense that the brand “gets” you.
Examples: A local food subscription box that not only sends seasonal foods but also includes a printed recipe card with the story of the farmer who grew it. Or a wine club that provides access to virtual tasting sessions with the winemakers themselves. The experience goes beyond the product to create a deeper narrative. Gary V, the pioneer of social media, started with one bottle of wine and a small table in the corner of a small space on his family’s vineyard, sharing wine tastings on video before Facebook even had business pages.
Non-Profit Organizations and Foundations
For these groups, membership is not about a product but about a shared mission and a sense of making a difference.
The Experience: Members feel like they are directly contributing to a cause they care about. The brand makes it easy and fulfilling to be an active participant.
Examples: A wildlife conservation group that provides its members with regular, personalized updates on the animals they are helping to protect, including photos and GPS data. Or a local food bank that offers a volunteer “member day” where members can see the impact of their contributions firsthand and meet the people they are helping. The reward is a sense of purpose and a clear connection to the mission.
Media and Content Platforms
While a subscription to Netflix is a member experience, the most talked-about platforms go a step further.
The Experience: It’s not just about content consumption, but about discovery, community, and feeling like you have an insider’s view.
Examples: A streaming service that offers exclusive virtual Q&A sessions with the creators of a new series. Or a news publication that hosts private digital roundtables with its journalists to discuss major stories, creating an exclusive intellectual community for its most loyal readers.
Retail Loyalty Programs
The best loyalty programs are a far cry from a simple punch card.
The Experience: Members feel like they’re getting special access and benefits that are unavailable to the general public, not just discounts.
Examples: A shoe store that offers members a “first look” at new releases and early access to sales before anyone else. Or a brand that gives its top-tier members exclusive customization options for their products. This sense of privileged access is a powerful motivator for loyalty and word-of-mouth promotion.
