Building Membership Loyalty with VIPdesk Partnership
Client Need
In 2001, a leading hospitality company issued an RFP to identify
a partner to help drive member acquisition and retention through a
new compelling benefit for their Gold membership club. VIPdesk was
selected and the program launched in September 2002.
VIPdesk Approach & Solution
VIPdesk provided the client's members with fully-branded
Concierge Service, including a tailored website integrated within
the client's member website featuring VIPdesk's vendor partner
offers and Instant Answers database. VIPdesk's client service team
worked closely with the client's internal marketing team to provide
customer testimonials, examples of unique service requests and
evaluation of member response. VIPdesk developed quarterly plans to
track marketing as well as ongoing training on the client benefits
and member demographics.
In June of 2010, the client transitioned nearly all travel
related inquires from it's own internal travel department to
VIPdesk. By the end of 2010, VIPdesk will be adding another new
tier of service to Platinum members, expanding current services to
a new group of members, and migrating to a points-based
membership.
Results / Successes
Since partnering with VIPdesk, the client's membership has grown
nearly 50%. In addition, the client has added five new
Concierge-eligible programs, including:
- 3 preferred vendor programs
- 1 ultra-premium program
- 1 independent membership pilot program
Membership growth and retention can often be attributed to the
value members believe the service offers them and the 'total
package' they receive-which oftentimes includes extensive Concierge
service that can deliver recommendations on destinations,
transportation, and services such as pet sitting and home care
while they are away, and grocery delivery when they arrive at their
destination.
In addition, International expansion has grown over the
partnership with focus on the Middle East, South Africa and
Australian markets. In order to assist in meeting this expansion,
VIPdesk has added more than 10 international destinations to its
Instant Answers database of Concierge recommendation content to
accommodate the client's members.
VIPdesk leverages feedback and qualitative verbatim comments
received from members in its analysis of program success. The
quality of service and program success is measured through surveys,
quality monitoring, call calibration, and unsolicited feedback.
VIPdesk monitors metrics that include the overall experience,
timeliness, ease of use, and response satisfaction.