Dina Lewis, CAE, president of Distilled Logic, LLC, consults with associations on Web site usability and content strategy. Read her at dina@distilledlogic.net or follow her on Twitter @dinalew.

Jim Kane, a Thought Leader speaker at the recent ASAE & the Center Annual Meeting, says associations should not be content with satisfied members; they should strive for loyal members. Kane cites six factors that influence loyalty. The loyal customer believes the company or organization:

• Has integrity – exhibits honesty and fairness.
• Is competent – delivers on what it says it will.
• Has recognition – sees the customer as an individual.
• Is proactive – anticipates customer needs, and acts as a trusted advisor.
• Is savvy – understands the world and the challenges that make things difficult for the customer.
• Has chemistry – makes the customer like working with it.

So when is the last time you assessed member loyalty (N.B. your annual satisfaction surveys don’t count)?

One of the companies I am loyal to is Zipcar. My husband and I joined this car-sharing service four years ago when our car lease was about to expire. We live in the District of Columbia, I work from home, and he uses Metro or bikes to his job, so the cost of buying and maintaining a car far exceeds the annual fee and usage costs of Zipcar.

It’s not all about the money though. What makes me so loyal? Zipcar particularly excels in the areas of recognition, proactivity and savviness that Kane cites above. It is committed to constant improvement and enables its members to communicate their ideas. Here are three ways:

User research. Zipsters are regularly asked to give ideas on how to improve the Web site (see www.zipcar.com for the site we have all helped create). We are also asked why we use the Zipcar service and other transportation modes such as walking, biking and public options. The company tracks this information, realigns and adds car availability, and reports back such facts as 90% of Zipcar members drive 5,500 miles or less per year, resulting in 219 gallons saved per Zipster per year.

Mobile access. Zipcar extends its reservation service plus a reminder feature to smart phones. The reservation service lets members book on the fly no matter which Zipcar city you are in. Then, before a reservation ends, the member is notified if the car is available so the reservation can be extended if needed.

Sense of community. If you leave your sunglasses in the car, don’t worry. Members post to the online lost and found and can then retrieve the item when the car is idle. All communication is not through technology, though. Zipcar also hosts happy hours, food drives, fundraisers. and other events in its member cities. This is chance to meet other members face-to-face and to contribute to the community in which we all live.

All of these efforts combine to build a true sense of loyalty among Zipcar members. Am I a dork because I give a wave to other Zipcar members when they drive by? I don’t think so; they wave back. I feel like we share a commitment and are all part of a cool club. How loyal do your members feel toward your organization? And what efforts is your organization making to build a stronger base of loyal members?

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