Active Loyalty in the Lifelong Learning Business

Your members need to continue learning if they want to remain employable, promotable, and successful. So why can’t your association be the place they always turn to for professional development? Your course evaluations show they’re satisfied with your online learning programs, but yet they stray. You know that because they’re submitting credits from competing organizations.

How can you earn their active loyalty and be the first place members turn for lifelong learning?

Loyalty in the fickle lifelong learning marketplace

Customer loyalty is a problem for every brand. Customers have choices. Another brand is always offering what they want at a better price or a more convenient time.

You could blame generational differences for this fickleness, but that’s not the primary cause, although McKinley Advisors found that association loyalty performance scores are “substantially lower among younger members—a group that is critical to the future of associations.”

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