Back to top
Member Loyalty
Business Overview 

Our client is a leading membership body in the UK with a member base comprising mass affluent to affluent professionals. As savvy consumers they have had access to other member benefit packages but these were not particularly successful. The client was recommended to Xexec through another Xexec client and has engaged Xexec to work on implementing key retention tools.

The challenge 

Together with the client, Xexec was able to segment a key vertical of customers who had shown a degree of loyalty in the past but were nonetheless more likely to not renew their memberships.

The client has struggled with retention in the core base and has looked at various schemes to reduce attrition rates. The client has certain limitations in terms of member communications, particularly restricting member messaging and promotion.

The client has a limited budget and required a clear ROI.

The solution 

Based upon an extensive overview of previous member campaigns as well as an understanding of the member demographics, we proposed to the client a broad based concierge service as a means of building a customer focus and highlighting to the membership body the privileges that membership brings.

The Concierge offers a bespoke service for members providing access to sold-out events, preferential VIP seating and lounge access at key arenas. Members can also enjoy reservations at top restaurants and Guest List entry to exclusive clubs throughout the UK. 

Xexec developed through the clients in-house PR team a suite of communications highlighting the concierge service as a key benefit inherent in the membership. Thus, we were successfully able to move the narrow focus on membership fees to a more global and holistic exclusive customer offering.

The Outcome 

Despite a limited budget and restrictions around member communications, Xexec succeeded in reducing the attrition rate of the main customer base by over 3%. Moreover, in the key segment of ‘at risk’ clients, the retention rate was improved by close to 6%. The client was delighted with the results which showed an outstanding ROI and is utilising Xexec for further retention and acquisition campaigns.

More Case Studies

Employee discounts

The Xexec / Sytner offering has been a great success with an extremely high engagement level amongst staff and outstanding website usage. Sytner has achieved the impressive feat of featuring on the Sunday Times ‘Best Big Companies to Work For 2016’ list & in a top 5 position and is working with Xexec to do everything possible to ‘attract, motivate and retain the very best team members’. 

Reward & Recognition

Designed to motivate and give something back to their staff, the new platform is available to all employees across the UK. Xexec provides a bespoke service and has worked closely with Anglian Water, a leading UK water utility provider, to make the employee Reward & Recognition scheme “on brand” and similar to the company’s existing GEM platform. 

Employee discounts

Cancer Research UK (CRUK) puts a huge emphasis on employee relationships. Despite being one of the larger and better known charities, they are still bound by financial constraints and the ongoing universal challenge of motivating and engaging their staff. Hence, CRUK has always had to be more innovative with the way that they reward and motivate their team. Not only that, but CRUK has loyal dedicated staff who often go far above and beyond what is expected of them, because they feel so passionately about the organisation.

CRUK wanted to be able to reward these efforts by offering their staff a bespoke employee discount portal, housing thousands of discounts and benefits.

Customer Loyalty

A leading global bank with a very strong credit card and Wealth Management business, with clients across the world. The client has a strong premium credit card businesses in Russia, UAE, Egypt, Poland, Czech Republic and France. The Bank approached Xexec to run a campaign to target key customers of its wealth management and credit card businesses.