A True Measure

Written by Nakules Veran Thursday, 27 October 2011 20:00

A recent study concluded that clients who purchased a small amount weekly were more valuable than one who came in monthly and purchased four times that amount. The clients who patronized weekly had established a habit or pattern and were more inclined to maintain this habit thus forming a loyalty to the establishment.

The clients who patronized once a month did so at their convenience and would easily and conveniently procure the same else where if the opportunity arose. The study further concluded that the lifetime value of the weekly client was significantly greater.

Conventional wisdom dictates that the monthly member contributes a greater amount for a lesser consumption of your time and should be preferred. Unfortunately, very little effort or measurement have been applied to quantify true value over the course of the member’s participation in the church.

Investing time on your loyal weekly members has a greater return on investment.

Do you have a plan in place to generate member loyalty?