Virgin Active Discusses Loyalty Strategies on the Blind Loyalty Challenge

Recently, Kia Abbott, Chief of Customer Value at Virgin Active Group, was a guest on the Blind Loyalty Challenge hosted by Amanda Cromhout. This platform challenges industry leaders to answer thought-provoking questions about customer loyalty on the spot without any prior preparation. 

When asked whether a loyalty program can truly reverse customer churn, Abbott emphasized the importance of understanding and responding to customer needs.

It’s really about understanding what a member needs and responding to those needs, and things like personalization and communication are all part of creating that emotional connection.

This perspective aligns perfectly with Virgin Active's customer-centric approach, where the focus is on tailoring experiences to individual members, ensuring they feel valued and understood.

Kia also talked about emotional loyalty, highlighting the importance of the bond between the brand and the customer, where the perceived value extends beyond transactions and fosters a deeper connection.

It’s around the relationship between the member and the business and the value that that business offers to members.

Comarch is proud to support Virgin Active in their loyalty endeavors. Watch Kia Abbott share her insights on customer loyalty and discover how Virgin Active is fostering deeper connections with their members.