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Over the years, I have witnessed the power of community in the various organizations I have led. I’ve learned some key lessons from these experiences, from private aviation, luxury yachts and Formula 1, to where I’m today as CEO of our members-only club, Exclusive Resorts.
Whether you’re just beginning to grow your network or looking for ways to deepen your engagement with existing customers, these five strategies play a key role in increasing customer satisfaction, fostering loyalty and ensuring lasting relationships.
1. Cultivate authentic relationships
The heart of every thriving community is the authentic connections we build. One of the biggest privileges of leading Exclusive Resorts is the possibility of direct contact with club members. My mission is to share a meal, something that all the time brings people together while exchanging stories during a specially curated experience. I witnessed this on a recent trip when we retired to the lounge after dinner and shared stories of our adventures. One of the most fun facets of this trip was meeting everyone and making latest friends.
Beyond that, I’ll simply take the time to call members and take heed to them, because these moments of connection turn a client into a lifelong advisor. However, authenticity can’t be fabricated, mere appearance is not enough. It’s about being fully present – taking note of details, checking out what’s most significant to each person, and following those moments of connection.
It could possibly be something so simple as remembering a personal anecdote or sending a thoughtful note after a shared experience. When leaders perform these curated gestures, they send a powerful message: you are not only a part of the company; you are a part of the history we are building.
2. Create shared experiences
When a friend invited me to hitch a National Geographic expedition to Antarctica with 130 Exclusive Resorts members, I didn’t hesitate. This trip allowed me to witness our (*5*) Team in motion, connect with our Members on a deeply personal level, and engage with their stories, becoming a part of their vacation memories. Experiential travel has all the time been at the heart of my work, creating unique opportunities for like-minded people to attach through shared experiences.
During my trip to Antarctica, I took a zodiac tour with colleagues and members, including a skilled photographer who has traveled to over 100 countries; I learned latest photography skills and developed a real connection with our clients through shared experiences. These shared adventures embody what we stand for as a brand: creating connections that transcend travel and foster a true sense of community.
3. Build trust
There’s no higher testament to the strength of our community than when a member refers a friend or member of the family. These personal referrals convey trust and authenticity that can’t be replicated in any marketing campaign. By providing our members with the tools to support the club – whether through curated events, social media posts, published travelogues or our referral sweepstakes – they will spread the word in a way that feels natural and rewarding.
Customers who feel valued, heard and included change into the brand’s most ardent supporters. True emotions will all the time encourage others to hitch in. In short, no one tells your brand story higher than those that live it.
4. Listen and learn
Truly listening to your customers is a key aspect of building a strong network and the foundation of any successful community-based model.
When I joined Exclusive Resorts, one of the first changes I implemented was a structured post-trip survey covering all experiences with the Club. Thanks to this, we collected consistent and beneficial feedback after each interaction.
But listening is not enough – it’s about sharing what we have learned. I shared the survey results with the entire team, from marketing and sales to the concierge teams at each property. In this manner, we have not only improved our services; we strengthened our community by ensuring that every team member was engaged and had the opportunity to contribute their best work. Trust and loyalty are built on the belief that every vote matters. By actively incorporating member feedback into our offerings, we reinforce the concept that this community is not just about transactions – it’s about creating experiences together. When Members see that their contributions shape the direction of the Club, it strengthens a deeper connection and increases interest in the brand’s success.
5. The power of personalization
Personalization should never just be a buzzword. This is the basis of every successful brand. This goes beyond knowing the customer or their name; it’s about anticipating their every desire. But personalization doesn’t end with experience. Equally tailored marketing efforts be certain that audiences receive content that appeals to them. When the whole lot is perfected all the way down to the smallest detail, you don’t just enjoy a good journey, experience or brand interaction – you have your experience.
A recent trip jogged my memory how powerful exceptional service will be in differentiating a brand. Our experience was filled with thoughtful, personal touches – resembling a handwritten note welcoming us to the suite and a floral arrangement tailored to our tastes after a transient chat with the staff. These moments highlighted the impact of personalized service in creating truly memorable relationships. This is clear proof that spotlight to detail is not just something to have – it’s a strategic alternative that elevates the customer experience and builds lasting loyalty. Brands that prioritize these connections turn routine interactions into memorable experiences that resonate long after the visit.
When you add a level of personalization that anticipates needs or provides a thoughtful surprise, you create long-term loyalty. After all, who would not stay loyal to a brand that anticipates your every need before you even understand it? Because when you do it right, it is not just about loyalty. It’s about belonging.