ONBOARD MEMBERS FOR SUCCESS AND SUPERUSERS 63

Companies like CrossFit follow three rules to drive loyalty:

Make it easy.
Make it personal.
Get membersinvolved.

These three rules are discussed in more detail in Chapter 10, How to
Retain Members (and When to Let Them Go).
To create superusers, make achievement of goals part of onboarding
and of the ongoing member experience.

Techniques for Onboarding That Create

Superusers
Gamification exemplifies the three rules of driving loyalty. An example
of this is built into Kurbo's pediatric weight loss program. Kurbo is the
frst comprehensive adolescent weight loss program to combine the fler
ibility of mobile technology with the customization of personal coaches.
As new members play games to learn which foods to eat, they gain points
and status. These activities are especially heavy in the first few weeks of
membership--both to build habits and to motivate the children until the
weight loss itself kicks in, providing more organic incentives. Kurbo's
approach is easy, personal, and involving.
Arobust loyalty program can be another way to leverage the three
rules of driving loyalty. Caesars Entertainment Corporation (known
as Harrah's Entertainment from 1995 to 2010) invests heavily in
onboarding new members ofits TotalRewards program, which is profiled
in Chapter 13, What You Can Learn from Loyalty Programs. Caesars
provides members a differentiated experience with meaningful benefits
from the1moment they sign up..(An example of making it easy:) Caesars
enpowers its frontline employees to use member data to "make it
personal" for each guest enrolled iin the TotalRewards program. Caesars
has
worked hard to create customized relationships with members, an
Ckample of geting members involved.