As a top-tier loyalty program member with United, I’ve spent a small fortune on flight fares over the years. But on my last flight, they gave me something that made me feel like a million bucks – well, at least my ego. It was a subtle yet powerful gesture that reminded me of the importance of recognizing and rewarding loyalty.
On my flight, an attendant handed me a business card from the captain with a handwritten note thanking me for my loyalty. The note was sincere and heartfelt, expressing genuine appreciation for my continued support. What really caught my attention, however, was when the flight attendant announced it just loud enough for nearby passengers to hear. I suspect this was intentional, as it fed my ego and made me feel like a VIP.
At that moment, I realized that United had tapped into a powerful secret to increasing retention rates. It wasn’t about spending a lot of money; it was about creating low-cost, high-value interactions that made me feel valued and appreciated. I call these interactions “Micro-Moments of Majesty.”
What are Micro-Moments of Majesty?
Micro-Moments of Majesty are small, thoughtful gestures that make a significant impact on how we feel about a community or brand. They are moments that exceed our expectations, make us feel seen and heard, and create a sense of belonging. In the context of our leadership program, Dance Floor Theory, these moments are most effective with top members (4s and 5s) who are already invested in the community.
United’s gestures didn’t stop at the captain’s note. They also offered me:
- Priority boarding in a special section making me feel like a valued customer.
- A personalized thank-you upon boarding, acknowledging my loyalty.
- A complimentary upgrade (if available), a pleasant surprise that made me feel special.
These Micro-Moments of Majesty made me feel like part of a special club, valued for my loyalty. And that will keep me coming back to United, flight after flight.
Creating Micro-Moments of Majesty in Your Community
So, how can you create these powerful moments in your community? Here are some ideas to get you started:
- Personalized thank-you notes: Write heartfelt, handwritten notes to your top members, expressing genuine appreciation for their support.
- Exclusive access: Give top members early access to new content, events, or features, making them feel like insiders.
- Public recognition: Acknowledge the contributions and loyalty of top members by shouting them out on social media or at community events.
- Surprise upgrades: Offer surprise perks to top members just to make them feel special and valued.
- Behind-the-scenes tours: Give top members a sneak peek into what’s coming next, making them feel part of the inner circle.
By focusing on Micro-Moments of Majesty, you can create a Culture of Connection that makes your top members feel valued, appreciated, and eager to stick around.
Let’s face it – we all have an ego. And when our ego is fed, we feel good. Really good. United’s Micro-Moments of Majesty tapped into my ego, making me feel like a VIP. And that’s what will keep me coming back.
What Micro-Moments of Majesty have you experienced in your own life? Share your stories in the comments below. How have these moments impacted your loyalty and engagement with a community or brand?
