Customer Retention: Keep ‘em Coming Back for More

Costco Gets It

Recently I let my Costco membership expire. Since my relocation three years ago, the closest Costco is almost three hours away. I know I don’t qualify as a platinum customer, but I do have a steady purchase history.

Costco has a great Web site, and I do often travel to areas with Costco stores. In the past, I usually renewed my membership when I was in the store, but three weeks had passed since the expiration of my last membership card. At Costco, alarms went off. Its ‘customer lifeguard’ called, and the message was simple: Costco missed me.