If you’re looking for customer loyalty strategies that actually work, you might not need a new marketing campaign—you might need a new mindset.
Today I’m in Oklahoma City speaking at MidAmerica Connect with the Cooperative Broadband Coalition—bringing together 11 electric cooperatives from across the region.
I’ve had the chance to work with co-ops quite a bit over the past few years—from CTC in Minnesota to organizations like the National Rural Telecommunications Cooperative. And just last month, I spoke with the team at Capital Credit Union in Green Bay, Wisconsin.
And every time I work with organizations like these, I find myself thinking how different things would look if more businesses operated like co-ops.
I know not every company can adopt the same structure—but every company can learn from how they show up for the people they serve.
So here are a few customer loyalty strategies you can borrow—starting today.
1. Treat Customers Like Stakeholders
To start, co-ops don’t have customers. They have members.
That subtle shift creates a completely different dynamic. Members feel like they’re part of something, not just buying from it.
In many cases, they actually are. Members often share in the value the organization creates.
This highlights a gap most businesses haven’t closed.
According to a 2026 survey by GetResponse, about two-thirds of consumers believe brands value new customers more than existing ones. That number rises to nearly 70% among repeat buyers.
In other words, your most loyal customers often feel overlooked.
What you can steal:
- Give customers visibility into decisions or behind-the-scenes moments
- Ask for input—and actually use it
- Recognize and reward loyalty in ways that feel personal
For example, Barefaced flipped the typical discount model.
Most brands reward new customers. Instead, skincare brand Barefaced flipped that script. They sent a message to their most loyal subscribers offering an extra 10% off their usual discount—just as a thank-you for the support.
It was a simple gesture—but it carried a much bigger message.
It reminded customers of the role they’ve played in building the brand. They’ve been there through launches, milestones, and everyday moments.
As a result, the relationship shifts from transaction to co-creation.
That sense of ownership is what drives people to come back—and bring others with them.
2. Make Community Visible as a Customer Loyalty Strategy
Next, one of the most overlooked customer loyalty strategies is making your community visible.
A lot of companies say they care about the community. However, co-ops don’t have to say it. They prove it.
CTC regularly offers courses in the community to teach residents about AI, programming, online safety, and other critical issues. They even help fix members’ computers when their service team members have downtime! It’s no wonder they have superfans all over the state of Minnesota.
Now, you might be thinking: “That’s great… but my business isn’t inherently local.”
That’s fair. But it’s not an excuse.
You don’t have to be a co-op to show your customers (and employees!) you’re paying attention to the world around them.
Franchises do this well. They have the scale of a national brand—but the opportunity to show up locally in meaningful ways.
I love when I visit Sweetgreen in random cities I’m traveling in because they always have a board that shows where they’ve sourced their ingredients. It’s a fun way to recognize the local farms and vendors in each market.
Sometimes, it’s as simple as signage.
- Congratulate local seniors on graduation
- Recognize a teacher of the year
- Thank the nurses at your local hospital during National Nurses Week (first week in May!)
These aren’t big, expensive campaigns. They’re signals that say: “We see you. We’re part of this community, too.”
Last week, I spoke to hundreds of leaders at Banner Bank. They shared so many fun ways to involve their local communities, including:
- Giving piggy banks to every kindergartener at the beginning of the school year, followed by a tour of the bank at the end
- Spotlighting a local small-business every month on social media and on the walls in the branches
- Highlighting a “pet of the month” from the dogs (and, apparently, a sheep named Lambchop!) who come in to visit every month.
And this isn’t just for local brands. One of my favorite customer loyalty strategies comes from a pretty big brand.
I saw this great example at an Apple Store in Dedham, Massachusetts.
You can’t get a less local brand than Apple, right?
Before the Super Bowl, they changed every iPhone background to Patriots quarterback Drake Maye.
That’s the kind of detail that turns a generic experience into a shareable one. It was simple and timely. More importantly, it made the store feel connected to the local community.
You can’t fake belonging, but you can signal it in a hundred small ways! Superfandom is a two-way street. If you want your customers (or members, or employees) to love you, you’ve got to love them first — and loudly!
3. Prioritize the Employee Experience
Finally, co-ops don’t just think differently about customers. They think differently about employees. This is perhaps one of the most impactful customer loyalty strategies!
A member-first experience doesn’t start with members. It starts internally. You can’t create a supportive customer experience if employees don’t feel supported first.
The tone gets set on the inside. Then, it shows up in every interaction. Your team is the heart of your brand.
If you don’t have superfans inside your company, it’s nearly impossible to have them outside.
I saw this firsthand with Capital Credit Union. They’ve been recognized as a Platinum-Status Employee Friendly Workplace. They also won the 2025 New North Workplace Excellence Award.
These honors reflect their focus on employee care, wellness, and culture. Employees feel valued and supported. As a result, engagement is higher and turnover is lower.
What you can steal:
- Empower employees to make decisions that benefit customers
- Recognize and reward employees for great experiences
- Support the whole person—not just the role—with meaningful benefits and flexibility
If you truly want to create a culture of superfandom, you have to start with your team.
Treat your employees so well that they can’t imagine leaving. When employees feel that, they show up differently.
They’re more engaged. More thoughtful. More willing to go above and beyond.
Customer Loyalty Starts With Mindset
Ultimately, co-ops don’t just think about transactions. They think about people: their members, their communities, and their teams. That’s what makes these customer loyalty strategies so effective—they’re rooted in how you think, not just what you do.
You don’t have to change your business model to create that kind of loyalty, but you DO have to decide on the way you show up for the people you serve.
Remember, the brands that win long-term aren’t the ones with the most customers — they’re the ones with the most loyal customers. They are often the ones who make people feel like they’re a part of something bigger.
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