Assessing Membership Satisfaction and Competitive Insights
STRAWBERRY
After rebranding and pandemic impacts, we conducted a multilingual survey to assess membership satisfaction, revealing key drivers and improving market positioning.
Strawberry, previously Nordic Choice Hotels, aimed to measure the satisfaction score of its membership programs and compare satisfaction with other loyalty programs. Following a rebranding and the impact of the pandemic, the goal was to understand what members value and how satisfied they are with the program's benefits compared to competitors. The survey would reveal key factors affecting satisfaction and help identify strengths and weaknesses.
A web-based study was conducted among active members and non-members. The survey was adapted into multiple languages to reach all Scandinavian markets. It identified the main drivers of satisfaction and compared Strawberry’s performance to other loyalty programs. The insights helped determine which factors were most important for members and provided a foundation for improving the membership experience and refining market positioning.
For information on this case, contact:
Bård A. Amundsen.
