The cutthroat world of Australian Survivor is currently airing with the second iteration of Brains v Brawn. There is so many reasons why Survivor is my favourite show… even when I start to lose interest, a new season will begin and I’m hooked again. If you don’t know what Survivor is, it’s a game filled with battleground of alliances, trust, and strategic manoeuvres. Contestants form tight-knit bonds, betray when necessary, and fight to stay in the game. But beyond the drama, the show offers a fascinating lesson in loyalty—one that businesses can leverage through customer retention strategies to build long-term relationships and engagement.

Just like Survivor players need to build trust and reward alliances to make it to the end, brands must keep customers engaged through meaningful relationships, personalised incentives, and exclusive benefits. This article explores how Survivor’s strategies can be applied to customer retention strategies, ensuring businesses don’t just acquire customers but keep them for the long haul.

The Power of Alliances: Building Trust in Business

In Survivor, alliances are everything. Contestants who form strong bonds early on are more likely to make it to the final stages. Contestants build these alliances on mutual trust, shared goals, and strategic exchanges. The same principles apply to businesses—customer loyalty thrives when trust is established.

Loyalty programs like Qantas Frequent Flyer and Everyday Rewards use similar customer retention strategies to retain their brand’s customers. They provide long-term value, reinforcing trust and ensuring that customers keep coming back. Just like Survivor contestants reassure their allies with small gestures of trust, brands must constantly engage customers through personalised rewards, excellent service, and consistent communication.

The Role of Rewards: Keeping Customers Engaged Through Customer Retention Strategies

On Survivor, rewards like food, letters from home, or finding hidden immunity idols keep players motivated. These incentives act as powerful motivators, encouraging contestants to stay loyal to their alliances and remain engaged in the game.

Customer loyalty programs work the same way—offering rewards that drive engagement and keep customers coming back. When people feel valued, they’re more likely to stay committed.

Take Grill’d Relish, which offers members free birthday burgers, exclusive menu items, and ongoing discounts and additional deals to keep customers returning (i.e. Grill’d’s Mad Bunday—a campaign that rewards NRL and AFL fans with free burgers when their team wins) Similarly, 7-Eleven offers fuel price locks and rewards after every 7th visit, ensuring customers keep coming back for everyday essentials. These programs don’t just provide benefits—they build habits, much like how Survivor players fight for advantages to secure their long-term survival.

By offering rewards that matter, brands create lasting loyalty—just like Survivor players who stay in the game for the right incentives.

Social Proof and FOMO: How Survivor Uses Exclusivity

In Survivor, alliances don’t just provide protection—they create exclusivity. Players outside the core group experience FOMO (Fear of Missing Out), making them desperate to be included (or risk elimination). This social proof dynamic is a powerful psychological tool that brands also use to build loyalty.

Consider Amazon Prime—a subscription loyalty program built on exclusivity. Members get free shipping, early access to deals, and exclusive entertainment content, making non-members feel like they’re missing out. Similarly, American Express Platinum reserves tables at top restaurants, provides VIP airport lounge access, and unlocks premium event tickets. Just like a Survivor player fights to get into the majority alliance, customers actively seek entry into these elite programs to avoid feeling left out.

Survivor teaches us that people crave exclusivity and social proof. By making customers feel like they are part of something special, brands can boost loyalty and retention.

Handling Betrayal: What Happens When Trust is Broken?

One of the most thrilling moments in Survivor is the unexpected blindside—when a player is betrayed by their alliance or their close ally. While exciting for viewers, for the betrayed player, it’s a moment of shattered trust that often leads to long-term resentment.

Businesses face similar challenges when customer trust is broken. Whether it’s a data breach, poor customer service, or misleading marketing, a single bad experience can cause customers to leave and never return. For example, when brands like Facebook (Meta) faced privacy scandals, many users abandoned the platform, proving that loyalty isn’t unconditional.

However, brands can rebuild trust. Companies that acknowledge mistakes, and provide compensation (like loyalty benefits) can repair damaged relationships. Just as Survivor players work to regain trust after a blindside, brands must take proactive steps to restore customer confidence by executing best-practice customer retention strategies through their loyalty program.

Surviving the Competition: Adaptation is Key

Survivor winners don’t just stick to one strategy—they adapt to shifting alliances, changing conditions, and evolving threats. Brands must do the same to retain customers in an ever-changing marketplace.

For instance, traditional loyalty programs are evolving. While basic loyalty programs sometimes still work, businesses now incorporate digital rewards, AI-driven personalisation, and real-time engagement in their loyalty programs to stay relevant. Take McDonald’s MyMacca’s Rewards, which transitioned from a simple discount-based approach to a fully digital, app-integrated points system. By adapting to mobile-first customer behavior, McDonald’s ensures convenience, engagement, and repeat business.

Survivor reminds us that to stay ahead, brands must be willing to pivot. Customer preferences change, competitors innovate, and market trends shift—only those who adapt will survive.

The Ultimate Loyalty Game

Survivor isn’t just a game of strategy—it’s a lesson in loyalty. The show demonstrates that trust, rewards, exclusivity, and adaptability are key to maintaining strong alliances. Businesses can apply these same principles to customer retention, ensuring long-term engagement and brand advocacy.

Just like Survivor players nurture their alliances to make it to the end, brands must foster meaningful relationships with their customers. By building trust, offering valuable rewards, creating a sense of exclusivity, handling setbacks with transparency, and staying adaptable, businesses can secure customer loyalty in an increasingly competitive market.

In the end, the question for brands is the same as it is for Survivor contestants: What will you do to ensure loyalty and outlast the competition?