At Every Major Touchpoint in Your Club.
As the world gets more electronically connected and impersonal, members desire personalized service. Private clubs offer human touch and service better than most businesses can. Making sure your club is satisfying members and meeting their expectations requires constant dialogue. Measuring member satisfaction at every major touchpoint in your private club involves a systematic approach. Here are steps to help you do that:
1. Identify Touchpoints: Determine all the key interactions or touchpoints that members have with your club. These may include events, dining, golf, facilities, customer service, and membership services.
2. Define Metrics: Establish specific metrics and key performance indicators (KPIs) for each touchpoint. For example, you could measure member satisfaction through surveys, feedback forms, or ratings for events, dining experiences, or facilities.
3. Member Surveys: Conduct regular surveys to gather feedback. Make sure the surveys are comprehensive but not too lengthy to avoid survey fatigue. Include both quantitative (e.g., ratings on a scale) and qualitative (open-ended questions) elements. Include incentives, rewards, and prizes for completion of polls & surveys. Having a travel reward program in place such as Privat-VIP- can assist greatly in this aspect.
4. Feedback Forms: Implement feedback forms at various touchpoints, such as in the dining area or near the golf course. Encourage members to share their thoughts and suggestions.
5. Monitor Social Media: Keep an eye on social media platforms for member comments and reviews. Respond to both positive and negative feedback promptly.
6. Mystery Shopping: Consider using mystery shoppers or evaluators to assess the quality of service and member experiences anonymously.
7. Data Analysis: Collect and analyze data from surveys, feedback forms, and other sources. Look for trends and areas that need improvement.
8. Regular Reporting: Create regular reports on member satisfaction for club management and the board. Highlight areas that require attention and improvements.
9. Action Plans: Develop action plans based on the feedback received. Prioritize and implement changes to enhance member satisfaction.
10. Continuous Improvement: Member satisfaction is an ongoing process. Continuously gather feedback and adjust your approach to meet changing member expectations.
11. Personalized Touch: Consider personalized outreach to members who provide feedback, both positive and negative, to show that you value their input and are committed to improving their experience.
12. Benchmarking: Compare your club’s satisfaction scores with industry benchmarks or with previous performance to gauge progress.
13. Training and Development: Invest in staff training and development to ensure that employees are equipped to deliver excellent service and experiences. Here again, having a travel reward program in place for the staff can greatly assist with training, motivating, and recognizing staff for their effort and improvement.
By systematically measuring member satisfaction at every major touchpoint and taking proactive steps to address areas of concern, your club can enhance the overall member experience and retain and attract satisfied, loyal members.
Rewarding members for their feedback and encouraging members to complete surveys in exchange for travel rewards helps the process move along more efficiently.
Request a demo today!
---
About the Author: Eric Ruehlmann is a versatile business executive with over 25 years of service in the club management industry. Eric's knowledge and experience is broad having held advisory positions and worked on projects in a variety of fields such as; consumer research, direct sales, loyalty & rewards, travel & leisure, and lifestyle products & services. Eric is currently focused on sharing his knowledge about travel clubs, and travel loyalty & reward programs. Eric Ruehlmann is the founder of Build A Better Club and a managing partner of Privat-VIP- Travel & Rewards.
Opmerkingen