Well, it seems many that read my recent blog about crystal balls would like to have one of their very own. LOL! Fact is, we all have them at our disposal. We just need to figure out how to use them.
Throughout the Covid crisis we continue to provide complimentary club surveys to better understand member’s fears and concerns. While 85% or more of the feedback is overwhelmingly positive, the 15% with concerns, were members potentially at risk. Knowing their concerns, being able to respond to them, was not just great “crystal balling”, it provided the potential to save that 15%.
Other crystal ball opportunities are equally as amazing. Technology, once limited and perhaps even feared in our industry, is now available to track shifting member attitudes, learn specific member needs and preferences, to personalize their member experience and profile satisfaction with their activity and usage. Utilizing a member experience tracking system quickly drives member confidence and wins back those that may have had an issue.
In a recent panel discussion with club leaders, a participant expressed concerns over bringing consultants in from the outside. The fear was “these are the Board’s expectations of me, not someone from the outside”. It made me really think. Do Boards expect their professional General Managers and COO’s to be specialists in everything? In the medical realm, I thought of something from my childhood that reminded me of this participant’s comment.
I had one doctor and he was generally knowledgeable in pretty much everything. The more medicine advanced however, the more specialized practices became, and the longer and healthier life has become for all of us. Clearly that same lesson can apply to the club business as well. Simply complying with an ever-increasing list of compliance issues is a full-time job, plus running what are essentially multiple business models within the club. Nobody has time to be “the” expert in everything!
As the name implies, MembershipRx has a medical connotation. Similar to the reasons we visit our internists with symptoms, a Club would come to ClubInsights with symptoms as well. Like the doctor we listen and analyze your symptoms then go through a rapid three-part process. First is Diagnosis of the core issues affecting your symptoms. Second, after collectively agreeing on why you are having membership issues, we provide a Prescription to get you better as quickly as possible. Third, we provide a process and system to build immunity and Health in the form of long-term membership health and sustainability. Like your doctor, our job is to keep you healthy.
As many of our northern climate clubs are ending their seasons and our southern, west coast and southwestern clubs are beginning their season, I hope that before you make any decisions about your upcoming membership planning that you will give me a call. My personal number is 214-679-8496 or email me at [email protected]. It may be the most important call you make this year. Let us be your crystal ball…..
Stay safe, look forward!
Rick Coyne, President