Member feedback is key to a better member experience and an improved club culture. With this in mind, Newtown Athletic Club in Newtown, Pennsylvania, began using ClubWorks MXM, powered by Medallia, to get the member feedback it needed to succeed.
Here, Melissa Christie, the club’s director of member experience and integration, explained exactly how ClubWorks MXM has help improved not only retention, but other aspects of the club’s experience.
CS: How were you introduced to ClubWorks MXM?
MC: Jim Worthington, the owner of the NAC, was at a Boston Red Sox’s game with John McCarthy (the executive director of IHRSA) and Mark Harrington (the owner of Healthworks). During the game Jim asked Mark what was the best thing that he had implemented in his club within the last six months and Mark mentioned ClubWorks MXM and Medallia. So Jim came back to the office, looked it up and started inquiring more about Medallia. This was in August 2013. We implemented Medallia in December 2013 and it has certainly been a game changer for us and we tell as many clubs as possible about Medallia and ClubWorks MXM.
CS: What are the main benefits to the business from partnering with ClubWorks MXM?
MC: Partnering with ClubWorks MXM has been one of the best business decisions that we ever made. We have been able to obtain member feedback that is the voice of our members and use it as an impetus for driving changes and improvements. It’s great to hear compliments, but it is just as important to hear and act upon feedback that will allow us to enhance our members’ experience. Our goal is to be able to provide our members with exceptional customer service at all times.
CS: How does ClubWorks MXM help you with the retention, specifically?
MC: Medallia has been a great vehicle to retention. Through the responses, we are able to analyze the feedback and actually implement improvements because of that. One of the questions on the Medallia survey asks about the satisfaction of the member’s fitness results. Again, it’s great to see scores that indicate that they are satisfied with the results, but when you see scores that shows dissatisfaction, it prompts you to reach out to those members. So we contact those members and invite them in to meet with us to discuss how we can reintegrate them back into a fitness routine and offer them a complementary consultation and tools and services to assist them. This has been a great way to help the members achieve results.
CS: Is there anything about working with ClubWorks MXM that pleasantly surprised you?
MC: Working with ClubWorks MXM has been an awesome experience. They have truly become one of our partners that are genuinely interested in seeing us improve upon the member experience. It’s not about obtaining us as a client and then not following up. They are engaged with us on various levels to help gain the most benefits from our member’s feedback. The coaching and analytical reports have been very helpful as well.
CS: What could other club owners know about partnering with ClubWorks MXM? How could they benefit?
MC: They should know that this is the best thing that they can do for their club. It will not only help you to retain members, but it will also increase profits, discover new areas of improvement, help you reward and recognize employees for excellence, but the ultimate goal is to improve the members’ experiences.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
