When it comes to exceptional clubs, Blair McHaney, the president of ClubWorks and an educator for the Medallia Institute, said the one thing they have in common is that they’re constantly improving. They are “Getting Better at Getting Better.”
In particular, what are they getting better at? Their product, particularly the product of “customer service” and the experience it provides.
Recently, McHaney shared these insights and more in a webinar hosted by Club Solutions Magazine that discussed improving customer experience and the four habits of exceptional clubs.
McHaney discussed:
- Does customer experience drive revenue?
- The fitness “product experience.”
- OCEM methodology
- Applicable tips for improving customer experience.
This is important because, according to McHaney, in 2011 researched showed that 38 percent of global CEOs said that customer experience is now the new dimension on which they were competing. This year, that number is 89 percent.
It is true that customer experience is no longer something that can be ignored. It is a key differentiating factor for clubs that allows them to retain their members, have members that spend more money, and have members that advocate for the brand.
Because as McHaney said, your customer experience is your product — it cannot be separated from your nice building and great equipment.
For free access to the full webinar to hear more about these concepts, click here.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
