By Dave White
“What gets measured, gets improved!” That’s a long-standing message of Peter Drucker, the Austrian-born, but long time American management guru.
And that’s the foundation for BoardRoom’s Distinguished Clubs latest innovation.
The need to better establish member usage patterns by location or amenity, the need for a more efficient member name recognition system and timely member feedback has surfaced as a recurring theme during the more than 200 onsite club surveys that have been completed for BoardRoom’s Distinguished Clubs program.
“General managers and department heads continually have been asking if there is a way to capture information about club members that allows the club and its staff to respond in a timely manner to members’ wants and needs,” explained Keith Jarrett, president of BoardRoom’s Distinguished Clubs program.
“It became clear that we needed a more efficient way to shorten the time period for receiving information, including digital feedback from members, along with more detailed information.”
“It’s vitally important for clubs to think of today’s and tomorrow’s member, but it’s also important to think how board members want to receive information, “ Jarrett injected. “It’s our contention they want reports, policy changes, new enhanced Member Experience ideas based on data and confirmable metrics like they see in their professional life.”
So BoardRoom’s Distinguished Clubs thinkers have come up with the answer… the ClubIQ Plus with beacon technology! Not only are members provided with up-to-date information about what’s happening where, at their club, the beacon technology gives the club’s board of directors and management vital information about what the club’s members want and need, and measures, in real time, each department’s Member Experience performance indicators. This, in turn, really gives a true value of their membership. It’s all accomplished through the Distinguished Clubs’ patent pending beacon technology. Timely experience feedback from members in each department allows numerous reports to be generated, and that, of course, ties in with departmental financial key performance indicators.
With beacon technology, staff and management know where members are and what areas of the club they are using and gives timely feedback by reporting members’ location and experience. This information is instantly measured to generate different types of actionable reports specific to each department.
This information enables a club’s general manager to manage the club’s revenues and expenses and better understand their relationship to the level of service and amenities the club offers – now and in the future. The information can also help predict the impact of financial strategies on club’s Member Experience.
Staff members identifying and addressing individual members by name as they move about the club spaces remains a very important aspect of a private club. ClubIQ Plus achieves this by providing a picture and name identifying members when they enter each department so that staff can confidently and correctly address members.
A benefit of this also is that members do not have to sign into a department or sign a chit to be considered using the club. Additionally, management will know member usage patterns in real time via location and department.
Members also can receive timely promotions and notifications for specific amenities or offerings based on their location in the club. For example, club members arriving at lunchtime might receive a notice about the luncheon specials being served in the Grill Room.
So how does the ClubIQ Plus technology work? A beacon is a wireless, location based piece of hardware that runs on a battery, doesn’t need WiFi and connects via Bluetooth technology.
The beacons themselves are an innovative package in the ever-changing world of technology, but the magic for the Distinguished Clubs comes from the patent pending programming.
Vincent Vu who has worked on designing major applications for DirecTV and Verizon played a major role in developing this program for BoardRoom Distinguished Clubs.
“We were thrilled to see such a perfect use application for beacon hardware technology, “Vu explained. “Our proprietary and patent pending programming will allow clubs to exponentially enhance their delivery of Member Experience in ways the clubs never knew were possible.”
This of course, coupled with how the clubs use their additional information they gather, is a key component of the program.
“It’s one thing to attain information from members using Beacon technology, but it’s quite another to take it to the next level by integrating a club’s cost and revenue key performance indicators with ClubIQ Plus,” intoned Jeff Briggs, Distinguished Club’s director of technology, design and communications.
“We’ve built the ultimate metrics technology to measure Member Experience which can be used to monitor and reward department heads and their staff.”
Beacons as small indoor positioning devices, using low energy Bluetooth technology, connect to smartphones. Once connected a beacon can trigger a response in a smartphone app, allowing it, among others things, to pinpoint locations and push notifications or messages. In the case of Distinguished Clubs, messages to members are they move around the club.
Typically a club will likely have between five to 50 beacons, depending on the size of the club and number of departments, placed around the club, giving timely, location-based member feedback never before possible. The cost to implement and maintain ClubIQ Plus is entirely dependent upon the number of beacons a club requires based on the club’s size and information strategy.
Yes, it’s as Peter Drucker suggested, “If you want something new, you have to stop doing something old.”
That’s the name of the game for BoardRoom’s Distinguished Clubs – ClubIQ Plus offers an informative and innovative and valuable solution for improving a club’s Member Experience.