The stream of technology continues…and it’s time for some of the industry’s suppliers to tell their story, to give us their opinions of the what, where and why of today’s club technologies, including case studies.
These are viewpoints that can cast some light on your discussions with your technology suppliers.
So how do clubs prepare for the future? What to do, because digital devices are how younger club members read, listen, search and generally communicate with their families, friends and work colleagues. How do clubs accommodate the requirements of the next generation? What decisions do boards of directors face? Who leads the charge?
As well, technical innovation is happening in the industry’s administrative and management areas…that also focus on a club’s member experience.
ClubIQ, another innovation from BoardRoom magazine and BoardRoom Distinguished Clubs, stands out as a prime example, and as explained in our cover story, ClubIQ ‘holds oodles of promise in helping private clubs deliver on their members experience.’
ClubIQ finds its genesis in the methodology used to measure the member experience at BoardRoom’s Distinguished Clubs, and the methodology has been transformed so that clubs can now measure their member experience from their members’ perspectives. BoardRoom’s Distinguished Clubs’ ClubIQ polling software allows clubs to monitor their member experience and make timely improvements in response to member sentiment and requests.
It’s on-going daily data collection throughout the year, that’s timely and relevant because it offers insight gained daily about recent member experiences, providing proactive insight.
Since its inception in 2015, ClubIQ has helped private club general managers gain real-time insight about departments, and what matters most to their members.
Specifically, ClubIQ indicates how satisfied members are with a club’s various departments. And it comes from qualitative data, and in our cover story, five BoardRoom Distinguished Clubs lay bare their experience and the response of their club members to ClubIQ. Of course, the member response leads to a response by each club’s management in a very timely fashion.
This is key…No more waiting for year-end surveys and each club’s management knows where their departments stand with their members.
It’s as we’ve always said with BoardRoom…‘replace emotion with facts.’ That’s exactly what ClubIQ does for each club.
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Also in this issue, Global Golf Advisors’ Michael Gregory and Bennett DeLozier, both Millennials, address the membership challenges and how clubs can search out Millennials in the right manner.
Not surprisingly, the Millennial market represents an astounding $200 billion in annual buying power, and for private clubs to ignore this market (even with its challenges), just doesn’t make sense.
Millennials, young as they might seem to be, know what they want and private clubs have to deliver if they want Millennial members. A combination of purpose, authenticity and simplicity packed into a credible message delivered through a relevant medium is the way to reach Millennials, says Gregory and DeLozier.
“To a young person, cost-benefit considerations are typically followed by need-want assessments. If we can’t justify our need for it, we’re unlikely to pay for it,” suggests the writers. And for Millennials, the ‘medium is the message’, and for Millennials, the medium comes through mobility…Smartphone, iPads and tablets and probably even more important, text messaging.
So, if private clubs are seeking Millennials, the clubs should know where to look for Millennials…online and usually on their Smartphones.
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Caleb Christopher, in his first contribution to BoardRoom, suggests clubs ‘wake up and smell the cyber.’ Christopher leads a team of certified ethical hackers to conduct cyber assessments for clubs and organizations.
We all, with our computer systems, want something that’s convenient, functional and allows fast service to private club members. Often, it seems, security of many systems fails because of these desired qualities.
The fact is, private clubs have what Christopher calls, “an incredibly high hack value’, not surprising, given the members’ confidential information that’s stored on any one system. However, it often seems clubs don’t take prudent security measures.
So, the question to clubs remains: How and from whom do you want to find out how vulnerable your club is?
That question alone is enough to make a club’s IT department and staff to go back to square one and ask: Are we secure enough? If your answer’s no, then it’s blatantly obvious your club needs a ‘cyber checkup’ and the sooner the better. BR