Get to Know Your Members

Get to KNOW your Members

Variety of MembersName recognition is great but…

Have you isolated how each member uses your club and what drives club engagement most? Why are certain members not using your club like last year? As a general rule, most managers only truly know their top 20% to 30% membership. These are the most active club members who typically serve on committees and boards, golf weekly and use dining rooms regularly. Unfortunately, managers are also in touch with the bottom 5% to 10% of the membership who have expressed they are no longer using the club and contemplating leaving. What about the middle 60% of your membership? Do you know who is at the top of this group and who is trending towards the bottom? It is nearly impossible to talk a member out of resigning after they have acknowledged their club concerns. Early focus on identifying members trending from top 20% to middle 60% is crucial. Understanding why this trend is occurring is the foundation for designing more targeted member engagement programming!

In a recent case study conducted at a full service private country club, we identified 26 members who had dropped out of the top 30% from one year to the next but remained among the top 50%. Because they still are among the most engaged members, this shift may go unnoticed. After further investigation, based on the average total spending, this change suggested a combined reduction of approximately $8,400 per month. Based on this data, increasing club usage of these 26 members back to where they previously were would equate to an additional $100,800 per year to the club!Casual Client Meeting

Make personal contact in casual settings to investigate changes that have taken place outside of the club which affected their use of the club.

In a private club, income is a direct result of member activity. Increasing member activity should be a coordinated effort among all department heads. Each employee has developed different relationships with unique cross sections of the membership. Utilize this. Once fading members are identified, work through “target list” as a team and leverage personal relationships to understand changes in each member’s use of the club. Make personal contact in casual settings to investigate changes that have taken place outside of the club which affected their use of the club. As a team, use this knowledge to develop individual strategies for re-engaging these members.

Early detection of changes in member usage is vital to being proactive in member retention.

– Tom Coburn, PGA
President/CEO, CTU Advisors, LLC
“CTU Advisors, LLC is the exclusive provider of Member Activity Analysis Program (MAAP), the essential tool to Know Your Customer.”

1 Comment
  1. Excellent perspective. I have spent the majority of my career in the customer experience and customer engagement world designing, deploying and managing some of the largest programs in the world for Automotive OEM’s, Financial institutions and Hotels. Understanding customers/members is now table stakes, the real winners will strive for emotional engagement.

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