MEMBER & CUSTOMER SERVICE

The most important elements of member service at a club are personalization, exceptional staff, fostering a sense of community, and continuous communication.

By focusing on these areas, we can create a high-value, exclusive, and lasting member experience.

Personalized experiences

Members join clubs for a high-end, tailored experience, and personalization is key to retaining them. 

• Know your members. Train staff to learn member names, personal preferences, and habits, from their usual drink order to their preferred dining room seat. Tracking these preferences through a robust club management system allows staff to deliver memorable service on a consistent basis.

• Tailored programming. Not all members have the same interests. Curate diverse events and programs, from golf clinics to wine-tasting dinners, that cater to the specific demographics and desires of your membership.

• Recognition and appreciation. Acknowledging member anniversaries, birthdays, and other milestones makes them feel valued. Simple gestures like an eCard or a small gift can significantly boost loyalty.

Exceptional and empowered staff 

The staff is the face of the club, and their professionalism directly impacts the member experience. 

• Empower your employees. Give staff the training and authority to handle member issues proactively and with confidence. This allows them to resolve problems on the spot without frustrating delays or needing to escalate.

• Invest in continuous training. Regular training sessions ensure that all staff, from the front desk to food and beverage, are knowledgeable, consistent, and up-to-date on service best practices. This fosters a culture of excellence and shows employees they are valued.

• Professional, attentive service. Beyond technical skills, train staff in soft skills like decorum and communication. They should be attentive and anticipate needs while maintaining appropriate boundaries.

• Staff training and empowerment

  Employees are our most valuable asset for personalizing service, and low-cost training can have a high impact. 

  • Encourage active listening. Train staff, especially in the pro shop, food and beverage, and on-course roles, to listen actively to member conversations and remember details. A staff member overhearing that a member's child has a tournament on a certain day can create a positive interaction later.

  • Use their name. Make it a priority for all staff to learn and consistently use members' names. This small gesture shows respect and helps members feel recognized and valued.

  • Empower staff to provide solutions. Empower employees to resolve minor issues without needing management approval. Allowing them to offer a free drink or waive a cart fee for a small inconvenience can save the club money on formal systems and make a member's day.

  • Foster a "customer-centric" mindset. Encourage staff to treat every member interaction as an opportunity to build a relationship, not just process a transaction.

Strong sense of community 

A private club’s social atmosphere is often a primary reason members join. Fostering a welcoming environment helps build lasting relationships and increases member engagement. 

• Facilitate connections. Host social mixers, networking events, and group activities. Creating opportunities for members to interact helps build meaningful connections and a sense of shared purpose.

• Create inclusivity. Develop a structured onboarding process for new members to help them feel welcome and quickly integrate into the club's culture. This prevents the "old blood versus new blood" mentality from taking root.

• Encourage member involvement. Give members a voice by involving them in decision-making through committees, focus groups, or surveys. This active participation strengthens their emotional connection to the club.

Consistent and proactive communication

Transparent and targeted communication keeps members informed and engaged, which helps manage expectations and reinforce the value of their membership. 

• Diversified communication channels. Use multiple channels, such as a mobile app, personalized emails, and social media, to connect with members where they are. This ensures important updates, events, and special offers are widely seen.

• Manage expectations. Clearly communicate club policies, rules, and procedures, including how to handle complaints. This builds trust and prevents misunderstandings.

• Reinforce club value. Remind members of the benefits and value they receive. Regular conversations and communication about upcoming activities, facility improvements, and exclusive offerings can help reinforce that their dues are money well spent.

• Listen to feedback. Regularly solicit member feedback through surveys, both formal and informal, and show that you are taking action on their input. This makes members feel heard and shows that the club is adapting to their evolving needs