TOP 10 TIPS TO CREATE A CULTURE OF CUSTOMER CENTRICITY IN YOUR CLUB
What does changing member expectations, inconsistent service quality, and shrinking market share all have in common? They are all evidence of a Club that has failed to create a culture of customer centricity.
Creating a culture of customer centricity in your Club is a low cost strategy to overcome the above challenges, and also a foundation to long-term commercial success. With more than 10 years working with Clubs, here are our top ten tips to create a culture of customer centricity.
- Define Clear Values and Vision. Establish a vision that emphasizes customer satisfaction and anticipating member needs. Reinforce these values.
- Empower Employees. Equip staff with skill, knowledge and autonomy. Share guard rails and not strict instruction.
- Foster Employee Engagement. Promote work environment where employees feel valued. Recognise great staff in real time and Club wide.
- Understand Your Customers. Use surveys, social media listening, and direct feedback to improve the Clubs service processes and eliminate pain points.
- Invest in Continuous Improvement Culture. Regularly solicit and act on experienced staff feedback. Treat guest complaints as opportunities to learn.
- Leverage Technology. Automate repetitive tasks. Implement CRM systems and data collection.
- Create Memorable Experiences. Create moments that guests will remember. Invest in attention to detail and execute on the little touches.
- Cross-Department Collaboration. Recognise that the member or guest does not distinguish between departments. Cohesively map the entire in-Club journey.
- Monitor and Reward Customer-Centric Metrics. Link staff performance to execution of SOPs. Celebrate great staff performance in real time and across the entire Club.
- Incentivise. Link employee incentives to what is important to the customer. Encourage and reward continuous improvement in service quality.
A bonus tip: Progress over Perfection. You may have a view that creating a customer centric culture requires seismic energy. This is not the case, and developing a customer centricity across staff and business processes is a source of intellectual property and competitive advantage. The real challenge is just making a start.
For more than a decade, traCXio has been working with Clubs, Casinos, Resorts and Hotels to implement CX solutions to increase market share, decrease operating cost and grow revenue. traCXio is an online platform that guides service-rich businesses to implement an in-Club CX strategy and CX implementation plan.
Click here to learn more about creating a more systematic approach to enhancing in-Club experiences for members and guests.
