Golf Membership Survey
A Voice to the Members
Some would say it is brave for a club to ask for its member’s views, we believe it is brave not to ask! It costs 5-6 times more to recruit a new member than it does to retain an existing one! Any business needs to know what its customers think, want and what their future intentions are, golf clubs are no different.
Some golf clubs conduct a ‘brief survey’ or an ‘exit interview’, the first tends not to be independent or thorough enough, the second is too late. With guaranteed member anonymity, 59club will carry out a comprehensive and independent survey of your membership, providing feedback based on every aspect of your business from your most valuable asset, your Members.
The 59club membership survey provides an economical way of truly understanding the views of your members, what is important to them and the degree of that importance. The results give you clear direction on ways to improve ‘life as a member’ of your club, vital if you are to successfully retain the core and transient element of your membership.
The survey has been designed specifically to improve member retention and comprises of 88 quick fire and easy to complete questions that will take the members' between 15-30 minutes to complete dependent on the level of detail they wish to submit. This product encompasses all aspects of ‘life as a member’ of your golf club through the 'eye' of the member.
All 59club products have the ability to make service level performance comparisons against your chosen competitors, other venues in your group, the best performing clubs, and the rest of the industry.
All areas of facility and service analysis can be further broken down via a filter system to enable analysis of any particular groups within the membership. This enables you to highlight any groups that may be susceptible to leaving the club, hence promoting necessary actions to help retain your members.
Analysis Includes: Filters:
• Lifestyle Gender
• Facility Age
• Service Handicap
• Golf Course Membership Category
• Food & Beverage Playing Frequency
• Off Course
• Professional Team
How it works:
- All club members are sent an email from the relevant club manager. The email they receive contains a link to the 59club on-line survey.
- The questionnaire is easy to complete with a proven response rate. Subject to the member’s written responses, it takes between 15 - 30minutes to complete.
- There is an opportunity for members to provide in-depth comments, both positive and negative.
- All of 59clubs surveys are conducted under code of conduct of the Market Research Society with member anonymity assured.
- Standardised questionnaire provides the ability to benchmark results with ‘industry norms’, and other clubs of similar or varying styles
- There is also the opportunity to personalise a limited number of questions pertinent to your own business and philosophy.
The Results:
- Results are provided using 59clubs secure on-line web portal.
- Results are shown in graphical and table formats
- Actual verbatim comments, categorised into positive or negative comments made by members, allowing an in-depth understanding of key issues as seen by your members.
- An overall measurable percentage of your member’s satisfaction with the club.
- Measurable percentages of satisfaction in areas of Lifestyle, Service, Facilities, Pro team, On-course, Off-course and F&B.
- Full comparison of your results with your chosen competitors, other venues in your group, the best performing clubs, and the rest of the industry.
- Finally there is an opportunity to work with consultants who are experienced in providing guidance to clubs on interpretation of results and recommendations for action and feedback to members’
Carrying out a survey indicates to club members that you care about their views and intend to act upon the results. Satisfied members are well known to remain as members longer, deepen their relationship with the club, focus less on the costs and recommend the club to others.
