Member Satisfaction
Most clubs and organizations seek a regular ‘how are we doing’ measurement on the most important aspects of the member experience.
Custom satisfaction surveys enable you fully able craft a questionnaire that communicates and measures aspects of the member experience specific to your organization. This includes using language, tone, and/or imagery that is easily relatable and understood by your members. Bottom line, you want your respondents to understand exactly what you’re asking them to evaluate. They won’t have to guess what is meant by the question and you won’t have to guess what the resulting satisfaction score means.
Use of ‘standard’ satisfaction surveys and boilerplate templates simply do not provide the level of customization necessary. Organizations might think there’s a strong need for comparison measures against ‘Other Clubs’. Use of the Net Promoter Score can be helpful, but comparisons to ‘Other Clubs’ on specific aspects of the member experience at your Club is of limited benefit. Your members picked your Club for a reason and comparisons to other Clubs on general characteristics will not provide directional clarity.
The better method is to ask your members about specific, important aspects of your Club and measure these aspects over time. Separate ‘satisfied’ members from ‘dissatisfied’ members and read their open ends to understand differentiating factors. Take a look at lifestyle and lifestage demographic groups to understand if there are other characteristics driving satisfaction differences.
A custom survey complete with custom analysis helps you understand your satisfaction landscape, know who and what is driving your scores, and empowers you to take appropriate action to increase member satisfaction over time.
The final step: the highest performing Clubs communicate survey results and resulting action items to their members. That way, transparency is enhanced, members feel valued and believe their voices are heard; their opinion and input matter. Not surprisingly, a complete feedback loop and corresponding action steps nearly always drive future satisfaction upward.