Here are two fundamental revenue-raising opportunities:
Grow membership and maximise customer loyalty.
Where do we start?
We get serious about information.
Acquiring new customers can be time-consuming and costly. However, if you have information to help you understand upon which to understand where your most prospective customers are likely to be and how best to target them, then you are likely to make the best decisions in the shortest time-frame and at the lowest cost per acquired customer.
Secondly, maximising customer value to your business is about knowing your customers, their purchasing behaviours, their product preferences and if possible, their attitude towards your products and services. Again, information is key here and it shouldn’t be a great, costly task to get this, nor to maintain it or change it.
I like the feeling of walking into a club, the warmth and ambience of a great little community hub.
The great thing about this service industry is how close and personal you get to your customers. It’s a wonderful unique attribute about clubs. For this reason, it’s easy in clubs to ‘have a good feel’ for your customers, but what you don’t want is a tunnel view, you want a 360 view.
If you had an information model that brought all your business information together and allowed your executive team to really get to know your customers across your whole business – who they are, what products they like, how often they visit, how much they usually spend, if they start to drop off in spend or visit, how they respond to promotions, or perhaps identify changing patterns in your local market - that’s what we really mean about getting to know your customers. If you do this well, then the tailored messages, the offers and the channel mix you use will be more rewarding for yourself and more engaging for your customers.
Recently, we went on a road trip and discovered Excel heaven out there (The Excel Addiction).
Over the past 15 years, elaborate spreadsheets have crept into the general fabric of the club executive’s office. The CEO (or analyst) has created a wonderful and sophisticated web of spreadsheet information which has become the fountain of knowledge for tactical decision-making and could well be as addictive as Facebook
In this Age of Information, though, it’s time to consider a long-term goal for your customer information. Now that systems are churning vast amounts of information, let’s get serious about reporting and analysing it so that we can make better use of it.
Empower your executive team to learn more through whole-business information, and the best way to do that is to put it in a format that is easy for them to interpret frequently and easily and provides meaning for the decision-making. Watch this empowerment give a sense of ownership for the initiatives that follow. Whilst heading down to the cellar to address a blocked drain pipe, or ringing Help for technical difficulties with machines, might be some of the day-to-day challenges in our roles (that we can’t avoid), let’s not make the ‘managing and measuring’ more difficult than it has to be.
At Club Data Online, we have a solution that’s up for the picking.
Through data-warehousing and the latest business intelligence tools, our ADVANTAGE solution will bring all your business datasets together so that you have a 360 view of your customers’ purchasing and participation behaviour across your whole business.
Our web-based information model ensures that you can take advantage of the increasing advancements in technology without having to incur huge development or maintenance costs.
Through way of leading technology, you have control of your data asset in our secure data-warehouse which shares infrastructure costs across participating venues.
Our model is so flexible that you can change it when you want. When you need that extra piece of reporting, it will be accessible quickly and easily via our dashboard reports or via direct access to your own DataCube so that you can create your own reports as needed. This is a quick and low-cost solution and best of all, very adaptable.
