Member Satisfaction Survey
How has this idea enhanced your club's operation, etc.?
In the past, Woodfield conducted a member satisfaction survey once a year. The survey covered all aspects of the club and was extremely time consuming for members to complete. Additionally, it was difficult to capture a year’s worth of member experiences in one survey. A need to gather data throughout the year was identified.
We turned to the Humm® survey system to help us with our goal of maintaining a pulse on member satisfaction throughout the year across all areas of the club. Humm® surveys are succinct, 7 to 10 question surveys that are administered directly after a member has used a club amenity or service. Results are immediately viewable by management in the Humm® dashboard. Humm® has proven to be an invaluable tool for Woodfield giving us the ability to quickly administer surveys and gain actionable data. The data is used to identify trends, create action plans and direct additional training where it is needed most. Additionally, the data shows true trends that help to validate the real member experience as opposed to one member stating everyone loves/hates this or that.
How was this idea implemented, and what have been the club members' reactions?
First, we determined which amenities and services would be part of our Humm® survey program. Next, we developed survey questions for each area. Lastly, we administered the surveys to members. Some surveys are presented on a tablet directly following use of the service, while others are emailed to members once a month. On average, we receive between 60-70 completed surveys a day, which provides us with valuable real-time insight into the member experience. Low scores are highlighted by management and an immediate action plan is created to improve the experience.
Members are supportive of the program and grateful to have additional methods to communicate concerns, praise and general comments.
About the author
Eben M. Molloy, CCM