Club Management - May/June 2008 - (Page 30) Feature Relationship Building in the Internet Era By Dan Sharry W Whether you are a private club with membership-retention challenges or a semi-private facility with a falloff in club activation – and the diminished revenue that goes along with it – it’s clear that keeping your core member or customer engaged and active at your club is an ongoing and significant concern in the club industry. While everyone understands that private clubs are in the dues business and public-play facilities are in the recreation/ lifestyle business, we often overlook the more basic concept that everything starts, and pretty much ends, with “the relationship.” Most organizations know that you retain members and customers by treating them well in every interaction and that you risk losing them if you fail to meet their expectations. In fact, people generally seek out organizations that consistently provide an excellent customer experience. And consumers of all descriptions reward those organizations with loyalty, advocacy through word-of-mouth exposure and higher revenues. Should it be any different in the club industry? Consequently, organizations that expect to succeed must consistently refi ne their focus on the relationship, and emphasize the membership experience. Yet, while many clubs talk about delivering a superior member experience, others are less engaged. They struggle to tell that important story and reinforce the hard work they’re already doing. In other words, delivering a superior experience is just the beginning. It’s just as important to get the extended value from that organizational effort ©Dreamstime.com 30 • CLUB MANAGEMENT
Table of Contents Feed for the Digital Edition of Club Management - May/June 2008 Club Management - May/June 2008 Contents President’s Message Accounting & Financial Management Board Governance Wine Society Quenches Thirst for Knowledge, Camaraderie Building & Facilities Management Tennis Pro Education Increases Your Bottom Line Cover Story: BMI Golf Management Golf/Sports & Recreation Management Human & Professional Resources Relationship Building in the Internet Era The Ultimate Cellar Raid Products and Services Marketplace External & Government Influences HFTP Insight: HITEC 2008 Features Latest in Club Technology New Directions Global Outreach Advertiser Index/Advertisers.com Club Wrap Club Management - May/June 2008 Club Management - May/June 2008 - Club Management - May/June 2008 (Page Cover1) Club Management - May/June 2008 - Club Management - May/June 2008 (Page Cover2) Club Management - May/June 2008 - Club Management - May/June 2008 (Page 3) Club Management - May/June 2008 - Club Management - May/June 2008 (Page 4) Club Management - May/June 2008 - Contents (Page 5) Club Management - May/June 2008 - Contents (Page 6) Club Management - May/June 2008 - Contents (Page 7) Club Management - May/June 2008 - Contents (Page 8) Club Management - May/June 2008 - President’s Message (Page 9) Club Management - May/June 2008 - President’s Message (Page 10) Club Management - May/June 2008 - Accounting & Financial Management (Page 11) Club Management - May/June 2008 - Accounting & Financial Management (Page 12) Club Management - May/June 2008 - Board Governance (Page 13) Club Management - May/June 2008 - Wine Society Quenches Thirst for Knowledge, Camaraderie (Page 14) Club Management - May/June 2008 - Wine Society Quenches Thirst for Knowledge, Camaraderie (Page 15) Club Management - May/June 2008 - Wine Society Quenches Thirst for Knowledge, Camaraderie (Page 16) Club Management - May/June 2008 - Building & Facilities Management (Page 17) Club Management - May/June 2008 - Building & Facilities Management (Page 18) Club Management - May/June 2008 - Tennis Pro Education Increases Your Bottom Line (Page 19) Club Management - May/June 2008 - Cover Story: BMI Golf Management (Page 20) Club Management - May/June 2008 - Cover Story: BMI Golf Management (Page 21) Club Management - May/June 2008 - Cover Story: BMI Golf Management (Page 22) Club Management - May/June 2008 - Golf/Sports & Recreation Management (Page 23) Club Management - May/June 2008 - Golf/Sports & Recreation Management (Page 24) Club Management - May/June 2008 - Golf/Sports & Recreation Management (Page 25) Club Management - May/June 2008 - Human & Professional Resources (Page 26) Club Management - May/June 2008 - Human & Professional Resources (Page 27) Club Management - May/June 2008 - Human & Professional Resources (Page 28) Club Management - May/June 2008 - Human & Professional Resources (Page 29) Club Management - May/June 2008 - Relationship Building in the Internet Era (Page 30) Club Management - May/June 2008 - Relationship Building in the Internet Era (Page 31) Club Management - May/June 2008 - Relationship Building in the Internet Era (Page 32) Club Management - May/June 2008 - The Ultimate Cellar Raid (Page 33) Club Management - May/June 2008 - Products and Services Marketplace (Page 34) Club Management - May/June 2008 - Products and Services Marketplace (Page 35) Club Management - May/June 2008 - External & Government Influences (Page 36) Club Management - May/June 2008 - HFTP Insight: HITEC 2008 Features Latest in Club Technology (Page 37) Club Management - May/June 2008 - New Directions (Page 38) Club Management - May/June 2008 - Global Outreach (Page 39) Club Management - May/June 2008 - Global Outreach (Page 40) Club Management - May/June 2008 - Advertiser Index/Advertisers.com (Page 41) Club Management - May/June 2008 - Club Wrap (Page 42) Club Management - May/June 2008 - Club Wrap (Page Cover3) Club Management - May/June 2008 - Club Wrap (Page Cover4)
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