From the outside, the registered club looks simple to most people: it’s the place they go for meals, entertainment and gaming. From the inside, however, it’s a complex business operation in a highly competitive industry. To thrive, a club needs to understand what its members want, how they behave, how much they spend and why.
Clubs that know their patrons will, I believe, be the ones that thrive in an increasingly-competitive future, and that knowledge can no longer be left merely to chance.
One of the hottest buzzwords in the IT industry at the moment is big data, which in a commercial setting means putting what you know about your customers to work to help anticipate their needs, serve them better, and cement your relationship with them.
However, the term also makes people think it’s the preserve of the big enterprise, a business the scale of a major bank or giant retailer. The amount of data that kind of enterprise needs to deal with is one challenge, but its complexity is another challenge. This is where the club industry can learn lessons from big data without being as big as a Las Vegas casino!
Think for a moment about all the ways in which your club might ‘touch’ a member: they create a membership record when they join the club, a transaction of one kind when they use a gaming machine, a transaction of another kind if they use the gym facilities, a POS record if they buy a meal (and those records might be in different places, if the club is large enough to have multiple restaurants and cafes).
The same member will exists in your CRM and marketing databases and your financial system.
Professional Advantage’s ClubIntel quickly and easily pulls data from all these systems into a single view, and helps give your club big data outcomes for a business generating thousands of transactions each day, instead of millions or billions.
From a single dashboard, your decision-makers can see and understand your patrons’ behaviour: when they come in, when they’re using gaming machines, when they move to restaurants or other facilities.
The same interface easily lets you see who your best customers are, or identify customers you need to market to because they might be drifting away. With ClubIntel, your marketing can be personal and proactive, since member behaviour becomes an input into your campaign systems.
It even helps you plan your business resources. You can overlay where people are at different times of day with your staff rostering at different locations, so that you’re not rostering staff before you need them.
Because ClubIntel is so tightly integrated with your business systems, these insights are available immediately. You don’t need to wait days to generate a report, and you don’t need to call on your scarce IT resources to seek out new information.
If you’d like to hear about ClubIntel from a user, check out the experience at North Sydney Leagues Club in this case study.