Time is money. It’s a phrase as old as the United States and as widely known in business circles as just about anything. The phrase was originally meant to explain the “cost of laziness.” But with the business world moving closer and closer to a fully digital experience, there’s a new “currency” on the market other than time with its own opportunities– customer experience.
What is customer experience?
Simply put, customer experience is how your customers feel about the sum of their interactions with your brand. It’s what shapes their perception of you. It includes every touchpoint and every interaction, from the first phone call and inquiry, to the 1,000th meal they had at your club’s restaurant.
Investment in customer service and a positive customer experience leads to increases in revenue from additional prospects, prospect retention, increase in retail cart size and time on property. And you can bet that increase in revenue can and will fund capital improvements at your club.
Here are three reasons to invest in your club’s customer experience:
Happy customers stay longer and therefore spend more
Customers tend to stay on property longer if they have a great customer experience. For our daily-fee clubs out there, this means more time – and more sales – at your restaurant, bar, golf shop or other retail/dining environments. For our private club clients, this means an increase in member retention and membership dues.
Positive customer experience increases member/customer retention
It’s much more expensive to replace a customer than to keep one and investing in an excellent customer experience will give you a leg up in the customer retention game.
Increase in new customers as word travels
While angry customers are still more likely to write a review than happy ones, people are much more likely to share positive stories about brands and clubs with their friends. Providing an exceptional customer experience creates a standing army of advertisers who are willing to share stories of your service with other potential customers.