Golf & leisure clubs stand to retain more members as 59club launch their ‘member exit’ survey product into their my59 sales & service benchmarking software.

The exit survey contains a wealth of pre-written survey questions, designed to glean the motives which led a member to leave the club.

The exit survey compliments the new member integration survey tool and member satisfaction survey templates all available within the my59 software. Add the golftell member communication App, launched earlier this year to the equation and 59club have developed the ultimate performance management tool to measure and advance club life and member retention rates in the process.

59club fast tracked the launch of their new product in response to enquiries from its my59 venue managers and long-standing partner; England Golf who support their efforts to drive industry sales & service standards.

Iain Lancaster, England golf’s Club Support Manager said: “59club has changed the way the industry manages customers’ expectations, because of their analytical performance management tools that measure every service experience and sales encounter within golf.

As more and more managers are seen to engage 59club services, the effect on the industry can only stand to remedy the factors that have seen membership numbers decline, and that’s credit to their ethos and the evolution of their my59 software”.

From time to time, members will choose to leave their club for one reason or another. Until now the industry has been forced to make educated assumptions as to the actual reasons for leaving, their understanding will be tarnished by hearsay or may have been gleaned by some form of stilted contact with the ex-member, who understandingly may not want to offend the club.

my59 fills that void. It’s analytical capabilities and bank of insightful survey questions, serve as an ‘impartial’ resource to address reasons for leaving by encouraging ex-member feedback confidentially. Clubs who put this strategy into practice will gain a valuable insight, assisting them to further improve their member experience and attrition rates.

59club Director, Mark Reed - widely acclaimed for his work in assisting clubs to recruit, integrate and retain members – commented; “at the core of any club you have your loyal members, they are easily identifiable and play a prominent role in club life. Conversely, members who are poorly integrated will be less active in ‘club’ activities. Eventually, ‘low’ users become ‘no’ users and that’s when the resignation arrives. Not anymore, our member sales enquiry protocol, new member integration tactics and member retention products are all well documented, and now as we launch the exit survey, we can confidently measure the entire membership sales journey from start to finish”.

Anyone requiring additional information to develop their member and visiting golfer experience can contact 59club Director Matt Roberts matt@59club.com, their regional 59club representative, or consult their England Golf support network.