member survey results 2016€¦ · oakmont golf club conducted an online member survey december 1,...
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Member Survey Results 2016
AGENDA
Review High Level Survey Results Compared to PY
Implications + Recommendations
Executive Summary
Oakmont Golf Club conducted an online member survey December 1, 2015-
December 31, 2015. Paper surveys were made available at the club for those
members without an email address on file.
A complimentary Guest Pass was offered as an incentive to complete survey.
A total of 149 response were collected.
The following pages are the results of the survey.
Overall results were positive with areas identified for improvement.
Responses Compared to Previous Years’ Surveys:
December 2015 149 total member responses
March 2015 195 total member responses*
2014 217 total member responses*
*There was not an incentive provided for completing these surveys.
Implications: Possible reasons for decline in survey participation:
• Too recent. Last survey was done less than 9 months ago. Recommend not
sending another survey for at least 12 months.
• Sending a survey in December/Holiday Season could have impacted response
rate. Recommend sending in a month without major holidays.
• If members are more satisfied with club they may be less likely to fill out a
survey. No news is good news.
• Incentive offer did not seem to increase participation rates. Recommend not
offering incentive on future survey based on redemption rates.
Please indicate how often you use the following aspects
of the club on average
Implications:
Reported significant increases in
Respondents’ Usage in Following Areas:
• East and West Golf Courses
• Snack Bar
• Quail Inn Restaurant
On a Scale of 1 to 10 with 10 being the Best, please rate the
overall (property-wide) customer service
At Oakmont Golf Club.
8.33
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00
8.23
0.00 5.00 10.00
8.32
0.00 5.00 10.00
2015 2014
Implications:
• With an average rating of 8.33
customer service, the club is trending
flat to previous survey. Although
slightly higher than 2014.
• Recommend GM to implement and
complete all Modules of TrueService
Training – Starting in April
• Starting with F&B staff as this area
indicated most area of improvement
How you aware of the club’s existing Membership
Referral Program?
Top 3 Recommend Referral Incentives
1. Guest Passes
2. Discount on dues for referring member + new
members
3. Credit in Pro Shop, Snack Bar or Quail Inn
8.51
0.00 2.00 4.00 6.00 8.00 10.00
How likely are you to recommend Oakmont Golf Club to a friend, co-worker or family member?
Implications:
• With an average recommend rating of
more than 8, it’s likely that
respondents are willing to recommend
however only half of them have
insight into membership referral
program.
Recommendation:
• Improved communication of existing
program to members on on-going
basis i.e statement stuffers, e-blasts,
member website updates, member
newsletter & posters/cart signs and
table tents around club.
How likely are you to recommend Oakmont Golf Club to a
friend or family member?
8.51
0.00 2.00 4.00 6.00 8.00 10.00
How likely are you to recommend Oakmont Golf Club to a friend, co-worker or family member?
2014: Net Promoter Score 69 = Promoters (90) – Detractors (29)
2015: Net Promoter Score 76 = Promoters (96) – Detractors (20)
2016: Net Promoter Score 68 = Promoters (85) – Detractors (17)
Implications: Although 2014’s score of 69 is considered above average for the hospitality industry; 76
is above the KemperSports recommended benchmark of 70. In 2016 at 68, this is not acceptable and
is below our recommended benchmark of 70.
Median Average 76 / Average 71.
Biggest reasons for NOT recommending Oakmont Golf Club to a
friend or family member?
KemperSports will continue to implement and improve several new programs to address
Member Satisfaction and Value in 2016 including:
• Improve Customer Service by completing all 4 modules of TrueService training in 2016
• Offer Membership Incentives such as Pick your Perks, Realtor Referrals and other
Best-Practice Member Referral programs.
• Add Value by enhance Existing Membership Referral Program & Launch Referral Drive
• Continue to Communicate with Membership regularly on programs and offerings
• Research and Host an Open House
Most Common Verbatim Responses:
Course Conditions
Value of Membership
Customer Service
Please rate the following aspects of your overall restaurant
dining experience at the club.
Implications:
• The F&B experience
continues to be challenging
with overall lower ratings in
the Excellent Category
across the board and
increase in Good or Fair
ratings compared to 2015.
• However, compared to
2015, there are fewer
Unacceptable ratings
• Largest Areas of Concern:
Speed of Service
• Meanwhile, Quality of Food
and Overall Atmosphere
remain relatively flat.
Verbatim Responses to overall restaurant
dining experience at the club
service in the Quail Inn bar is woefully
lacking. Bartender is often talking sports
while other customers wait and sometimes
when food sets in window
Better train employees, especially in
restaurant/bar
quicker response when sitting at the table,
most of the time when we use the
condiments they are always not clean,ie
dried mustard or mayo and ect. during the
warmer days the patio doors are left open,
e\welcome flies. The snack bar cooks
handle money and food without washing
hands, or wearing plastic gloves or
whatever
Get some supervision in the restaurant
and bar. The employees are running the
place!
“Recommendations:
• Revisit TrueService Training from 2015 with Primary
focus on all F&B Employees, Graduating by end of
Q1;
• Review FoodServSafe Handling Guidelines
• Institute Employee; Performance Reviews and
Improvement Plans if needed
• Cleaning schedule for employees/outside company
• Newly hired F&B Manager hired should help with
supervision and training issues
KemperSports is already in the process of addressing all of the above.
The wait staff in the bar and grill sometimes seem they are not
trained, service is slow. I also think that the bartender should NOT
be waiting tables. If you sit at one of his tables your service is
friendly but very slow or your drink orders take time because he is
waiting on tables. He is a Bartender.
”
Please rate the following aspects of your overall WEST GOLF
COURSE experience at the club.
Implications:
• Pace of Play and
Friendliness/attentiveness of staff
was rated highest levels of
satisfaction.
• Overall Satisfaction was positive
with 85% rated Good/Excellent
• However, quality of the Bunkers
continues to be the main area of
immediate concern
• Followed next by conditions of
fairways and tee boxes.
Please rate the following aspects of your overall EAST GOLF
COURSE experience at the club.
Implications:
Quality of Bunkers continues to be
the main issue for the East Golf
Course.
Recommendation:
• Possible Refinance
• Develop Short-Range/Long
Range Bunker Plan with
Superintendent
• Bunker Removal
How would you rate each individual department?
How would you rate each individual department? (Most Common Verbatim Responses – Key Learnings)
Department Key Learnings
Membership Good but definitely deed more, new members
Clubhouse Appearance /
Maintenance
East clubhouse needs updating as well as bathrooms
More attentiveness to the club’s overall cleanliness.
Golf Course Maintenance Needs Improvement, Conditions are rated higher overall however but
bunkers still need major improvement
F&B Operations Poor to Not Acceptable Service Levels in the Quail Inn and other F&B
outlets. Improvements in this area will improve value of membership
Banquets & Catering Good experience overall.
General Admin/ Accounting Good. Experienced has greatly improved compared to prior survey
results. Continue to monitor and make improvements as necessary.
Golf Shop Okay, Need Improvement, Appears to be still be inconsistent, mixed
reviews, many members very happy, others not so much.
Overall Marketing/
Communication
Good Experience. Improvements to Calendar of Events and improved
communication with members.
General Manager Good Experience, For those Members that have met Mike, he’s doing a
great job
KemperSports is already in the process of addressing all of the above.
What type of activities would you be interested in
participating in at Oakmont Golf Club?
Ve ry
Inte re ste d
So me wha t
Inte re ste dNe utra l
No t Ve ry
Inte re ste d
Ra ting
Ave ra g e
29 57 27 27 2.63
35 51 28 24 2.7013 20 35 72 1.81
10 18 33 76 1.72
8 11 37 84 1.59
25 51 29 35 2.47
13 20 36 71 1.82
25 43 37 36 2.40
14 24 36 63 1.92
35 26 34 46 2.35
12 19 43 67 1.83
13 33 37 57 2.01
14 41 41 46 2.16
10 23 37 70 1.81
22 33 38 48 2.21
26 50 34 32 2.49
5 3 42 91 1.45
10 15 42 73 1.73
13 28 44 53 2.01
19 34 31 55 2.12
11 17 37 75 1.74
54 52 22 15 3.0115 22 32 69 1.88
6 5 39 87 1.49
13 33 32 62 1.98
22 47 35 33 2.42
29 31 34 46 2.31
35 53 33 18 2.76
Cooking Classes
Family Golf
Live Music
Answe r Op tio ns
Happy Hour(s)
Karaoke
Wine Tasting/Winemaker Dinners
Trunk Shows/Fashion Previews
Holiday Brunches
Comedy Night
Gingerbread House Workshop
Chip & Sip
Halloween Costume Party
Themed Dinners (seafood night, I talian
Poker Night
Bunco
Craft Beer Tastings
Junior Golf Lessons
Casino Night
Glow Ball Golf Tournament
Couples Golf
Valentine's Day Dinner
Bridge or other card nights
Group Golf Lessons
BBQ Bootcamp
Golf Equipment Demo Days
Breakfast with Santa
Bring a Guest Events
Member Only Events
Implications:
• Consistent with March
2015 survey, respondents
continue to express
increased interested in
same 8-10 types of
events.
Recommendation:
• Focus on main members
events in these categories
• Consider replacing or
dropping unpopular events
based on feedback
• Partner with local winery,
develop Wine Club
• Create Themed Dinners
with Live Music aspect
• Contact Vendor Reps to
Schedule Multiple Demo
Days or one Super Day,
include raffle for attendees
to win prize i.e putter,
• Develop Happy Hour
Days/ Times/ Menu
Additional Demographic Info
Please indicate your category of Golf
Membership in 2015.
Implications:
• Only 1 Response from
Young Executive.
• Roughly half of
respondents are on either
on a limited or pay as you
go membership compared
to the Unlimited Plan
Recommendation:
• Add Survey Questions next
time about why members
prefer to be on Limited
versus Unlimited.
• Review Local Market
Demographics on age
ranges within local market
to determine demand.
• Review Current Junior
Membership and adjust to
appeal to younger
demographic if warranted.
• Add Programming to attract
younger demographic.
Please Indicate your age
category
Implications:
• With Majority – 81% of
respondents are age 66 or
older, there exists a high
potential for attrition due to
age related injury, illness
and death.
Recommendation:
• Review and adjust existing
Super Senior Membership
and/or Medical Leave
Policies to curb attrition.
• Highly target new members
between the ages ranges
46-65, review club events
to appeal to this age
demographic
• Review Local Market
Demographics on age
ranges within local market
to determine demand
How long have you been a Member
at Oakmont Golf Club?
Implications:
• 39% of respondents have
been members for 10 or
more years.
• 43% of respondents are
new members (0 to 5
years)
• As current member’s age
out of the club, the
percentage of new
members should continue
to increase
Recommendation:
• Review new club
programming to continue to
appeal to new and
prospective members
• Continue to stay on top of
club trends to stay relevant,
competitive and attractive
to prospective members
Resident StatusImplications:
• With 77% of respondents being
Oakmont Residents, opportunity
exists to attract new members from
outside immediate area.
Recommendation:
• Research membership mailer and
outreach to non-Oakmont residents to
increase awareness and drive new,
non-resident memberships.
• Review current memberships and
adjust or create limited-promotion to
encourage Non-Residents to join.
• Continue to remain visible and a
“community gathering” for residents of
Oakmont thru HOA newsletters and
other outlets that reach immediate
residents.
QUESTIONS?
COMMENTS?
Thank you!
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