In a serviced based industry which is all about the thoughts, feelings and perceptions of the your club members, it is critical that each and every system, process and business tool you use needs to be member centric.
Members centric mem·ber/ˈmembər/
Noun: An individual belonging to a group such as a society or team: “a drama club member”. An animal or plant belonging to a taxonomic group: “a member of the lily family”. cen·tric/ˈsentrik/
Adjective: In or at the center; central: “centric and peripheral forces”. (of a diatom) Radially symmetrical.
Therefore member centric is a specific approach to doing business that focuses on the member. Member’s centric businesses ensure that the customer is at the centre of a business’s philosophy, operations or ideas. These businesses believe that their clients are the only reason that they exists and use every means at their disposal to keep the client happy and satisfied.
When making any decision about your business you should always have this definition at the source of it. If you are developing a new procedure at your club: like membership suspension policy or the joining process they should always meet this definition. As if they are members of your family and you try to consider everyone’s thoughts and feelings and make them the centre of all processes. Like all families, mine included, there are occasions where you never see eye-to-eye and this will be the case in your club. 4,000 or 40 members each one needs to be considered at the point of making decisions that affects them. But you know your members and how they will react.
The member centric definition also needs to be top of mind when purchasing products and services that have a touch point with your members i.e. fitness equipment, cleaning services, software and marketing and billing. But how would you know if the product or services had a member centric focus when it was being developed or produced? Here are 9 questions you should ask your suppliers and see if they think about your members.
- What experience does the business have in the fitness industry?
- Are any of your staff members of clubs?
- Has any of your staff worked in the fitness industry?
- What do you do to keep up-to-date with changes in the industry?
- What aspect of the members experience does your product or service engage with or affect?
- What are your core business values?
- What was the initial market your product /service was developed for?
- Can you provide reference from a business that is the same as yours?
- Does your business engage in any sponsorship of an industry event, or are members of an industry association or body?
Why not test your current suppliers; get them to answer your member centric questions and see how they fair. Also add these questions into your procurement process and put your members at the centre of all your decisions.