Member Satisfaction is the Key!

By Mia Coen

Today, we’re featuring an article written by Colleen Kennedy, our trusty resource and director of memberships at The Houstonian Club. She’s written an insightful piece about how to keep attrition rates down, and we’ve excerpted a portion of it here:

Colleen Kennedy: Perhaps the most important factor in health club profits is a low member attrition rate. At The Houstonian Club, the annual attrition rate averages about 4%. While The Houstonian Club does have significant initiation fees, they are not the reason for the very low attrition rate. In fact, the minimal attrition rate is due to customer satisfaction, which any club can apply to help reduce member attrition rates.

Here are some of the innovative ways we approach member satisfaction: 

Service Managers

At The Houstonian Club, in addition to our Sales Managers, we have two full-time Service Managers as part of the membership sales team. The Service Managers have only one commitment: member satisfaction. From the first day of club membership, our Service Managers are continually in touch with our members, helping with everything from questions about programs, to finding workout partners, to suggesting an appropriate dinner venue. Our Service Managers offer to take a class with the new member or to take them to lunch to further explain the club’s many programs, activities, and benefits.

New Member Receptions

Several times each year, a special reception is provided for our newest members. At this reception, new members are introduced to each manager at The Club, including all senior management staff, all program managers, and all department heads. There are typically about 20 staff members in attendance. This one-on-one exposure helps new members become totally integrated into The Club, providing that “belonging” experience that is so important for retention.

Rapid Club-Wide Integration

Every new member receives The Houstonian’s “Great Start Program,” a booklet containing 13 certificates for complimentary services, including everything from training sessions, to meals at our dining venues, to a round of golf. These certificates help introduce the new member to all areas of The Club, reinforcing the integration aspects and providing immediate value for the membership decision.

The Extra Step

The “Houstonian Cares” Program acknowledges members’ special days and special needs in quiet, personal, and meaningful ways. For example, The Club delivers baby gifts to the member’s home at the time of a new birth, while meals may be delivered to hospitals for families undergoing less pleasant situations. Delivery of a member’s favorite salad from one of our restaurants or favorite Houstonian “Lite Bite” meal can be a positive influence on attitude and recovery. Houstonian staff members also visit club members in hospitals, attend funerals, and send balloons, gifts, or flowers for celebratory occasions.