Hilton Head Region Webinar

Leveraging Member Research

to Support Club Strategy

Date:
Monday, August 16, 2021

Time:
9:30 am - 10:30 am (EST)

Program Summary: 
With the current push to be data-driven in making decisions, this session challenges managers to rethink their relationship with member feedback.  By moving to a data-informed mindset, clubs can ask more of their members by approaching surveys differently while asking fewer questions.   We address the opportunities of rethinking feedback to create advanced insights by presenting applied analysis methods and highlighting how clubs can ask the right questions to have data inform strategy.     
 
This session is designed to help club managers rethink member feedback to capture sentiment in charting a strategic path forward.  Specifically, attendees will learn about:

• Evolving importance of member insights in supporting club strategy
• Approaching data differently to harness the depth of provided information
• New approaches to understand the hidden voice of the customer

Speakers:

Eric Brey, Director

Dr. Eric Brey, Ph.D., is a researcher and professor at the University of Wisconsin-Stout, School of Hospitality Leadership, where his work focuses on leveraging analytics to guide the implementation of consumer-centric strategy. He also has experience teaching courses in customer analytics, club, golf and resort management, marketing, and strategy.

In his role as a GGA Director, Dr. Brey's focus is to assist golf, club, resort and municipal operators with expanded insight into existing data and managed consumer feedback services, including the implementation of 3-Factor Theory Analysis, a comprehensive study designed to provide a deeper and more meaningful understanding of the touchpoints that have the greatest potential to impact customer and member satisfaction.

Recently, Dr. Brey used 3-Factor Theory Analysis using existing GGA data for Medinah Country Club and for the United States Golf Association (USGA). The USGA study identified more than 1,000 touchpoints golfers can have throughout their experience that impact satisfaction and dissatisfaction. The results of the research provide insights to help operators gain a firm understanding of what customers need and how to meet and exceed those expectations.

Michael Gregory, Partner 

Michael is considered one of the leading authorities on private club strategy and operations. Since joining in 2007, Michael has helped more than 400 clubs around the world identify, evaluate, and resolve their underlying challenges. GGA clients benefit from Michael's expertise across a broad array of client services, including: market research, focus group facilitation, member surveys, membership sales and communication plans, strategic planning, and executive search. Michael is the co-author of an annual research study focused on millennials with Nextgengolf (PGA of America). Michael is a regular presenter for the Club Managers and Club Management Association of America.  

Credits Available:
1.0 CMAA Association Activity Credit

Webinar Contact:
Loraine Vienne
Hilton Head Region Co-Chair
[email protected]

Zoom Registration:

Topic: Leveraging Member Research to Support Club Strategy

Time: Aug 16, 2021 09:30 AM Eastern Time (US and Canada) 

Join Zoom Meeting at 9:30 AM on Monday August 16

https://us02web.zoom.us/j/82580727095?pwd=ck8rMzNhSDh2N3pBb0x2dXFhOEtXdz09 

Meeting ID: 825 8072 7095
Passcode: 412553

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