History is a little fuzzy on the origins of the suggestion box, but the anonymous tip box has existed in businesses for at least 110 years. Then came online surveys as the feedback method of choice.
While collecting any feedback is a great start, in order to improve your business it's critical that your feedback program is able to inform these 5 insights.
1. How your average member feels about your club
People don’t often go out of their way to leave positive reviews, because they expect their experience to be positive. This means that typical club feedback programs only hear from members in a timely way when something is wrong and they are upset. It's important that you're asking for feedback throughout every part of a member's journey with your club and asking for it on every platform: email, mobile, and in-club.
2. Are you improving?
How do you know if your club is improving? Sure you may collect feedback from multiple sources, but if you don't analyze it well you can't use it to answer this simple question. Your program's analysis process is as important as feedback collection. Software dashboards can make this easier, but it's up to you to implement and review them.
3. That piece of broken equipment or bathroom disaster
When does your staff hear about a piece of broken equipment or an “incident” that needs to be cleaned up immediately? Sometimes a member tells you immediately. Sometimes the problem lingers until your staff discovers it much later. Many feedback programs lack the timeliness to help you solve these daily issues. Instead of hearing about these issues as soon as they happen, you find them hours later when countless other members have been frustrated by a solvable problem.
4. Helping the upset member who walks out the door
It happens. Sometimes members have bad experiences. Maybe they thought the music was too loud, or they didn’t like their class that day or the hot water in the showers wasn’t working. They weren’t upset enough to seek out a manager or file a formal complaint, but it’s frustrating enough that they will remember when it comes time to renew their membership. If your feedback program doesn't make it extremely easy to provide ad-hoc suggestions, upset members will leave upset and may even vent their frustrations online.
5. Motivating your staff
Uber collects feedback after every car ride, which motivates drivers to provide exceptional service to every passenger, every time. Your club likely has internal performance reviews for your employees, but does your member feedback program actively encourage your staff to go out of their way for every member like Uber’s does?
Want a Feedback program that solves all of these problems? Learn more about Mobile Feedback: