Some time back I wrote an article entitled Report This!, making the case that regular reports on various aspects of club operations was an excellent way of keeping the general manager informed with a minimum investment of his or her time.Â At the same time the routine preparation of such reports by club department heads kept them better attuned to the vagaries of their departmental performance.
In listing those reports that I, as a GM, liked to see, I missed one of major importance â€“ the Top and Bottom Spenders at the club.Â This report is obviously important because it keeps the general manager informed of member usage of club facilities.Â In the case of the top spenders, they deserve some thanks and special attention from club management and staff â€“ say in the form of a rewards program as part of the club’s member relationship management plan, comped or discounted products or services, or, at minimum, the recognition by the GM of their contribution to the club’s success by letter or phone.Â The big spenders must be known to all staff and be given special attention by all.
On the other hand, the bottom spenders are important to know and track because they are the members most at risk of leaving the club.Â Knowing who they are should set off alarm bells in the membership office, as well as the GM’s, and warrant immediate contact to determine the cause of their limited use of the club.Â In the case of the unhappy or dissatisfied member, it gives the club the opportunity to apologize and make things right.Â There may be other, more innocuous, reasons for a member’s declining use of the club facilities, but in any case the reason is important for the general manager to know.
Of all the reports mentioned in my earlier article, the Top and Bottom Spenders report is the easiest to generate as it is a standard report within club management systems.Â Typically, the general manager can set parameters like the top and bottom percentages reported and the period of the report.Â But regardless of desired parameters, this is one of the most important reports to examine on a regular basis.
Thanks and have a great day!
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