Session Overview: Hot Topics in Private Club Technology 6/25/2018. Club Technology Trends & Predictions. Reengineering vs.

Size: px

Start display at page:

Download "Session Overview: Hot Topics in Private Club Technology 6/25/2018. Club Technology Trends & Predictions. Reengineering vs."

Mark Mosley
6 years ago
Views:

1 Hot Topics in Private Club Technology 1 Session Overview: Club Technology Trends & Predictions Reengineering vs. Replacement Evaluating Your Club s IT Environment 2 1

2 Latest Trends 1 Adding a Mobile App 2 Focusing on Cyber Security 3 Using Instant Member Satisfaction Surveys 3 Trend #1: Adding a Mobile App 4 2

3 What s the difference between a mobilized website and a mobile app? Promotions/news. Member profiles/photos. Club calendar. Billing account access with online bill pay. Surveys/polls. Reservations (dining, golf, tennis, fitness). Auto-sync with main club website. Features/Functions Mobilized/Responsive Website Yes Yes Yes Yes Yes Yes Maybe Mobile App Yes Yes Yes Yes Yes Yes Maybe 5 What s the difference between a mobilized website and a mobile app? F&B ordering ahead/togo/from golf course Call/ from member profiles. Push notifications. Beacon technology: Member recognition. Member location. Pace-of-play tracking. Geo-fencing with alerts and messaging. Features/Functions Mobilized/Responsive Website Maybe Maybe No No No Mobile App Yes Yes Yes Yes Yes 6 3

4 What s available to the club market: 19 Mobile App providers for private clubs: Primary Differences: Club Software Vendors Direct access to data within management software Tend to have fewer features (this gap is closing) 3 rd Party Providers Can interface with Club Software Vendors Often very feature rich and open to customization Source: 2017 Private Club Technology Update (Winter Edition) 7 Which is better? Depends upon the integration of apps with the club management software. Apps from club management software providers are better integrated, but are newer and still developing. Third-party apps have minimal integration with membership, accounting and POS (requires duplication of effort) but may have better features. Club Vendor 3 rd Party 8 4

5 Our members are too old for an App? That may be true for some members, but fewer than you may think. Get app technology for tech-savvy members, and the members you are trying to attract! 9 Indoors and outdoors. Close proximity. 1-2 year battery life. $50-$

6 Courtesy: Pacesetter Technologies 11 Outdoors only. Large and small areas. Cost included in app fee. 12 6

7 Instant Survey: How many clubs now have an Mobile App for the club? Did you use your club management software vendor or a 3 rd party?

8 Small Business Stats 43% of Cyber Attacks target small businesses 52% of data security breaches are caused by human error (unintended assistance by an insider). Source (January 2017) 15 What are hackers focused on? Trying to steal identities of customers to access financial databases credit cards, bank accounts, etc. Trying to execute personal vendetta attacks. 16 8

9 Why private clubs are targets: Affluent individuals Community leaders Political figures Celebrities 17 Information stored by most clubs: Names Multiple addresses addresses Phone numbers Website security questions/answers Family information spouse, children Financial information Collectively known as Personally Identifiable Information (PII). 18 9

10 Why is this information valuable?? Hackers collect data and then sell it to others (to be stored on dark websites ). 19 Risks Theft of member information. Member financial losses. Member reputational damage. Potential litigation by members against Club

11 What clubs are starting to do to protect member information. Commercial grade firewall with all current security patches & network vulnerability testing. Ongoing network vulnerability monitoring. Ongoing employee awareness training. 21 Trending Secure the club s systems. Slow adoption of Employee Training Programs

12 Employee Awareness Training Recognize social engineering ploys: s (fake domain names) Impersonations (by phone) Impersonations (in person) 23 Phishing s appear to come from legitimate sources: 1.Fed Ex 2.UPS 3.Banks 4.Microsoft 5.Amazon 6.Google 7.AOL 8.Yahoo 9.Target 10. IRS 24 12

13 Hot Trend! Cyber Insurance In the event your systems are compromised: Relatively inexpensive. $2,000-$4,000 per year plus $2,500 retention for most clubs (under $15 million in revenue). Includes handling PR and customer contact if breach occurs. As much as $10,000 per year for much larger clubs. Typically $1 million in coverage. 25 Trending Clubs are quickly adding this insurance coverage. Some clubs are buying coverage from questionable sources to save money. Be careful in selecting an insurance broker/company policy language and coverage can be misleading. Staff awareness training may lower premiums

14 Instant Survey Has anyone had a ransomware attack in the last 24 months? Have you provided any staff training to help prevent Cyber Security Attacks? 27 Trend #3: Instant Member Satisfaction Surveys Evolved from Net Promoter Surveys built around a single question: 28 14

15 Trend #3: Instant Member Satisfaction Surveys Net Promoter Scores are built around a single response: Source: 29 Net Promoter Scores, the end result: Source:

following the target experience. Text rather than email (higher response rate).

16 Businesses have expanded this concept to deploy 1-3 question surveys targeted at satisfaction with specific customer experiences: Instant immediately following the target experience. Text rather than (higher response rate). 31 Instant Survey solutions available from: Club Software Vendors 3 rd Party Sources 32 16

17 Instant Survey: How many of you are using these instant surveys? If yes, how s it going? If not, what s holding you back? 33 The Future of Private Club Technology 34 17

18 What the private club technology environment will look like 10 years from now. 1. Technology will focus on enhancing the individual member s club experience. 2. Business intelligence will focus on predicting the future. 3. The club mobile app will be the focus of off-premise member activity

Generational context: In April 2016 Gen X (77 million) surpassed the Baby Boomers (76 million). 10 years from now the YOUNGEST of the Boomers will be 64.

19 Generational context: In April 2016 Gen X (77 million) surpassed the Baby Boomers (76 million). 10 years from now the YOUNGEST of the Boomers will be years from now almost all new members will be Gen X or younger. 37 Gen X Characteristics: Tech-savvy. Entrepreneurial. Seeking work-life balance. Balanced, active and happy

In club governance: Expect technology to be used throughout the club s operations.

20 Gen X Technology Expectations: As club members: Using technology is a mainstream activity. Conduct most business and social interaction on their mobile devices. In club governance: Expect technology to be used throughout the club s operations. Expect robust business intelligence and data mining. 39 #1: Technology will focus on enhancing the individual member s club experience

21 Currently the primary focus of club technology is on operations functionality. Operations 41 Examples of operations functionality. Accounting & billing POS & inventory Sales and activity reporting Payroll and timekeeping Summary 42 21

22 Operations functionality: collecting revenues, paying invoices, financial reporting. Accounting & billing 43 Operations functionality: Selling items and services and tracking inventory. POS & inventory 44 22

23 Operations functionality: Monitoring revenue and activity levels. Sales and activity reporting 45 Operations functionality: recording employee time, paying employees, measuring labor costs. Payroll and timekeeping 46 23

47 In the future the focus will be on using technology to

24 By 2028, Operations functionality will be nearly identical across available solutions. 47 In the future the focus will be on using technology to enhance the individual member s club experience. Enhance individual member s experience 48 24

25 Ways to enhance the individual member s club experience. Member name recognition Member preferences Club-to- Member communications Member feedback Detail 49 Member name recognition 50 25

26 Beacons will prompt member photos and information at key member interaction points... Dining room Club events Sports pro shops Fitness and spa Valet Driven by a robust club app that adds enough member value to assure it is universally used. 51 Member preferences 52 26

27 Clubs will capture preferences in a variety of ways POS transactions Online member optin features Instant surveys Staff submissions Social media data mining To create robust preferences profiles for each member and family member. 53 Club-tomember communications 54 27

28 Clubs will use a wide variety of methods to communicate with members Social media To inform members with targeted communications that they value. 55 Member feedback 56 28

Clubs will use a variety of methods to determine member values Net

surveys Individual member comments and complaints Social media

values as well as what is most important to individual members,

57 A new and powerful way to measure member opinions about the

29 Clubs will use a variety of methods to determine member values Net Promoter Scores Instant satisfaction surveys Broad spectrum surveys Individual member comments and complaints Social media analytics In order to better understand the overall membership s values as well as what is most important to individual members, and take appropriate action to meet or exceed those expectations. 57 A new and powerful way to measure member opinions about the Club Social media analytics and to better understand the overall membership s values as well as what is most important to individual members, and take appropriate action to meet or exceed those expectations

that data using analytics tools to make business decisions.

30 Social media analytics Explained 59 Social Media Analytics The practice of gathering data from social media websites to: Analyze that data using analytics tools to make business decisions. Determine customer sentiment to support marketing and customer service activities

Social Media Analytics More advanced types of analysis involve sentiment analytics: sophisticated algorithms

Providing reports to management on how well the company interacts with customers.

31 Social Media Analytics More advanced types of analysis involve sentiment analytics: sophisticated algorithms analyzing the text in a person's social media post about a company to understand the meaning behind that person's statement. Creating a quantified score of the public's feelings toward a company based on social media interactions. Providing reports to management on how well the company interacts with customers. Source: TechTarget, years from now the operations functionality of the top club management software solutions will be nearly identical. The key factor that will separate them will be their ability to enhance the individual member experience. Single 62 31

32 #2: Business intelligence will focus on predicting the future. 63 Currently the primary focus of club industry Business Intelligence is on data from past operations. Departmental revenue and expenses Departmental activity levels (covers, rounds, visits) Membership changes (additions, losses, transfers) Year-to-year trends And many more 64 32

33 A wide variety of financial and performance metrics are used to analyze past and current activity data. Financial reporting Trends reporting Key performance indicators Benchmarking Ratios 65 But when all of the data is generated, reviewed and analyzed Club management still must forecast the future based upon limited projection techniques or simple guesswork based upon past experience

In the future the primary focus will be on

34 In the future the primary focus will be on using past years data to predict future results. Future membership composition Future activity levels Future impacts on infrastructure Future needs for capital funding 67 Summary Future Membership Composition 68 34

35 Predictive data will be generated to forecast membership trends: Members by category Members by age Members by activity Members by family demographics 69 Future Activity Levels 70 35

36 Predictive data will be generated to forecast membership amenity usage: Dining and club events Sports Fitness and wellness Social 71 Future Impacts on Infrastructure 72 36

37 Predictive data will be generated to forecast future impacts on infrastructure: Allocation of space (expansions and additions, retractions) Overall clubhouse (buildings) design Timing of capital projects 73 Future Needs for Capital Funding 74 37

Predictive data will be generated to forecast future needs for capital funding: Funding needed for capital projects Timing of spending Adequacy of current funding mechanisms 75 10

38 Predictive data will be generated to forecast future needs for capital funding: Funding needed for capital projects Timing of spending Adequacy of current funding mechanisms years from now the future will no longer be a mystery Clubs will use predictive tools to plan for the upcoming operations changes, and to fund the capital expenditures needed

39 #3: The club s mobile app will be the focus of off-premise member activity. 77 Reservations Social Club events and dining Golf Tennis Wellness and Fitness Lodging Calendar of events Member-to-member communications Business Billing account management Club-to-member communications 78 39

Clubs will use the app to communicate and transact business with the

40 10 years from now virtually every club will have a robust mobile app Members will use the app as their offsite gateway to the Club. Clubs will use the app to communicate and transact business with the members. 79 Club Management Software Reengineering vs. Replacement Retain? Replace? 80 40

Retain and re-engineer existing software applications: Extensive training for all key users to maximize their use of

Add available modules/features if needed. Advantages: Minimal disruption to club operations. Minimal financial investment.

Disadvantages: Could leave club with inferior software that does not offer valuable features available from replacement

Implement new solutions. Train all users on new operations. Assist membership with transition to new member experience.

41 Retain and re-engineer existing software applications: Extensive training for all key users to maximize their use of available software features and functionality. Re-engineer software to assure that set-up and configuration is optimal. Add available modules/features if needed. Advantages: Minimal disruption to club operations. Minimal financial investment. Completed in days. Disadvantages: Could leave club with inferior software that does not offer valuable features available from replacement systems. 81 Replace existing software applications: Evaluate 3-4 leading replacement suites. Select best fit suite. Implement new solutions. Train all users on new operations. Assist membership with transition to new member experience. Advantages: Assures that the Club will receive the most advanced features and functionality available. Disadvantages: Significant disruption to club operations and member experience months to settle in. Significant financial investment

42 Retain or Replace? How to Decide? 83 Perform thorough software requirements assessment: All club departments. All key software users. Use of Club Systems Requirements Tools. Document shortcomings of current software. Create re-engineering Action Plan detailing activities needed to optimize use. Compare anticipated end-result of re-engineering to anticipated environment with new replacement solution. If replacement advantages are significant, replace. If replacement advantages are minimal, retain and reengineer

43 Last But Not Least IT Effectiveness Scorecard. 85 Your Club s IT Effectiveness Scorecard Ratings 20 Effectiveness Metrics. 5=Excellent 4=Good 3=Average 2=Below Average 1=Poor 86 43

Rating 5-1 5-1 5-1 5-1 87 Your Club s IT Effectiveness Scorecard Systems Administration & Maintenance Metrics Proactive support approach.

44 Your Club s IT Effectiveness Scorecard 5-Year IT Budget Metrics Adequate Budgeting For: Baseline condition of equipment & infrastructure. Ongoing equipment & maintenance rotation. Annual user training. Core application support. Rating Your Club s IT Effectiveness Scorecard Systems Administration & Maintenance Metrics Proactive support approach. Performance monitoring. Data protection. Anti-malware and SPAM protection. Regular software updates. Access control/security. Remote access availability. Rating

Mobile app for member use. Wireless access throughout clubhouse.

45 Your Club s IT Effectiveness Scorecard Member-Centric Solutions Metrics Robust member website. Online billing account management. Online sports and events reservations. Robust social media presence. Mobile app for member use. Wireless access throughout clubhouse. Rating Your Club s IT Effectiveness Scorecard Business Management Metrics Alignment of IT with Club Strategic plan. Member communications professional. BI/business analyst professional. Rating

46 Your Club s IT Effectiveness Scorecard Overall Rating All 20 Effectiveness Metrics Poor Below Average Average Above Average Excellent

Employer Implementation Overview

Employer Implementation Overview ConnectYourCare is committed to making the on-boarding process as simple and quick as possible. We have put significant resources behind the development and testing of