Managing memberships

Leisure clubs have seen a growing consumer demand for flexible payment terms.

Choosing which management solution to invest in can be tricky, but Yadaf says clubs should opt for an integrated system.

While there are many CRM solutions available in the Middle East, most leisure clubs continue to use separate systems for membership management, F&B, room divisions (for facilities that are part of a hotel) and back office.

“They are all different systems on different platforms. They operate out of separate servers and do not interlink, which creates room for human error and consumes staff’s time through the requirement for repetition of data entry,” he explains.

A ‘new-age’ CRM system will integrate all club operations in a single database. It will enable a club to sell memberships with flexible payment schemes, provide aging analysis for tighter credit control and allows brands to streamline procedures across properties.

“We use an online tee-time solution called EZ Links, which allows each club to view another club’s availability and track playing habits of members and guests on the database,” reveals Troon Golf Middle East VP and area managing director Mark Chapleski.

“It also allows concierge and third parties to view or even book tee times in real time at Troon properties.”

Most new systems also offer increased security by providing a cashless environment, where revenue from usage can be transferred onto ‘smart cards’.

The same smart cards can be used to identify the member wherever required and give access to different service areas depending on the category of membership.

Yadav says that in turn, employee workload is minimised and they can access all information across operations seamlessly.

Is your CRM up to scratch?

If your system isn’t performing the following functions, it may be time for an update:

• Provides extensive member information crucial to retaining members
• Efficiently manages flexible payment programmes
• Automatically and periodical bills clients, hence minimising paperwork
• Allows you to manage multiple clubs and operations through one database
• Enables a cashless environment through the use of smart cards