Maturity models represent how organizational capabilities evolve in a stage-by-stage manner along an anticipated, desired, or “logical” maturation path.
Well-known early examples models include Maslow’s hierarchy of human needs and Kuznets’ economic growth model.
After conducting extensive research in the private club space, as well as other industries, including hospitality, we’ve developed a series of documents and workbooks for club industry professionals, creating the Private Club Industry’s First Maturity Model. Our goal is to help club professionals to better understand their maturity relative to the industry and evolve their way of delivering exceptional member experiences that result in #members4life.
In the course of our research, we’ve identified four distinct stages in private club maturity. The four stages are: Developing, Emerging, Strategic, and Leading. Read on to learn more and get started.
Stage 1: Developing – Awakening Vision
Clubs at the developing level are introducing new digital programs and building the basics.
The use of “space” has always been the cornerstone and a major reason that clubs exist. Developing clubs are catching up to current digital online and physical offline spaces and discovering how to use both concurrently.
Stage 2: Emerging – Gearing Up for Change
Clubs at the Emerging level have established the fundamentals that define the Developing stage. These clubs are expanding beyond tactical initiatives and are starting to build more strategic plans. They are bringing the member into focus and building strong relationships through automatic trigger-based dialogue. Relevant conversations happen in the member’s preferred channel.
Stage 3: Strategic – Tackling the Change
Clubs at the Strategic level have mature digital business capabilities which are an essential part of a club’s toolkit and program. They have established the data infrastructure, connecting online and offline member information in a central data hub where member profile data can be assessed and used in real time for 1:1 dialogue across channels. They have balanced the personalized club experience with autonomy and action.
Stage 4: Leading – Surging Ahead
Leading Clubs have deployed an innovative program across the organization that is creating members and associates #4life. They use data intelligence and predictions to optimize cross-channel member experience by anticipating the needs of the customer and timely initiate relevant 1:1 dialogue. Leaders are linking predictive analytics with geolocation data to deliver effective recommendation on-property and in real time through mobile apps. They are continuously looking for unique and innovative ways to leverage their associates and technology to create the ultimate experience for members and associates.
Where Do You Stand?
Are you ready to start your personal journey forward? Download the Private Club Maturity Model to get started.