Lakewood Country ClubA CRM Program

By Sean Gold, Daria Chen and Brandon Jones

AGENDA• SWOT Analysis• Overview & Objectives• Problems to Solve• Solution/Technology • Target Customers• Sponsorship & Cost • Obstacles• Success Metrics • Conclusion

S.W.O.T. ANALYSIS

OVERVIEW & OBJECTIVES

• The main goal for Lakewood CC is to develop a CRM strategy that will help the club leaders have a better understanding of each members overall value to the club, create a more personalized experience for the guest and establish an effective loyalty program.

• Specific objectives to achieve this goal include: – Integrate CRM and other existing systems

into one centralized database– Improve front line staffs relationships with

current members– Determine LTV of existing members and

identify profit potential of members.

• Decentralized process and systems– Separate POS system for Restaurant and Pro Shops– Online Reservation system for Golf & Tennis– Event management software – Constant Contact for email campaigns– Microsoft Access for Customer Profile– Accounting system

• Scattered customer data • Improve on annual NET loss of 15

members per year• Acknowledge and reward highly

profitable club members.

PROBLEMS TO SOLVE

• Find a CRM platform that will allow Lakewood staff to achieve previously stated objectives:– Integrate existing systems and software programs into

one centralized database– Improve front line staffs relationships with current

members– Determine LTV of existing members and identify profit

potential of members.• Use data collected from new CRM to help set up a

loyalty marketing program for existing members.• Data collected from CRM will also be used to train

current and new employees on club member’s profile and preferences.

SOLUTIONS

TECHNOLOGYExisting Systems

• Point-of-Sale system (Restaurant, Sports Bar, Golf Course Grill, Golf/Tennis Pro Shop)

• Online Reservation System for golf and tennis courses

• Other systems, e.g., electronic key fob for pool and gym

• Websites, Content Management

CRM

What CRM Offers

• Membership Management

• Analytics • CRM: collect

customer history, interests and demographics

• Email Marketing: target online messaging to drive sales

• Loyalty Programs: engage customers with rewards for purchases

• Accounting System

BENEFITS OF PROPOSED CRM• Increase customer retention

• Identify and target profitable customers

• Increase marketing effectiveness• Targeted marketing promotions &

campaigns• Customized products & services

• Improve customer satisfaction and loyalty • Personalized customer experience

• Centralized customer information• Integrate all points of interaction

with members

• Membership is diverse in age, income level, and use of the club

• Majority of the members the Club is losing are golf members

• Social Members are not allowed to play on the golf course, not even as a guest.

MEMBERSHIP OVERVIEW

Membership Categories

Annual Value

Number of

members

Percent %

Golf Members(Regular, Young Executive, Associate, Corporate )

$20,000 488 65%

Social Members $7,000 262 35%

TARGET CUSTOMERSMembership Categories

Solutions Marketing Strategies

Golf members Loyalty Program

• Reserved parking spot

• Personalized service

• Personalized email offers

• Access to special events and offers

Referral Program

• $500 credit to the Golf Pro shop for each new member

Social members Cross-sell & Up-sell promotion

• Promotional offers, e.g., 4 rounds of golf per year

• Move up to Golf membership

SPONSORSHIP & COST• Sponsors

• Michael Gold, Vice President- Board of Directors• David Bundy, General Manager• Robin Silverman, Membership Coordinator

• Costs• Clubessential CRM system(Web-based)• 20 users (Sales, Marketing and Customer Support)

Cost TotalImplementation & Infrastructure

Subscription fee ($65/user/month)

$15,600

System integration $12,000Hardware $2,400

Organization Training & support $15,600Annual Total Cost Estimate $45,600