A D MINISTR ATIVE
Survey: Satisfaction in Most Areas of Club
T
he results of the 2011 MAC Member Satisfaction Index (MSI) are in, with more members than ever responding to the survey and showing satisfaction with the club. The MSI collected anonymous responses through Survey Monkey, Thursday, Oct. 13 through Monday, Oct. 31. A total of 2,429 responses were collected this year, 14 percent higher than the last MSI in 2009. Demographic information remained fairly consistent with prior surveys.
Member satisfaction was 95.4 percent (the total of the top two satisfaction boxes, 61.0 percent plus 34.4 percent), the highest ever achieved on the MSI survey. In 2009, the score was 93.2 percent. The strongly agree category has substantially improved by 11 percent from previous survey. Club value increased more modestly; 83.4 percent in 2011 versus 82.7 percent in 2010. “I believe funding funded depreciation has possibly diluted these scores and investments in large capital projects has pushed scores in the oppo- site direction,” says MAC General Manager
Norm Rich. The survey indicated that membership is highly in favor of maintaining current amenities/services with modest annual increases in dues (63.3 percent). Staff courtesy/friendliness (96.9 percent) and staff competence (96 percent) has increased from previous surveys. “This has been influenced by the effectiveness of our training manager working with department heads to better themselves,” says Rich. Value received (90.0 percent) and Quality of Service (94.5 percent) has also increased from previous surveys. Club Appearance (96.9 percent) and Overall Club Experience (95.6 percent) are better than previous years. Club communications (95.2 percent) also increased. The area of least satisfaction is Parking (69 percent) down from previous surveys of (74 percent). The Club Website (81.3 percent) fell from previous years with six percent responded non-applicable or N/A. Satisfaction with Athletic Programs (87.3 percent) is slightly below previous surveys as is Overall Athletic Facilities (93.5 percent) satisfaction, Fitness Equipment Selection and Number of Stations (85.6 percent) primarily due to N/A responses.
You’ve got places to go,
The Exercise and Conditioning responses to grouping like equipment together, relo- cating the Center Desk, or organizing the exercise and conditioning rooms in less social atmospheres did not provided consensus for a clear direction for the club to take. Food and Beverage scores are fairly even with prior years however rating averages have increased in every category. Social events rating averages increased slightly due to a much higher percentages of N/A. Current Sports Pub hours and dress code changes seem appropriate. In communications, The Winged M scored the highest, followed by the website and MACtivities. Social media is least effective although the club has not been pursuing this avenue aggressively.
“I am proud of how the club is doing,” says Rich. “We have increased in most categories with room for improvement in some areas. We continue to score well, but always strive to do better. I also keep in mind that club usage is up 22 percent during the past two years,” adds Rich. For more information on the MSI, see the Board of Trustees page on the club’s website. WM
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