refreshing the RSL member experience
Case Studies
The Brief
A Sydney-based RSL commissioned a survey to evaluate member experience following the demolition of their old club and the opening of a new facility on an opposite site. The study aimed to assess attitudes towards various offerings, including food and beverage options, and gauge overall satisfaction. It also sought to measure the likelihood of members recommending RSL membership and their intentions to renew. The strategic objective was to enhance member experience and boost engagement in the new venue.
A Sydney-based RSL commissioned a survey to evaluate member experience following the demolition of their old club and the opening of a new facility on an opposite site. The study aimed to assess attitudes towards various offerings, including food and beverage options, and gauge overall satisfaction. It also sought to measure the likelihood of members recommending RSL membership and their intentions to renew. The strategic objective was to enhance member experience and boost engagement in the new venue.
The approach
We conducted a quantitative survey distributed via email to the club's membership database. Membership data was appended to survey responses to enrich analysis, with results weighted according to age demographics. The survey covered RSL offerings, food and beverage options, and overall satisfaction to address the strategic objective of understanding member needs and preferences in the new facility.
We conducted a quantitative survey distributed via email to the club's membership database. Membership data was appended to survey responses to enrich analysis, with results weighted according to age demographics. The survey covered RSL offerings, food and beverage options, and overall satisfaction to address the strategic objective of understanding member needs and preferences in the new facility.
The challenge
A key challenge was categorising respondents into correct groupings and tenure segments based on RSL demographics without accessing membership data due to privacy concerns. We addressed this through enhanced communication and developing instructional materials to assist with fieldwork, ensuring accurate respondent categorisation while maintaining data privacy.
A key challenge was categorising respondents into correct groupings and tenure segments based on RSL demographics without accessing membership data due to privacy concerns. We addressed this through enhanced communication and developing instructional materials to assist with fieldwork, ensuring accurate respondent categorisation while maintaining data privacy.
The insight
The research revealed that satisfaction with the new RSL and its events correlated more strongly with visit frequency than age or tenure. Frequent visitors, regardless of demographics, had more positive opinions, while less frequent visitors tended to have slightly more negative views. This unexpected insight shifted focus towards enhancing the experience for less frequent visitors in the new venue.
The research revealed that satisfaction with the new RSL and its events correlated more strongly with visit frequency than age or tenure. Frequent visitors, regardless of demographics, had more positive opinions, while less frequent visitors tended to have slightly more negative views. This unexpected insight shifted focus towards enhancing the experience for less frequent visitors in the new venue.
The outcome
We provided targeted recommendations addressing specific concerns raised by less frequent visitors. Some recommendations were easily implementable and aimed at quickly improving membership retention and offers in the new club, while others focused on long-term improvements to the internal culture. These insights and actions were designed to enhance member satisfaction, encourage more frequent visits, and improve overall engagement in the newly built RSL.
We provided targeted recommendations addressing specific concerns raised by less frequent visitors. Some recommendations were easily implementable and aimed at quickly improving membership retention and offers in the new club, while others focused on long-term improvements to the internal culture. These insights and actions were designed to enhance member satisfaction, encourage more frequent visits, and improve overall engagement in the newly built RSL.
