Thursday, June 30, 2022

Champions Club Meets Membership Pre-Sales Goals Using Collaborative Approach

Construction isn’t the only behind the scenes work being done to prepare for the opening of Champions Club at The Marq Southlake. City staff have been examining every aspect of the customer experience to ensure the highest level of customer service is provided to members, starting with the membership purchasing process.

Within four weeks of membership sales starting, the Champions Club team met their sales goal of more than 500 memberships. The team attributes part of the success to great team members and using the Lean Six Sigma method to develop a customer-centric sales process.

Several months ago, a City team made of representatives from several departments started evaluating the membership sales process. The team led by City Librarian Cynthia Pfledderer, included staff from Public Works, the Office of Marketing and Communications, Community Services events team and The Marq.

“We were tasked with taking a very complex system with multiple layers of steps and making it into a simple process that would engage the customer,” Pfledderer noted. “This is the very first interaction Champions Club members will have, we wanted to make sure it was a positive one that left them excited to use the facility once it opens.”

Using the Lean Six Sigma process methodology that is dependent on a collaborative team effort to improve a system by removing the “waste” and “variation,” the team first evaluated the membership buying process as provided by the membership management software.

“Initially the process took anywhere from 10 to 20 minutes to complete,” noted Pfledderer. “It was a little confusing, in that before you could purchase the membership you first had to create an account. Every step led you to a new page.”

Working with internal test subjects, the team solicited feedback and made improvements to the system.

“We gave people in our departments fake credit card numbers, the link to the test site and said, go buy a membership and tell us what you think,” said Pfledderer. “It was a good exercise and the feedback was invaluable.”

The team also reached out to the Community Engagement Committee (CEC), a citizen committee appointed by City Council, who often serves as a focus group for feedback on City initiatives and projects.

“All the feedback was fantastic, especially the resident feedback from the CEC. They’re really our target audience in this process,” said Community Services Deputy Director Kate Meacham. “We were able to work with our vendor to customize the system to the best of its abilities and fit our needs. At the end of the day we were able to get to about a five minute process from start to finish.”

Both Pfledderer and Meacham attribute the Lean Six Sigma process as a large contributor to the success of the membership sales campaign and high customer satisfaction.

“Ultimately this team approach the City took with the Lean process, helped us to ensure the solutions we found actively met the demand of the customer,” said Pfledderer. “There was a lot of thought that went into the process before we even got to the process improvement part. We wanted to make this as seamless of a process as possible.”

Meacham agreed. “Going from a multiple page, several long-minute process, down to a single page, easy-to-find process you can do in five minutes or less, is huge for us,” she noted. “It’s always our goal to provide the best experience possible and this helped us achieve that.”

Next for the team, is to evaluate the entire guest experience at Champions Club. They will be looking at how guests are met at the front desk, when a guest calls or emails and the interaction they receive on social media.

“We’re just as excited as residents are to open and we want to make sure they have the best possible experience as soon as they walk in the doors of Champions Club,” said Meacham. “Southlake is a great community, we want our guests to feel welcome and at home when they spend time with us.”

Membership Sales Climbing as Champions Club Takes Shape

As Champions Club construction makes progress, membership sales are taking off.  After a little more than one week of membership sales, Champions Club already has more than 360 new members. Membership sales started on August 23, 2018.

“The building is really starting to take shape. We’re excited with the progress that has been made,” said Chris Tribble, director of Community Services. “Our new members are having an easier time picturing themselves using the facility when they drive by.”

Champions Club Pool Floor 1 Although weather delays are always taken into consideration in construction projects, Champions Club is currently at 60 percent completion and expected to open by late 2018.

“Taking rainfall from early August in North Texas into consideration, we are working with the contractor to qualify and quantify time lost and whether any of the time is compensatory,” stated Rob Cohen, the director of public works for the City of Southlake

Work continues throughout the site as mechanical, electrical, plumbing and underground utility work progresses. On the exterior of Champions Club, work has begun on the soffit and smooth textured finishes, and the veneer is nearly complete. The interior of the building is starting to take shape, with window installation and sheetrock installation in progress. The pool base was poured in early August as well.

The final phase of development of The Marq Southlake will result in 82,000 square feet of state-of-the-art amenities and fitness equipment, including a fitness center, a gymnasium with two full courts, an indoor pool with sauna and spa, and much more.

Memberships can be purchased online or in-person at our sales office located at Legends Hall at The Marq, 285 Shady Oaks Dr. For membership details, please visit the Champions Club website. If you have any questions, please call us at 817-748-8955.