New Rules of the Customer Experience

Combined with the emerging trends around cost-of-living concerns and their impacts, there has been an evolution in consumer behaviour.

Consumer psychology expert Amanda Stevens says that understanding these changes provides a unique and exciting opportunity for clubs to connect in new, more meaningful and more human ways, maximising the greatest untapped opportunity — a club’s existing member base.

“What you do in the next 12 weeks will set the tone for the next few years,” she told the ClubsNSW Annual Conference this morning.

“Identifying your forever promise to your members is crucial. In the next few years, we are going to see clubs that are very relationship focused and those that are transactionally focussed.”

This important area of focus dominated discussion in Amanda’s opening keynote of the 2024 ClubsNSW Conference & AGM.

Delegates have gathered at the Gold Coast Convention & Exhibition Centre for the biggest event on the club industry’s calendar.

With a double degree in consumer psychology and marketing, Amanda explored why doubling down on the customer experience has never been more important.

She says deepening connections with existing members presents a pivotal opportunity for any club brand.

"Customer advocacy and member experience must start from the inside out,” she said.

“It starts with your staff. Curiosity is the key to customer experience. What are the questions we are not asking in our clubs?”

Weaving the latest consumer insights with her signature storytelling style, Amanda inspired the audience to adopt a customer-centric approach and empowered them to turn customers into brand advocates and raving fans.

The keynote address was a thought-provoking start to the 2024 Conference, with delegates now hearing panel sessions on the current political and regulatory climate, followed by the all-important AGM this afternoon.