To gain information and data on the attractiveness of and opinions on (current) club membership as well as advice on how to organize club membership in terms of offers, bonus regulations, benefits, and events, etc. The overall aim was to make the best possible use of the club as a CRM tool.
Mix of qualitative and quantitative methods: in-depth telephone interviews with current and former club members to gain background information prior to the online community and quantitative phase. Online community with club members as well as on-site surveys among visitors to the club’s website on how to make club membership more attractive.
Recommendations for action on how to design club membership in order to turn it into an even better CRM tool and on how to address potential new members in a more targeted manner.