The demand for good clubs is increasing. Club members are looking for many important things in a good Club brand, just as India’s growing economy is inflaming the desires of the Indian consumers. When five-star hotels flourish, the desire to have PET (privacy, exclusivity, tranquillity) grows.
A good club can meet the desires of its members. However, there is a dearth of good clubs today, and even the standalone clubs, which are good, have not thought of expanding through a network, whether through their own clubs or through franchising. It is a case of missed opportunities.
As of today, India requires at least a hundred more good clubs across the length and breadth of the country. People want club memberships, but are not able to get it.
To meet their desire, they have to use memberships at five-star hotels, which have their own private lounges or clubs. But that is not the same as being a member of a full-fledged, good club brand.
Having established the desire to have good club brands across the country, let us look at what is needed by club members in an existing club, for it to be called a good club brand. Though many clubs have good infrastructure in terms of restaurants, sports facilities, and swimming pools, a good club brand requires intangibles as much as it requires tangibles. These are the Seven Cs, which need to be crossed, to be seen and perceived as a good club brand.
The first C is for Caring. Since the club member requires privacy, exclusivity and tranquillity, it is important that the people serving the club members are deeply caring. Caring does not mean an artificial or superficial smile. Genuine care would come in by having people who have a service-oriented mindset while serving club members. Whether it is a senior citizen, a teenager or a kid, caring is needed to be a good club brand.
The second C is for Certainty. The very fact that you are a member of a club brings about an expectation of certainty. Uncertainty has no place in a good club brand. If you are a club member and not just a walk-in, a certain amount of certainty in demeanour is expected, whether it be based on a table reservation, a slot for a game of tennis, a spa treatment or even a renewal of membership. A club member expects certainty of reservations or usage of facilities if he has booked them in advance. This is because a club member wishes to be treated exclusively.
The third C is for being Considerate. Being considerate means being careful not to upset people. It means always thinking of other people’s wishes and feelings. A considerate service provider is someone thoughtful, kind and attentive to the feelings, needs and wishes of club members. While you may have the best infrastructure and tangible features, intangible elements matter the most. Service providers in a good club brand regularly show careful thought about how their actions might affect club members, often expressed through politeness, respect and helpfulness. It could be simple things like saying ‘please’, holding a door open or asking how someone feels, before reacting. Their purpose is to avoid upsetting or inconveniencing others, acting with empathy and awareness. This is what separates an ordinary club brand from a good club brand.
The fourth C is for Communication. This commonly used word ‘communication’ has to be understood properly, to be able to use it for building a good club brand – communication is the process of sharing information, ideas or feelings between two or more entities, which could be people or groups, through a common system of signs or behaviours, involving a sender and a receiver and a message, to create mutual understanding.
It is a two-way process, essential for relationships encompassing verbal (speaking and writing), non-verbal (body language and gestures) or written (e-mail, notes, newsletters) methods, requiring clarity, listening and feedback for effectiveness. The flow of communication is important between service providers and club members. Sometimes, the difference between a good club brand and an ordinary club brand is that, during communication, a good club brand focuses on active listening, clarity, non-verbal cues, empathy and a feedback loop.
The fifth C is for Culinary Skills. A good club always excellently caters to its club members, both in terms of food and beverages and in terms of service. The chef, sous chef and the entire catering staff need to have the expertise to satisfy the club members’ palate, so that they can be given a delightful experience. A good club brand is sensitive to the preferences of the club members in terms of food and drink. This is an important part of the experience in a good club brand.
The sixth C is for being Creative. Whether it be in terms of layout, designing activities, or in experiences during special occasions, creativity is what brings about excitement and keeps the mood alive among the club members. A good club brand can come up with creative elements, which give good experiences, leading to lovely memories. This enhances the perceived value of the club brand, not only for the present, but also across generations of members across the years. It helps make a good club brand, a legacy brand.
The seventh C is for Connection. Usually, club brands are local in nature. There are many good standalone brands providing club services. However, they are not using the opportunity to get connected to other potential members in other towns, in a country which has over 8,100 towns. Obviously, you may not find the same potential in all towns, but even if you consider only the top towns, connecting with potential club members in those towns would be worthwhile.
Today’s Indian has the aspiration and the affordability to be able to buy cars, gadgets or houses worth Rs50 lakh or Rs1 crore easily. But what is not within their reach, though affordable, is a club membership. If the club brands are not able to connect across and build their brand and goodwill and take forward their reputation to other towns, they would miss a great opportunity.
Why can’t good club brands have a chain across towns, just like good five-star hotel brands? Well, it is food for thought. Maybe not just food only, but food and drink and recreation and entertainment and relaxation for thought!
India is ready to participate in a substantial manner in club service consumption. And, there is a huge potential set of consumers waiting to be admitted as members to good clubs, if they are available and their members are available, through their connectivity across terms.
Building good club brands is the next stage for people who have everything and are looking for privacy, exclusivity and tranquillity. So, three cheers to the 7 Cs of good club brands. May Indians also indulge in club experiences.