USIndoor's Official Magazine is a quarterly publication, dedicated to owners, managers, program administrators and other professionals, startups and providers involved with indoor recreational sports facilities.
Issue link: http://read.uberflip.com/i/475243
SPRING2015 19 TO DO MOVES NEXT DOOR trouble. Regular customers are not necessarily loyal customers. When Maxine began her research, there were six facilities within 20 miles of each other. Three years later, when Players Indoor Sports opened, there were 13. Now, there are 20. "That's not just fields–that's facilities." Her newest competition, a facility six miles away, has already contacted her customers. Luckily, she knows this because her customers told her; they are loyal to her. She provides them with what she calls the "comfort of home." They know where everything is, how things are run. Their banners hang on the walls. "I throw them a free field now and then–If I have a field open, I let them know. If I can move their time more conveniently, I let them know." Maxine has known since last year that the new facility was opening, so she offered her loyal customers multi- year contracts. "I just have to hope that I offer the comfort of home strong enough that my clients feel invested and stay with me." Facility operators need to communicate with league administrators and other clients from the very beginning: "This is a partnership. I'm here for you as long as you're here for me." OFFER SUPERIOR CUSTOMER SERVICE Management and staff must connect with customers. Employees need to know who is walking in the door– their name as well as what they have come to do. Customers are used to entering a facility, doing their thing, and then leaving. Managers and staff members need to encourage recreational players to stick around for a drink or a snack and to inform parents and children of other programs and classes. For example, when parents bring their children to your facility, and their older child participates in league play, do staff members tell them about the play area for their younger child? Is there indeed a play area, offered for a nominal fee? Do parents know about pick- up games or exercise classes? How do you sell your programs to potential customers? Do you include vouchers for free classes in the goody bags provided at birthday parties so that guests will return to the facility? Do your sponsors offer products and services that truly interest your customers? Lastly, how clean is your facility? Are mothers comfortable letting their kids use the bathrooms? Is the rubber infill from your turf spilling out onto the walkways? Keeping up with the programs offered by a nearby facility is difficult; keeping your facility clean is relatively easy. Word of mouth is often the most powerful form of © 2011, Midwest Lacrosse Photoraphy