Edgbaston Priory Club is one of the UK’s premier lifestyle and racquets members’ clubs, so we were chuffed when they asked us to work on their brand experience with them. The project will span several months and use a number of service design tools to enhance the overall member experience. Both The Edgbaston Priory team and the club’s existing and prospective members will be involved in the project, so it represents a real commitment by Edgbaston Priory Club to enhancing their membership experience.
The Priory is the home of the Aegon Classic Birmingham.
The project consists of two work streams. The first entails helping Edgbaston Priory Club deliver a more consistent member experience through employee behaviour, communications and technology in the form of Service Delivery Blueprints. The second focuses on refining the experience prospective and new members receive by developing Member Journey Maps.
Julie O’Hare, Marketing and Communications Manager, Edgbaston Priory Club, outlines:
“We have worked successfully with Wavelength Marketing for a number of years on our annual member satisfaction survey. Their methods really get under the skin of the issues we are trying to address and so we are looking forward to working with them again as we set out to achieve our new vision of delivering an exceptional membership experience which promotes racquet sport and well-being.”
Commenting on the project, Wavelength’s Darren Coleman notes:
“The brand experience insights we’ve delivered to Edgbaston Priory Club as part of our annual member satisfaction measurement indicated certain parts of the member experience required some attention. These were quite specific parts of the member experience which most brands would overlook or dismiss as not being important. This shows how important the member experience is to the executive team. They clearly don’t want to rest on their laurels. The Edgbaston Priory Club is one of the UK’s most exclusive lifestyle and racquets members’ clubs. It will be our pleasure to work with the Priory Club team again.”
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