The Benefits of Listening – Member Engagement and Retention
Chris Brown, Executive Director at Phoenix Rising FC, has initiated a customer-first approach to boost member retention and engagement, and foster transparent communication. In 2024, the club began using Satori to collect and analyze feedback, making customer satisfaction a cornerstone of its operations. With an emphasis on engagement and adaptation to the evolving needs of youth sports, this article explores how Chris’s leadership and feedback-driven initiatives are shaping the future of the club.
Engaging the Phoenix Rising FC Community
Chris Brown’s leadership at Phoenix Rising FC is transforming how the club interacts with its members. Chris recognizes that in today’s competitive youth sports environment, retention isn’t guaranteed – it has to be earned. One of the most effective ways to achieve this is by genuinely valuing member feedback.
For years, youth sports clubs have struggled to understand member satisfaction until it’s too late. Parents often stop registering their children, and players choose other clubs, leaving organizations scrambling to understand why. Phoenix Rising FC is addressing this issue by seeking feedback from parents, coaches, team managers and players. This proactive approach is not just about gathering actionable data, it’s about fostering long-term relationships and building trust.
The Importance of Listening
Chris recognizes that parents are increasingly discerning about where they invest their children’s time, and that the club must adapt quickly to stay relevant. By taking a more active approach, Chris aims to understand the needs and concerns of parents, coaches, and athletes. Instead of waiting for signs of dissatisfaction, he has built a system that encourages consistent feedback – an essential tool in improving the overall experience.
Introducing the Satori Platform
Phoenix Rising FC took a significant step by partnering with Satori, a platform designed to collect and analyze customer feedback. Chris was drawn to Satori’s proven success in sports clubs and was impressed by the simplicity of its approach, and the high number of engagements they generate with their system. Satori provides a streamlined survey process with just a few targeted questions, enabling clubs to gather meaningful insights without overwhelming members or staff. The surveys are also anonymous, a key factor in gaining valuable insights .
The survey’s Net Promoter Score (NPS) metric, which measures both staff performance and how likely members are to recommend the organization to others, has become a key tool for Chris and his team. The high response rates (over 50%) have given the club some key indicators of staff performance and member satisfaction, making it easier to track improvements over time and benchmark progress.
The Benefits of Engaging Members Through Surveys
Surveys are powerful tools, not just for gathering information, but for fostering a sense of inclusion. When members know their opinions matter, they feel valued. Through Satori, Phoenix Rising FC can tailor surveys to get precise feedback, and this level of customization ensures the club gets relevant insights that drive real change.
By involving members in the decision-making process, the club creates a sense of transparency. This engagement helps to build loyalty – members feel like they are part of the club’s growth and success. Moreover, actionable insights derived from the surveys allow the club to improve its programs, leading to higher satisfaction and retention rates.
Overcoming the Challenges of Member Feedback
While the benefits of surveys are clear, the process comes with its own challenges. Clubs often face the daunting task of analyzing vast amounts of raw data. Turning this data into actionable insights can be overwhelming. A key process with surveys is educating everyone involved – that surveys are a positive pursuit to improve customer engagement and satisfaction, and in turn will lead to increased retention.
Perhaps the biggest hurdle is implementing changes, can be resistance from staff, coaches, or even parents who prefer the status quo. Without clear communication about how the feedback is being used, the trust between the club and its members can erode.
Developing Action Plans
Once feedback is gathered, the next step is acting on it. Chris’s team has been diligent in creating action plans to address both strengths and areas for improvement identified by the surveys. In October 2024, the first round of survey results was shared with the club’s general managers and department heads. Each department developed its own plan to respond to member feedback, particularly focusing on improving areas that received low scores, but also sourcing opportunities to praise staff or best practices.
Coaches with negative feedback were given extra support, and communication with members about the changes being made was prioritized. This level of transparency shows that the club takes feedback seriously, a critical element in maintaining trust and loyalty.
The Role of Net Promoter Score (NPS) in Building Loyalty
A central part of the feedback process at Phoenix Rising FC is the Net Promoter Score (NPS), which provides a snapshot of member satisfaction. By categorizing members into promoters, passives, and detractors, the club can better understand how likely members are to stay and recommend the club to others.
NPS is a valuable metric because it goes beyond surface-level satisfaction. It identifies members who are truly advocates of the club (promoters), those who are indifferent or at risk of leaving (passives), and those who are dissatisfied (detractors). With this data, Chris and his team can focus their efforts on strengthening relationships with promoters and converting passives into supporters, while also addressing the concerns of detractors.
Challenges in Implementation: Overcoming Resistance
Not all feedback is easy to act upon, and making changes often requires revising established practices. Despite these challenges, Chris remains relentlessly optimistic. He views these obstacles as part of the journey. He is committed to creating an organization where feedback is not just collected but acted upon. Over time, as the club integrates feedback processes into its daily operations, Chris believes that the club’s culture will evolve into one that continuously adapts to the needs of its members, whilst highlighting the strategy and best practices that has developed thousands of players to college and the pro level. One success story is for club player Kate Faasse, who was awarded the Mac Hermann Trophy (female college player of the year).
A Journey Worth Taking
Chris Brown’s commitment to improving the member experience at Phoenix Rising FC is evident in his approach to feedback and member engagement. By actively seeking and responding to feedback, Phoenix Rising FC has made significant strides in building satisfaction leading to member retention.
The use of Satori’s survey platform has helped streamline this process, providing valuable insights and fostering a culture of transparency and collaboration. While challenges remain—the journey is one worth taking.
Key Recommendations for an Executive Director:
- Prioritize Member Feedback: Engage parents, coaches, and players regularly to gather insights into their satisfaction levels.
- Utilize Technology: Implement platforms like Satori to streamline the survey process and analyze data efficiently.
- Educate: Create a culture where feedback is both a critical ad positive element of the organization and its continued success.
- Act on Data: Ensure that the feedback is not only collected but leads to tangible actions that improve the member experience.
- Foster a Culture of Openness: Communicate openly with members about how their feedback is shaping the club’s future.
- Be Prepared for Resistance: Anticipate challenges in implementing changes and be ready to overcome resistance from staff and members.
About Chris Brown
Chris grew up in London, England and from a young age played and coached at a high level. He attended Loughborough University from 1989-1992, and the University was a pioneer in sports science and coach education. Chris was active as a leader and owner of several businesses in New Jersey – one notable one being UK Elite Soccer (now Steel Sports), before moving to Arizona in 2000. Chris has held multiple coaching and leadership roles with Phoenix Rising FC and has been the Executive Director for the last nine years overseeing the youth program and being the conduit between the youth and the professional organization. Phoenix Rising FC participates in the USL Championship and were National Champions in 2023.