the report - Newmarket Soccer Club

Transcription

NEWMARKET SOCCER FOOTBALL CLUB
MEMBER SURVEY & EXIT INTERVIEWS
FINDINGS REPORT
JULY 2014
FINAL v1.0 – 16 JULY 2014
© 3rdView Consulting Pty Ltd 2014
MEMBER SURVEY FINDINGS REPORT
JULY
2014
INTRODUCTION
SUMMARY
This report is based on a member survey conducted between 3 – 14 July
2014. It also contains the findings from exit interviews completed with
members who left the club in 2013. This findings report is recommended prereading for the strategic planning workshop to be held at the club from 2-5pm
on Sunday 20 July 2014.
The survey had 87 responses.
BACKGROUND
From the Newmarket website / facebook pages…
Newmarket Soccer Football Club (NSFC) is an Australian football (soccer) club
based at Newmarket Queensland. Founded in 1949. We are a local club,
catering for juniors from age 6 through to senior men's and ladies teams. All
welcome!
Newmarket Soccer Football Club has a rich tradition of providing kids with
opportunities to have fun, build skills and fitness and enjoy all the benefits of
working together as a team - all while playing the best game in the world!
THE SURVEY
The survey was designed with the following objectives:
•
•
•
Take a pulse of current member sentiment towards the club
Consider how the club is positioned relative to the FFA’s (Football
Federation Australia) Club Development Framework
Inform the upcoming strategic planning conversation
The exit interviews conducted at the end of 2013 aimed to understand why
people have left NSFC, and whether there is anything we can do to retain
members in the future.
A copy of the survey questions is available separately. For this, or any other
information, please contact Bartley Hassall at [email protected]
Page 2 of 21
?
NSFC conducted a
member survey to
understand
members’
experiences with
the club, and to
provide context for
Strategic Planning.
This report
captures the key
findings from the
survey and exit
interviews,
including
representative
quotes from
respondents.
SUMMARY OF KEY MEMBER SENTIMENTS
•
•
•
•
•
•
•
•
•
•
The perception of members is that NSFC is a friendly, family-oriented,
community club that offers value for money, and stands for participation,
rather than winning at all cost
This extends to the seniors (men and women) where the emphasis is on
getting out there and having a kick with your mates
This perception of NSFC differentiates us from our rival clubs, especially
Brisbane City who are seen as serious and professional
The kids just want to play, but members feel that NSFC needs to attract
more players (male and female) to realistically field teams in most age
groups / grades, and in so doing cater for more players’ needs
There is a feeling from many members that the current club vibe is
undermining efforts to grow
There is significant tension between ‘long-term committee members’ and
‘recent arrivals looking to contribute’. This tension is undermining efforts to
see Newmarket harness the full potential of the member community and
realise our potential.
The field surfaces were highlighted as a major issue which is reducing the
enjoyment of players, impacting the effectiveness of coaching, and
creating a risk of injury
Members are concerned about the canteen. Issues raised include the food
and beverages offered, and the experience of customers and volunteers.
Members feel that the newly refurbished (government-funded) clubhouse is
under-utilised, and is not being shared with members.
Volunteer coaches and managers feel generally well supported and enjoy
giving something back. There is a recognition that coaching standards vary
across teams.
Page 3 of 21
JULY
2014
DETAILED FINDINGS
HOW THE CLUB IS PERCEIVED?
When asked to use 3 words to describe NSFC, the responses were largely
positive with 87% of respondents using either overtly positive words, or neutral
descriptors. The most commonly used words were Friendly, Family,
Community and Fun. The image below shows the main responses - the larger
the word, the more responses.
WHY DO PEOPLE CHOOSE NSFC?
People primarily choose NFSC for our location and convenience. Other key
reasons are hearing about the club from others or having a previous
association, suggesting strong loyalty to the club. Other reasons specified by
respondents include affordability and the club’s relaxed atmosphere.
Page 4 of 21
JULY
2014
WHY DO PEOPLE STAY AS NSFC?
While ‘location and convenience’ (48%) is also the primary reason people stay,
they also do so because their children are happy here (44%), and their friends
are here (34%). Other significant responses were team coaches and managers
(24%) and value for money (21%).
Page 5 of 21
JULY
2014
WILL MEMBERS BE HERE IN 2015?
30% of respondents are unsure is they will be at NSFC next year, with a further
6% having already decided to leave.
The main factors influencing the decision to stay or go include:
1. Wanting to play at a higher level (standard of play not meeting
expectations)
2. Considering other sports
3. Considering clubs who are more structured / organised
4. Considering not playing next year
5. Handling of girls’ teams
6. Other options closer to home
7. Concerns over the quality of the playing fields
8. Concerns over management of club
9. Waiting to see who is assigned as coach
FOR THOSE WHO LEFT RECENTLY, WHY DID THEY GO?
Exit interviews were completed by NSFC at the end of the 2013 season. The
21 members who left, did so for the following reasons:
1. No longer playing club soccer (8) – change of sport to AFL / rugby /
netball (4), school sport (2), focus on school (2)
2. Moving to another soccer club (7) - locally (6), all-girls comp (1)
3. Poor coaching, limited player development, grading /
competitiveness issues (3)
4. Club culture, behaviour of supporters / other parents (3)
Page 6 of 21
JULY
2014
DOES THE NSFC EXPERIENCE MEET EXPECTATIONS?
For 65% of respondents the Newmarket experience is about what they
expected. For 23% it exceeds expectations, while for 12% it falls short of
expectations.
The reasons for exceeding expectations include:
•
•
•
•
Great individual coaches
Relaxed friendly atmosphere
Hard work and time commitment from committee, volunteers
Recent efforts to improve the club
The reasons for falling short include:
•
•
•
•
•
Bureaucracy and lack of approachability of people running club
Lack of club atmosphere
Poor coaching and resulting standard of play (non-competitive team)
Clubhouse is not open, shared
State of playing surface
Page 7 of 21
JULY
2014
HOW DOES NSFC COMPARE WITH OTHER CLUBS?
45% of respondents have had recent experience with other soccer / sporting
clubs. Clubs included…
Of those respondents 33% rate the NSFC experience as better than the other
club(s), while 25% rate the other club experience as better than NSFC.
The reasons why NSFC is better include:
•
•
•
•
•
More relaxed, family-oriented
Not as competitive / winning at all costs
Friendlier people / less arrogant
Better value for money
Committed coaches
The reasons why other clubs are better include:
•
•
•
•
•
NSFC seems less professional
Administration is less efficient
Fewer team options
Poor quality of our field
Lack of facilities – e.g. Non-essentials for men’s teams like Gatorade,
team physio, access to full-sized goals
Page 8 of 21
JULY
2014
HOW SATISFIED ARE MEMBERS WITH…
Using a 5 point scale from ‘dissatisfied’ to ‘satisfied’ respondents were invited
to rate a number of aspects of the club. A score of 3 is a neutral result.
COACHING (SCORE OF 3.88)
Our coach is brilliant - best yet
Coaches are always very good with kids
Coaching is at a good standard, reflected in standings of both men’s teams
Coach development program this year is an excellent improvement
Very dependent on knowledge and skill of individual coach
Standard is highly variable and coaches could get more support
More structure and skill base needed
Junior coaching is a problem. Our team gets thrashed week after week. Structure is the
primary factor
PLAYER DEVELOPMENT (SCORE OF 3.17)
I think the new email communication lets us know of opportunities quickly
This seems to be limited – there have been very few players coming through the ranks
in the last few years
Like to see more for juniors
Small number of players makes it hard to have really good teams
Page 9 of 21
JULY
2014
MATCH OFFICIATING (SCORE OF 3.46)
Great to see young club players taking on responsibility of refereeing and learning a new
skill and giving back to the club
Officiating is generally very good and we are appreciative of their efforts as we are in not
a position to offer assistance to the club in that regard
Referees are usually fair and do the best they can without linesman
Lower grades adjusted to lower expectations
Extremely unlikely for us to have more than 1 ref, regularly none; other clubs - regularly
have 2 - even 3 from time to time
The refereeing does seem of a consistently poor standard for men’s over 35s
EQUIPMENT (SCORE OF 3.68)
Grounds have improved over last 6-12 months
Match balls provided by club are not match-fit
Need more portable goals and training equipment
The main field is nice, and I appreciate the room of equipment. It’s just a shame our
coach doesn’t use them.
Need new training footballs
Field markings aren’t easy to see on junior pitches
Training equipment (including strips) provided by the club are minimal or non-existent
FACILITIES (SCORE OF 3.34)
The new clubhouse and upgraded main field are fabulous
Field is better than it was but still has a rather unusual bounce. Definitely improving with
irrigation.
Too much emphasis on the main field - other fields need major improving
Would love to be able to open the bar after each home match
Recent improvements are big steps in the right direction – but again – under-utilised
The new clubhouse looks nice! Although it could do with a few more facilities (i.e. pool
table or gym equipment or even a dart board) just to build up team spirit. So instead of
going straight home after a game you go into the clubhouse and have fun.
Canteen needs major revamp & clubhouse needs to be open and inviting
The main field is probably to worst field of any club in our competition
Change rooms are awful
Page 10 of 21
JULY
2014
THE WELCOME WE EXTEND (SCORE OF 3.61)
We’re very nice
I have seen an improvement
I am not aware of any welcome provided to new players
I know some people who came to sign for Newmarket but left before they'd signed
because of how rude the staff were
From my experience I think some club reps could show more friendliness and be more
helpful to club families (and opposition families) on training nights and game days, for
example behind the canteen and bar. The people serving behind the bar / canteen are
effectively the face of the club and it is paramount that they are kind and helpful.
Some people are grumpy and impatient with new people. We could be more
welcoming.
FUNDRAISING (SCORE OF 3.21)
Smart and well organized
Sweeps were good. More community involvement required. Sausage sizzle last year
was good. Would be nice to see how much was made and where the money went (can
be shared in newsletter).
Not aware of much fundraising - aside from recent events (World Cup)
Do we fundraise?
It is pretty minimal from what I can gather, and not very exciting or adventurous
Page 11 of 21
JULY
2014
EVENTS (SCORE OF 3.54)
Great events over past 12 months
End of season last year and opening of clubhouse were very family-friendly events
The events we have been to are great. Often they’re run and managed by the same
people though
Not many events for non-juniors. Drinks after the game are good though. Suggest one
or two events a season for non-juniors.
What events? Other than trophy day, what is there? There could have been events tied
in with the world cup and making use of the great new clubhouse, which seems to be
locked up for safekeeping. It is a community facility, paid for (upgraded) by public funds,
and should be being used.
MEMBER COMMUNICATION (SCORE OF 3.87)
Absolutely love the communication from the club, the newsletters and updates are
impressive – well done.
Historically poor, but getting better; could do more and better use technology
Email is good but again – more community involvement. Would like to hear more about
the players – player of the match, game scores etc.
Unless actively reviewing the website - member communication is limited to within the
team itself
Did not know that when my child signed up I automatically became a member - my son
has been at the club for 6 years!
Page 12 of 21
JULY
2014
VOLUNTEERING
73% of respondents have volunteered at the club in one or more roles.
The experience of volunteers varies depending on the role they take on.
How$was$your$Volunteering$experience?$
Overall
Coaching / Managing
Committee
Canteen / Bar
0%#
10%#
20%#
Poor#
30%#
OK#
40%#
Good#
50%#
60%#
70%#
80%#
Excellent#
Page 13 of 21
90%# 100%#
JULY
2014
CANTEEN COMMENTS
Surrounded by friendly people
Was asked to help in canteen on arrival to game!!!
Canteen duties a bit confusing when ad hoc
Everything had to be done in a certain way with deviations frowned upon
Didn't know what to do. No directions, wasn't a pleasant experience, disorganised.
Canteen can get a little hostile
Canteen needs to be cleaned out and better organised and managed. Could easily
provide more / healthier food options. Staff can be difficult to deal with and lack
customer service skills.
COMMITTEE COMMENTS
Too old fashioned and not willing to try new things
Very little support and cohesion amongst the more senior committee members
COACH / MANAGER / REFEREE COMMENTS
Parents were lovely and supportive. Fellow coaches were great. Kids very well behaved.
To see the improvement in players has been rewarding
I have good knowledge and understanding of what is required of my role (as manager),
and I have excellent support from the team coach.
(As coach) I was provided a volunteer manager and OK equipment
Fill-in refereed a number of games - always looked after by the Grounds staff.
GENERAL VOLUNTEERING COMMENTS
We should have someone whose job it is to make sure volunteers are happy and well
supported
I was time poor and couldn't give it the time I would have liked
I didn't know where things were/what I should be doing and wasn't sure who I should
be asking
Page 14 of 21
JULY
2014
HOW LIKELY ARE YOU TO RECOMMEND NSFC?
The responses to this question
allow the calculation of NSFC’s
NPS (Net Promoter Score*).
NPS = % of Promoters
– % of Detractors.
Passives are ignored.
How$likely$are$you$recommend$
Newmarket$SFC$to$a$friend$or$colleague?$$
1$=$not$at$all$likely,$10$=$very$likely$
1#
2#
3#
6#
7#
9#
24%#
10#
13%#
11%#
7%#
19%#
*Net Promoter Score explained
The Net Promoter Score (NPS) is an industry standard measure of customer
experience, based on likelihood to recommend your product or service.
Scores of 9 or 10 are considered to be ‘Promoters’ (people who will actively
recommend you). Scores of 6 or below are considered to be ‘Detractors’.
Scores of 7 or 8 are treated as ‘Passives’
(Promoters – Detractors) provides a NPS of somewhere between -100 and
100. A good NPS is >0, excellent is >50.
8#
5%#
26 Promoters (9 or 10) – 31%
32 Passives (7 or 8) – 38%
26 Detractors (1–6) – 31%
The NSFC NPS is therefore 0
(scale is -100 to +100). This is a
solid starting point. The goal will be
to improve this into positive
territory.
5#
1%# 0%# 1%#
From the 84 respondents who
answered the question there are:
•
•
•
4#
Page 15 of 21
19%#
JULY
2014
Comments from ‘Promoters’
I like the local, family-oriented, down-to-earth nature of the club and the people it
attracts
The club offers kids a chance to play soccer and develop their skills in a friendly
encouraging environment without being too pushy or serious. Although I do enjoy the
enthusiasm of many parents to develop the club and expand on opportunities to
succeed.
The fees are reasonable and the club is about getting kids playing football
There is a good atmosphere at the club and the coaches encourage the kids to do their
best without pressuring them
Because a small, local club is great. Cost is very reasonable.
Our kids are in Squirts and I think it is a great initiative to introduce and involve younger
players in the game. I love the flexibility of Squirts i.e. that you don't have to commit to
every weekend. It is a bargain that they get quality coaching for a gold coin donation.
Well done!
Comments from ‘Passives’
It is a club that doesn't project itself that well to the outside world. Locals often prefer
another club which is perhaps bigger or has more prestigious facilities
I have recommended Newmarket, but it depends on the individual that you are
recommending to
It's not for everyone e.g. people wanting to play at elite level, but otherwise it's friendlier
than some clubs
But would always qualify recommendation with a summary of our experience, i.e. Not
the pressure that Brisbane City puts on players, but NSFC is small and requires support
from volunteers
Facilities are improving - but mostly I will only invite players to the club who may be
suitable for my team. Actively recruiting players for other age groups or categories I am
extremely guarded in - as I do not know what their experience will be like.
Comments from ‘Detractors’
There are some really great people there and it has so much potential
It is affordable but if you want to improve as a player or coach - you go down the road
to Brisbane City FC
For a first time player it is fine. For an advanced player it isn't suitable.
I would recommend for the current team (happy with this team) we're in this year but I
would warn them about the other side of the club such as the canteen, clubhouse etc
Good location. Awful field condition.
Page 16 of 21
JULY
2014
SUGGESTIONS TO IMPROVE NSFC
59 respondents made suggestions for how to improve NSFC. The most
common words in those suggestions are shown below…
The most popular themes related to:
Atmosphere
•
•
•
Create a more friendly, welcoming atmosphere
Improve the facilities to encourage people to ‘hang around’ more and
build a real vibe at the club. Once we encourage people to stay they
will take on more volunteering activities to spread the load.
Open the new clubhouse to members and their families and offer more
facilities therein
Events / Fundraising
•
•
•
•
More social events utilising the clubhouse
Open the clubhouse (and bar) to parents during training, especially
during colder months
Have A-League and EPL tipping comps and fantasy teams
Promote senior games more. Add music + speakers and open the bar
to generate interest and atmosphere.
Facilities
•
•
Improving the main (and other) fields
Overhaul the canteen and food and beverage offerings
Page 17 of 21
JULY
2014
Coaching / Team Management
•
•
•
•
Improve the standard and consistency of coaching
Play kids in the right grades and the correct age levels, and don’t enter
all girls teams in mixed competitions
Grade players from U8 to support more targeted coaching and ensure
all teams are competitive
Focus on women’s soccer
Communication / Expectations Management
•
•
Set clearer expectations with members
Accept position as a community club, and keep seeking to maximise
participation
Resourcing
•
•
•
•
Harness energy and enthusiasm of all members
Keep regenerating the club – mix the old and the new to invite new
ideas, grow the resource pool and spread the load
Find more people with some time to support the handful of people
who keep the club running
Succession Planning – Proactively identify and develop our next
generation of club leaders to ensure the sustainability of the club
Marketing
•
•
Market the club to the local community – we need a bigger pool of
players. Parents will travel if the club offers competitive teams and
good coaching.
Strategic leadership and direction including a community engagement
plan
Page 18 of 21
JULY
2014
DEMOGRAPHICS
WHO RESPONDED?
The 87 respondents came from all aspects of NSFC. 64% are parents of
players, 39% are players, 16% are volunteers, 11% spectators, 11% coaches,
10% managers, and 5% committee members.
Page 19 of 21
JULY
2014
Nearly 70% of respondents are associated with juniors.
Respondents had a diverse distribution of membership in terms of tenure.
Page 20 of 21
JULY
2014
For the majority of respondents, football is ‘in the mix’ competing for their time
and money.
Page 21 of 21
JULY
2014

the report - Newmarket Soccer Club

Transcription

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