The Bay Club: Making Data Actionable to Increase Customer Win Rates in Salesforce

Background

Founded in 1977, The Bay Club is an active lifestyle and hospitality company with a network of 24 modern country clubs across 10 campuses in California. Headquartered in San Francisco, the growing enterprise serves 85,000 members and is home to 3,400 associates, with anticipated new growth throughout 2015 (including the planned acquisition of golf clubs, country clubs, and swim venues up and down the coast).

The Problem

The Bay Club wanted to become more than just a fitness brand. Their goal was to become a family lifestyle company – a modern-day country club catering to affluent households. The Bay Club’s executives wanted to use a data-driven approach to learn about their customers’ needs and wants. They also wanted better reporting capabilities that integrated data from multiple sources to generate a holistic view of their pipeline and business. The Bay Club was already using Salesforce, but they weren’t maximizing its value. They were using multiple systems across sales and marketing to manage customer relationships and lacked system standards, leading to data quality issues and lost productivity. In order to meet aggressive growth goals, including increased cross-selling and higher membership retention rates, The Bay Club needed a partner to help them expand use, generate new ideas, and redefine their processes to support scale in the business.

The Solution

The Bay Club wanted to become more than just a fitness brand. Their goal was to become a family lifestyle company – a modern-day country club catering to affluent households. The Bay Club’s executives wanted to use a data-driven approach to learn about their customers’ needs and wants. They also wanted better reporting capabilities that integrated data from multiple sources to generate a holistic view of their pipeline and business. The Bay Club was already using Salesforce, but they weren’t maximizing its value. They were using multiple systems across sales and marketing to manage customer relationships and lacked system standards, leading to data quality issues and lost productivity. In order to meet aggressive growth goals, including increased cross-selling and higher membership retention rates, The Bay Club needed a partner to help them expand use, generate new ideas, and redefine their processes to support scale in the business.

Bluewolf helped The Bay Club double the number of clubs in less than six months.

The Results

The Bay Club wanted to become more than just a fitness brand. Their goal was to become a family lifestyle company – a modern-day country club catering to affluent households. The Bay Club’s executives wanted to use a data-driven approach to learn about their customers’ needs and wants. They also wanted better reporting capabilities that integrated data from multiple sources to generate a holistic view of their pipeline and business. The Bay Club was already using Salesforce, but they weren’t maximizing its value. They were using multiple systems across sales and marketing to manage customer relationships and lacked system standards, leading to data quality issues and lost productivity. In order to meet aggressive growth goals, including increased cross-selling and higher membership retention rates, The Bay Club needed a partner to help them expand use, generate new ideas, and redefine their processes to support scale in the business.


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