How Members' Expectations Have Changed — Never to Go Back

Let’s face it. Ever since COVID, club operations have permanently changed how members expect to be communicated with and supported.

Shutdowns, limited staffing, and the need for constant updates created new demands for clubs—and raised expectations for members who now expect faster, more direct, and more transparent communication across nearly every part of their lives.

The challenge clubs face today isn’t about service quality. It’s about responsiveness, clarity, and convenience in a world that now runs on mobile communication.

Members Now Expect Instant Everything

Nearly every industry has shifted to real-time communication.

Restaurants rely on apps and text messages to confirm orders and reservations. Doctors send appointment reminders and follow-ups via SMS. Banks and retailers have moved customer service conversations to chat and messaging platforms.

As a result, people are now accustomed to getting answers quickly—without waiting on hold or scanning long emails. Speed and clarity have overtaken perfection as the new standard.

Phone Calls Shifted from Default to Obsolete

The way we communicate with friends has changed too. We spend far less time talking on the phone and far more time texting and coordinating plans.

That’s because texting is simply easier. It’s faster than calling, creates clear and documented conversations, and doesn’t interrupt someone’s day.

Today, calling feels like a last resort. Messaging feels normal. And that same expectation now applies to golf clubs and resorts. Members increasingly prefer text-based conversations—even for important questions.

Email Lost Its Role as an Action Channel

Email still exists, but it no longer drives urgency.

Inboxes are overcrowded. Important updates and deadlines are missed. Announcements go unread. The result is predictable: members may receive emails, but they increasingly act on texts.

Email can inform. Text messages prompt action.

Proactive Communication Became the Expectation

During COVID, clubs were forced to over-communicate—sharing reminders, confirmations, and last-minute updates simply to keep operations moving.

That behavior reshaped expectations.

Today, silence feels like poor service, even when nothing is technically wrong. Members expect information to come to them—where they already are—on their phones.

This shift also fueled a strong preference for self-service. Members now book appointments online, check statuses instantly, and seek answers without waiting for staff responses.

Friction surfaces faster than ever, and members value any tool that respects their time and helps them get answers quickly and efficiently.

ChatGPT Changed How People Find Answers

Another major shift happened quietly but decisively: people stopped searching and started asking.

Tools like ChatGPT normalized instant, conversational answers. Instead of digging through websites, databases, or FAQs, users now ask a question and receive a clear response in seconds.

According to McKinsey and Gartner research, conversational AI and chat-based support are now among the fastest-growing service channels across industries because they significantly reduce time and effort. Studies consistently show users prefer immediate, accurate answers to routine questions over waiting for human support.

This behavior is now second nature.

For clubs, the implication is clear. Members expect common questions—hours, policies, event details, procedures—to be answered instantly, without calling or emailing.

AI didn’t raise expectations. It revealed what was always possible.

Time to Step Up and Meet Expectations

One thing is certain: members subconsciously compare their club to their experiences with airlines, hotels, healthcare providers, and financial institutions—industries that now offer seamless, mobile-first interactions.

Members expect fast answers, effortless participation, and communication that fits naturally into their daily lives.

The clubs that thrive are adapting quietly and intentionally, modernizing communication behind the scenes without disrupting culture or service.

The good news? Modern communication doesn’t require more staff. In fact, the opposite is true when done well.

Success requires smarter tools that meet members where they already are—on their phones.