Record numbers contribute to CERM industry benchmarks

A record 184 Australian and New Zealand public aquatic, recreation and sport centres have contributed data to the 2010 CERM PI Operational Management Benchmarks.

Managed by the University of South Australia' Centre for Tourism & Leisure Management, CERM (the former Centre for Environmental and Recreation Management) PI Operational Management Benchmarks now include over 60 performance indicators in such areas as finance, staffing, visitation, services, promotion, memberships, equipment, utilities and sustainability; for each of six broad groups of centres.

In 2010, almost 20,000 respondents from 76 Australasian aquatic, recreation and sport centres contributed data for the CERM PI Customer Service Benchmarks covering service quality, customer satisfaction, managing customer problems, benefits, and customer loyalty.

Service quality benchmarks include 22 key service attributes that may impact on the customer experience, thus affecting their overall satisfaction. Customers tend to have highest expectations for facility presentation attributes such as centre cleanliness and well maintained equipment. In contrast, customers tend to rate the performance of staff as strengths of most centres, especially experienced instructors, friendly staff, and well presented staff.

Health, well being and fitness benefits were the most important benefits for customers attending Australasian aquatic, recreation and sport centres in 2010. In contrast, social benefits were only of relatively moderate importance, with success in competition ranked least important.

CERM PI 2011 Customer Service Benchmarks will be compiled in December when data from an expected 25,000 Australian and New Zealand , recreation and sport centre customers is collated. Likewise, CERM PI Operational Management Benchmarks for the 2010/11 financial year will be finalised in December when all data is submitted to the CERMPI research team.

Centres interested in contributing data to the CERM PI benchmarks for Australasian public aquatic, recreation and sport centres should contact CERM PI on 08 8302 5321, E: raylene.jones@unisa.edu.au, www.unisa.edu.au/cermpi

11th November 2010 - VALE: DR GARY CRILLEY 1954-2010 

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