Why Biometrics Is A Great Solution For Club And Membership Management

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Membership Management Issues

If you own or operate a club or membership facility then chances are you may face some of the same member management issues and problems that your peers and other competitors in the industry deal with on a daily basis.  Inefficiencies in the bar code swipe or RFID check-in technology that cause delays, inability to stop fraud or “privilege sharing” and no clear cut path to eliminate the waste and expense that is associated with the manufacturing and maintenance of your plastic membership cards are all common themes that consistently plague member driven facilities, sap profits and impede productivity.  Furthermore, the threat of security breaches to sensitive member information has left many member-driven organizations searching for a safe and effective way to manage their databases.  The truth is, running an efficient and profitable membership-based organization is virtually impossible without the use of advanced technology.

What Is Biometrics?  Why Does It Work Well In Membership Management?

The advent of biometrics has revolutionized the way that membership organizations have addressed these areas of concern and established itself as a mainstream, value added solution to the growing concerns borne by member driven institutions.  Biometrics is the use of unique human physiological characteristics (i.e. – fingerprint recognition, fingervein, palm geometry, iris patterns, etc.) for identification and authentication purposes.  Biometric technology offers distinct advantages over more conventional check in methods and promotes a more sound and intuitive approach to membership management that positively impacts return on investment.  Here are a few reasons why biometrics can offer your organization a distinct competitive advantage versus more conventional methods of check-in and member data management:

#1 – Biometrics reduces fraud

Even with the most vigilant member check-in policies and procedures in place, you can not completely eliminate fraudulent entry into your facility through conventional check-in methods like barcode scanning or pin pad entry.  Members can still share ID cards and passwords with non-members which can cause unnecessary wear and tear on your equipment, larger than normal crowds at peak times of facility use and unhappy members that end up waiting or not being able to use equipment or amenities at your facility.  Biometric fingerprint recognition check-in procedures ensure that members checking in are who they say they are and can even be placed in multiple locations throughout your facility so that only legitimate members can access areas that are exclusive to their privileges.

#2 – Biometrics creates efficiencies

With conventional check-in methods, if a member forgets their card, a staff member must take the time to look up their record manually to verify their identity.  This interruption can cause lost time and productivity affecting your bottom line.  Biometrics allows you to speed up member check-in by eliminating the need for manual searches from lost or misplaced ID cards because a member will always have their biometric fingerprint identification when they check-in.  Plus, you can eliminate the need for ID cards completely, saving money in your budget normally allocated to this expense that you can re-invest in your organization or philanthropically in the surrounding community.



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#3 – Biometrics helps save the environment

Think for a moment about the amount of energy, time and resources that are needed to manufacture one plastic membership card.  Now multiply that by the number of members at your facility.  Now multiply that by the number of locations.  Perhaps you are a national chain and have locations all throughout the country or even across the globe.  Add them all up and then factor in all of the other membership facilities throughout the world who still have not adopted biometric technology.    The fact is that according to a recent report on CNN, “Americans generate enough plastic in one year to shrink wrap the state of Texas.”  Granted, most of that plastic created is through the manufacturing of consumer products but as a business owner , you can do your part to help reduce your carbon footprint by switching to a biometric solution that eradicates the need to create any plastic cards whatsoever.  If you print the ID cards directly at your facility, this translates into less ink for the printers, less electricity to run the laminator, less paper being consumed and less waste being generated by the production process and the absence of discarding expired or unused cards.   It also makes members happier that they no longer have to worry about carrying around an ID card that they could potentially lose or become stolen.

#4 – Biometrics improves customer service

Finally, biometrics improves customer service.  Check-in procedures are swift and accurate.  Members do not have to struggle with keeping track of their ID cards or toting them around the facility.  Happy and content members will be more likely to recommend your facility to their friends and family.  Viral, word of mouth marketing tactics are the key to building your business and maximizing your profits.  Customer retention in these tough economic times is challenging, so gearing your overall facility to a customer centric approach is smart and effective.  For a firsthand example of how membership management biometric fingerprint recognition technology is working at a Community Center in Las Vegas please view this video.

Other Uses of Biometrics

The application of biometrics at your membership facility can also go beyond membership management.  You can also use it for time and attendance as part of your workforce management strategy.  Use it for Access Control to safeguard against illegal entry of unauthorized personnel in sensitive or restricted areas of the facility.  Whatever your need, biometric solutions can be utilized as modern stewards of membership management security and key catalysts to running efficient, productive and profit oriented facilities.

Who Has More Information On Biometrics Solutions?

There are many questions and misconceptions that surround the implementation of a biometric identification system.  Is it expensive?  Is it difficult to set-up and maintain?  Which technology is the right one for my facility?  What are the privacy concerns?  How soon can I expect to see a return on my investment?  These are all very typical inquiries we address and respond to on a daily basis here at M2SYS Technology, and we engineer biometric solutions to help our end users reach their goals and objectives.  Call us at 770-393-0983, visit our Web site at www.m2sys.com or drop us an e-mail at info@m2sys.com and we will help you to pioneer a solution to bring long-term value to your customers.

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John Trader

John Trader is the Public Relations and Marketing Manager with M2SYS Technology, a recognized industry leader in biometric identity management technology. Headquartered in Atlanta, GA M2SYS Technology's mission is to pioneer the high-tech industry by delivering long-term value to customers, employees and partners through continued innovation and excellence in all aspects of our business. M2SYS continues to innovate, build and bring to market leading-edge biometrics solutions that revolutionize the industry and expand the applicability of biometrics technology in our marketplace. You can view their Web site at www.m2sys.com or contact them via e-mail at info@m2sys.com

One thought on “Why Biometrics Is A Great Solution For Club And Membership Management

  • September 8, 2010 at 1:24 pm

    hey, nice blog…really like it and added to bookmarks. keep up with good work


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