Relationship Marketing Strategy and implementation

vital to the Club’s growth that we find these bugs and exterminate them. One

of my biggest problems involves the turnover of newly recruited GOs, which

is a responsibility of my department.Their turnover has been very high over

the past several years – nearly 50% – and it is getting worse. What is the

problem? Recruiting? Selection? Training? Maybe we have to learn more about

the North American GOs and how to manage them.With the huge number

of applications we get for GO positions, you would think that turnover

would be much less than it is – about 25% per season, including all GOs, both

old and new. This is almost twice as much as our GO turnover in Europe.

Maybe 25% is not so bad, though, and we just have to learn to live with it.

[See Table 5.1.1 for information on turnover.]

Jacky continued: “The Club is growing rapidly in the American zone, and
my department is crucial to its success. My immediate objective is to get
this GO turnover problem straightened out. I must provide my clients, the
chiefs of the villages, with good service. I have some ideas about how to do

336 Relationship Marketing

Table 5.1.1 Information on GO turnover

Number of GOs, by nationality, summer season 1986, American zone

American/Canadian 738

French/European 454

Local 134

Other 15

Total 1,341

American/Canadian GO turnover, summer season 1986, American zone (quit or fired or

‘retired’)*

Quit during season 74

Fired during season 66

Quit after season 55

Fired after season, due to bad report 9

Total 204

American/Canadian GO turnover by experience: historical averages, 1980–85, summer and

winter seasons (%)

Turnover during first season 46

Turnover during second and third season 37

Turnover during fourth to tenth season 23

Turnover after tenth season 11

*French/European GO turnover was approximately 50% of American/Canadian GO turnover

during the same time period. (French/European GO turnover in the American zone was essen-

tially zero.)