CASE STUDY
Hindsight is 20/20
For those following the stock market, on Jan. 3, 2020, the video
conferencing company Zoom (ZM) was trading on the NASDAQ
at $67.28 USD/share. Fast-forward to Oct. 19, 2020, the stock
price peaked at $568.34 USD/share. This converts to a 744
per cent increase.
As many companies and educational institutions adopted
this technology, the future became reality. Online communication
and learning went from zero to 60 in a matter of a few weeks. As
primary, secondary and post-secondary schools adapted to what
has been termed emergency remote learning, we experienced a
similar phenomenon in the club industry as we lead our teams and
shifted the Canadian Society of Club Managers (CSCM) Branch
and National Office meetings, education sessions and AGMs to
online formats. The big question is how are our members adapting
to this change and will we revert back to our day-to-day routines
post-pandemic? In my opinion, the answer is not likely.
The benefits of video conferencing
If we have learned anything from being forced to use new
technologies and communicate in new ways, it’s that we can
still accomplish what we need to do. Our day-to-day routines
did not stop, they just shifted. In a lot of ways, we are able to be
more efficient, effective and increase our productivity through
online communication.
As noted in an article by Darcy Mekis of Intermedia Cloud
Communications, she claims video conferencing is more
productive than in-person meetings. Here is a summary of some of
the benefits of video conferencing that Mekis wrote:
1. Meetings without borders: Arrange meetings from
anywhere at any time! This has become very convenient
from the perspective of time management and productivity.
Also, there is a lot of time wasted travelling to and from
meetings, whether they are across town or at the other end
of the property.
2. Sharing information and reducing waste: Instead of
printing off agendas and meeting materials, information
can be sent by email in advance of the meeting and the
information can be viewed via screen sharing capabilities.
Within the CSCM, we have enjoyed the opportunity to join
partner branches during education sessions and the free
flow of information. This has proven to be a more holistic
approach to resources and education that benefits all
member of the CSCM.
3. Archiving: With recording capabilities, meetings can be
archived and shared to key staff who were not in attendance.
This also helps reduce confusion, especially if you were
unclear with verbal instruction. Having the luxury of
reviewing the recording will reduce ambiguity. This will also
help minute takers to capture more detailed and succinct
information from more formal meetings.
4. Save time: We all have busy days with only a finite amount of
time to get our tasks completed. People run late to meetings,
some are not prepared or others get side-tracked. There is
also is a degree of “social loafing” that happens that prolongs
things. By having a realistic agenda and a defined start and
end time, video conferencing has a better chance to keep
things on track.1
From an education perspective, prior to the pandemic, I
delivered courses primarily in a face-to-face format. With video
conferencing, we are able to arrange guest speakers from some
very unique places! In late February, we had a CEO of a large golf
operation join us from St. Lucia and talk to the students about the
2020 National Conference EVALUATION
EXECUTIVE SUMMARY
The following overview provides a summary of the 2020 National Conference. All questions reflect a 4-point scale
and weighted averages indicated, n = number of respondents.
Question 2018 NC n=71 2019 NC n=77 2020 NC n=65
Overall course rating 3.45 3.78 3.78
Variety of topics n/a 3.73 3.67
Quality of content 3.0 3.55 3.61
Quality of speakers 3.0 3.51 3.61
Virtual learning experience n/a n/a 3.42
How important is it to network
with colleagues?
98.5% 98.7% 95.0%
Has this course inspired change or
reinforced existing practice? (Y/N)
84.0% 91.0% 95.4%
Plan to attend next year’s
conference? (Y/N)
70.0% 58.0% 88.9%
16 § The Canadian Society of Club Managers § www.cscm.org
/www.cscm.org