This article serves as the written companion to episode 410 of the Everything Coworking podcast. For a comprehensive account of the visit, listeners are encouraged to tune into the full episode.
A recent visit to a coworking space, operated by a national brand but to remain unnamed, offered a stark illustration of how crucial the initial experience can be for potential long-term members. The author, drawn by the promise of convenient parking and proximity to amenities like Trader Joe’s, purchased a day pass. What followed was a series of missed opportunities that, in aggregate, prevented what could have been a perfect score for a customer experience designed to convert casual visitors into dedicated community members. This analysis delves into the eight key areas where coworking spaces can elevate their day pass offerings to foster deeper engagement and membership growth.
The day began with a seemingly straightforward task: purchasing a day pass. However, the author found the process to be unexpectedly time-consuming. Lacking a pre-booked pass, the on-site purchase via a mobile device felt protracted, taking approximately twenty minutes. This duration stands in contrast to the streamlined, one- or two-click e-commerce experiences consumers have come to expect. The initial hurdle was compounded when attempting to utilize a phone booth for a scheduled call. While the booth itself was ideal – fully enclosed and soundproof – the inability to connect to the Wi-Fi necessitated a return to the front desk.
This interaction presented the first significant opportunity for the coworking space’s Community Manager (CM) to engage. Upon requesting assistance with Wi-Fi connectivity, the CM asked for the email address associated with the author’s newly created account. The presence of "everythingcoworking" within the email address, a clear indicator of the author’s professional domain, was noted without comment. This moment, the author posits, was a missed chance for genuine curiosity. A CM could have inquired about the nature of the author’s work, their connection to the space through their neighbor, or even their place of residence. Such questions, even if brief, signal an interest that transcends a mere transactional interaction.
The CM was described as friendly and patient, yet lacking in deeper engagement. This highlights a critical nuance in customer service: while some visitors prefer to be left to their work, others actively seek a more personal connection and a sense of being recognized. For the latter, a perceived lack of curiosity from the front-line staff can be a significant detractor, undermining the welcoming atmosphere that coworking spaces aim to cultivate.
The author expressed surprise that the visit did not score a perfect ten, particularly from a national operator expected to have well-defined procedures for day pass users, efficient point-of-sale technology, and community managers trained to foster engagement. The underlying sentiment is that day passes, despite their transient nature, represent a crucial "top-of-funnel" opportunity for attracting potential long-term members. They serve as a gateway, offering a first impression of the brand, the team, and the physical environment. A positive day pass experience can transform a one-time visitor into a loyal member or, at the very least, a vocal advocate. Consider an out-of-town visitor who, having experienced coworking, shares their positive experience with local relatives unfamiliar with the concept. This exposure can spark local interest and generate valuable word-of-mouth referrals.
The Eight Pillars of Day Pass Conversion
To effectively convert day pass visitors into engaged members, a strategic approach encompassing eight key actions is recommended:
1. Streamlining Signage, Parking, and Walk-In Access
Clear, intuitive wayfinding signage is paramount for all visitors, including day pass users, members, and their guests. The coworking space’s website should also provide comprehensive information regarding parking, Wi-Fi access, and any other pertinent details a visitor might need prior to arrival. In situations where permanent signage is not feasible, a well-designed sandwich board can serve as an effective alternative.
For spaces that are not consistently staffed, a proactive approach is essential. Community managers in such environments often provide a concise guide to incoming day pass users who book online in advance. This guide should cover essential information such as parking instructions, Wi-Fi connection procedures, designated work areas, and the locations of restrooms and coffee stations. While an extended conversation isn’t always necessary, a well-prepared visitor can significantly enhance their experience.
2. Eliminating Account Creation for Day Pass Purchases
The author’s experience highlighted the friction caused by a cumbersome purchasing process. Being directed to buy a pass on a mobile device, only to embark on a "scavenger hunt" to locate the correct location on a national brand’s website, was a significant deterrent. The subsequent requirement to create an account before completing the purchase further exacerbated the delay.
Modern consumers expect seamless online transactions. The integration of technologies like "Shop" at checkout, which automatically recognizes users and pre-fills payment and shipping information, has set a high bar. For coworking spaces, adopting solutions that allow for account-free booking, such as Flexspace.ai or features within OfficeRnD’s Growth Hub, can drastically improve the conversion rate. Operators have reported increased meeting room revenue after removing account creation requirements, a testament to the impact of simplifying the user journey. Data from platforms like Flexspace.ai further supports the notion that frictionless booking leads to higher completion rates, benefiting both the customer and the operator’s bottom line.
3. Proactive Check-In and Personalized Inquiry
The point of check-in is a critical juncture for building rapport. The CM’s activation of the author’s pass presented an opportunity to acknowledge the recent account creation, signaling a first-time visit and a potential member. Instead of a perfunctory activation, a more engaging approach would involve a brief, yet meaningful, conversation.
Community managers should be adept at quickly assessing a visitor’s demeanor and preferences. Whether a visitor is chatty and eager to connect or prefers immediate immersion in their work, the CM’s role is to adapt. Asking a couple of pertinent questions – "How was your journey here?", "Is this your first time at one of our locations?", or "What brings you to our space today?" – can set a positive tone and gather valuable information without being intrusive. This personalized approach transforms a routine check-in into an opportunity for connection.
4. Offering a Comprehensive Tour (Immediate or Postponed)
Every day pass user should be extended the courtesy of a tour, viewed not just as a visitor but as a prospective member. The author, a local resident, was a prime candidate for membership, yet received no orientation. Even for temporary visitors, a brief walk-through explaining the space’s layout, amenities, and etiquette is crucial.
The absence of a tour meant the author was unaware of key facilities like phone booths and restrooms, and the necessity of a key card for certain areas. While experienced professionals may navigate these uncertainties, newcomers could feel intimidated or disoriented. The CM has the discretion to offer a full tour immediately or to postpone it until after the visitor’s scheduled calls, especially if they arrive in a hurry. A quick point-out of essential facilities, followed by an offer for a more detailed tour later, demonstrates attentiveness and a commitment to the visitor’s comfort. Ultimately, providing a tour is not just a service; it’s an integral part of the sales process.
5. Facilitating Member Introductions and Ongoing Check-Ins
A tour presents an ideal opportunity to introduce day pass users to existing members, fostering a sense of community from the outset. In the author’s case, the absence of their neighbor, who had recommended the space, left them feeling somewhat isolated. An introduction to another member could have eased this feeling and initiated valuable networking.
For individuals working in fields distinct from the predominant industries within a coworking space, a brief introduction can alleviate feelings of being out of place and open doors to potential collaborations. Furthermore, periodic check-ins throughout the day allow the CM to gauge the visitor’s experience and address any emerging needs. These brief interactions, even if the visitor remains occupied, provide a second chance to connect and offer further assistance, subtly reinforcing the value proposition of membership.
6. Extending a Proactive Offer and Invitation for Return
As the day draws to a close, a final engagement is crucial. The CM could have approached the author, observed their local billing address, and used this as a segue to discuss meeting room options and membership benefits. Promotions for full-time membership, if applicable, should be proactively communicated to day pass users, who may not yet have explored these options.
Even without a specific promotion, a brief conversation inquiring about the visitor’s experience, their setup, and their potential interest in returning can be highly effective. This is the opportune moment to articulate the advantages of a membership over repeated day pass purchases, emphasizing the cost-effectiveness for regular users. Day passes should be priced at a premium to encourage commitment from those who are not transient.
Crucially, the invitation to return should be explicit and delivered proactively. Many spaces have exits that do not pass the front desk, potentially allowing a day pass user to depart without further interaction. Designing spaces with the front desk strategically positioned near the exit, or actively seeking out departing day pass users, ensures that this final touchpoint is not missed.
7. Documenting Learnings in the CRM
The information gathered during interactions with day pass visitors is invaluable for future marketing and sales efforts. The detail that the author’s neighbor works at the space is precisely the kind of data that should be logged in the Customer Relationship Management (CRM) system. This detail signifies a strong referral potential.
Categorizing contacts with tags such as "friend of a member" or "referral candidate" allows for targeted follow-up. Information about the visitor’s profession, residence, network, and challenges can inform future outreach, enabling the offer of relevant packages, such as meeting room solutions or tailored day pass bundles. For independent operators, cultivating these relationships is key to maximizing the long-term value of each visitor.
8. Post-Visit Follow-Up and Member Integration
The initial visit represents just the beginning of a potential member’s journey. A robust CRM system, populated with the details gathered during the visit, allows for personalized follow-up. This could include targeted email campaigns, invitations to community events, or special offers based on the visitor’s expressed needs and interests.
The implications of a well-managed day pass program extend beyond immediate conversion. By treating each day pass user as a potential member, coworking spaces can build a stronger, more engaged community. This not only drives revenue but also enhances the overall value proposition of the space for all its members. A visitor who feels welcomed, understood, and valued is far more likely to become a long-term asset to the coworking ecosystem.
Analysis of Implications
The experience at the national coworking brand’s location underscores a broader trend: the increasing sophistication required in customer acquisition within the flexible workspace industry. While national brands possess the advantage of broad recognition, the execution of fundamental customer service principles can be inconsistent. For independent operators, this presents an opportunity to differentiate themselves through hyper-personalized service and a deep understanding of community building.
The data suggests that the initial friction points – lengthy purchasing processes and a lack of personalized engagement – are significant barriers to conversion. As the coworking market matures, operators who invest in seamless technology and empower their Community Managers with training in client relationship management will likely see a marked improvement in their ability to attract and retain members. The shift from a transactional day pass model to a strategic lead generation tool requires a conscious effort to integrate these visitors into the broader community narrative.
Conclusion: Where to Begin
The principles outlined above are not overly complex, yet they require a deliberate commitment to execution. Even established brands can overlook critical steps in the day pass experience. A practical starting point for any coworking space is to conduct an internal audit. This involves walking through the day pass purchase and check-in process from the perspective of a first-time visitor, meticulously counting the steps involved. If account creation is a prerequisite, exploring booking software that eliminates this barrier should be a priority.
By systematically addressing these eight pillars, coworking spaces can transform the transient day pass experience into a powerful engine for membership growth, fostering a vibrant and sustainable community for years to come. This strategic approach not only benefits the individual operator but also contributes to the overall advancement of the coworking industry by creating more welcoming and effective environments for all.
