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member


management


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BACK TO THE CONTRIBUTORS


DR PAUL BEDFORD: Researcher in retention, attrition and customer experience NEIL KING: Commercial director, Sport and Leisure Management


STEVE PHILPOTT: Chief executive, DC Leisure ALISTER ROLLINS: CEO, The Retention People KEVIN YATES: Head of commercial development, Leisure Connection


hat should a club do if a member cancels their monthly payment – accept


the fact they’ve left and focus on the remaining members, and on winning fresh ones, or try to win them back? Should clubs be making better use of technology to recognise the members whose enthusiasm is starting to wane, so can they step in and motivate them before it gets to the point of them cancelling their membership? How many lapsed memberships could be saved if disenchanted members were noticed and given a boost with a new programme, or even a free personal training session? We ask the experts.


identify those in danger of lapsing Automated systems, which can track visits and see which members are coming less, can be used to predict who is likely to leave. Customer surveys can also be used to predict those who are thinking of cancelling their memberships. It’s best to find out who is likely to lapse and, if possible, address their issues, rather than try and get them back once they’ve left. DR PAUL BEDFORD


Use exit surveys to understand why members are leaving


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We use The Retention People software to help staff manage member traffic through the gym – firstly by access control, and secondly by flagging up members who haven’t visited the gym within a critical time period. Instructors then interact with these


Read Health Club Management online at healthclubmanagement.co.uk/digital


high-risk members on the gym floor, booking them into a workshop, a class, a review or a one-to-one training session for their next visit. NEIL KING


keep in touch Lapsed members are contacted after one month, three months and 12 months. If they had lapsed within the previous three years, we would also contact them again after a gym refresh or refurbishment. STEVE PHILPOTT


Do your homework before putting together an intervention strategy for lapsed members. How long did each of the members stay with the club? What was their average visit frequency? What is their history of previous contact with the club? What’s their demographic profile? After this analysis, operators should


be able to categorise lapsed members into priority target groups based on the expected yield from each group. For example, one might have stayed for three months, and another for 30. Clearly, targeting the high yield former members will be the most benefi cial. Once operators have these details,


the campaign to win back members needs to highly targeted and must match their specifi c needs. ALISTER ROLLINS


SLM uses a member communication programme, executing targeted, relevant and personalised communications to members. These thank and reward


august 2010 © cybertrek 2010


Kath Hudson asks the experts for their advice on getting lapsed members to return


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