CRM So what does online joining have
to do with integrated technology? In many cases, this is where the process begins. Harlands’ technology can link with websites by a simple i-frame or the opening of a new window. However, in some cases it’s far more complex, with data moving via a bespoke web service designed for that client. This allows data to move from website to online database to billing agent seamlessly and in real-time – an obvious requirement in the low- cost sector. Since all data has a unique reference, the update of membership status is also possible in real-time. This sign-up process is then linked
in real-time with the access control solution on-site. Data can move into bespoke web-based database solutions, or to off-the-shelf solutions, and integrations exist with the aforementioned API delivered by SDA, as well as with Fiserv, Legend, Sportsoft, TGS, Invotech, iGo Figure and more. Harlands isn’t alone in this process; Debit Finance Collection’s own FastDD will integrate in several CRM solutions.
access control Access control has become very
topical of late, especially in non-staffed environments – numerous solutions are being employed by clubs as the need for automated staff-less check-in becomes more widespread. I have been somewhat sceptical
of fi ngerprint biometrics, but new solutions coming to the market – using sub-dermal technology – seem to have moved on to another level. And we’re about to see the fi rst club, at least to my knowledge, open in the UK using integrated facial recognition software at point of entry. It will be integrated into hosted access control software and linked back to the billing company to
Access via fi ngerprint is already possible, and now facial recognition software is coming to the market
Clubs need to consider that members will want to access web- based information from their smart phones
set status. Assuming it goes well, such technology could eliminate numerous cost centres for club operators. In terms of online sign-up, if a full
end-to-end solution is not required, it’s possible to incorporate a cut-down version – which still picks up the critical banking data – into branded online
joining portals built by web design teams. Consequently the look and feel of the client website can be more bespoke. The operator can also choose to retain the data within its own database, built for purpose, rather than an off-the- shelf CRM. Data captured in this way is then typically sent in real time to the central billing provider, and also to a server (usually a hosted server) that in turn hosts access control software – which drives access control. This means there’s a unique member reference throughout the process, allowing all parties to communicate in real time.
the next step
Online joining has led to operator demand for the ‘next step’ – the ability to book an initial induction online, for example. We’ve already seen a dramatic increase in the
number of hosted software solutions – such as Mind Body and
FitnessBooker – which bring a
greater opportunity to engage with the member from home or office. And now Fisikal, with Harlands, has
june 2011 © cybertrek 2011
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