CRM
The Gym Group is an example of a club that has staff-less entry via a keypad; clubs are using many new methods of access control
“This is also why we plugged Facebook
into our application – so that clubs and trainers can leverage members’ friends to market their services to. Creating a full online support service for members and being able to combine this with Harlands’ online direct debit facility has been something we’ve needed to do for a long time.” Gordon Hall, MD of Competition
Line (Lifestyle Fitness) – where the system is in place – adds: “We had been looking for an effective way for members to join online, as well as book initial orientations, ongoing classes and PT sessions remotely from the club. The link from Harlands to Fisikal is ideal, as it will allow our members to book online and also receive member log-in instructions at point of sale online.” Meanwhile, the Your Management
Solutions group of companies has recently launched YOUR Lifestyle. Director Jamie Lynne explains: “YOUR Lifestyle is an online personal training and lifestyle service that’s used by PTs and clubs to generate additional revenues – it allows them to monitor and plan for online clients anywhere in the world. The system is easily linked to the client website and accessed via username and password – passwords that can be generated at point of sale via an online joining solution.”
integrating with specialist services There are a number of software-based services that exist alongside facility management software or CRM solutions to directly support the client with customer profiling and marketing. Gerry Hodgson, of Cascade3d, states: “Integrating with specialist companies
54
We plugged Facebook into our application so clubs’ trainers can leverage members’ friends
brings the benefi ts of drawing together the people, expertise and software to create highly targeted solutions. Cascade3d, for example, works alongside leisure management providers Xn Leisure, Gladstone and Clarity to ensure customers benefi t from their abundant knowledge and capability in areas of business insight, data mining, validation and customer communication. It isn’t just their IT skills that make a difference, but more the understanding of how the data and systems support business growth, management decisions and digital marketing. Specialist companies bring this depth of knowledge to the party; their integration means you can reap the benefi ts of working with the best of breed.” Retention Management’s system,
meanwhile, can draw data from most CRM solutions to populate its automated email system that drives the contact with members. Jon Nasta, MD of Retention Management UK, says: “In nine years of working with club management software providers in all corners of the world, we’ve never come across a system where we cannot pull the weekly data extract needed to run our programme. Indeed, nowadays the more robust systems even automate the process for our customers.” He continues: “Three years ago, as the economy turned, we were asked
Read Health Club Management online at
healthclubmanagement.co.uk/digital
by a number of clients how we could assist with sales. We began by sending prospecting emails to ‘alumni’ members, as we know for many clubs one in four
‘new’ members are actually past members. One of the very fi rst clubs we did this with – the Washington DC YMCA – sent roughly 2,000 emails and signed up 165
‘alumni’ members in two weeks. “We now have prospecting templates
available for all our clients in all the countries we work in. Recently, with the advent of online joining and ‘click’ reports, we’ve found that prospecting emails with a direct link to sign-up pages have almost double the success rates of those without a direct link to online sign-up.”
looking forward So where do we go next? With data
moving in various directions, all in real-time, no one company can realistically master the quality and professional delivery needed from each independent element of the overall service required. For operators to benefi t from best
practice in all areas of the business, let’s hope that more providers start to work together, and that we continue towards a more joined-up solution to the benefi t of all.
healthclub@leisuremedia.com kevin scott
june 2011 © cybertrek 2011
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