retention series
Reduce Attrition! Drive Sales!
Increase Revenue! Thank you
to the following clubs for making our year so successful.
LA Fitness revisited its member experience after fi nding that staff typically only spent 13 per cent of their time on customer service
focusing on sales, the Apple ethos is to help people to buy – so much so that it designed its own POS software and hardware to support the experience. As staff walk the fl oor they can provide assistance but, crucially, their modifi ed iPod Touches can process the sale, read a credit card and capture a signature on the spot. Want a receipt? No problem, it’s emailed straight to your inbox. SERVICE – Another major factor
for the Apple Store experience is the level of engagement with customers. With technicians working behind the Genius Bar ministering to customers’ ailing iPods, MacBooks and iPhones, and with designated ‘personal trainers’ giving one-to-one instruction and leading workshops, the store is much more than place to ‘buy stuff’. The aim is to build a lifetime customer relationship, with the store as the hub for all things Apple. One fi nal word of caution regarding
the Apple experience is the sheer effort and attention to detail involved in its creation. Prior to the launch of the fi rst store, a full-size mock-up was built in a secret warehouse; only then did they realise they had it completely wrong and set about making the necessary changes before even building their fi rst store. In other words, making great experiences requires creativity and hard work, plus exceptional execution skills.
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So what relevance does this have for health club operators? While it’s a tall order for any organisation to trump Apple, brands no longer compete solely against the companies in their immediate industry. Customer experience leaders like Apple, Starbucks and Lego delight their customers on a daily basis. These great customer experiences, in turn, continually reset people’s expectations for the types of interactions they believe they should be able to have with organisations such as yours. Could the adoption of customer experience design also transform
retention levels in the fi tness industry? LA Fitness, for one, seems to think so: Arthur McColl, chief operating offi cer, explains how the introduction of the new LA Experience has provided a much improved customer focus to all areas of operation: “It felt to me that we needed to get back to basics, as I believed there was too little focus on members and too much ‘operational noise’. The research we undertook seemed to confi rm this, as we discovered that only around 13 per cent of a typical member of staff’s time was devoted to customer service. “Since then, we’ve invested heavily
in the usual operational aspects of the business such as cleanliness, better resource scheduling and so on, but we’ve invested the most in creating the best possible experience for members. “In the past, the LA member
experience lacked structure. It was inconsistently staffed and it suffered
Customer experience leaders
like Apple and Lego delight their customers on a daily basis
46 november/december 2011 © cybertrek 2011
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