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TECH CASE STUDY 3 3D CUSTOMER VIEW POWERS IMPROVEMENTS AT ASPIRE A


spire Sports & Cultural Trust provides public leisure facili- ties and services to more than


one million customers every year. The Gloucester-based trust aims to raise service standards and boost par- ticipation, and to this end recently implemented a new leisure manage- ment system – ClarityLive for Leisure – across its three sites. ”We were looking to serve our cus-


tomers better, faster and in a more personal way,” says business devel- opment director Jacquie Douglas. “We also needed the back offi ce functional- ity to support the improvements made in the ways we develop, sell and moni- tor our programmes.”


Aspire has gained a ‘faff-free’ sin-


gle view of each customer. Simple screen layouts help reception staff to view and understand information instantly, and to focus on customer needs. “We see our customers in ‘3D’ – we can quickly fl ick between multiple windows to see information such as


CASE STUDY 4 CRM SOFTWARE HELPS INDEPENDENT GYM WIN AWARD


n June 2010, independent gym owner Neil Godly started using the ClubWise customer relationship manager software to track mem- ber use – a decision he’s convinced helped his gym win a top award. The Oxygen Fit club in East Barnet won the Newcomer of the Year Award at the 2011 National Fitness Awards in November, in part, he believes, thanks to the personal service ClubWise has helped him offer members. “Because Oxygen Fit is a small, community gym, ClubWise has enabled us to give that extra bit of customer care,” says Godly.


I


Clubwise combines club manage- ment software, integrated Direct Debit and administration services, together with interactive sales, refer- ral and retention services. “We liked it because it offered Direct Debit man- agement, as well as offering us client and prospective client management. It enables us to keep track of anyone


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who comes into our club,” says Godly. “When a prospective member comes into the gym, ClubWise auto- matically schedules a follow up phone call two days later. If they still haven’t signed up, they are automatically sent an email, and a further phone call is scheduled 20 days after their visit.” As well as prospective members, the system helps track existing members, and provides staff with information about when and how often they are attending. If a member hasn’t been in for a while, they will be sent an email saying ‘we miss you’ and the club can decide how to encourage them to use the facilities more regularly. “ClubWise is a great management and diary tool," says Godly. "It’s almost like having a couple of extra members of staff.”


The club has also seen new mem- ber numbers increase by introducing ClubWise’s Interactive Referral solu- tion which enables members to refer


Read Leisure Management online leisuremanagement.co.uk/digital


"It makes it easy to apply discounts, run daily promotions and deploy special off ers"


member usage, current bookings and demographic-based data, so we can engage better with them and encour- age sales,” says Douglas. The trust has been able to reduce queuing and improve the customer experience. Since installing the new system towards the end of 2011, Aspire has speeded-up front of house service and simplifi ed point of sale transactions across everything from single entry tickets to membership and course booking requirements. Customers can make one simple pay- ment, no matter how complex their purchase ‘basket’ is.


The ability to streamline complex transactions and accept multiple pay- ment methods does more than simply improve front of house service. Aspire can make greater use of discounts and


promotions to incentivise and reward customers, and has run successful voucher programmes through compa- nies including Groupon. “It’s easy to apply discounts, run daily promotions and deploy special offers, and equally simple for our customers to redeem their vouchers,” says Douglas. Responding to public demand for online access to information and serv- ices has been another focus at Aspire, and was a core requirement when they implemented ClarityLive for Leisure. The trust has exceeded its original web bookings target, with 27 per cent of bookings already being made online. “Having intuitive functionality all in one place means that supervisory staff can confi gure changes that pre- viously would have required an IT specialist,” adds Douglas.


Neil Godly and his team at the Oxygen Fit club in East Barnet


friends to the club and receive a dis- count on their monthly Direct Debit. Further ahead, Godly is thinking about expanding. “Thanks to ClubWise I know what the breakdown of our members are, which would help me to identify the right area for a new gym,”


ISSUE 2 2012 © cybertrek 2012


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