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One Leisure has installed Gladstone's kiosks across all fi ve of its sites
Today’s members tend to be more at ease dealing with technology, while clubs may see an improved bottom line
Health & Leisure
CASE STUDY 5 CUSTOMERS PUT IN CHARGE WITH GLADSTONE KIOSKS O
ne Leisure is managed by Huntingdonshire District Council and provides sports and leisure activities for all ages and interests. Last year, more than 1.7 mil- lion people visited the fi ve One Leisure sites located in Huntingdon, Ramsey, Sawtry, St Ives and St Neots. In 2009, One Leisure decided to install Gladstone’s kiosks across all fi ve of its sites. It took a while for customers to feel confi dent using them, so initially staff were on hand to encourage visitors to use the new technology. Now, though, One Leisure reports that the kiosks are hugely pop- ular, with more than 1,000 customers using them for around 1,500 bookings every month at the St Ives site alone. The kiosks can be used to admit
“Through a combination of my team’s focus, know-how and tireless commitment to reducing our carbon footprint and this powerful software solution, we have made a signifi cant saving on our carbon footprint. “We’ve also achieved annual cost
savings of more than £1m by monitoring, stirring in the industry, as a whole we still appear to be reliant on scientifi c- style metrics (retention/attrition) that encourage inward-looking behaviour, as opposed to more customer-focused metrics that measure quality of experience, satisfaction and loyalty. Online sign-up 24/7 DRIVING RETENTION
from too much paperwork. Now our member journey is clearer, we have an interaction toolkit and we’re able to measure the key metrics. It’s still early days but I feel that, by putting the customer back at the heart of everything we do, LA Fitness stands a real chance of reaping the rewards from enhanced customer experience.” However, although the beginnings of experience design initiatives seem to be tracking and benchmarking the way that our leisure centres function in this key area of business performance. That is a signifi ca t achievement in itself, but equally it enables us to be more envi onmentally account ble.”
than discovering them months later in a review of utilities bills. “The results we have achieved
over the last few years speak for themselves,” continues Thomas.
entry to the sites and to buy anything from a gym session or fi tness class to a sauna or steam, as well as booking advance sessions and buying money- saving subscriptions, such as 10 classes for the price of eight. Bookings made at the kiosks also allow access to the door at the gym, so the sites don’t need so many recep- tionists. Previously, customers had to swipe in at reception and then again at the fi tness suite. At busy times this
february 2012 © cybertrek 2012 ISSUE 2 2012 © cybertrek 2012
With more than 62 per cent of the We all know that bad experi nces travel orts realised it could be missing a
rick with its traditional member sign-up experience is time-consuming and expensive, so it’s vitally important to consistently deliver the best possible personalised experience, measure its effe tiveness and rapidly feed that back o into positive operati nal change. z-Runner’s software allows the
customer to sign a PAR-Q and agree to november/december 2011 © cybertrek 2011
British public shopping online, DW S fapster and further than good ones, and that correcting the impact of a bad process. So in 2008, the chain partnered with Ez-Runner to create a virtual 24/7 sales team, offering an easy and effective five-minute online membership sign-up process, and now a massive 98 per cent f its memberships join online.
EIn many ways, Customer Experience Management and Design are arriving just
meant a stack of membership cards piling up in the gym, but the fast track kiosks have eliminated that now and reduced any waiting time. One Leisure staggered the intro- duction of the smart software system to gradually familiarise the custom- ers with the kiosks, online bookings and online payments. Online booking through Gladstone’s Connect product was set up around three years ago. There was a soft launch of online pay- ments in March 2011 – three months later, 60 per cent of all class transac- tions at Ramsey Leisure Centre were carried out and paid for online. Looking ahead, the plan is to really push the online capabilities over the summer period, and One Leisure expects to see a further increase in the number of online transactions as kids’ courses and activities are booked for the summer holidays. The Connect online booking and
debit and take any other payments. as we wrestle with the ‘r
nalysis across different demographics previously unseen in the fi tness industry. alternate shifts and unsociable hours. I “Our in-house sales team also uses some simple design tools and methods that can he p you to b come adept at xperience and transformation design, delivery and measurement.
to the online service and are now that deliver the right combination of acknowledgement, recognition and personal engagement, plus the subtle touches that make members feel valued, will generate the sort of warm d feelo sings that inevitably lead to satisfi ed, a loyal customers and retention levels that showed many parents work
payments software, in conjunction with the fast track kiosks on site, are improving effi ciency, as anyone book- ing online now has to pay at the same time. The telephone booking system uses the same process too, so oper- ators take a payment and process it online at the time of each call. ●
hoto, issue a membership card and taStuart Dyson is the founder and former managing director of SDA sig Sno-lutions. His new project, sit
bodybook.com, is designed for – a people of all ages to have fun, get fit m and do some good at the same time. th
http://uk.linkedin.com/in/stuartdyson this online option.
abigail harris stuart dyson
healthclub@leisuremedia.com
www.gladstonemrm.com 01491 201010
Read Leisure Management online
leisuremanagement.co.uk/digital 39
n the next article, w ’ll take a look at the online sign-up process to make the whole in-club experience that much easier and quicker. We have a number of kiosks where the sales team can lead the prospect through the sign-up process, walk over to reception, take a pABOUT THE AUTHOR ke them straight into the gym.” DW Sports has also used online up to successfully promote new e openings and conduct pre-sales n impressive 80 per cent of the embership target signed up befor e opening of the last site th nks to
“We adapted our marketing strategy problem’. Designing experiences in-line with all the other businesses cashing in on the online revolution, targeting prospects 24/7,” says Andrew Forsyth, national membership services manager at DW Sports. “People really ign up at 3am. We conducted
the terms and conditions online, as well as allowing the club to process a direct at the right time for the fi tness industry ention
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