FBC UPFRONT » Conference Shaun Smith cont.


They feel as though they need to be part of the conversation, so they get a Facebook page, and then they try to micromanage everything. That’s very difficult work. Social media can produce a deluge of informa- tion—it’s like drinking from a fire hose—so you have to have a strategy for dealing with it. Rather than micromanaging, you need to facilitate the conversation. There are three steps to doing that.


First, you’ve got to be “in the flow” of the conversation and listening to what peo- ple are saying. Research shows that 36% of customers have used social media to comment on a brand, and that, in 50% of those cases, the brands didn’t respond. Second, you have to be “in the know.”


Your people should monitor what’s being said about your brand, have the ability to do something about it, and, then, respond appropriately. For example, SalesForce. com has an internal network that enables employees to quickly obtain information about issues raised by customers so they can respond promptly. Finally, you have to be willing to “co-


create” with your customers to make them a part of your brand. That’s where you’re facilitating the conversation.


You’re allowing them to talk with one an-


other, and, together, they’re actually coming up with new ideas, approaches, and prod- ucts—which is a very powerful process.


CBI: In Bold, you also discuss the no- tion of “purpose beyond profit.” What does that mean for clubs, and how should it inform the way they think about customers’ needs?


SS: If you look at the brands that are really excelling, they’re ones that define them- selves by, and are committed to, a pur- pose that’s tied to the value they create for customers and society. That purpose is what makes them prof-


itable; it isn’t a single-minded focus on profit, which is a poor motive for being in business. O2, in the U.K., for example, is a mar-


ket leader in the mobile phone space, and its stated purpose is to help custom- ers connect to the things in life that mat- ter to them. That—as opposed to making money or selling a lot of phones—has led them to do some very bold things. Probably the boldest thing they’ve done was take a building called the Millennium Dome, a huge space that was lying idle, and clean it up, refurbish it, and rename it the O2 Arena.


It’s now the most successful music


venue in the world. If you’re an O2 cus- tomer, the company will text you to let you know when REM, the Rolling Stones, or some other big-name band is in town. As a valued customer, you’ll enjoy early access to tickets, and, if you’re a really valued customer, you might receive free tickets. Bold moves such as these have helped make O2 a market leader.


CBI: What advice would you give to clubs that want to embark on a new customer-experience initiative?


SS: First, be really clear about why you’re doing it. If there’s any ambivalence, don’t pursue it. Secondly, get good advice. If you go to my Website, smithcoconsultan- cy.com, you’ll find some articles and self- assessment tools that can help. Finally, treat the undertaking as a journey and not a destination—it’s not a quick fix, but, rather, something that you’re going to have to keep working at.


Reprinted with permission from Club Business International magazine. For more information visit: www.ihrsa.org/cbi-magazine


12th An n u a l IHRSA Eur o p e a n Congr e s s


CANADIAN DELEGATES: Come to Vienna!


November 1-4, Hilton Vienna, Vienna, Austria


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14 Fitness Business Canada September/October 2012


• Save $50.00 USD off of Congress registration by contacting intl@ihrsa.org and mentioning Fitness Business Canada when registering by October 1st.


• Take advantage of a strong Canadian dollar for this tax-deductible business trip to Vienna


• Improve your business knowledge and look for new opportunities


• Join Canadians Jennifer Wilson (Personal Training panel) and Hans Muench (opening presentation on the state of the European fitness industry)


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• Voted the No. 2 city in the world in terms of livability! Impressive architecture, museums, music and even one of Europe´s best zoos (Schoenbrunn) await you!


Full details and registration at: www.ihrsa.org/congress or e-mail intl@ihrsa.org


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