BUILD AN EFFECTIVE MEMBER JOURNEY USING:
BUILD AN EFFECTIVE MEMBER JOURNEY USING:
BUILD AN EFFECTIVE MEMBER JOURNEY USING:
Technogym Contact Manager: The system calculates members’ drop-out risk
Manage processes to improve retention
Manage processes to improve retention
Manage processes to improve retention
Fully automated email and SMS
Fully automated email and SMS
Fully automated email and SMS
FitLinxx screens change colour depending on a member’s Attention Level Indicator
like collecting leads or prospects and then doing nothing with them. And unless a new member is using the club, they’re never going to refer a friend.
Interaction You should interact with every member on every visit while they are on their new member journey. A quick check will tell you if they are on their way to completing the new member journey, or if there’s anything they need help with. Journey stages like the induction, welcome, getting started, orientation, discovery session and review are all important appointments, but a brief contact with every new member on every visit will build rapport, confidence and a great relationship. And what about the new members
who are not visiting? Only a few weeks ago, they were keen enough to join up, and you have invested between £30 and £100 to recruit them. Phone calls, texts, emails or letters are small relative costs to try to save the relationship. You need to throw everything you have at a lapsed new member; the least you should accept is some feedback or a referral. If you want to stick your neck out,
offer a leaver’s bonus: if they don’t make the required visits in the fi rst month, offer them a bonus or refund to leave. If they stay, start the clock again, and help them hit the target this time.
May 2013 © Cybertrek 2013 Journey completion
“We sold 110 memberships last month!” High Five! “But the real result is that all 110 members made at least four visits by the end of their fi rst month” Champagne!! Clubs that start to measure fi rst
month visits or new member journey completions are often shocked by the initial fi ndings: it’s staggering how many members stop visiting in month one. Shift your focus on sales forward one month, and look at how last month’s new members performed in terms of visits. If you can improve new member journey completion, you’ll have a huge impact on overall member retention. Suppose, for example, you run a club
charging £30 a month, signing up 100 new members a month. If you increase new member journey completion from 70 to 80 per cent, you will make an additional £19,800 over the year. ●
Guy Griffi ths works for GG Fit, an independent consultancy that helps clubs improve member retention by working with staff, systems and processes. His new book, Stick Around, is available from all good bookshops and online retailers. Web:
www.ggfi
t.com Twitter: @ggfi t
Collect customer feedback to fuel growth in your business
Collect customer feedback to fuel growth in your business
Collect customer feedback to fuel growth in your business
TRP’s software is an integral part of measuring and managing member retention. If you are serious about keeping people active then you can only demonstrate that seriousness by using software. Stuart Martin, Active Nation
TRP’s software is an integral part of measuring and managing member retention. If you are serious about keeping people active then you can only demonstrate that seriousness by using software. Stuart Martin, Active Nation
TRP’s software is an integral part of measuring and managing member retention. If you are serious about keeping people active then you can only demonstrate that seriousness by using software. Stuart Martin, Active Nation
NPS SURVEY+ NPS SURVEY+ NPS SURVEY+
How can we help you delight your customers?
www.theretentionpeople.com 0845 621 2001
How can we help you delight your customers?
www.theretentionpeople.com 0845 621 2001
How can we help you delight your customers?
www.theretentionpeople.com 0845 621 2001
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