RETENTION
TRP are the world’s leading providers of Customer Experience Management (CEM) software and solutions to the fi tness and leisure industry.
Within one week of launching TRP we experienced positive reactions from our members. It has helped to improve our member experience and make our customers feel loved. We have lost far less members, in some months halving the amount of people who have historically
cancelled. Andy Cornwell, Fenland District Council
company,” said one respondent. “OK, I get that they want to link with other brands they think members want, to maximise advertising revenue, but that was a bit much.”
Class offering Meanwhile, in the studios, members love the diversity now offered. However, this comes with a caveat: while there can be more to choose from, this can also result in less of what they actually want to do. Class teachers can also come in for some criticism. “I’ve been told that this club pays
a little more than all the other clubs locally. You can tell because all of the
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teachers are good. You even have teachers who make up their own choreography rather than the same old same old. I used to belong to my local leisure centre, where I think they pay the minimum and what you get is a generic class – nothing special… just what it says on the timetable.”
• Where staff took an interest in them and not just their money.
Retention drivers So what’s driving members’ decisions to stay at particular clubs? Respondents reported staying at clubs:
• Where the club was clean and members could see cleaning at appropriate times.
Experienced exercisers are willing to pay more for what they want. This is reflected in the growing number of studios focused on just one activity
January 2014 © Cybertrek 2014
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SHUTTERSTOCK.COM/ANDRESR
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