This page contains a Flash digital edition of a book.
email
research
virtual reality
Content/information: Only one
Mike Hill summarises the key findings of the inaugural
response was obviously a standard
generic response. However, 35 per
email-Focus survey, which looks at health and fitness
cent of responses gave no information
facilities’ handling of email enquiries
directly related to the specifi c enquiry,
and only 25 per cent were judged to
have given a good level of information
he inbound email handling times, whether a standardised response related to the enquiry.
element of our customer was given or whether extra information Professionalism: Only 15 responses
interface is crucial to business was included, accuracy of the information were judged to be professional in terms
success; previous research by provided, professionalism of the email of layout, presentation, use of grammar,
Leisure-net Solutions indicates that most (spelling, grammar etc), how friendly spelling etc. Around a third of responses
potential members only contact one or the email was and whether it had a call included the use of slang/text speak,
two clubs/centres before deciding which to action. The resulting overall score poor spelling and grammar.
one to visit, with an estimated third of is designed to refl ect how well the Call to action: Of the 60 enquiries,
enquiries coming in by email. response maximises the chances of only 20 responses included a strong call
The email-Focus™ Survey was set up getting the enquirer to come in for a tour. to action – suggesting a free day trial, for
to help operators better understand the example. Some of the worst responses
inbound email handling process, looking key findings simply gave a link to the website for
at what we’re doing right and wrong as a Website: Five of the 30 operators failed further information, or attached a pdf of
sector and how we can do better. Carried at the first hurdle, with the researchers prices/membership information.
out in September 2009, results are based failing to find an email contact or Figure 1 shows how the industry as a
on 60 enquiries sent from different email enquiry page within two minutes of whole scored in terms of the key survey
accounts (all set up by Leisure-net) to 30 visiting the operator website. criteria: with scores out of fi ve, there’s
private and trust-operated centres/clubs. Response time: 21 of the 60 enquiries room for improvement across the board.
The survey scores all aspects of an received no response at all within the Figure 2 gives a breakdown of results.
email membership enquiry against best pre-set cut-off point of seven days; 21 In general, the private sector performed
practice standards, including: how easy it emails were responded to within one slightly better in terms of response
was to send an email enquiry, response day; and 13 were responded to within times, but scored the same as the trusts
four hours. This when it came to content and information.
does not include The private chains seemed to have a
fi gure 1 industry average scores auto responses, more standardised approach to email
of which there responses, which meant they scored
ease of sending query was one, or the better on professionalism but not so
response time one ‘out of offi ce’ well on content. The two private sector
professionalism message. The operators that scored poorly did so due
friendliness average response to lack of any response to two of the
information given time of those that three email enquiries sent to them.
0.0 1.0 2.0 3.0 4.0 5.0 did respond was While it’s hard to compare private
1.5 days. health clubs and public sector leisure
box out
Leisure-net has also completed the third annual

In only 45 per cent of calls did the receptionist/advisor ask
call-Focus survey into telephone enquiry handling. researchers about their goals or the services they were
Among the key findings were: interested in using. Nevertheless, this was an improvement

Only 59 per cent of calls were answered within fi ve rings, of 9 per cent on last year’s results
down from 75 per cent last year, with the private sector

In only 9 per cent of calls did the mystery callers feel they
answering calls signifi cantly quicker than the public sector were adequately told about the facilities and services at the
on a regular basis centre/club – a dramatic drop from 44 per cent last year

When the researchers asked about becoming a member,

In 54 per cent of cases, the receptionist/advisor gave out
their questions were answered ‘confi dently and prices before discussing any individual requirements with
knowledgeably’ in 90 per cent of cases, being put through the caller – up from 32 per cent last year
to a membership advisor or given a time to call back when

Only just over half of callers – 55 per cent – were asked if
an advisor would be available they would like to come in for a tour
44 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu - www.yudu.com