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Membership enquiries:
Most people only contact
one or two clubs/centres
before deciding which to
visit, and a third of all these
enquiries come in by email
centres on a like-for-like basis – the targets are
public sector operator often does not met, and should fi gure 2 overall operator score
have the dedicated staff and systems at certainly not rely averages (max score 25)
its disposal that the private sector clubs on auto responses
do – nonetheless, as the public sector to hold the fort. fi tness fi rst
increasingly tries to compete with the Information/ total fi tness
private sector on both service and content: virgin active
facilities, it’s important that it understands Responses must david lloyd
how it compares on points of customer be personal to the trust average score
contact such as inbound email handling. individual enquiry, la fi tness
not just a standard esporta
recommendations ‘ring me for more 0 2 4 6 8 10 12 14 16 18
Website/enquiry forms: Operators must information’.
make it easy for potential members to There’s a fi ne
make enquiries about the specific clubs balance to be struck between getting the and some simple dos and don’ts, but
they’re interested in. Prospects should level of information and personalisation allow them to personalise responses
be able to fill in a simple form – they correct, but at the same time not giving within these guidelines. Above all, keep
shouldn’t have to provide too much so much away that the enquirer doesn’t the spelling and grammar tight, and
personal information at this stage – or feel they need to follow up. The call don’t resort to text speak or being too
send an email within three clicks of the to action should ideally include a real informal: unlike face-to-face or telephone
home page. They should also be told how incentive for them to contact the centre/ contact, when communicating by email
quickly they should expect a response. club – for example: “If you can ring me you can’t pick up pointers as to what
Response times: Most people expect a today, I can arrange for a free day pass for sort of person you’re talking to in terms
response to an email within one working you straight away. My direct line is…”. of age, education and how they like to
day. A response within a few hours will Professionalism: We wouldn’t expect communicated with, so you must play safe.
delight them; a response within two or staff to write letters or answer the phone
three days may be too late. Operators without being given some standards, mike hill
should therefore set up robust systems training and guidance, so don’t let them md, leisure-net solutions
and procedures to ensure that stated loose on emails. Establish some templates healthclub@leisuremedia.com
february 2010 © cybertrek 2010 Read Health Club Management online 45
healthclubmanagement.co.uk/digital
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