retention software
Measuring the impact of better interactions on member
behaviour is vital
neil king
commercial director, slm
software: the
retention people
SLM is one of the UK’s most established leisure management contractors. Under the brand name of Everyone Active, it manages 63 leisure centres with a customer base of more than 730,000 people. Following a successful 18-month trial, in August 2009 we rolled out The Retention People’s (TRP) system across all sites with more than 750 members; the retention software is now installed in 40 sites.
results achieved
I’d love to say that attrition has halved and length of stay doubled, but it’s too early to say. However, as a group, we’ve made more than 150,000 ‘high-risk’ interactions in the last five months.
interactions but, critically, the quality as well: does the interaction make any difference to the customer’s behaviour, do they come more frequently over the course of the next seven days and so on. Measuring all this is absolutely vital. The TRP system has
There is a lot you can do to improve the member experience...
provided focus and direction to the work of the fi tness team and there have certainly been improvements in member retention. We’re just trying to fi lter out December/January seasonal variations to see if this improvement is solely down to using TRP software.
But success lies in choosing the right retention partner
to help you implement them.
favourite feature
First and foremost is its simplicity and ease of use, but the key feature without a doubt is the ability to identify high-risk members and act immediately by delivering a high-quality interaction. This process, which identifies a person by name and photo, adds more urgency to the interaction and keeps colleagues alert to the fact that there are people in the gym who could be on their last visit.
retentionpeople
the
THE LEADING RETENTION RESEARCH AND SOLUTION PROVIDER
theretentionpeople.com 0845 621 2001
Meanwhile, what we call our ‘fi tness
motivators’ – our gym instructors – are far more focused on customer needs and are measuring their performance not only in terms of the quantity of their
54 Read Health Club Management online healthclubmanagement.co.uk/digital
if I could change one thing…
Our understanding is that TRP’s software is continually evolving, with new features being planned and added. I’d like to see developments that allow us to interact with members we miss on the gym floor – an automated email or text service, for example, to let them know we’re sorry we missed them today and look forward to them visiting us again in the future. Ideally it
would allow for a microchip to be inserted into every new member, giving us the ability to press a button to schedule the number of member visits for the following week!
april 2010 © cybertrek 2010
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