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retention series


Connecting: Using the right staff to speak to the right members makes for strong touch points


making an IMPACT


P


eople – our members included – are increasingly complaining about ‘information overload’. That’s hardly surprising given


that, during 2009, 90 trillion emails were sent globally – that’s 247 billion every day – with a projected total of 507 billion by 2013. There are currently 1.5 billion email accounts held globally, with 74 per cent of these held by individual consumers. In the UK alone, a staggering 7 billion emails are sent every day, and more than 100 billion texts a year (sources: Radicati Group and the Mobile Data Association). When well presented, some of the


information that reaches us is benefi cial, able to enhance our day, lives or a certain project; if it gets past the spam fi lter, it has the ability to positively impact on our perception of the source, making us more likely to employ that source. Unfortunately though, in large


april 2011 © cybertrek 2011


part due to sheer volume, a majority of the information we receive is quickly fi led away in our brains’ recycle bin and the sources spammed. So how can we bring about the


contact we need to drive retention among our members? Staff-member interactions within the four walls of our clubs are often unachievable, simply due to the time it takes to speak to each individual, while our emails and texts may well be perceived as ‘interruption overload’. What are we to do?


strengthen your touch points A touch point is defined as the interface of a product, service or brand with customers, non-customers, employees and other stakeholders – both in business-to-business and business-to-consumer arenas – before, during and after a transaction. So how


Jon Nasta looks at ways in which operators can cut through today’s ‘information overload’ and create meaningful touch points with members


can you ensure the touch points with your members are as strong as they can possibly be? Research and experience tells us


that having the right resource allocated to the right job is the most effi cient and effective way to maximise your return on investment (ROI). Here are four golden rules used by our more successful health club partners:


1. Take a look at your channels of communication: Do you employ the strongest synergies between face-to-face, text, print, social media, email and so on? Do you truly have an up-to-date and efficient protocol in place to ensure each communication channel is at its strongest? Topnotch Health Clubs wanted to


maximise its effi ciency and ROI from its customer touch points. A strong protocol for interacting with members while on-site was already in place, while


Read Health Club Management online at healthclubmanagement.co.uk/digital 61


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