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Reaching out: Halo Leisure (all pictures) employed two companies to help improve retention and has seen a 10 per cent increase in usage
Eze Fitness has been working with
Corequest for the last three years on a number of member communication strategies, including improving phone techniques. It found that the staff making the strongest touch points via phone all made use of an array of customer testimonials. The staff with the strongest testimonials felt great about the service they offered, and this followed through in their phone manner. Staff who weren’t as adept on the
phone were therefore prompted to ask for testimonials, resulting in a confi dence boost as they realised the good work they had done for members, and how much members valued their work. This confi dence boost – understanding how their customers valued their work – helped the weaker members of staff improve their phone manner, strengthening a previously weak touch point for a signifi cant number of staff. PT revenues have increased
signifi cantly since giving the instructors a belief in the service they deliver; now more than 25 per cent of members sign up for personal training following completion of their induction programme, as the instructors’ belief in what they offer now shines through.
4. Never despair! Creating the correct synergy of touch points to deliver communications strong enough to break through is possible provided you keep your message relevant, interesting and strong.
april 2011 © cybertrek 2011 We’re seeing a huge growth in the
number of clubs using a Facebook page and Twitter account to create touch points with their members, but this can easily be lost in the ‘white noise’ of social media communications. The more notable successes have come when there has been a natural fi t between the demographics of a club’s membership and the typical user profi le of the communication channel. Pure Gym has over 3,000 friends on
its Facebook page, which is used to regularly update members with offers and club information. Alaine McNamee, marketing manager for Pure Gym, says they are only just scratching the surface of what could be done using Facebook, but that the medium has already delivered. For example, many new recruits were attracted to Pure Gym’s Belfast site recently by joining the university’s Facebook page and making the students aware of the special joining offers. Further successes have come by running joint promotions in conjunction with favoured nightspots in the towns and cities in which Pure Gym operates. “We’re an online operation, so the synergy is there to be used,” says McNamee. She adds: “This creates value, and delivering value is the crux of excellent member retention and future member recruitment.”
healthclub@leisuremedia.com jon nasta, UK MD,
retention management (and maybe win a fun prize).
Share your success stories and read how others are winning the battle against member attrition
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Retention Management provides the fitness industry’s only
automated communication service that targets every segment of your membership:
Retention Management provides the fitness industry’s only
automated communication service that targets every segment of your membership:
Personalised new member programme Targets high risk members
State-of-the-art Marketing email templates
No large up-front costs or contract tie ins
Automated member emails
Personalised new member programme Targets high risk members
Contact us today...
make more money tomorrow!
State-of-the-art Marketing email templates
No large up-front costs or contract tie ins
(+44) 01527 870875
UKSales@RetentionManagement.com
www.RetentionManagement.com
Contact us today... make more
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