CRM & CEM
CUSTOMERS HAPPY
Nurturing customer relationships is vital for any business, and it’s equally important to measure the customer experience. We take a look at some systems helping leisure companies stay ahead of the game
Aquaterra Leisure goes it alone with new CRM system
THE SYSTEM: Prospector THE COMPANY: Aquaterra Leisure
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quaterra Leisure’s pur- pose-built CRM system Prospector was launched
in August 2010, designed to counter the difficulties of using off- the-shelf generic CRM systems that were never a great fit. Charitable trust Aquaterra
Leisure, which manages 15 public sector leisure facilities in London and Bath and North East Somerset, had previously had considerable success with another system built in-house, the Connect system. The Connect system had radically improved membership retention, and Aquaterra Leisure was keen to further improve its CRM. Central to Prospector’s creation
were a few key components of a process called agile development, meaning that the system has been developed iteratively, is simple to use and that end users are fully involved in the planning, develop- ment and testing stages. Designing the system in conjunction with its end users had three major advan- tages: it ensured that it was naturally simple to use, that almost no user training was required and buy-in was guaranteed.
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The aim was to create a system that not only helped membership advisors sell memberships, but also enabled users to see patterns in purchasing and membership cancel- lation. Prospector also needed to work well with Aquaterra’s overall IT strategy of a single customer view. The Prospector CRM system was designed to be perfect for lei- sure providers. Not only can it track each stage of the customer journey (including non-member custom- ers), but it also informs Aquaterra Leisure about how its customers reach its facilities and the behav- iours they exhibit while using them. Prospector tracks sales proc-
esses, transactions, membership payments, gym floor interactions, swimming lessons, cancellations, addresses and usage. With this information, Aquaterra creates reports for membership sales, the sales funnel, tours, hot leads and prospects, calls made and member- ship failure rates. Reports can be drilled down to sites, teams, sales- people and then the customer, avoiding users having to leave the report and log into a CRM system. Duplication is prevented because
the reporting system cross checks with Aquaterra’s till and membership system, so the user can be assured that all data is current and accurate.
Read Leisure Management online
leisuremanagement.co.uk/digital ISSUE 2 2011 © cybertrek 2011
Online booking facilities make a splash at watersports venue
THE SYSTEM: Clarity Commerce Solutions’ ClarityLive THE COMPANY: Lee Valley Regional Park Authority
The ClarityLive booking system allows LVRPA freedom to tie the design in with the LVWWC website
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