Incentivised, empowered staff with the right training can do amazing things
Your VoC system needs to be efficient
enough to provide the necessary member input to drive priorities, decisions and investments that will measurably improve their experiences, but be simple enough to implement and maintain. Also bear in mind that the loudest complainers often get the most attention, particularly from owners and managers. Recent research by the Temkin Group found that 34 per cent of US consumers gave feedback after a bad experience, but only 21 per cent did the same after a good one. In other words, the usual customer listening mechanisms skew reality to the vocal detractors. Rather than using these feedback system to put out fi res, think of it as a way to highlight and promote your raving fans. The well-known Net Promoter Score
is a good example of how a simple metric can be used to measure the effectiveness of a particular experience
– it’s even simple enough to measure specifi c touchpoints inside an experience.
january 2012 © cybertrek 2012
However, focusing too much on a net score can lead back to the initial problem of viewing members in an undifferentiated, aggregated way. If you’re committed to using NPS, it’s best to track detractors and promoters separately so you can implement a different engagement programme for each group.
CONCLUSION
This new discipline of Customer Experience Management can be applied to every customer touchpoint across every channel in your entire organisation. Done well, your members will feel acknowledged and valued, and the resulting increase in loyalty will be recognised through an improvement in retention and an increase in bottom-line profit. In the race to reduce costs as times
become increasingly tough, businesses must avoid compromising the customer experience through the use of impersonal tools and methods. That
ABOUT THE AUTHOR Stuart Dyson –
http://uk.linkedin. com/in/stuartdyson – is the founder and former managing director of SDA Solutions. His new project, Bodybook, uses game mechanics and social media to help people get fit, have fun and raise money for good causes at the same time –
www.bodybook.com
healthclub@leisuremedia.com stuart dyson
Read Health Club Management online at
healthclubmanagement.co.uk/digital 49
A study showed that 34 per cent of US consumers gave feedback after a bad experience, but only 21 per cent did so after a good one
approach cannot be sustained, and will ultimately result in the loss of customers and the depreciation of brand values that you’ve worked so hard to build – values that will take even longer to restore. While the terminology of customer
experience management might be new, the aim to bring back the values and standards of “good old fashioned service” could be the start of an exciting new chapter for the fitness industry.
©
ISTOCKPHOTO.COM/ERERS DMITRY
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84