Today’s members tend to be more at ease dealing with technology, while clubs may see an improved bottom line
Health & Leisure
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“Through a combination of my team’s focus, know-how and tireless commitment to reducing our carbon footprint and this powerful software solution, we have made a signifi cant saving on our carbon footprint. “We’ve also achieved annual cost
savings of more than £1m by monitoring, stirring in the industry, as a whole we still appear to be reliant on scientifi c- style metrics (retention/attrition) that encourage inward-looking behaviour, as opposed to more customer-focused metrics that measure quality of experience, satisfaction and loyalty. Online sign-up 24/7 DRIVING RETENTION
from too much paperwork. Now our member journey is clearer, we have an interaction toolkit and we’re able to measure the key metrics. It’s still early days but I feel that, by putting the customer back at the heart of everything we do, LA Fitness stands a real chance of reaping the rewards from enhanced customer experience.” However, although the beginnings of experience design initiatives seem to be tracking and benchmarking the way that our leisure centres function in this key area of business performance. That is a signifi ca t achievement in itself, but equally it enables us to be more envi onmentally account ble.”
than discovering them months later in a review of utilities bills. “The results we have achieved
over the last few years speak for themselves,” continues Thomas.
With more than 62 per cent of the We all know that bad experi nces travel orts realised it could be missing a
rick with its traditional member sign-up experience is time-consuming and expensive, so it’s vitally important to consistently deliver the best possible personalised experience, measure its effe tiveness and rapidly feed that back o into positive operational change. z-Runner’s software allows the
customer to sign a PAR-Q and agree to february 2012 © cybertrek 2012 november/december 2011 © cybertrek 2011
British public shopping online, DW S fapster and further than good ones, and that correcting the impact of a bad process. So in 2008, the chain partnered with Ez-Runner to create a virtual 24/7 sales team, offering an easy and effective five-minute online membership sign-up process, and now a massive 98 per cent f its memberships join online.
EIn many ways, Customer Experience Management and Design are arriving just
debit and take any other payments. as we wrestle with the ‘r
alysis across different demographics previously unseen in the fi tness industry. alternate shifts and unsociable hours. I “Our in-house sales team also uses some simple design tools and methods that can he p you to b come adept at xperience and transformation design, delivery and measurement.
to the online service and are now that deliver the right combination of acknowledgement, recognition and personal engagement, plus the subtle touches that make members feel valued, will generate the sort of warm d feelo sings that inevitably lead to satisfi ed, an loyal customers and retention levels that showed many parents work
hoto, issue a membership card and taStuart Dyson is the founder and former managing director of SDA sig Sno-lutions. His new project, sit
bodybook.com, is designed for – a people of all ages to have fun, get fit m and do some good at the same time. th
http://uk.linkedin.com/in/stuartdyson this online option.
abigail harris stuart dyson
healthclub@leisuremedia.com
www.gladstonemrm.com 01491 201010
n the next article, w ’ll take a look at the online sign-up process to make the whole in-club experience that much easier and quicker. We have a number of kiosks where the sales team can lead the prospect through the sign-up process, walk over to reception, take a pABOUT THE AUTHOR ke them straight into the gym.” DW Sports has also used online up to successfully promote new e openings and conduct pre-sales n impressive 80 per cent of the embership target signed up befor e opening of the last site th nks to
“We adapted our marketing strategy problem’. Designing experiences in-line with all the other businesses cashing in on the online revolution, targeting prospects 24/7,” says Andrew Forsyth, national membership services manager at DW Sports. “People really ign up at 3am. We conducted
the terms and conditions online, as well as allowing the club to process a direct at the right time for the fi tness industry ention
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