project profi les
PROJECT PROFILE PROMOTION SUPPLIER SHOWCASE
WE PROFILE RECENT PROJECTS FROM NOUVEAU SOLUTIONS AND TRIXTER
FUTURE-PROOFED SYSTEM
Supplier: Nouveau Solutions Client:
Charterhouse B
uilt by Charterhouse – one of the UK’s leading independent schools – Charterhouse Club offers extensive and varied sporting facilities to satisfy the demands of its pupils as well as the wider
community. Facilities include a 25 m six-lane pool, a fully- equipped fitness suite, aerobics studios, holistic therapies, crèche, crew rowing, six-lane all-weather track, indoor climbing wall, tennis courts and a retail outlet. The club currently has 2,500 members. In 2011, having become disillusioned with its incumbent
leisure management system, the club decided to look for an alternative system. “Our business was being held back and we were spending more time than we could afford trying to make our existing system work for us,” says Tim Ostle, commercial director. “Furthermore, with a growing membership base, a proper Customer Relationship Management (CRM) platform was becoming increasingly necessary to help us gain a complete understanding of our customer base and grow our business.” The management team wanted the new system to be based
on a scaleable, up-to-date industry standard platform, to eliminate the risks – fi nancial and future-proofi ng – of ‘lock- in’ to proprietary software. Secondly, it had to provide total fl exibility to meet the operational needs of the business, not force the business to adapt to the way the software worked. Next, it had to incorporate a CRM platform to better manage the relationships with existing and prospective customers. Ease of use was a further key requirement. Finally, the system had to be robust, ensuring data was up-to-date and accurate.
The club offers varied leisure pursuits, including an indoor climbing wall
Charterhouse Club evaluated a number of leading systems
and selected CRM 4 Leisure, a module from the Nouveau Solutions Sports & Leisure portfolio. “For us it was a relatively easy decision,” says Ostler. “No other vendor offered such a fl exible, user-friendly solution, nor based it on industry standard software that we can be assured will continue to be developed and kept up-to-date over the long-term.” CRM 4 Leisure was designed from scratch and is integrated
into Microsoft Dynamics CRM, an industry-leading CRM platform. The system provides businesses with a 360-degree view of existing and prospect customers’ relationships with the club, and brings with it an extensive range of marketing and management reporting tools as standard. The user experience is extremely intuitive and touch-screen POS terminals are standard. Since its implementation, CRM 4 Leisure has
had a major impact on the Charterhouse Club. Staff are now able to work far more effi ciently, enabling them to concentrate on their core business. Management can see a complete picture of how the business is operating and react more quickly to trends and opportunities. New memberships are growing, and retention
rates have increased as a result of the system’s marketing and analytics tools. Members’ online user experience has improved too, with key booking and historical information provided within a mobile environment. The next phase will be the expansion of fi tness
goals and results, and providing links to major fi tness equipment suppliers. As Ostler puts it:
The CRM system offers management a full understanding of the customer base
february 2012 © cybertrek 2012
“We now have total confi dence in whatever we do today, and will do tomorrow.”
For more information:
www.nslcrm.com Read Health Club Management online at
healthclubmanagement.co.uk/digital 77
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