technology series
day-to-day administration, but that also enables our teams to directly infl uence the growth and management of our centres,” continues McPhail.
“This has already been demonstrated by the superb results we’ve seen through the implementation of Legend’s BACS bureau service.” Since using the outsourced back offi ce
service, Life Leisure has seen a 19 per cent rise in direct debit income and a 50 per cent reduction in direct debit rejections, through a more effective administration process and rise in membership numbers. “The results we have seen so far have
been really strong indicators of where our business is going in the future. We’re looking forward to expanding the partnership with Legend still further: together we can expect Life Leisure to grow almost beyond recognition,” concludes McPhail.
CALL CENTRE CALM
Client: Wirral Borough Council Supplier: Gladstone Health and Leisure
have to queue while receptionists deal with telephone calls. And by linking the call centre with Gladstone’s Connect software, we are also able to make instant bookings for those customers who don’t have internet access.” Wirral Council acted as a pilot for
A
There is no doubt that closing all public telephone lines to our leisure facilities was the right decision
central call centre at Wirral Borough Council has made major efficiencies across the local authority’s seven
leisure facilities. The Call Centre Manager module,
linked to Gladstone Health and Leisure’s Connect online membership bookings system, went live in September 2010 in a bid to improve customer service at reception desks and telephone enquiry response times. All calls for leisure centres are now directed through the system, which allows the council to monitor call volumes, the speed with which the call is answered, as well as each call length. Mike Barber, senior leisure manager
for Wirral Borough Council, says: “We handled well over 30,000 enquiries and bookings through our central call system last year, with an average answer time of just 39 seconds. There is no doubt that closing all public telephone lines to our leisure facilities was the right decision. “We now have more phone lines
available, so telephone customers are not waiting for long periods for receptionists to be available, and walk-in visitors don’t
the system, which uses Gladstone’s customer-facing Connect online booking software but allows staff to log in and access membership details. “From an audit point of view, the system works perfectly,” Barber continues. “It can record calls for training purposes and log call details, including whether it was forwarded to a site for further assistance. It also ensures the operator logs on to the system, creating a traceable history for each booking. “It’s also had a signifi cant impact on
the consistency of information issued to the public, as telephone operators supply corporate knowledge across all sites, using the centre web pages to keep updated with all programmes, pricing and events.” In addition, from a ROI perspective,
implementing the software system has had a big impact on cost-effi ciency. All existing receptionist posts have been maintained, in order to deliver customer service on-site – “the resources are now there to assist with customers and selling memberships, rather than answering the telephone,” explains Barber. However, he concludes:
“While there has been no reduction of permanent staff, we no longer require extra cover during the holidays or busy periods. That alone has contributed to a saving of more than 1,100 hours in seasonal receptionist wages.”
An effective call system can free up staff for other duties, such as membership sales
68 Read Health Club Management online at
healthclubmanagement.co.uk/digital june 2012 © cybertrek 2012
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