Today’s members tend to be more at ease dealing with technology, while clubs may see an improved bottom line
Health & Leisure
Denbighshire Council says it saw a 4.2 per cent cost reduction and 9.6 per cent rise in income in the fi rst nine months of installing and using the new software
C
BINNING THE PAPER
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. “ to measure the key metrics. It’s still early days but I feel that, by putting commitment to reducing our carbon nbighshire Leisure
from too much paperwork. Now our member journey is clearer, we have an interaction toolkit and we’re able Through a combination of my
Client: Denbighshire Leisure Supplier: Xn Leisure
D
team’s focus, know-how and tireless the customer back at the heart of everything wee do, LA Fitness stands a introduced a bra d new
solution, we have made a signifi cant management software
that our leisure centr s function in this out by Xn Leisure throughout the year, with the final phase – online bookings – set to launch this summer, along with entry kiosks on-site.
tracking and benchmarking the way managem nt components were rolled style metrics (retenti n/attrition) th t encourage inward-looking behaviour, as opposed to more customer-focused metrics that measure quality of exAlastair McNab, business
“However, although the beginnings of f eraom Xn Leisure – across its seven ring in the industry, as a whole w
saving on our carbon footprint. system – Dimens on,
performance manager for leisure, l WiDiRIVING RETENTION
perience, satisfaction and loyalty. Online sign-up 24/7
We all know that bad experiences travel “We identifi ed the need for a computer- based management information system pxperience is time-consuming and expensive, so it’s vitally important to consistently deliver the best possible onalised experience, measure its o ess, and n w a massive 98 per cen ts membe ships j in online.
brtaries and community development at Denbighshire Cou ty Council, says: orts realised it could be missing a
rick with its traditional member sign-up t eo coll ct comprehensive data about our
h more than 62 per cent of the British public shopping onlin , DW S fapster and further than good ones, and that correcting the impact of a bad
rocess. So in 2008, the ch in partnered users, manage the membership schemes
sales team, offering an easy and effective s peerrvsice from the council website.
with Ez-Runner to create a v rtual 24/7 and provide an online internet booking
pfrfectiveness and rapidly feed that back stif ill working from a paper-based system, but we actually see this as a benefi t. In
EIn many ways, Customer Experience recent years, software has become less
june 2012 © cybertrek 2012 february 2012 © cybertrek 2012 november/december 2011 © cybertrek 2011
five-minute online membership sign-up e “We were probably the last to market, o into positive operational ch nge. z-Runner’s software allows the
customer to sign a PAR-Q and agree to Management and Design are arriving just
ings of more than £1m by monitoring, l setisrure centres in spring last year. The still appear to be reliant on scientifi c- key area of business performance. That is a signifi ca t achievement in itself, but equ lly it enables us to be more envi onmentally account ble.”
footprint and this powerful software real chance of reaping the rewards from enhanced customer experience.” We’ve also achieved annual cost sxvperience design initiative
eem to be
expensive and far more sophisticated, so we could choose a system very specifi cally to suit our needs.” In the fi rst nine months of using the new software, the council saw a 9.6 the t rms and conditions online, as well per cent reduction in costs. The new s dtebit and take any other payments. ing s
manager at DW Sports. “People really memiberships and direct debit payments, i lncreasing our income by £100,000,” previously unseen in the fi tness industry. improvements ca not all be attributed to the Dimension system, the fact that the online sign-up process to make th whole in-c ub experi nce that much easier and quicker. We have a number of kiosks where the sales team can leDenbighshire Leisure, which runs rocess, walk over to reception, take a pools), operates on a subsidy of take them straight into the gym.” DW Sports has also used online up to successfully promote n w ite openings and conduct pre-sales – a people of all ages to have fun, get fit emb rship target signed up befor the opening of the last site th nks to
Forsyth, national membership services encouraged increased sales, more d feo slinggs t at inevitably lead to s tisfi ed, aoyal customers and retention levels that showed many parents work alternate shifts and unsociable hours. I “Our in-house sales team also uses some simple design tools and methods that can help you to become adept at xperience and transformation design, ivery and measurement.
t the sites and reduced admin strativeegy t problem’. Designing experiences io just four hours a week centrally. ccknowledgem nt, recognition and paergsotnal engagement, plus the subtle touches that make members feel valued, will generate the sort of warm n up at 3am. We conducted
nalysis across different demographics McNab continues. “While these
n the next article, w ’ll take a look at we can track and analyse customer use helps to identify the really profi table revenue streams and the areas that can l deeald to a cost reduction.”
h to, issue a membership card and onlSy £420,000 – the lowest council subsidy across the 22 authorities in Wales. In spite of a reduction in the s subsoidy, income has been improved across the estate – costs lowered and revenues enhanced – thanks to a series ttp://
uk.linkedin.com/in/stuar dyson nl ne option.
ad the prospect through the sig -up s peven facilities (six are shared with schABOUT THE AUTHOR tuart Dyson is the founder and former managing direc or of SDA sig Sno-lutions. His new project,
book.com, is d signed for
n impressive 80 per cent of the m and do some good at the same time. of i hnitiatives such as the new software i tnhsitals olation. In fact, additional income has been suffi cient to re-invest in the facilities, buistuart dysonlding new gyms at two of the counci healthcl’s sites in January 2012.
abigail harris
lub@leisuremedia.com
www.gladstonemrm.com 01491 201010
per cent increase in income and a 4.2 as allowing the club to process a direct at the right time for the fi tness industry a “We adapted our mark
M Y CM MY CY
time from 2.5 hours per site every week t that deliver the right combination of a“The XN system allowed us to i tntroeduce new membership schemes and leisure cards, which have
reaml ned system has cut red tape as we wrestle with the ‘retention o the online service and are now n-line with all the oth r businesses ashing in on the on ine revolution, ing prospects 24/7,” says Andrew
CMY K
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 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92