TRP are the world’s leading providers of Customer Experience Management (CEM) software and solutions to the fi tness and leisure industry.
Digital communication is expected, but will never replace good member service
those who attend the same classes and who have had the same experiences. In this environment, members who would not normally feel able to voice their opinion about a particular issue are able to join the conversation – and these digital conversations eventually lead to real-world conversations within the club. “When I joined the club, I looked to
see if it had a Facebook page. It did, but it was all pretty boring. I found another site for the club set up by one of the girls who does a lot of indoor cycling. I watched the conversations and then started to join in. I started by asking questions about shorts and discomfort. It seems everyone was really happy to discuss underwear versus no underwear choices in a cycling class! At the next class, several of the members approached me and said they’d been wanting to ask the same question. One bloke came up to me and said he went commando. I’m not sure if it was a chat- up line or what, but it made me smile.”
Digital communication However, this sort of activity has been member-driven to date, with clubs generally only using digital channels to talk to members about the club – and here members can be critical of some of the content. “I recently got an email from my health club, which started
‘Dear valued member’,” said one respondent. “If I’m so valuable, why don’t they use my name? It’s just a generalised marketing email about how great the club is and what’s coming up that I can buy. It’s a sales letter poorly disguised as a newsletter. They have nothing to say, but they think this is good for member relationships.”
February 2014 © Cybertrek 2014 However, digital updates are
appreciated for day-to-day news about the club, classes and changes to normal practice: “I was on my way to the club and I got a tweet that the showers in the men’s changing rooms were out of order. I ditched my morning workout and went straight to work. I was a bit miffed that I missed my workout, but pleased I didn’t go out of my way just to be greeted by a notice in reception when I got there. By the time I’d got to work, they had sorted it and sent another tweet apologising for the inconvenience. That was thoughtful.” Members therefore appear happy with
the idea of digital interaction with their club, all of which is positive for building connections and a sense of belonging. However, our research indicates that several rules apply. Firstly, clubs mustn’t think that sending emails is as good as providing actual service: digital communication is not a replacement for service. Secondly, clubs must use a personal tone – ‘dear valued member’ is too corporate. Don’t just communicate with members to sell to them, as they’ll see straight through this. And, to quote one respondent: “Stop hiding changes to terms and conditions at the bottom of a two-day spa promotion.” ●
Paul Bedford PhD has worked in the fi tness industry for more than 20 years. His business, Retention Guru, helps health club operators increase retention, reduce attrition and improve member loyalty. Email
paul-retentionguru.co.uk Twitter @guru_paul LinkedIn Paul Bedford
Within one week of launching TRP we experienced positive reactions from our members. It has helped to improve our member experience and make our customers feel loved. We have lost far less members, in some months halving the amount of people who have historically
cancelled. Andy Cornwell, Fenland District Council
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