SOFTWARE
of automated emails and text messages that can be sent out to clients like these, and this can help with relationship- building as well as improving retention.”
More for your money Member data can also reveal other potential sources of revenue. “Analysing class usage, for example, means you can see opportunities for upselling,” says Shez Namooya, business development manager for EZ-Runner. “Perhaps members who don’t attend classes might be more likely to buy PT services. Or could you use it to track certain class attendees and influence what you cross-sell or promote? “Meanwhile, tracking turn-away
bookings, or tracking the reasons you’re unable to fulfi l a booking, can create business cases to justify extra space or resources. What if a change in opening times could increase revenue by 10 per cent, for example?”
Online behaviour With members increasingly demanding the convenience of booking through their computer, smartphone or tablet, tracking online behaviour becomes ever more important for clubs.
Clubs can track online behaviour via computer, phone or tablet bookings
“Studying customers’ online behaviour
is a big opportunity, and generally one that’s under-exploited in the industry,” says Legend MD Sean Maguire. “Our customers are able to study when customers browse their self-service web pages and smartphone apps. As a result, they can respond on the very same day to opportunities or unproductive campaigns. “Sometimes customers are put off by
the perception of it being diffi cult to do, but this is much simpler than non- technical people might think it is.”
It’s all about the customer Many club management software systems also offer indirect benefits to members of the club, which consequently helps increase loyalty and improve retention – a win-win situation. “Gladstone’s new reporting tool, eyeQ,
allows clubs to really understand the value of the membership fee to each individual. It reveals high users and allows rewards to further their loyalty, and also identifi es people attending less often, who may be at higher risk of leaving. In this case, it works hand- in-hand with our other products to create direct interactions to encourage retention,” explains Dowdeswell. “This enables members to feel like
they’re not just a number. There’s no use in sending out texts and emails encouraging a member to make use of
54
October 2014 © Cybertrek 2014
PHOTO:
WWW.SHUTTERSTOCK.COM/SANNEBERG
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 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102