TAILORED LEISURE SOLUTIONS
Proven software delivered world-wide for over 15 years. Ez-Runner can help with evey aspect of your leisure business from POS, resource management, to customised reports and access control.
As well as key software modules as standard we offer fully integrated online functionality including :
your seldom-used weights room if she’s only interested in classes. But send that same member targeted details about a new, similar class and she’ll feel like you’re talking just to her.” It’s the nature of this direct
interaction that’s all-important, agrees Brown, and software isn’t just a tool for managers. “The training area on our dashboard allows personal trainers to see their prospects, view and tap into client records. They can also create tasks and add notes on the member’s record, increasing the sense of a personal, bespoke service.” The front desk can also impact on
customer satisfaction, says Poellabauer, and with a general trend towards fewer staff behind the front desk, it’s never been more important for them to have the right information at their fi ngertips. “If a member’s preferences are there,
a receptionist will immediately know upon booking whether, for example, the customer prefers a male or female massage therapist. It all means better customer service,” he explains. “With wider automation due to
pressure on costs, there’s a lot more data being generated. But frontline staff still must service customers swiftly and properly,” adds Maguire. “Trusting what’s in front of you on-screen has become much more important as fewer staff service more customers.”
What help is available? With all this to gain, why aren’t clubs making better use of software systems they have in place, or looking to invest in a new one? “In the past, specialist reporting software has been expensive and unwieldy to use. But these days, products like ours are designed for non-expert users,” says Dowdeswell.
October 2014 © Cybertrek 2014
Analysing group class usage could produce opportunities for upselling
“Importantly, they have an intuitive user interface, so users can easily connect to data on members, attendance, bookings, class viability and subscriptions – but the system also has automated responses to action improvements.” This is a key development. Having
reams and reams of data will not help a club’s business if no-one is using it to make informed decisions. The good news is that the latest software management systems not only track data but can, if required, play an interactive role. “Reporting systems that simply spit out spreadsheets of customer data are no longer useful enough,” explains Maguire. “A good reporting system must sit with all the customer data on it and must have the ability to set targets, budgets and KPIs, and generate alerting so staff can drive action in real time.” Namooya agrees: “As software
suppliers, we have the opportunity to aid data analysis and extraction. You create the parameters and the system communicates to your members and lets you analyse the data. “But the key is always to ‘KISS’: keep
it simple, stupid! Don’t over-analyse and stick to key areas and outline goals you are trying to achieve.” And don’t be afraid to ask the
software experts for help. “We do this day in, day out, so we can assess where the customer is and what will be the quickest wins,” says Williams. “The process of automating communications can be extremely simple – and very benefi cial.” It’s time to get to know your members that little bit better. ●
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