This page contains a Flash digital edition of a book.
“Every online transaction is one less phone call or reception visit customers


have to make” Frances Durkan,


data and information officer, Calderdale Council


A


fter the opening of our two newest sites four years ago, the membership population at our five leisure centres doubled, but our


staff numbers did not. As a result our leisure centres were soon overwhelmed by demand at reception, both in person and by phone and email, leaving some of our customers unsatisfied with the response that they got from us. Gladstone’s Join@Home – along with its online booking system Connect – has provided us with a great, cost-effective way of dealing with this challenge. Since introducing these solutions two years


ago, we haven’t looked back. Both systems take care of run-of-the-mill transactions that would otherwise tie up valuable reception time, enabling our staff to concentrate on more complex enquiries and customer care. It’s also much better for our customers, as every online transaction is one less phone call or reception visit they have to make. It can all be done from the comfort of their own home or during their work commute, and at any time of day – there’s no more standing in line or listening to the phone ring. From an administration point of view, both


systems are really straightforward: for example, price fixes, promotions and dealing with unpaid transactions are all more or less self-running once set up. The results speak for themselves. Just looking at Join@Home, from 20 May 2013 to 30 April 2015 we sold 1,803 memberships through the system, and about 25 per cent of our monthly membership sales now go through online


Since implementing Gladstone’s Join@Home, online sales of Calderdale’s memberships have grown to 25 per cent of total sales


“Our prospective customers expected us to offer an online sign-up process”


Debbie Reay, memberships officer, Brio Leisure W July 2015 ©


hen Join@Home became available, we were very keen to adopt it as we


could immediately see its potential to ease the pressure on our reception staff, enabling them to better focus their time and energies on upselling and dealing with customer queries. It was also important for meeting the needs of our prospective


Cybertrek 2015


customers, who increasingly expected us to offer an online sign-up process, just like some of our competitors. To ensure a seamless customer experience, our web designers


‘skinned’ the Join@Home pages so they completely blended into our own website, and we introduced the product on 26 February 2014 at all 10 of our membership-based sites. We


are very pleased with the results: within 12 months of launching the product roughly 12 per cent of all new membership sales were being made online, and by May of this year 929 people had signed up via Join@Home. We’re now investigating the


possibility of installing computers in our public areas so customers who wish to do so can join online in-club.


Read Health Club Management online at healthclubmanagement.co.uk/digital 31


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