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Member feedback helps Xercise4Less stay true to its brand identity


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et's be clear about the value of great customer service. As Sam Walton, founder of Walmart, once said: “There is only one


boss. The customer. And she can fire everybody in the company from the chairman on down, simply by spending her money somewhere else.” If you’re in the camp that still regards


customer service as a cost, not an investment, then it's probably better to fl ick on to the next article.


FIGURE 1 NET PROMOTER SCORE CATEGORIES DETRACTORS PASSIVES PROMOTERS


But if you appreciate the importance


of creating a customer-centric business – where you encourage feedback to understand customers’ needs, and then strive to meet those needs on a daily basis – then read on.


The value of feedback Creating a steady flow of feedback allows you as a fitness operator to engage with customers and listen to them in a structured, methodical way.


It allows you to track and measure customer satisfaction, and helps you quickly respond to customer issues. Without a steady stream of actionable


customer feedback, we don’t know what to change to make our industry and our businesses better. Sharing feedback with your team, to


keep them informed, means they can take ownership of customer satisfaction and retention. And publicly sharing feedback also pays dividends: leveraging social media can help happy customers to spread the word about your brand.


One million members So what feedback are members giving to their health clubs, and what can operators learn from this? At the IHRSA International


0 1 2 3 4 5 6 7 8 9 10 NET PROMOTER SCORE % PROMOTERS % DETRACTORS


Convention & Trade Show in March, Listen360 presented the fi ndings of its analysis of feedback from over one million members (a total of 1.6 million comments) – the largest such study ever carried out in the fi tness industry. The one million individuals were


members of over 2,000 different health clubs across 10 countries. An ongoing study, the data presented at


July 2015 © Cybertrek 2015 Read Health Club Management online at healthclubmanagement.co.uk/digital 39


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