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Variety of group exercise is a key point in many members’ feedback


Theory into practice Xercise4Less began using the Listen360 programme in January 2014. Since then, the operator has received over 40,000 member feedback comments. At the outset of the initiative,


Xercise4Less’ NPS score was sitting at 31 per cent. At this point, a decision was taken at boardroom level to set a KPI of responding to detractor feedback – with a phone call or a meeting – within 48 hours of the feedback being received; this KPI has since been reduced to 24 hours. Performance of this metric is monitored on management dashboards. The business has also introduced regular in-club ‘meet the manager’ evenings. From a retention perspective, this


approach to detractor feedback leads to a pre-emptive rather than a reactive cure: the club is given a clear and objective view of a member’s concerns and is able to connect with the member and make the situation better before he/ she has reached the stage of cancellation. The board of Xercise4Less then set


about looking into the aspects of their health clubs, and the service provided by their staff, that their members were talking about the most. One of the top fi ve most mentioned


terms by detractors of Xercise4Less during the fi rst three months of feedback was “water fountains”. An


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audit of the numbers and positioning of water fountains was commissioned, and the evidence quickly showed that there was indeed work to be done to improve this provision. More fountains were fi tted at a relatively low cost, the NPS score began to creep up, and the board began to feel they were on to something good. Throughout the rest of the year, more actions were taken based solely


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