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RETENTION


If you seek member feedback, make sure you act on it


on the analysis of the top words being mentioned in the member feedback. Xercise4Less CEO Jon Wright says:


“Hearing what our customers think helps us stay true to our brand identity.” Figure 3 shows the improvement of Xercise4Less’ NPS over the last year.


Harnessing positivity The chain has also taken measures to use the positive feedback from members. One huge area of success has come from


FIGURE 3 XERCISE4LESS 12-MONTH NPS


100 90 80 70 60 50 40 30 20 10 0


Just shy of 20 per cent of a club’s promoters will be happy to share their feedback on social media if asked to do so


simply asking the members to share their positive opinions on either twitter or Facebook. This has resulted in over 4,000 testimonials about Xercise4Less being published by its members. It should be noted that, throughout


60% IMPROVEMENT IN ONE YEAR


31% 41% 47% 53%


this study, just shy of 20 per cent of a club’s promoters will be happy to share their feedback on social media if asked to do so. This fi gure will vary widely depending on your overall NPS score, how easy you make it for promoters to share feedback via social channels, and whether you create a special offer for them to share with friends. On average 9–10 per cent will share, but for brands with an attractive offer and lots of promoters, it can exceed 20 per cent.


2Q,2014 3Q,2014 4Q,2014


– Listen 360 Benchmark = 52% – IHRSA Average = 44% – Xercise4Less


Currrent


Feedback into action Remember, the key responsibility when gaining member feedback is that you use this to take action – whether that’s to improve facilities, turn detractors into promoters, or to energise promoters to


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


‘sell’ your club for you. Aside from a little kudos and bragging rights, very little can be gained operationally from the score alone. We need to constantly measure the feedback, analyse it and then improve our services. The evidence from over one million


members is clear. Profi table, sustainable organic growth occurs most often when customers and employees enjoy their business relationship with a company and willingly sing its praises to neighbours, friends and colleagues. ●


ABOUT THE AUTHOR Jon Nasta is MD of Retention Solutions, whose services include Listen360 and rewards scheme Perkville. E: jon@retentionsolutions.co.uk W: www.listen360.com / www.perkville.com


July 2015 © Cybertrek 2015


PHOTO: WWW.ISTOCK.COM/GLOBAL STOCK


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