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RETENTION


3D Design Rendering Lockers


Locking Systems Cubicles


Washrooms


Boutique studios use personalised messages and event invitations


Digital media can be the tool to


introduce new levels of intimacy. For example, digital member care might see the introduction of a video chat service for members. This FaceTime- style service will offer things like on-demand video PT advice, class bookings and member feedback, as well as support with typical queries.


Certainly retention 3.0 will see social


technologies becoming increasingly integrated into existing businesses within the next 12–18 months. In addition to being a strategic component in virtually all member engagement and marketing strategies, data from social applications will feed the product and service development process too.


How well do you know your members? T Safe Space Lockers Ltd


o maximise retention opportunities, organisations need to understand the full


end-to-end member journey, from searching the web for a suitable club right through to termination of membership. For instance, why did they join that particular club? And how did they find that club – did they surf the web, ring round local options or were they a walk-in enquiry? Once a member, how do they interact with the club – how often do they visit, what do they do when they are there, is there a social element to their visits? All of these things, including details


Please call 0870 990 7989 for more details


E: info@safespacelockers.co.uk www.safespacelockers.co.uk


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collected during online joining, can provide opportunities to segment members by their experience or interest, leading to content-rich communications specific to the member’s requirements. During visits, staff can also use this information to provide meaningful advice about exercise that assists the member in achieving their goals. Frequency of visit information can also be used as a predictor of


behaviour, allowing staff to provide appropriate support that encourages continued membership. And when memberships are terminated or expire, information about the member can be used to reconnect and re-engage at a level that’s more personal and relevant. But communicating with members


is set to get a whole lot smarter with the introduction of i-beacons which, similar to a GPS, use members’ mobile devices to identify their physical location and activity with the club. Smartphones and tablet devices are being adopted faster than ever, with people spending more and more time online, and we can already see members using their own devices to consume media while exercising. Operators can harness this, using data from i-beacons to assist staff in managing the member experience by pushing relevant and timely content to each member. Ultimately, operators can create


a member engagement platform whereby staff know who the member is, where they are within the health club, and what services and support they require.


July 2015 © Cybertrek 2015


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