In times of recession “Service Means Survival”, but keep in mind the difference between customer satisfaction and loyalty is significant:
Member Satisfaction means meeting a member’s expectations and the member does not feel valued. There is no memorable “WOW” experience. As a result the member will be more price sensitive and consider competitors’ offerings. Member Loyalty means exceeding member expectations and he/ she does feel valued. Delivering a memorable experience that WOW’s the member. As a result the member will be a long-term customer, less concerned with price.
How do you drive a Member Loyalty-Centric Corporate Culture?
- It must start with an unwavering commitment by club ownership and senior management.
- Hire people who have an ingrained passion for serving people exceptionally well.
- Develop and train all staff who interact with members on “best practices” based on members’ wants, not the club’s convenience. Everything that impacts a member experience. Ask “What would WOW me?” When did you receive exceptional customer service – How did it make you feel? How did it affect your shopping habits at that store? How many people did you share it with?
- Don’t allow staff to use the word “policy,” as 99% of the time upon hearing that word, a member knows he/ she is about to be given an excuse as to why his/ her need will not be met. Train employees on how to innovatively problem-solve to say yes vs. giving excuses for saying no.
- Coach staff to view angry members as an opportunity to convert them to members for life: teach them how to use “mirroring” to diffuse anger, then go the extra mile to exceed their expectations.
- Ask for examples of “memorable experiences” and “exceeding member expectations” at every staff meeting. Hold employees accountable for achieving them, and give rewards to those who do.
- Don’t cut expenses that negatively impact quality service delivery for short-term financial gain. That will cost the company much more in lost revenues and profits over the long term.
Reasons to implement a Member Loyalty-Centric Corporate Culture?
- It’s far less expensive to keep a member than acquire a new one.
- Positive word of mouth by loyal members generate far more new members than cold calling and other lead generation efforts – and it’s free.
- A negative member experience will be told to at least 10 people (oftentimes many more), resulting in potential lost new members; and
- The lifetime $ sales value (“LSV”) of a loyal member can be as much as 20 years and in addition the cumulative LSV of all new members he/ she refers.
You can start by writing a short “Congrats” or “Great hair cut” message to individual members. Simply utilize the Member Welcome Screen in the iGo Figure Software.
It will put a smile on your member’s face, when they see that you remembered. Never forget, member retention is key!
It’s all about the way people feel when they walk into your club – happy, comfortable, special.
Get started today!
Back in 1995 there were approximately 12,500 commercial fitness centers in the United States. Since 2008, there are more than 29,000! One recent authority suggests the following ten ways to recharge your club and set it apart from the competition:
1. Get Fresh. “Store Blindness” is an affliction that besets everyone who lives or works in the same space. After a while, we don’t notice the worn carpets, the tired colors, the clutter behind the front desk, etc. A first-time visitor will notice any of those immediately. Whenever a strong competitor enters the market, it is imperative that clubs undergo a 360-degree examination. Get Fresh with a club makeover!
2. Get Connected. “Connectivity” may be the #1 advantage that existing clubs enjoy over powerful, new entrants into the market. So get started! Connect through the iGo Figure Software by sending a message to a member through your welcome screen, create a Facebook page for your club and/or sign-up for Go Figure’s free Retention Management trial. You will love the results! “Connectivity” is the basic reason why some neighborhood restaurants and coffee shops that may have flawed operations succeed year after year. Get connected with iGo Connect!
3. Get United. Being faced with an imminent threat from a new club allows your club to accelerate in the pursuit of better performance. Whenever a new competitor announces its entry into your market, you have an opportunity to unite your staff in the pursuit of a higher level of performance and excellence across the board. A motivated and mobilized staff becomes the ultimate asset, the ultimate weapon with which you can win the battle. Get United and show off your team!
For the rest of the list, visit:
Let’s beat your competition together!
Always happy to help,
We are very excited about the release of our web-hosted iGo Figure system. Now users can access iGo Figure from anywhere! With this system, data is more secure from hackers and data backups are stored in remote, secure data centers. Back-ups of each business’ data are made every 15 minutes!
Better customer support options and upgrades are just two of the benefits our customers will receive. Support issues caused by viruses, corrupted MS Windows operating systems, and data corrupted by power outages will be a thing of the past.
Already we have both existing and new customers flocking to this solution. The industries we serve have waited a long time for Go Figure to come out with something they can use online and now it’s finally here. Users that have been using our installed client application will be able to easily migrate their data to the web-hosted version without any issues. Because the web-hosted version uses the same user interface as our installed version, the learning curve is minimal. There will be more to come on this topic very soon!
Ever wanted to see a map showing where all your members are located?
Its a EASY with the iGo Figure Software. Just follow these simple steps:
1. Run an active member list report and export it to Excel.
2. Go to http://www.batchgeocode.com/
3. In Step #2 copy the name and address columns, with headings from the report Excel file.
4. From Step 3, click validate source.
5. From Step 5, click Run Geocoder
Use it to better target your advertising, or anything else you can think of to attract more members.
Saw this GREAT article about recent studies showing the benefits of exercise to help reduce cancer risk and for those undergoing cancer treatment.
Said the Doctor to the Cancer Patient: Hit the Gym
Several studies are cited, including one where Curves is working with the Fox Chase Cancer center in Philadelphia to study
Another great reason to help motivate your clients to hit the gym!
Last Friday, one of our employees (John P.) was in a serious car accident. He was life-flighted to the hospital and will recover, though he has had more than one surgery and more than 8 pints of blood.
To help with the blood need, Go Figure is hosting a blood drive in our offices on Monday July 7. To find a blood donor center near you, visit giveblood.org
Our thoughts and prayers are with John and his speedy recovery
Today I spent time with Angela Clinton, Go Figure’s customer advocate and training specialist to create some new training tools for two large group training events going on this month in Kuwait and Egypt. With the addition of Arabic to the other eleven languages we translated the iGo Figure software into in the past 12 months, more training resources and courses for those countries are growing in demand now more than ever before. We are happy to see a sweeping global acceptance of the iGo Figure software.
I recently returned from attending the Curves Franchisee Ball in Brighton, England. In all my experiences with Curves over the years, I think I was most impressed by this event over all others. It wasn’t the biggest and certainly not the most extravagant event. However, this was entirely coordinated by volunteers who received no compensation or funding from Curves Int’l. There were about 100 people in attendance at the Hilton in Brighton. The United Kingdom Franchise co-op had arranged a vendor exposition, of which Go Figure was a part of, small group break-out sessions with two facilitators per group, general sessions with great speakers with a well organized agenda, and an evening ball complete with awards, motivational speeches and recognition of members who shared their personal success stories. This entire event and the organization of it was fueled solely by the owner’s passion for Curves. I was moved by the event and honored to be a part of it. Kudos to the 2007 winner of the Curves Co-op of the year… you all continue to prove why you deserved that award.
|Matt Zagrodzky of Go Figure, Inc. presents
the iGo Figure Software and equipment to
LaTayna Purnell of Healthworks Fitness.
Recently I read an article about The Healthworks Foundation in Boston and their plans to open a fitness facility for low-income and homeless women in Dorchester, one of Boston’s largest and poorest neighborhoods. We were so impressed with the concept that we decided to contribute the iGo Figure club management software, and all the peripheral equipment they need. The Foundation will offer free fitness center memberships to homeless women, seniors on social security, pregnant or parenting teens, single mothers making $20,000 a year or less, and single women making $10,000 or less.
On Monday, I was in Boston and had the opportunity to visit with LaTayna Purnell, the Foundation Fitness Director. It is truly amazing what this organization is doing and the impact they are having in the neighborhood, and we are very excited to be able to help their cause.
Today I am in Dallas meeting with the board members of the franchise association of one of our largest clients, Curves. The meeting has been very productive and positive. I was able to spend one on one time with many people from Curves Int’l as well as some very successful franchisees that sit on the board. I am heading back home later today, and have some great action items to implement in the next few months from this meeting that should benefit all of our users. Nothing seems to have more of an impact and delivers results like spending time with people personally.