Measuring And Marketing the Value of the Member Experience

Measuring & Marketing the value of the member experience

Innes Kerr

Measuring & Marketing the value of the member experience

What’s the point?

What’s the point?

INCREASE the public’s perception of the VALUE of a health club membership

Promote the REAL BENEFITS of health club membership

Change your members from TERRORISTS to ADVOCATES

SEPARATE your club from the competition

INCREASE average INCOME per member

What’s the public’s perception?

Why do we need to change?Increased Sales volumes

OvercrowdingPoor support

Unfulfilled expectations

Bunching ofNew members

Failed earlyexpectations

Poor experience Perception

People leave

Staff leaveFalling revenues

Sales drive

Value offers and discounts

Bigger, more frequent campaigns

Poor reputation

Poor perception

Undermines value

What is the ideal member experience?

• Choose a club that meets their expectations• Receive a club induction• Discuss their goals and expectations• Receive adequate information and coaching• Be offered regular reviews • Improve their performance and knowledge• Get results and experience new activities

What happens when we get it right?

How do we capture those positive statements and put them to good use?

How can we demonstrate success?

• Changes in attitude

• Changes in behaviour

• Changes in performance

• Changes in physique

How do can we record these successes?

• Create a record of change– Needs analysis

• Attitude to exercise• Attitude to life • Assessment of current health

– Lifestyle questionnaire• Quality of diet• Habits ; smoking, alcohol, snacking• Energy levels• Health ; stress, weight, blood pressure, sleep

How can we record these successes?

• Create a record of performance– Programme card / record

• Frequency of visit• CV duration of exercise• CV level of difficulty of exercise• Repetition progression• Resistance progression• Number of exercises completed• Number and type of classes attended

Computer generated analysis from Technogym key system

How do can we record these successes?

• Create a Record of change– Member file

• Inch loss / gain• Body composition• Aerobic capacity• Blood pressure• Flexibility

• Record notes from verbal contact• Provide feedback forms at key stages

How to get good feedback

Ask for it!• In first 10 days - sales follow-up • 30 day service call - manager or owner• At 6-8 week programme review - instructor• 24 week customer satisfaction survey• Renewal / anniversary service call• On-going – customer comments cards

What difference does this make?

• Improves the members attitude to the club– Members act like advocates– Adds to the brand value

• Improves the members perception of value– W.I.F.M?

• Maintains the members motivation– Members commitment is maintained

What difference does it make?

time

Life time value

Level of service

Membership

Fitness

CRM

Communication

Rewards

Benefits

Data Profile

Actions

Outcome

How can we use this?

How can we use this?

• Tell members about their results• Motivate members to keep them coming• Remind them why they started• Increase their dependency on the club

How can we use this?

Create great positive PR for your club for FREE!

Create compelling evidence

• We know why people want to join clubs• Show them the evidence of the results

– create a “wall of success” with facts taken from the records of performance and change

– create a “fact sheet” with the same details– collect testimonials from members– measure how many members refer friends, family

members and colleagues and promote this

Straightforward advertising!

A more creative approach!

The business case

• 50 sales at average fees of £30/month = £18,000/annum = £1,500/month yield

• 6 months free based on 18-4-12 = £1,000/month yield = 25 more sales at this rate = 150% of sales

• 6 months free based on 2-4-1 = £750/month yield= 50 more sales at this rate = 200% of sales

What should our message be?

Sell the benefit not the deal!

They’ll remember the benefits long after the price is forgotten!