Download ppt - Build 2010 you had me at hello retention strategies

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“You Had Me at Hello”

Retention Strategies


You cannot improve customer retention.


But you have to get to that

point first.


Some Suggestions To Get You There

• Make it an experience• One stop shop – education, products• Social interaction• Branded contacts – emails, phone, snail mail• Staff retention• Cleanliness• Service consistency• Names• Creating a tribe


Let’s Put Some i2F.U.N. into exercise?

i Identify members who could potentially quit

i Interact with members as often as possible – and target

those we do not know

F Familiarity with your equipment & services

U Uniqueness for your club, members & Team

N Novelty – create a theme!


Identify• To have the biggest impact, we need to identify those members who are most likely to quit soon. • We can then target our resources on those members.• There are systems on the market to do this so you can manage your team to:

– Identify the right members.– Promote the programs to these members.– Measure the impact of these interactions /

programs.

To get a free copy of the notes go to www.slideshare.net/JTActiveMgmt

Interact with members.

Members visit more often.

Members stay for longer.

Interaction

Model provided by:


Interaction Research• Interacting just once a month increases the chance of visiting the following month by between 10% and 70%* compared to not being interacted with.

• Attending just once a week reduces the rate members cancel in the following month by between 1/3 and 1/2 * compared to attending less than once per week.

* Depending on the month of membership.

Data provided by:


Let’s Put Some F.U.N. (back) into exercise?

F Familiarity with your equipment & services

U Uniqueness for your club, members & Team

N Novelty – create a theme


What is an exercise adherence program?

• Determine the target market for the program• Planning – don’t do too many• Make as much effort as a membership drive• Set the goals for the program

• Team buy in• Have them help design the program• Have them do the program 4 weeks prior• Make any changes/improvements

• Maintain the enthusiasm during the program• Follow up• Feedback from the members


Sample Adherence Programs

• Tour de France• Olympics• Run for a Cause• Group Fitness Passport• Indoor Triathlon• Row The Thames River• Step the Empire State Building• Bike Bonanza• Group Fitness Passport• Lotto






Justin TamsettB.Ed (Phys & Health Education)

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Pericles