Successful member care systems are the key to customer retention and customer acquisition in general. For a closer look at them, the first question that should be answered is what good customer care means for the customer.
The most important thing in a nutshell:
- A good customer care system needs a structured onboarding process and ongoing intelligent contact tracking.
- It should be possible to collect all necessary data from the customer to ensure an optimal care process.
- The care effort for members can be divided into three stages: The onboarding process, the permanent one-to-one support at regular intervals, and the permanent presence support on the training floor.
One thing is undoubtedly indispensable for the trainers and their approach to customers: to view each customer as an individual and to have the absolute will to achieve the defined goals together with him. Honest interest combined with professional competence and cordial interaction are the basis of good competent support and training success.
It is important to find out what is the right training for the respective customer and to plan this in an individually appropriate way, neither under-challenging nor over-challenging, but always effectively, purposefully supporting.
What member support concepts are there?
A wide variety of concepts and systems are now available on the market. The range is wide: on the one hand, there are concepts that have been successfully used offline for many years, such as Fit100 and Fit50, and on the other hand, there are digital systems for more modern use from manufacturers, such as the apps from the leading equipment providers.
The relevant decision is which club can implement which concept. There are studios that unfortunately still do not have stable WLAN and therefore simply lack the basic requirements for digital support. On the other hand, there are facilities that cannot afford personnel-intensive offline support due to the staff situation and can only work digitally. It must be differentiated which club it is, how many members and which staff resources and structures are available.
Analog systems such as Fit100 have been used successfully in the past. They have shown that a medium-sized club can provide excellent support. Intensive and regular customer contact is guaranteed, as each training session is personally countersigned by the trainer.
The system combines training and success checks in the documentation and has the effect of reducing fluctuation. Regular target meetings, the survey of the status quo and the discussion of the next training period provide security and trust. The weakness of this system is that only active members are supervised here.
What characterizes good member support concepts?
A good support concept generally needs a structured onboarding process and permanent intelligent contact tracking. It should be possible to record all the necessary data on the customer in order to ensure an optimal support process.
The hybrid system from ACISO, for example, provides an approach to the subject of an effective support program. On the one hand, it covers the optimal start for new customers, i.e. digital support in the care process, and on the other hand, it also covers the permanent online support of the customer over several years in the studio with content that is always attractive and suitable for his training.
In addition, it offers the studios, constantly updated, a funnel for generating prospective customers via training offers and content such as courses, info units, etc. A major advantage of the digital system is that processes can be mapped in a scalable manner.
Furthermore, it must be noted that members who train in the studio perceive the support provided by the trainer as intensive. The social component and competence are a decisive factor in member retention. It is important to distinguish clearly whether the trainer is merely present or actually present.
In addition to the trainer's personality, the decisive factor is the fact that the trainer has various tasks, defined and adequately trained. An appropriate task catalog for area supervision is the key to success here. This should note which topics are addressed, which member is addressed and how, and which tasks are additional to the support in terms of product sales and promotions that take place in the studio. Attention is the key word here.
The three levels of support effort
In summary, the support effort for members can be divided into three stages:
- The first stage is the onboarding process of the new customer, which should extend over several weeks with good appointments and content.
- The second stage is the permanent one-to-one support at regular intervals with appropriate testing or a training program for the customer.
- The third stage is the permanent presence support on the training area with motivation, correction remarks and the setting of new impulses, so that the customer recommends the studio trustfully due to the holistic competences.
Source: BODYMEDIA
Image Source: #215973001NDABCREATIVITY / Adobe Stock
Published on: 26 March 2022