Customer Engagement Made Easy Using Mobile Apps

By | Engagement, Industry, Mobile | 2 Comments

Customer engagement is becoming wildly important to marketers, maybe muscling out productivity as the top growth engine for businesses in the age of personalization.

Mobile apps and the mobile devices they ride do provide a unique way to engage with your customer. However, mobile is a different game with its own set of rules and violating those rules can lead to certain death: deletion of your app, and a rude ending to a budding mobile relationship.

We must avoid this fate. Mobile is a marketing channel that can be mastered and engaging your customer with the right message, at the right place, at the right time is how you win the game.

Below are five ways to engage customers across a mobile platform, wherever they may be.

MAKE A PLAN
Many mobile campaigns fail due to lack of planning. Start by defining exactly what you want to accomplish through your mobile marketing channel, and then set a goal for your mobile campaign.
Yes, mobile is the wild beast we’re all trying to tame but it’s still only one marketing channel. Companies that treat mobile as some sort of cosmic dust from another galaxy soon realize the hard way that basic marketing fundamentals still apply.

A good plan will bake mobile into your club’s overall marketing strategy with the same consistent branding and vision you roll up into social, email and print.

KNOW YOUR CUSTOMER
Segmenting your customers enables you to personalize messages and make more profitable connections. Mass marketing is over, and buyers now expect a personal touch from companies courting their business.

Mine your database for member preferences, buying behavior, age, gender, family, and any other features that can help tailor a message to strategic segments of your club’s population.

The insights can be fascinating. You’ll find members who are addicted to MET-Rx bars, or your avocado burger. You’ll find members who can’t workout without a personal trainer, and families who log insane amounts of time together at the club on Saturday. At this level of granular detail, you can engage more effectively with targeted mobile offers, discounts and updates.

Next, as your mobile traffic grows, add more data points to your arsenal like type of mobile device, screen size, and whether a member is a heavy user of your mobile site but hasn’t downloaded your app. For those already using your app, what are they doing with it? Similar to web analytics, recognizing in-app patterns of behavior can help steer future mobile actions toward a specific high-value individual, or highlight what app features engage the most users.

EXPERIMENT WITH CONTENT
Content marketing is a proven and inexpensive method for increasing customer engagement in the web world, now it’s coming to mobile. It’s time to get your promotions, blogs, club news, and can’t-miss events out to your mobile users.

Content marketers are like scientists, always testing some new hypothesis and making real-time adjustments based on new data (user response).

Experimentation is critical in the mobile world because each user is different, and each of your locations may have a different customer base. That is, differences in user behavior and income levels, or device type and age range. These differences can yield dramatically different results. Unlike a traditional offline campaign, content marketing is agile and can be adapted to these differences.

What about delivery method? Both push notifications and in-app messaging have their place. Push notifications, however, can be intrusive and annoying so tread lightly and avoid the dreaded “push fatigue.” In-app messaging is more contextual and when done right feels like a natural part of the user experience. Your app messaging technique is directly linked to your actual content and should be, together, a reflection of your brand and target market.

INTERACT WITH SALES, TRAINERS AND INSTRUCTORS
So far we’ve only covered digital tricks, but your most powerful mobile engagement opportunity is hidden in plain sight: sales, trainers and instructors.

Apps designed for selling get your team up and moving to the same beat as your customer. The typical tour, pitch and close can now be compressed into one action, one very short sales cycle. With digital document signing and emailed contracts, a new membership can be transacted without ever sitting down.

As for the kings and queens of in-house connections, trainers and instructors stand to gain a lot from mobile apps. For example, your best trainers aren’t just fitness enthusiasts with charm, they are also savvy entrepreneurs running their own business of repeat customers and referrals. Give them the tools to maximize their return.

From scheduling to reservations, from commissions to series sales, an employee-facing app can immediately increase engagement because your trainer has more time to focus on the client.

MEASURE, OPTIMIZE, RINSE AND REPEAT
Mobile analytics are important. So pick your key metrics and start measuring.

With that said, the mobile landscape is ever-evolving and optimizing based on analytics requires constant innovation. It requires a relentless pursuit of the mobile signal – what really makes your mobile customers tick.

Again, getting closer to the truth of how and why your mobile users do what they do will help align your mobile goal with your overall marketing strategy using engagement as a measuring stick.

As a rule, mobile users have limited patience, phone space, and don’t suffer fools. So be nimble and respond to user habits with creative counterpunches. Try new things. Target user tastes with personalized content. Iterate, iterate, iterate. Engagement in the mobile world is a fluid process, and the winners find an edge in some of the most unlikely places.

Our Customer Survey Philosophy

By | Customer Experience, Engagement, Industry, Organizational Health, Trends Reports & Surveys | No Comments

“Where DOES my feedback really go?”

At Daxko, each and every team member takes your feedback very seriously! It helps us continue doing the right things right and the other things better.  We wouldn’t be in business without you, our wonderful customers, so thank you.

As you may have noticed, we have recently changed the way we solicit your feedback. For some of you reading this (our legacy Daxko customers), you’ll remember we used to ask a lot of questions twice a year. For others like our CSI customers, you may have never received a survey at all. Now we are surveying all customers quarterly, with just one question plus an opportunity to provide additional comments. This simple, yet well tested approach, gives us insight in a quick, easy way and increases the likelihood of more people responding.

We care about what’s important to you.  In fact, we read Every. Single. Comment.

Daxko’s goal is to have each of our customers be a RAVING FAN. We know we have to earn this status and are working hard to achieve it. It’s no joke to us.

Finally, once you give us your candid feedback, we get to the best part. Starting with our October 2016 survey, a Daxko team lead will be calling to “close the loop” with many of you who gave us the opportunity to hear your feedback, positive and not-so-positive.

Why do we do this?

We care about what you think, and we want to provide you with EXCEPTIONAL EXPERIENCES.

These surveys help us do that in 3 key ways:

  • Understand your feedback on a deeper level
  • A chance to resolve any outstanding items
  • Share any relevant updates

We think this type of two-way communication is SUPER important for a strong partnership!

So, thanks in advance for your feedback.

 

Molly Harrison is Daxko’s SVP of Services. She and her team work to create exceptional experiences for Daxko customers each and every day.

Step by Step Guide To Assemble An Engagement Team

By | Engage, Engagement, Facilities, Industry, Leadership, Marketing, Membership, Organizational Health, Tips & Resources, Volunteers | No Comments

Even the best engagement plan fails without the proper backing and follow through. In fact, the number one reason engagement plans aren’t successful is the lack of team commitment to execute  the required initiatives. If you are looking to engage more members and improve member retention, then you’ve probably considered putting a member engagement plan in place. Don’t let your engagement goals languish before they even get started. Here is a step-by-step guide to establish a member engagement team and help rally them around your cause:

Gather your stakeholders: Who are the folks most invested in gaining and keeping members at your organization? Who is in charge of membership, marketing and recruitment of members? Stakeholders need a leadership team member that can champion the cause for member engagement at your organization.  Ideally, stakeholders include representatives from:

  1. Leadership
  2. Marketing
  3. Membership
  4. The frontline
  5. Your volunteer baseyour-engagement-team-deliverable-web copy

Keep in mind your Member Engagement Team may only involve some of these representatives, but they need to be aware that they are responsible for driving member engagement initiatives. Gathering all stakeholders on the front end ensures proper communication later in the process. The Member Engagement Team will be responsible for keeping all the teams they represent in the loop while driving member engagement initiatives forward. Learn more about Engagement Team Roles in this Engagement Team  Fact Sheet.

Take time to establish your goals and objectives. Being specific about your goals helps measure success and stay on track. Are you trying to retain members, gain members, or connect your members to your mission? We all want to achieve these items but it helps to nail down one or two things that will lead to these outcomes and make the most impact with a quick win. By creating one goal and attaching a measurement to it you are creating clarity for your staff by defining priorities.

Establish a baseline and a way to measure progress. Once you have a goal in mind it is important to measure your success. By establishing a benchmark from your current status, you can measure your success incrementally based on when you want to achieve your goals.

For example, the team at the YMCA of Florida’s First Coast had a goal to engage more members by having quality in-person conversations. They decided to focus on increasing in-person conversations as a percentage of total check ins. They established a baseline that their staff was having meaningful conversations with 3% of check ins. They wanted to more than double their quality conversations to 7% of check ins. By creating a clear goal and maintaining a laser-focus on one metric, the YMCA of Florida’s First Coast achieved dramatic improvement to 7,000 monthly in-person conversations across their organization!

Once goals are set, everyone at the organization needs to be very clear on when and how they will be measured. Setting attainable goals at the beginning gives a firm foundation for growth and expanded achievement plans. For example, for the first three months an organization will work to reach 5% of all check ins with a quality in-person conversation. Once that is reached, up it to 7%.

Assign Tasks.  Once you meet with the team to discuss overarching goals and define first steps, you must assign tasks. This is where each representative may consider involving other team mates. Break down your one measurable up-front goal into specific steps. If your goal, like the YMCA of Florida’s First Coast, is to have more in-person conversations and to monitor the quality of those conversations, you are going to need to establish the following processes:

  • Create a tool to establish a baseline (this could be as simple as an excel spreadsheet)
  • Train all member-facing staff to track their interactions
  • Set interaction goals per staff member and review the interactions and tally the results
  • Monitor those results

Once you have your tasks, assign them to your team as appropriate.

Rally the team. Get your team invested in the results and be sure to check in regularly to prevent or work through any roadblocks. Member engagement initiatives must be supported and encouraged from the top down. Senior leaders are responsible for setting the tone for the organization and defining goals with achievable expectations. Without that, engagement rarely makes it out of the leadership level. Other ways to rally the team include coaching for staff that are struggling with engagement goals and applauding staff when they meet or exceed goals.

Have you started engagement initiatives at your organization?  How did you assemble your team?  We’d love to hear your thoughts in the comments below.

Video: Adapt to Change

By | Engage, Engagement, Fitness, Industry, Leadership, Membership, Mission Delivery, Videos | No Comments

“To change lives, you have to adapt to change.”

That’s the premise of a new video from Daxko, out last week. Daxko is the largest provider of mission-critical software for YMCAs, JCCs, and other member-based health and wellness centers. The video talks about the changing health of communities, the changing ways community members connect, and how health and wellness organizations can stay ahead of the trend with processes and software dedicated to staying with current trends. Watch the video here:

“Community health is changing. Obesity and type 2 diabetes are on the rise. Daxko helps you promote healthy living to reverse this trend.

Demographics are changing. From millennials to boomers, Daxko helps you connect with members through social media, targeted email, and text notifications.

Technology is changing. It can be challenging to keep pace. Only Daxko provides the integrated software, predictive analytics, and expertise that allow you to stay ahead of the curve.

With Daxko it has never been a better time to join forces with the largest peer network of community wellness centers, Ys, and JCCs.”