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.

Our Customers Say It Best: Daxko Customer Success Team

By | Customer Experience, Industry, Videos | No Comments

We had a chance to talk to some Daxko customers about their experiences with our Customer Success Team.

“Probably one of my favorite parts of Daxko is just the customer service. The kindness and sincere caring about what we’re going through and what we’re dealing with on our end.”  -Kendra Augustine, Cleveland County Family YMCA

“When we have a question or an inquiry or a problem we put that into support and the feedback is quick. We know we aren’t Daxko’s only customer, we’re not Daxko’s only Y but…they are a very responsive company. That is appreciated because I know that’s what our members want from us.”  -Angela Wallace, YMCA of Memphis & The Mid-South

“I feel them smiling when they are emailing. I feel them smiling when they’re on the phone, and it really is always just such an upbeat response, yet it’s still professional. You can be professional and still be personal and Daxko’s just found a great way to blend those two.”  -Molly Frederick, YMCA of Greater Birmingham

“It was great to have the support of the Daxko team…In previous conversions and implementations we didn’t have as much support so it was great through the 17 week period to have the Daxko staff help us work through and think through processes that we would need. In particular, Standard Operating Procedures which we have found to be just priceless in terms of our ability to operate and for our staff to be able to have set of practices that they can look at and help them along the way as they navigate through Daxko Operations.”  -Jarrod Covington, YMCA of Memphis & the Mid-South

“It’s about relationships and I think we are in the relationship business so to work with a company that is also about relationships is important. I think it makes transitions easy as there is new software rolled out or new products…when we are ready to make that move it’s already there.”  -Angela Wallace, YMCA of Memphis & the Mid-South

“If you are looking for a company that will support you not only in your software needs but also the questions you have about trends and membership and ways to take care of those members, they are partners and it’s like having an extended family at the other end of your computer. I have learned to appreciate Daxko and to appreciate the tools that it brings to the table and provides the staff team [with] everything at their fingertips to be successful.” – Joe Paslay, Cleveland County Family YMCA

The Aggressive Approach to Marketing Your Mobile App

By | Industry, Marketing, Membership, Mobile | No Comments

Club-based mobile apps are the hottest technology trend in health and fitness, according to a recent report from ACE, IHRSA and ClubIntel. And most mobile apps fail, according to anyone in the app business. Sounds like a paradox. Actually, it’s a marketing a problem, a problem that is fixable.

Experience shows us the build-it-and-they-will-come strategy for marketing your mobile app just doesn’t work. The app stores are crowded, home screens are limited, user attention is scarce, and thus apps are quickly deleted and forgotten. Passive introductions to your new app, like burying its features in the seventh article of the company newsletter will not get you downloads – the app market is too fickle, too competitive.

You must take the opposite approach and adopt an aggressive, swing-for-the-fences strategy designed for maximizing downloads of your app.

So let’s take the kid gloves off and talk about the marketing tactics that will get your club app downloaded. Although the real reason for having a mobile app is to drive content and services to your customers across a wildly popular platform, nothing happens until your app gets downloaded.

MICROTARGETING
Steal from your favorite presidential candidate and start microtargeting your members. Microtargeting is the art and science of mining voter databases for potential supporters. The goal is not just to segment voters based on certain attributes, but to get those voters most likely to vote for a particular candidate to the polls on election day.

You have a database full of members and valuable member data. Use it. Create targeted messages for niche markets.

Who is most likely to download my club app? Start by identifying the low-hanging fruit. According to comScore data, those between the ages of 25-34 spend more time on mobile apps than any other age segment, with the 18-24 crowd right on their heels. Maybe these two segments of your club population aren’t high-value customers, and not exactly loyal, but they do like apps.

After gaining traction with your younger members, look for new patterns in the data. Use your analytics chops to attack other segments of your club like heavy Group X and summer program users that would seriously benefit from the search, scheduling and reservations features of your app. Microtargeting gets voters to the polls and mobile users to the app stores.

VIDEO
A short explainer video can do wonders for your mobile app. Video is engaging, it taps emotions, and it provides an alternative learning path. Like fixing your toilet, some things just make more sense on YouTube.

A short walkthrough demo of your app does not have to be a Hollywood production. And video analytics have proven shorter is better, with 30 seconds being the sweet spot for ultimate viewing. In fact, break down each function into individual videos for users with specific questions.

Tapping the right emotions for a health and fitness app is easy. Somewhere between time savings and shameless vanity, making an emotional connection with your video audience shouldn’t be difficult.

DIGITAL CHANNELS
Using your website as a hub, direct all of your digital channels toward the same goal: app downloads. Be consistent with your message across Twitter, Facebook, and any other social channel you market in. Use strong call-to-actions (CTAs) and show members exactly how to download the app using an infographic or some type of simple flow chart.

Track where your downloads are coming from and identify the platforms and content choices that are working.

Email, email, email. McKinsey says email is a more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. So not only is email still your best online marketing tool, but guess what the largest percentage of mobile users are actually doing on their phone? Checking email.

According to IDC, checking email is the #1 most popular activity on a smartphone!

Craft and distribute emails dedicated to your mobile app – what it does, why you need it, and exactly how to download it. Make darn sure new members get the message in their welcome package.

INCENTIVES
Who said you had to earn all of your downloads the hard way? Games, giveaways and great discounts will all get your members moving to Google Play and the Apple’s App Store. You have plenty to offer, including swag, food and beverage, and training sessions.

Remember, these are exclusive offers for mobile users and can be positioned as in-app incentives. The catch is you have to download the app first.

RESEARCH
Get to know the app market, the app culture. With over three million apps in the market, and mobile data so easy to acquire, it’s no wonder market researchers have had a field day with mobile. Honestly, some of this stuff (marketing insights) they’ve uncovered is fascinating and can be used (applied analytics) to sharpen your mobile strategies.

Did you know iOS users are four times more likely to download health and fitness apps? So launch an Apple only promotion. Turns out, most app downloads occur at night and on the weekends. So organize a weekend download drive and hit your members when they are most vulnerable.

Follow the mobile market and discover how people actually connect and communicate through their apps. Use this intel to tailor your app marketing and promotion.

80 percent of your members bring their smartphones to your facility so swing for the fences.