Improving Club Management with Technology Part 2: CRM Software

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In the first segment of our 5-part improving club management with technology, we discussed all the ways allowing your members the convenience of online joins and services will improve the member experience. Now, we’ll delve into tools that will allow you to reach members on a deeper level.

We can’t cover the topic of improving club member experience with technology without touching on CRM (customer relationship management) as a tool to understand and cater to your members and prospective members on a deeper level.

CRM is more than a more marketing automation tool – it unites sales, marketing and customer service across a single platform. Having a CRM in place boosts efficiency. Simple manual processes that take several man-hours can be streamlined into automated systems.

Below are a couple of examples of processes that could be automated so that one or more staff members can focus on building relationships with your club members.

New Member Onboarding
Do you know what your members are up to after their first visit? The first 120 days of a new member’s experience are crucial to helping them adopt new habits, feel comfortable in their routine and to help them find community at your club. Utilizing a CRM tool will allow you and your staff to see how active they are and what types communication and in-person interactions a new member has received.

Member Retention
New member engagement is critical, but don’t disregard those amazing members you’ve already got!

According to IHRSA, “While it’s easy to get swept up in sales and marketing outreach to attract new members, it’s critical for health club owners to spend just as much time on the ones they’ve got. It is proven that successful retention of members not only increases profitability, but will reduce the necessity to perpetually sell to a shrinking market.”

A couple of tips before you start to automate pieces of your member experience:
1. Know your audience – tailor your message based on demographics and interests. It’s better to build out multiple experiences based on different demographics if you can.
2. Consider the entire member experience before you hit SEND. Does the communication fit within the brand guidelines?

Member Feedback
How are you currently gathering member feedback? Do you store that information in your club management system under each member’s profile? Are you only looking at current members, or do you reach out to cancelled members as well?

CRM is a powerful tool to house member feedback and use it proactively! Here are some tips on soliciting feedback and using it to make your members feel more included at your health club.
” Reach out to both cancelled and current members for feedback. This will ensure that your most critical issues (like the ones that might have caused a cancellation) are not overlooked.
” Incorporate feedback into a member profile in your club management system This will allow you to see trends and make improvements to your facility or member experience.
” Compile feedback and use it as a tool to prioritize improvements and trainings at your health club. also allow you to view a member’s profile and see patterns of behavior and how they may or may not be related to reported problems at your club.
” Update members and cancelled members on the issues they’ve reported. Nothing is more frustrating to a member than completing feedback surveys and then never hearing about it again. By utilizing a CRM tool your staff will be able to see feedback in a member’s profile and staff can provide updates to the member as appropriate. Best of all, staff can build reports around this data collection and look for trends.

Improving Club Management with Technology Part 1: Online Joins

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The January join frenzy is upon us and we know health club operators are trying to find that magic formula to manage the chaos while still maintaining a consistent member experience. This series will show you simple and effective strategies to utilize technology to unburden your staff, and improve your club’s ability to provide exceptional member experiences.

The first installment of this series will help potential members self-serve as they make New Year’s resolutions and allow your staff to have more time to focus on creating an exceptional member experience.

Convenience
In today’s digital world, club management online options such as new member enrollment, purchasing personal training packages, scheduling appointments and updating personal and financial information are essential. Members and potential members enjoy the convenience of managing their own member experience. Having an online portal that integrates with your website allows you to engage your members at their convenience.

Your new January joins may feel uncomfortable having in-person interactions about their fitness program as they get used to being a member at your health club. Giving them online options will allow them to interact where they feel most comfortable and give them the space they need to start their health journey.

Staff Time
Today’s business environment requires a fast, flexible approach to customer services. By opening up online services, you will open a whole host of benefits for your staff and your members.

  • Give members freedom to join on their own schedule
  • Reduce data entry errors
  • Reduce the line and wait for members at the front desk
  • Overcome errors or frustration related to language barriers and handwritten forms with illegible handwriting
  • Give your members easy access to all kinds of information that will increase

Exceptional Experiences
It may seem counterintuitive but by allowing technology to take some of the load of club management, you’re really allowing for better member experiences all around. Think about it; all these benefits boil down to reduced member and staff time and frustration.

If you are able to save 5 minutes per transaction when signing up a new member, you’re improving the experience by 5 minutes – and when you’re processing multiple new members each day, that can make a significant impact on your bottom line. Another way to think about online services is having a virtual sales team at your fingertips. Online sales leverage the power of technology, creating new revenue streams while maximizing existing ones without adding overhead or sacrificing your member experience.

While the convenience of technology is great, you don’t want to lose the relationship aspect of joining a community. Offering online services does not have to take away from the member experience. One way to make that connection is requiring new members to tour the facility or have a new member orientation.

Member Engagement Solutions for the New Year

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The New Year is here! We’re getting our bottles of champagne and 2018 hats ready, but do you feel set up for success in 2018? If you don’t feel ready to ring in the New Year, our Engagement Automation solution makes your job of engaging and retaining members, including new January Joins, so much easier. Daxko Engage lets you visualize your data, tell your story, and take action, setting you up for more success in January and throughout 2018.

Here’s how we do that:

Visualize Your Data
Daxko Engage provide visibility into important metrics like email analytics, but Engage also offers predictive analytics to develop your fundraising and marketing strategy. The Retention and Donor Indicators give your staff metrics to build campaign strategy based on your own data. Build smarter campaigns, tailored to the right audience using our Indicators as your guide.

Want to know exactly who’s at risk to terminate before you get that breakup call? The Retention Indicator tells you who to target so you can re-engage them rather than have to try to win back a terminated membership. The Donor Indicator shows your development staff the members that are most likely to donate if asked, giving them a huge advantage as they build campaign communication.

Tell Your Story
Not only do you gain Daxko’s marketing, communication, and data expertise, our Daxko Engage experts manage a multi-channel communication system on your behalf. We’ll focus on building and delivering the right messages to engage new members, win back terminated members, and recognize members on their special days. You’ll have more time to focus on telling your story through seasonal and highly targeted initiatives. Once you can visualize the areas you need to focus, your time is freed up can be a more effective storyteller, able to develop and deliver content to drive the metrics you need to meet your marketing and fundraising goals.

Take Action
Daxko Engage is the tool that lets you execute your entire marketing and fundraising strategy from start to finish. Use our robust email platform to shape your content and deliver it to your members. You don’t need any coding skills with our easy-to-use email builder and you can easily segment your audience into targeted groups to make sure the right audience gets the right message. Your members will love getting highly personalized communication and your staff will love how easy Daxko Engage makes shaping and delivering their marketing and fundraising campaigns.

4 Club Operating Procedures that Ensure Efficiency During Peak January Join Time

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With the new year just around the corner, now is a great time for health club operators to ensure that good operating procedures are in place to handle the January Join frenzy.

  1. Online Joins

We live in a digital age – make joining your gym easy on potential new members. By allowing online joins, your prospects can join when it’s most convenient for their schedule. Industry statistics show that online joins boosts membership sales 10-15% per month, without adding additional staff.

  1. Proactive Account Updater

Does your billing software provide a service that automatically updates account information such as expiration dates or reissued card numbers? Help reduce card declines, additional fees and staff frustration by partnering with a software provider that allows for a better payment experience for your members and your staff.

  1. Optimizing Revenues (link to additional content piece)

In what ways could you optimize revenues and staff time next year? Check out our piece on the Top 3 Ways to Boost Your Club’s Bottom Line in 2018.

  1. Member Engagement

One last essential item to consider is how you will communicate with your members, new and old. According to the IHRSA Retention Report, “almost 90% of club members say they value communication from staff members.” Do you have the right tools in place to help automate some of this communication, such as a CRM or a Mobile App to stay in touch with members on the go?

Interested in learning how Daxko Spectrum can help streamline your processes and help grow your business? Contact us at sales@daxko.com.