Club Retention Through Education
I read a blog post the other day on a great site I like called Creating Passionate Users and I thought it was really quite applicable to how ClubReady can benefit a club regarding the goal of improving client retention. The blog post can be found here.
The main idea of that blog post was that if we want passionate customers (the type that stick around for longer than average and tell their buddies to join too) then we have to change the customer experience, and one key way to change their experience is to help them learn.
It’s common to think that their experience is all driven by things like customer service, nice facilities, great trainers and so on… These things are all critical of course, but these are the obvious things that every gym tries to focus on. Helping customers learn is a great way to differentiate. Also, while things like service with a smile, clean bathrooms, the latest equipment etc are all very important, none of these things really keeps somebody motivated to keep going to the gym or finally sign up for that first personal training session. Learning on the other hand changes a customers experience in a way not even a million$ gym make over could achieve, because the change has occured in the customer.
Just like in the image above, the difference between the two images is the guy on the right has learned a lot more about wine, so his experience of it is much different.
So, how does this tie into ClubReady? Easy - ClubReady is about giving your information hungry customers a first class way to be engaged and an easy way to learn, in fact to even learn from each other (which is even better). If you really want to help your customers learn and reap the benefits then it takes a lot more than a few ad hoc photocopied articles…
“Upgrading” your customers is far more valuable to the bottom line than upgrading your equipment!
