CRM system behind growth of Michelle Bridges' 12 Week Body Transformation

Behind the scenes of one of the outstanding fitness industry success stories of recent years, Michelle Bridges’ 12 Week Body Transformation (12WBT), has been its innovative customer service application, Salesforce Desk.com.

Since its creation in 2010, the 12WBT has attracted tens of thousands of members who, collectively, have shed a massive 700,000 kilograms.

In building a motivated and connected community, Salesforce Desk.com has provided a powerful platform for communicating with 12WBT members.

This communication takes many forms.

The 30 or so 12WBT Support Crew staff are online to respond to members’ queries about exercise, nutrition, website queries and provide ongoing encouragement and support.

In the member forums, people can share their experiences during the program backed by knowledge articles, the social media interactions, live chat sessions and support services.

12WBT Fitness and Nutrition Team Leader Gabi Bruce stated “we were working from a state of organised chaos before Salesforce Desk came along.

"Not anymore. We respond to all customer enquiries - including those from social channels - through Desk.

“We are giving consistent advice, with one consistent ‘12WBT voice’ and we are streamlining the way we interact with members."

Every person has unique fitness goals and training needs. With Salesforce Desk, the 12WBT team has a wealth of research and information at their fingertips, and they can easily search and tailor this information for individuals’ circumstances. This tailored information can then be delivered in the right way, via the right channel, to each member with Salesforce Desk providing a consistent platform for answering all questions.

Salesforce Desk is also capturing and delivering invaluable insights about 12WBT customers with analytics and reporting capabilities enabling the team to measure enquiry types, channels, response times and more – and shape their offering accordingly.

Internally, it is used to monitor productivity and ensure that the team continues to meet service levels.

In all, Salesforce Desk enables the rapidly growing 12WBT team to maintain a high level of transparency, which ultimately means great service for the tens of thousands of members that sign up to each 12WBT Round.

As of this week, leading South East Asian fitness group Celebrity Fitness has signed up to uses Salesforce Sales Cloud Lightning.

Australasian Leisure Management uses the Salesforce IQ product.

Australasian Leisure Management will be exploring CRM systems in leisure in an upcoming issue. If you have experiences or information on CRM in leisure and would like to contribute to this feature email leisure@ausleisure.com.au

20th September 2016 - DEBITSUCCESS ACKNOWLEDGED AT CRM CONTACT CENTRE AWARDS

14th June 2016 - PERFECT GYM SOLUTIONS LAUNCHES INTO AUSTRALIAN AND NEW ZEALAND MARKETS

8th March 2015 - MICHELLE BRIDGES JOINS BRW’S RICH WOMEN LIST

28th June 2013 -  FITNESS TO OPEN 50 NEW CLUBS