Innovative ways to measure, manage and maximise customer loyalty

As the Australian fitness industry's attention focuses on Sydney in the second half of April, membership retention experts The Retention People (TRP) are set to hold a series of workshops introducing their customer experience management software and membership solutions.

Taking place in the Walsh Bay Room at the Parkroyal Darling Harbour hotel at various times on Friday 19th and Saturday 20th April, the private workshops are designed to help clubs maximise member loyalty.

The free 90 minute sessions will equip attendees with strategies to increase customer loyalty and in turn create a successful well balanced business with maximum rewards for the club, its staff and its members.

The workshops will be delivered by TRP National Training and Retention Director Spresa Vella.

Introducing the workshops, Vella explains "in an era dominated by digital communication we can easily lose sight of what customers really want: connection, engagement and great customer service.

"Progressive world leading organisations monitor and implement member loyalty strategies into their business practices every day to ensure a sustainable business model and the fitness industry can do the same."

To assess member loyalty, TRP are currently undertaking the first industry benchmarking study into member loyalty in Australia and New Zealand.

The study aims to help clubs answer key questions such as: are your employees 'delighting your customers?'; and how loyal are your members?

Over the last two years, TRP's national surveys in the United Kingdom have created a robust loyalty benchmark for the industry. Using the Net Promoter Score® (NPS®) - a metric used to gauge the loyalty of customer relationships - surveys have been completed from over 50,000 customers from a wide range of club and centre operators including large chains and public sector operators, to small private independent facilities.

Now focusing on Australia and New Zealand, the TRP project will provide participating operators with a better understanding of the values of member loyalty. They will also be able to gauge their performance against industry benchmarks, seeing how their organisation has performed against the industry as a whole, as well as against those in their sector or region.

Vella adds that "results from the study will provide each club with valuable feedback from their members, enabling real, actionable outcomes on what matters most to improve their customer loyalty."

As well as being fully licensed to deliver NPS® to the fitness and wellness industry, TRP has developed a robust series of management tools that deliver statistics about the performance of service delivery in real time, so operators 'always know where they stand' with their members.

Explaining the NPS®, Vella adds "the score is collected from asking your members one simple question, 'how likely are you to recommend our club to a friend?'

"It is based on years of research and used by many of the world's leading corporations to measure customer loyalty and generate sustainable business growth (including) Apple, Amazon, Harley Davidson and IBM, (each of which) use NPS to drive 'constant improvements' within their businesses.

"NPS® not only provides a far more meaning customer loyalty metric, it also benefits from extremely high response rates compared to other forms of surveying."

TRP uses results from their research to drive the development of effective retention solutions. These include software products, retention processes and training packages that improve the member experience.

TRP works with club operators worldwide to create promoters of fitness brands and increase member loyalty.

Launched in Australia and New Zealand in 2009, TRP has established a broad client base which includes Breathe Health Clubs, CLM New Zealand, Genesis Fitness Clubs, Next Generation Health and Racquet Clubs, 

Click here to contact The Retention People via their entry in the Australasian Leisure Management Supplier Directory.

21st November 2012 - HOW LOYAL ARE YOUR FITNESS CLUB MEMBERS?