101
Member Experience & Engagement August, 2014 www.brentdarden.com
2. ..Time . 3. Were in the! Sales & Service Business 4. Value of a Member Formula: Average Monthly Dues $____! + Average Ancillary Revenue $____ ! = Average Monthly Revenue Total $____! ! x Average Membership Length (months) ____! + Joining Fee $____! = Lifetime Membership Revenue $____! ! x Number of Member Referrals (people) ____! = Potential Total Revenue Contribution $____! ! 5. 12Member eXperience 6. 1 Believe It MX 7. Competition is Fierce! 8. Philosophy? 9. ! Create a Memorable Experience 10. CX Pyramid Evangelism Commitment Satisfaction Enjoyable: ! Exceeds Expectations Easy:! Meets Expectations Essential:! Basic Needs Met Memorable Experience At Risk 11. By going deeper with your existing customers, personalizing their experiences, and developing a relationship layer - companies create a one-to-one relationship that totally separates that company from all its competition. 12. 2 Commit To It MX 13. EVERY DAY WE HAVE AN OPPORTUNITY TO MAKE A POSITIVE DIFFERENCE IN THE LIVES OF OTHERS. 14. Consistently part of your Brands Value Proposition? CUSTOMER EXPERIENCE 15. well leave the light on for you fulfill even the unexpressed wishes and needs of our guests 16. Practically every company today is geared up to satisfy its customers. We do whatever it takes is the everyday refrain. 17. 3 Embed It MX 18. Member Experience should be a timeless foundational value of organizations. 19. Make CX an essential chapter your clubs story.. 20. 4 Plan For It MX 21. Think Strategically & Act With Anticipation! 22. The primary job of a business is to sell something to its customers. Everything else - the cleaning, the organizing, the stocking, etc.- is also important but not the real reason you open your business. 23. Traditional Framework for Strategic Service Quality of the Product/ Service Presentation of the Product/ Service Delivery of the Product/ Service 24. Stages of Experiences: Random Experience Predictable Experience Branded Customer Experience Inconsistent! Unintentional Consistent! Intentional! Not Differentiated! NotValuable Consistent! Intentional! Differentiated! Valuable! Emotional Source: Managing the Customer Experience: Shawn Smith & Joe Wheeler 25. Net Promoter Score (NPS): 26. Service Based Value Proposition Client Satisfaction Perceived Value Expectations Source: Moscoso & Layo 2009 27. ! Prepare for Disappointment! 28. 5 Recruit For It MX 29. The on-boarding experience is essential. 30. 30% 52% 18% Gallups State of the American Workplace - 2013 Engaged Disengaged Actively Disengaged * 350,000 respondents 31. ENGAGEMENT CATEGORIES 1 Engaged employees work with passion and feel a profound connection to their company. They drive innovation and move the organization forward. 2 Not Engaged employees are essentially checked out. Theyre sleepwalking through their workday, putting time but not energy or passion into their work. 3 Actively Disengaged employees arent just unhappy at work; theyre busy acting out their unhappiness. Every day, these workers undermine what their engaged coworkers accomplish. 32. Discretionary Effort! 33. IHRSA MEMBER RETENTION REPORT: Volume 1 | Issue 3 Focus on Member Loyalty What makes good clubs good and bad clubs bad? C retentionpeople the Customer Experience Solutions from the Retention Experts People 34. 6 Preach It MX 35. Be Sincere 36. Teach It 7MX 37. Ritz annually offers approximately 250 hours of training for each hourly employee, which includes 15 minutes for lineup each day. Cultural Commitment! 38. The better question is not ! did I do my job?, ! but is the customer happy? 39. Know Your Position & Play Your Position 40. EVERYONES RESPONSIBILITY = DELIVER A ENJOYABLE CUSTOMER EXPERIENCE EVERYONES GOAL = DELIVER A MEMORABLE CUSTOMER EXPERIENCE 41. 8 Model It MX 42. People believe what they see much more than what you say! 43. Inuence is Inevitable 44. All organizations are perfectly aligned to get the results they are currently getting! 45. 9 Evaluate It MX 46. Starbucks is in the business of exceeding expectations. That means we have to admit it when we are not as good as we think we should be. 47. Customer Journey Mapping... 48. Net Promoter Score (NPS): 49. The Customer Journey is Interconnected 50. Memorable Enjoyable Easy Essential Pointof Sale Scheduling First Impressions Useof Services Farewell Feedback Response Useof Facilities 51. Listen, REALLY Listen. LISTENSILENT Seek To Understand 52. Service is a monologue - we decide how we want to do things and set our own standards for service. Hospitality, on the other hand, is a dialogue. To be on a guests side requires listening to that person with every sense, and following up with a thoughtful, gracious, appropriate response. 53. Approximately 6 members 2-3 year rotating terms Meetings one time per month Discounted membership dues Cross-section of membership Liaison with membership 54. 10 Coach It MX 55. You get what you tolerate 56. 1! ! 2! ! 3! ! 4! ! 5! ! 6 !! 7! ! 8! ! 9! ! 10 ? 57. SUFFICIENT TO STAND & FREE TO FALL 58. 1. Be Trustworthy! 59. 2. Manage Expectations! 60. 3. Consistently Good is Better than Randomly Great! 61. 4. Accept Responsibility 62. 5. Time Can Be A Friend Or Foe 63. 11 Reward It MX 64. Recognize & Celebrate Success! 65. Pay attention to your employees any kind of attention!! 66. 12 Enjoy It MX 67. ! Delivering a memorable member experience is an art more than a science! 68. ! Serving others well can be a tremendous challenge, but also a rewarding challenge. 69. Member Retention 70. HEALTH CLUB MEMBER RETENTION RESEARCH AND BEST PRACTICES Why People Stay! www.ihrsa.org 71. Why People QuitAn IHRSA study conducted by American Sports Data, Inc. CASE STUDIES AND RESEARCH IN MEMBER RETENTION AND MARKETING TO FORMER CLUB MEMBERS Sponsored by 72. Active Retention Model - Bill McBride 73. www.brentdarden.com ! Brent Darden Consulting! [email protected]! www.brentdarden.com! 972-754-1602 74. mCX = pH memorable Customer Experience = personalized Hospitality 75. Follow Through Accept Responsibility WOW Me If You Can
