CreatingV.I.P Member Service Options
Duncan GreenDirector
The 3 Levels of Service Excellence
•Consistent• Intentional•Non differentiated• Non Valuable
Level TwoPredictable Experience
• Consistent• Differentiated• Valuable
• Inconsistent• Unintentional
Level threeBranded Experience
Level OneRandom Experience
Customer EXCELLENCE
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
The 4 Member Killers:
Lack of interaction
Failure to integrate
Lack of motivation
Failure to achieve
The 4 types of Customer
High
Low
Sel
f m
oti
vati
on
Fitness club experience
High
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41
• High self -motivation
• Low experience
• High self - motivation
• High experience
• Low self -motivation
• Low experience
• Low self -motivation
• High experience
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
The 5 key questions that MUST be answered in the marketing process
1. Am I healthy enough to take part?
2. Will I fit in ?
3. Will you make me look stupid ?
4. Will I stick it out and get results
5. Do you deliver results ?
Does it really work ?
• Measure the differences..• Inch loss• Weight loss• Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations
Prospecting
7 Step Process 1. Greeting2. Qualification3. Tour / Presentation
7 Step Process ( pt 2 )4. Price presentation5. Close 6. Ask for referrals7. Ongoing Support
• Money Back Guarentees (14 days )
• Transferable enrolments & annual memberships
Close the sale
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
Cash Generators
The 2 year V.I.P Membership
Active Leisure Card Membership
The keys to success
Definable system of promotion, customer collisions ,sales and follow up.
Staff who LIKE TO communicate and staff who can deliver exercise programmes
Comprehensive CRM system
Integrated Online booking,email,sms ,video and landing pages
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
The wheel of Logical
Progression
Fun
Improvement Achievement
Involvement
InstructionIntroduction
What could people want ?
• Gym rituals- Abs on the hour
• New members follow up programmes
• Specialist Programme Advisors
• Heart rate training (controlled programmes)
• Volitional failure resistance programmes
• Group training (weekly)
• Group Programmes
• Physical Assessment
• Personal Progress Tracking
• Progressive Programme Cards
• Nutrition Analysis
• Chances to bring friends & family
• Specific 6 weeks Programmes
What could people want ?
• Fitness Education
• Group Holidays
• Internal Challenges
• External Challenges
• Activity Groups
• At home services
• Corporate Wellness Programme
What could people want ?
1. Define a purpose 2. Set a goal 3. Develop a promotional plan4. Measure the result 5. Promote a follow up programme
5 Steps to Programming Success
1. Member trains 1-2 times per week 2. Takes part in a weekly programme3. Forms relationships with other
members 4. Uses the club at similar times each
week5. Knows at least one staff member well
Successful Member Programming ..
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
StaffProgram Director
ExerciseInstructor
AdvancedSpecialists
MentorsProgramme
Leaders
Strength Nutrition Physio
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
• Cloud based CRM – Key !!• Landing pages and data capture• SMS broadcasting• Online booking & payment • Email marketing • Datacapture on social media• Google adwords Pay per Click • Facebook & Linked in advertising
Embrace technology
• Lead farming•Inform •Educate•Survey•Support •Celebrate•Instruct •Promote
Embrace email
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
Presentation
• Create visual presentations
• Tell the story :
• P.O.S , Re-programmes & Member Days
motivate educate integrate
CustomerEXCELLENCE
Management
Planning
Programme
Marketing
Resources Technology
Staff
Create 12 week planning periods
• January - March -
• April – June
• July – September
• October – December
Period Planning Finalise Brief Review
Jan – March
Oct Nov Dec Feb
April - June
Jan Feb March May
July - Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle
• Lead generation tactics • The fitness services offering
• Guest day content
• Local events
• Enrollment days for group sessions
• Staff meetings
What to plan?
To finish ...The 10 Rules of
Success
RULE 1Communication
- Invite !
RULE 2 Responsibility
- Take accountability
The 4 types of Customer
High
Low
Sel
f m
oti
vati
on
Fitness club experience
High
32
41
• High self -motivation
• Low experience
• High self - motivation
• High experience
• Low self -motivation
• Low experience
• Low self -motivation
• High experience
RULE 3Recognition - Multi level
RULE 4Sociability
-Group is good !
RULE 5 Commitment
- Build a routine
RULE 6Diversification-Keep it varied
Create 12 week planning periods
• January - March -
• April – June
• July – September
• October – December
Period Planning Finalise Brief Review
Jan – March
Oct Nov Dec Feb
April - June
Jan Feb March May
July - Sept
April May June Aug
Oct – Dec July August Sept Nov
The Momentum 12 week planning Cycle
RULE 7Progression
-Keep it moving up
RULE 8Promotion
RULE 9Reliability
- Keep the basics the same
RULE 10Leadership