To truly comprehend the keys to health club member loyalty, it’s critical to dig deep into the elements contributing to member cancelation.
For example, the Net Promoter Score® provided by a member can predict the risk of them cancelling in the 12 months following their completion of the survey, according to a study by The Retention People (TRP).
TRP researchers studied a sample of 19,059 members from a variety of UK clubs who joined between January 2009 and March 2013. During the 12 months following completion of the NPS® there were 3,393 cancellations.
Based on the study’s results, here are three tips to boost member loyalty:
- Focus on turning detractors into promoters. Detractors are far more likely to cancel their membership. For each month of membership after completing the NPS®, a higher proportion of members classified as detractors cancel, compared to the promoters and passives. But, interestingly, promoters are only slightly less likely to cancel than passives.
- Keep long-term members engaged. The longer a person has been a member of a club, the more likely they are to become dissatisfied. The proportion of promoters declines the longer a person has been a member and the proportion of detractors increases, the study found. Club operators need to ensure that they are devoting efforts to keeping promoters engaged and converting passive “fence-sitters” to promoters.
- Tailor outreach efforts depending on age and gender. Member loyalty differs across demographics, so make sure you’re reaching out to the right groups in the right way. For example, older men and younger women are more likely to be promoters. In males the proportion of promoters increases with age, levelling off at the age group of 45 years and older, whereas in females the proportion of promoters declines.
For more in-depth information, graphics, and guidance, read the IHRSA Member Retention Report: Focus on Member Loyalty by clicking the button below.