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Entries in Beth Gillespie (1)

Thursday
Jun022016

4 Reasons Health Clubs Should Invest in CRM Technology

It’s a fact: The primary business of every health club isn’t fitness. It’s maintaining good customer relationships by providing excellent service. 

You can have the best facility, amenities, and programs in the world, but if customers have bad experiences, they won’t stay. And sub-par service certainly won’t help generate referrals or lead to new sales. Au contraire: You’ll lose business and your reputation will suffer. 

The good news: Having a robust customer relationship management (CRM) system can help you improve the most critical aspects of your customer service program, and, thus, your members’ club experience. 

Here are four reasons CRM systems are worth the investment for health clubs. 

1. CRMs Reduce Member and Employee Frustration 

In many operational areas, clubs have grappled with inefficiencies that have frustrated employees and customers alike. In many cases, for example, simple administrative tasks that involved actual paperwork have led to major headaches as a result of human error. 

For a long time, that was the case for Beth Saroka, a 35-year industry veteran, and the owner of Onslow Fitness, in Jacksonville, NC, a 14,000-square-foot club with fitness, group exercise, and personal training offerings, a heated saltwater pool, and other amenities. 

However, in 2011, Saroka acquired ABC Financial software, and, in the process, eliminated “tons” of man-hours required for tasks that no one liked to do. 

“Whether it was a simple credit card update, a change of address, or something more involved, such as a cancellation, my staff would have to stop doing more important things— selling or servicing members—to manually fill out the paperwork,” she said. “Then, assuming it was filled out correctly, someone else had to enter all of that information into a computer. In retrospect, that was a huge waste of our time, and rarely resulted in a ‘wow’ experience for anyone.” 

Now, the CRM component of her ABC system boasts a newer feature called MYiCLUB online, a portal that allows a member to log in at any time and make account changes— even cancellations. Not only is it convenient for members, but it also ensures that the club obtains accurate information. 

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