In some ways great CX is something we all understand. Every business owner is a consumer. Even successful B2B relationships are founded on strong CX. With that in mind, here are five ways to boost your club’s CX.
1. Make CX part of your business plan.
A good business plan will use technology and staff training as tools to create experiences that fit your vision and your business model, says Luke Carlson, CEO of Discover Strength in Bloomington, MN. Speaking at an IHRSA 2018 session, Carlson stressed using CX in a way that’s scalable and profitable. “A customer experience initiative must be aligned with the broader business strategy and brand of the club,” says Carlson.
2. Try to make a personal connection.
In an IHRSA webinar, “Old School Ways to Win the Battle,” Jarod Cogswell, founder of FIT Academy and Enterprise Athlete, says that it’s important to form a bond with the member. “Fitness is no longer simply about the physical—today, it's more about how we make people feel about themselves,” he says.
This aligns with the Temkin Group’s advice on putting a premium on emotion. Few things are more deeply personal than an individual’s health and appearance, and fitness facilities have a rare opportunity to create a strong bond with members. To accomplish that, Cogswell advises that you learn the “why” of a member’s fitness journey.
“Why are they at your facility? Why do they want to lose weight, get stronger, more fit, etc.? Know their purpose and you will find their internal motivation to keep coming back,” he says.
3. Be consistent.
Your operation needs to speak with one voice. You can’t have arbitrary rules and standards. Receiving conflicting information from digital and employee interactions can frustrate customers. According to Gladly, 71% of consumers want a consistent experience across every channel, but only 29% receive it.
Even small operations can fall into different silos that have their own processes that contradict other departments. Make sure your operation works from the same script and follows uniform operational procedures. As noted above, just one bad customer experience can cost you.
4. Have clear communication channels.
Response rates are essential these days. People want to be heard, and feedback, even negative feedback, are tools that you can use to improve your entire operation. While chatbots and email messages have their place, you have to be able to provide the human touch when your members demand it. Research has found that 98% of consumers try to skip past Interactive Voice Response systems. Also, don’t force consumers to go through multiple channels to solve their issues so they have to repeat the same story to different representatives in your operation.
5. Make sure your CRM software is primed to improve CX.
“All interactions and data need to be in one place,” says Forbes
magazine. That means using club management software that creates consistent channels that don’t frustrate consumers or provide conflicting information. A great CRM tool that’s effective in using customer feedback to improve CX can also be a tremendous advantage.
Club management software that’s programmed to improve CX can be a powerful tool to enhance your operations, customer retention, and overall brand equity.
A CRM That Puts Customer Experience First