As usual, the best weapon is prevention, including in the commercial sector. But how can we prevent these demands? By creating a loyalty plan, which incorporates - precisely - all the most common customer requests.
Aiming at loyal members
A good loyalty plan is not limited to reducing prices each year, because this is counterproductive for both the finances and the corporate image. The costs of the fitness centre tend to increase year by year, not only because of the ever-increasing costs of suppliers, but also because as the number of subscribers increases, more hours of coverage are needed in the various departments, more hours of courses, etc.. If the increase in expenditure leads to lower revenues, this results in a financial situation that is too unbalanced and negative.
An effective loyalty plan can be built using a reward path, a path in which the customer accepts the different challenges, aware of what they could make him obtain.
In order to contain these costs, in the presence of a well-structured loyalty plan, it is best not to deliver too many gadgets or merchandising products at the time of registration, since their value would be added to that of the rewards reached during the journey. Moreover, some customers could be satisfied with lower barrier prize thresholds, thus losing the focus on goals to reach higher prizes.
How to start it? The actual launch will have to take place through a well-prepared and coherent communication plan on all the channels used by the club: posters, e-mails, social and through the organisation of a special event, which will give you the opportunity to receive and accumulate the first points on the program.
Furthermore, each member of the staff must understand exactly what is involved to communicate it well and without doubt to customers. Once the loyalty plan is active and communicated externally, anyone who collaborates with the club will need to be fully able to explain it and answer any questions without adhering to personal and misleading interpretations that would only generate confusion and discontent.
In addition to careful and patient planning, the success of a loyalty plan also derives from constant and precise management of the accumulation of scores, through the programming of modern management software available on the market. On the other hand, for those who do not have it and do not want to invest in IT modernisation, it will be necessary to simplify the management process of scores as much as possible, without however completely renouncing the loyalty tool.