While it is useful to analyse the causes that lead to the abandonment of old members, it is equally important to understand how to keep attending members, so that they do not seek the same service elsewhere or at a better price. In other words, it is important to understand how to retain your customers.
1. Don't fall into the routine trap
Thanks to this natural behavioural law, some gyms have a very high retention rate, regardless of structural problems, old tools or antiquated courses. It is important both for small and large fitness centres not to rest on their laurels and to fight to keep the loyalty of their users high.
2. Maintain a constant relationship with users
The same cannot be said for larger centres, with hundreds of members. In this case, the user must be at the centre of a mechanism of profiling and analysis of his needs and requirements. This profiling can be represented as a list of categories, in which each user occupies one or more of them.
3. Using a CRM system built on the needs of the centre
While the member is attending, all actions and interactions between the club and the member must be recorded on the CRM: the member's objectives, physical tests, body parameters, emails, phone calls and their content; everything that serves to improve the service offered to the customer is part of an efficient CRM.
An effective CRM gives the user the impression of being constantly guided in their athletic path, thus increasing the loyalty of the member at the centre. In fact, there is a clear difference in the rate of loyalty before and after the adoption of a CRM system, measured in terms of appointments respected, renewed subscriptions and turnover rate.
The 3 tips to improve the quality of service in your fitness centre
- Do not fall into the trap of your users' routine
- Maintain a constant relationship with users to meet their needs
- Adopting a CRM system, especially for larger centres, can help a lot in managing the relationship with users