Most adults join a fitness facility with the intention of adding more to their life — more empowerment, more physical ability, more freedom to feel good about themselves. Yet, 45 percent of all memberships are lost within a year’s time and 50 percent of those within the first six months of joining. Leaving a positive first impression is important, but developing a lasting and influential impression is vital.
This year, either your business will follow the latest trends, or strive to be a successful forerunner within the industry. If your goal is to be the latter, here are five essential ways to provide next-level customer care through meaningful and memorable touch points.
Be Present
When searching for a workout facility, today’s potential customers rely on the Internet. While there are still a number of people who seek the opinions of others to help identify a good gym, jumping online to do a local search is increasingly proving to be more effective and less time consuming. Will your facility be a top search engine result?
Optimizing your website can be tricky and even expensive. It can feel like a popularity contest during a bad day of high school, but be encouraged. Creative and unique content is required to be crowned homecoming king. A few content marketing components to consider are fun, virtual tours of your facility to post on YouTube and pictures of your perks on Instagram or Pinterest.
Say “Hello” to the World
Great, they found your website! Now, use this moment to put your best foot forward. The top sites are informative, easy-to-use and interactive. Make sure each visitor is given all the essential information they need the first time. Perusing a website is not like flipping through a magazine. If the need is not met in a couple of clicks, they are likely to leave and never return again.
A well-designed website is equally as important as a well-designed facility. Compelling website layouts reflect a promising gym experience. Your site is your “hello” to the world. Make that greeting loud and clear. Grab their attention with promotions. Sustain stimulation with gripping graphics and images. Invoke swooning over your exceptional equipment and staff introductions. Extend a desire for continued contact with an invitation to follow you on Facebook.
Be the Right Choice
So your site inspired someone to walk into your gym. Awesome! Assure them they made the right decision the moment they enter the door. The customer’s front desk experience makes a significant contribution to sealing the deal. Apprehensive or skeptical prospects can easily be converted to loyal customers at this critical touch point.
The entrance should be clean, open and inviting. A genuinely friendly staff member should greet the visitor. Potential clients also feel more confident when the staff at the front desk is knowledgeable and full of positive energy.
Stay Connected
Sixty-seven percent of people with gym memberships never use them. Where was the disconnect between signing up and returning to workout? People have to be inspired, then re-inspired and reminded again. Staying connected is an imperative component of champion customer care.
Engaging in social media is more than a trend — it is a good business decision. Social media gives you an opportunity to converse with your members and remain a visible element in their lives. On day one provide a way for new clients to like your Facebook page, follow your tweets, and subscribe to your blog. Trainers and instructors can give weekly tips and personal stories of inspiration. Furthermore, it is an opportunity to stand out as an expert in the industry.
Major in the Minors
Billing and collections is often viewed as the “Big Bad Wolf” of a membership-based businesses. The way financial issues are handled can make the determination between you and your customers living happily ever after, or ending tragically. Conversations about money must be handled delicately and with class.
Whether you handle financial services in-house or choose to outsource, top-notch customer service is required. Contract details can be lost in translation with an overly zealous new member who is eager to change their lives at your gym. Be patient and understanding. Handle grievances with courtesy and compassion.
Customers are the lifeline of your businesses. Maintaining constant contact is the best way to express superlative care.
Terrell McTyer is the Marketing Monster of Affiliated Acceptance Corporation. He can be contacted at 573-374-9970, or by email at Terrell.McTyer@Affiliated.org.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
Great article and it’s so very true. Social Media is no longer just a “buzz word”…It’s a necessity…But totally useless if the first impression upon entering your facility is negative.
Very good article. These things should be second nature to anyone that deals with the public and wants to continue having a business.
I think you’ve hit all the important factors! I choose who I give my business to just as you describe. The ones that keep my business are the ones that do it ALL right. Staying in touch is huge. Email me or text me or Facebook me with something relevant and something of value and you’ll stay top of mind with me. Win win!