While we all understand that we need to focus on member retention, commonly, the traditional approaches often focus on short-term solutions. But, we need to dig deeper to address the problem. What if we reframe retention as “giving members a reason to stay at your club?” That is, what if we adopted a proactive, rather than a reactive, approach to retention?
One of the strategic ways a business can deliver on positive member retention goals is to adopt the following “3 C’s” approach to retention – culture, connectivity and community.
Culture: Create a quality culture in your business. A quality culture ensures that members’ needs are at the heart of your business through delivering and adding value. Differentiate your business by offering relevant, innovative programs that meet and exceed your members’ expectations, delivered through high levels of customer service. In this competitive environment, members are looking to receive value for their investment.
Connectivity: Focus on ensuring there are member-to-member connections, and staff-to-member connections. To make this happen, you need to first start at the hiring stage. That is, make sure you are hiring for a positive attitude and an engaging personality. Also, provide regular opportunities for members to engage with each other through in-club social events.
Community: Build your member community by creating a sense of belonging for your members. Members who feel part of your community not only stay longer as members, but they are great referral advocates for your business. Outside of the walls of your business, leverage opportunities to participate in local community events as a team, and engage your members in special events. For example, have your team wear a t-shirt with your business logo. This is a perfect way for members to feel a sense of community and pride in your business (and a great marketing opportunity for very little cost).
Kristen Green is the executive manager at AquaFit. For more information email kgreen@aquafit.com.au.
