CreatingV.I.P Member Service Options

Duncan GreenDirector

The 3 Levels of Service Excellence

•Consistent• Intentional•Non differentiated• Non Valuable

Level TwoPredictable Experience

• Consistent• Differentiated• Valuable

• Inconsistent• Unintentional

Level threeBranded Experience

Level OneRandom Experience

Customer EXCELLENCE

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

The 4 Member Killers:

Lack of interaction

Failure to integrate

Lack of motivation

Failure to achieve

The 4 types of Customer

High

Low

Sel

f m

oti

vati

on

Fitness club experience

High

32

41

• High self -motivation

• Low experience

• High self - motivation

• High experience

• Low self -motivation

• Low experience

• Low self -motivation

• High experience

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

The 5 key questions that MUST be answered in the marketing process

1. Am I healthy enough to take part?

2. Will I fit in ?

3. Will you make me look stupid ?

4. Will I stick it out and get results

5. Do you deliver results ?

Does it really work ?

• Measure the differences..• Inch loss• Weight loss• Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges

Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations

Prospecting

7 Step Process 1. Greeting2. Qualification3. Tour / Presentation

7 Step Process ( pt 2 )4. Price presentation5. Close 6. Ask for referrals7. Ongoing Support

• Money Back Guarentees (14 days )

• Transferable enrolments & annual memberships

Close the sale

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

Cash Generators

The 2 year V.I.P Membership

Active Leisure Card Membership

The keys to success

Definable system of promotion, customer collisions ,sales and follow up.

Staff who LIKE TO communicate and staff who can deliver exercise programmes

Comprehensive CRM system

Integrated Online booking,email,sms ,video and landing pages

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

The wheel of Logical

Progression

Fun

Improvement Achievement

Involvement

InstructionIntroduction

What could people want ?

• Gym rituals- Abs on the hour

• New members follow up programmes

• Specialist Programme Advisors

• Heart rate training (controlled programmes)

• Volitional failure resistance programmes

• Group training (weekly)

• Group Programmes

• Physical Assessment

• Personal Progress Tracking

• Progressive Programme Cards

• Nutrition Analysis

• Chances to bring friends & family

• Specific 6 weeks Programmes

What could people want ?

• Fitness Education

• Group Holidays

• Internal Challenges

• External Challenges

• Activity Groups

• At home services

• Corporate Wellness Programme

What could people want ?

1. Define a purpose 2. Set a goal 3. Develop a promotional plan4. Measure the result 5. Promote a follow up programme

5 Steps to Programming Success

1. Member trains 1-2 times per week 2. Takes part in a weekly programme3. Forms relationships with other

members 4. Uses the club at similar times each

week5. Knows at least one staff member well

Successful Member Programming ..

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

StaffProgram Director

ExerciseInstructor

AdvancedSpecialists

MentorsProgramme

Leaders

Strength Nutrition Physio

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

• Cloud based CRM – Key !!• Landing pages and data capture• SMS broadcasting• Online booking & payment • Email marketing • Datacapture on social media• Google adwords Pay per Click • Facebook & Linked in advertising

Embrace technology

• Lead farming•Inform •Educate•Survey•Support •Celebrate•Instruct •Promote

Embrace email

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

Presentation

• Create visual presentations

• Tell the story :

• P.O.S , Re-programmes & Member Days

motivate educate integrate

CustomerEXCELLENCE

Management

Planning

Programme

Marketing

Resources Technology

Staff

Create 12 week planning periods

• January - March -

• April – June

• July – September

• October – December

Period Planning Finalise Brief Review

Jan – March

Oct Nov Dec Feb

April - June

Jan Feb March May

July - Sept

April May June Aug

Oct – Dec July August Sept Nov

The Momentum 12 week planning Cycle

• Lead generation tactics • The fitness services offering

• Guest day content

• Local events

• Enrollment days for group sessions

• Staff meetings

What to plan?

To finish ...The 10 Rules of

Success

RULE 1Communication

- Invite !

RULE 2 Responsibility

- Take accountability

The 4 types of Customer

High

Low

Sel

f m

oti

vati

on

Fitness club experience

High

32

41

• High self -motivation

• Low experience

• High self - motivation

• High experience

• Low self -motivation

• Low experience

• Low self -motivation

• High experience

RULE 3Recognition - Multi level

RULE 4Sociability

-Group is good !

RULE 5 Commitment

- Build a routine

RULE 6Diversification-Keep it varied

Create 12 week planning periods

• January - March -

• April – June

• July – September

• October – December

Period Planning Finalise Brief Review

Jan – March

Oct Nov Dec Feb

April - June

Jan Feb March May

July - Sept

April May June Aug

Oct – Dec July August Sept Nov

The Momentum 12 week planning Cycle

RULE 7Progression

-Keep it moving up

RULE 8Promotion

RULE 9Reliability

- Keep the basics the same

RULE 10Leadership