The Importance Of Staying In Touch With Members August 1, 2019 •
Staying in touch with gym members has a significant impact on retention, and excellent communication can strengthen customer relationships, compliment marketing efforts, and boost your brand.
Every successful business is driven to grow, expand, and become more profitable, and gyms are no exception. However, retaining members is one of the biggest challenges they must face and an obstacle which can cause significant problems when trying to achieve such an aim.
Because of this, when each new member comes on board, this should set in motion a long-term plan to ensure that their needs and expectations and observed and met to secure their continued custom. Many factors that affect customer satisfaction and can change a customer from satisfied and motivated to upset and at risk of ending their membership. Communication is one of the most important.
Communication – a key driver in keeping member retention high
More often than not, it is down to poor communication. If you do not make an effort to connect with customers, it is easy for them to forget about you. For gyms, this plays out slightly differently, but the principle is the same. If a person joins the gym and over time begins to attend workout sessions and classes less and less, without communication from the gym, it is easy for them to continue to lose motivation, until they eventually forget about it altogether.
This can be true of both face to face and other types of communication. A member who receives a warm welcome from a receptionist who knows them by name is more likely to feel valued and as though their experience is personalised than one who does not. Similarly, a member who receives an email or social media notification with motivational content or discounts and offers for new classes may be inspired to start working out more regularly again.
This means that operators could be missing a trick if they aren’t putting out regular forms of content via different communication platforms to not only strengthen their connection with existing customers but reach out to new ones too.
Building a relationship
Building relationships with customers on an individual level is essential. If customers feel a connection to the brand, if they feel a sense of community, of belonging, as though they are treated like dear friends, they’ll turn into customers for life. Customers are bombarded with choices, and your gym members are likely to have their heads turned by other gyms marketing efforts. By staying in touch with your members and continuing to build a relationship with them, even if a rival offer is tempting, they’ll be more likely to remain loyal to you.
Advances in technology mean there is no excuse for gym owners not to have a strategy in place that identifies how each member likes to be communicated with, what kinds of things they want to hear about, and ensure that they are fed such communications regularly.
Anticipating customer needs
The better you stay in touch and communicate with your customers, the more you will get to know them, and in doing so will be able to anticipate their needs, desires, challenges, and problems and address all of these accordingly. Regular communication gives you data to work with. If you aren’t sure how a customer feels about your service, ask them. You can measure whether emails are opened, whether responses are made, whether members subscribe to email lists, whether they like or share your social media posts, whether they take advantage of offers, refer friends, complete surveys, answer questions. All this data can feed your retention strategy and help to build a better customer experience on a uniquely personal level.
Winning back at-risk members through excellent communication
Keeping in touch with members also helps you to identify those who are at-risk, and can even help you win back members who have set in motion cancelling their contract.
Through smart communication, you can find out why customers want to leave, identify warning signs that make customers at-risk of leaving and make relevant offers to help dissuade them from doing so. Offers such as putting their membership on hold if they go travelling or can’t afford it, or taking any complaints or points of dissatisfaction on board and explaining precisely when these issues will be resolved could help to turn an at-risk member into one who feels appreciated and satisfied and loyal to your brand.
Gyms should not bargain on customer loyalty, instead, they need to focus on building and nurturing relationships through personalised, targeted communication. By creating a communication strategy that is triggered as soon as a member joins the gym, owners can not only begin to capture data about that customer from the outset but also start to forge a robust and lasting connection with them that will leave the customer feeling satisfied, valued and appreciated. Staying in touch with customers leads to a mutually beneficial relationship where gyms can benefit from a cohort of loyal members and a foundation of revenue that is predictable and secure from which they can continue to grow.
Looking for a smart, AI-powered tool to help you better communicate with your customers and keep retention rates high? Keepme can help. Book a demo to see how today.