It’s no secret that customers are looking for the most convenient, easy, and cost-effective solution to whatever problem they are trying to solve.
This often means that if your customer needs to jump through several hoops – whether that be needing to use several different websites to manage one membership, wait for admin-heavy processes, or search for the service they want – then the result can be a drop-off at point of sale and beyond.
Simply put, a clunky member experience can lead to lower sales and lower member retention, both of which threaten any business’s bottom line.
Because of this, customer experience (including customer engagement and customer service) has become a huge focus for many businesses. In fact, one survey showed that 43% of small businesses cited improving customer experience and member retention as key strategies for revenue growth.
Why you should be streamlining your member experience.
A study conducted by Forbes found that not only would “58% of customers will pay more for better customer service” but that “70% of customers would pay more if they knew they would receive a convenient experience.”
This shows the importance of investing wisely in ways that will improve your business’s customer experience.
Streamlining your processes will attract new customers who are willing to pay for the convenience and will also help you to retain existing customers or members.
3 Top Tips on how to streamline your member experience.
There is no one-size-fits-all approach to streamlining and improving your member’s experience. What may work for one leisure facility might not for another. Therefore, here are our top tips to take into consideration when planning and implementing your member’s experience.
1. Utilise data analytics to make informed decisions.
The first step is to understand the needs and wants of your members. Using data analytics and deploying a survey can be fruitful ways to collect feedback and understand how to improve the member experience of your leisure site.
This will give you a good picture of what is working or what is not working and where you can make improvements.
2. Don’t be afraid to make big changes to your customer experience
Sometimes, streamlining the member experience means rebuilding your member services. This could include investing in an online membership portal, a debt management system, or a document hub, all of which require a bit of investment in terms of time and money.
Although this may seem daunting, making these changes has been shown to benefit your bottom line greatly.
3. Ensure your joining and renewal process is simple.
A straightforward sign-up process enhances the user experience by reducing frustration and friction. Potential members are more likely to complete the registration process if it is quick and intuitive, leading to higher conversion rates. To ensure everything runs seamlessly, carefully evaluate your joining and renewal process, and ensure that you are:
- Clearly explaining membership benefits.
- Ensuring it takes minimal time and effort to join or renew.
- Keeping members engaged throughout the process.
- Communicating through appropriate channels to reach your members effectively.
- Utilising a multi-channel strategy for enhanced outreach.
- Expressing gratitude to members upon joining and renewal.
Additionally, consider leveraging membership management software to streamline and automate the joining and renewal process and in turn promotes the following:
Accessibility: A simple joining process makes it easier for a wider range of people to become members, including those who may be less tech-savvy. This inclusivity can help you attract and retain members from diverse backgrounds.
Time Efficiency: Simplifying the joining process saves both you and your customers time. It reduces the need for manual data entry, eliminates unnecessary steps, and speeds up the overall registration process.
Reduced Abandonment: A complex or cumbersome registration process can lead to abandoned sign-ups. By keeping it simple, you minimise the risk of potential members giving up halfway through due to frustration or confusion.
Positive First Impression: The joining process is often the first interaction a potential member has with your facility. A smooth and hassle-free experience creates a positive first impression, setting the tone for their relationship with your business.
Competitive Advantage: In today’s competitive landscape, offering a simple and efficient membership joining process can set you apart from other leisure facilities. It demonstrates that you prioritize customer convenience and satisfaction, which can attract more members and help you stay ahead of the competition.
Overall, a simple membership joining process is crucial for attracting and retaining members, enhancing customer satisfaction, and ultimately driving the success of your leisure facility.
H2-How Xn can help you improve you customer experience.
If you’re worried about investing in several different systems to streamline your member experience, you may want to consider Xn leisure management system.
Leisure Hub is an industry-first cloud-based solution that aims to combine several technologies into one simple to use platform.
Combining booking, membership joining, renewals, payments, debt management, marketing preferences, document management, green online receipts, and data protection functionality, the Leisure Hub application allows users to interact with their gym or leisure provider through only one consistent, familiar interface.
This means that your members don’t need to visit multiple tabs or websites to manage their membership, saving them time and effort and increasing your retention rates.
The very first totally unified solution in the leisure market, this innovative piece of software drastically improves customer service and reduces administration costs and time.
With admin staff freed up, they can assist on gym floors, leisure facilities, and with their local communities. This gives operators the opportunity to target staff resources around areas of biggest retention and to engage with their members on a deeper level.
Furthermore, Leisure Hub provides an excellent return on investment, delivering value for money through improved quality of service, coordination of facilities, and the ability to integrate with other corporate systems.
Early adopters of Leisure Hub have also reported a 30% increase in online revenues and higher joining and booking self service levels.
If you’re looking to streamline your customer experience journey, get in touch with our team today to find out how Xn can help.
