Online Consumer Insight Into the UK Health Club Experience

64
1 Online consumer insight into the UK health club experience Ray Algar (MBA) Oxygen Consulting, London IHRSA March 2009

Transcript of Online Consumer Insight Into the UK Health Club Experience

Page 1: Online Consumer Insight Into the UK Health Club Experience

1

Online consumer insight into the UK health club experienceRay Algar (MBA)

Oxygen Consulting, LondonIHRSA March 2009

Page 2: Online Consumer Insight Into the UK Health Club Experience

2Before the web

Page 3: Online Consumer Insight Into the UK Health Club Experience

3

Companies controlled the communications channel

Page 4: Online Consumer Insight Into the UK Health Club Experience

4

Companies used to just shout and interrupt consumers

News flowed one way

Page 5: Online Consumer Insight Into the UK Health Club Experience

5

Consumers found it difficult to be heard

Page 6: Online Consumer Insight Into the UK Health Club Experience

6

The web changed the rules

Page 7: Online Consumer Insight Into the UK Health Club Experience

8

Page 8: Online Consumer Insight Into the UK Health Club Experience

9

Printing press for everyone

Page 9: Online Consumer Insight Into the UK Health Club Experience

10

Page 10: Online Consumer Insight Into the UK Health Club Experience

11

Consumers now sharing wisdom

Page 11: Online Consumer Insight Into the UK Health Club Experience

12

What is the online conversation regarding the UK gym experience?

Page 12: Online Consumer Insight Into the UK Health Club Experience

13

What aspects of the gym experience do consumers like?

Page 13: Online Consumer Insight Into the UK Health Club Experience

14

…and dislike

Page 14: Online Consumer Insight Into the UK Health Club Experience

15

Page 15: Online Consumer Insight Into the UK Health Club Experience

16

Identified websites where consumers post opinion

Page 16: Online Consumer Insight Into the UK Health Club Experience

17

Gym experience boiled down into four categories

Page 17: Online Consumer Insight Into the UK Health Club Experience

18

Brand

Page 18: Online Consumer Insight Into the UK Health Club Experience

19Facilities

Page 19: Online Consumer Insight Into the UK Health Club Experience

20

Membership factors

Page 20: Online Consumer Insight Into the UK Health Club Experience

21Service experience

Page 21: Online Consumer Insight Into the UK Health Club Experience

22

Then into 41 tangible and intangible attributes

Page 22: Online Consumer Insight Into the UK Health Club Experience

23Opinion then analysed

Page 23: Online Consumer Insight Into the UK Health Club Experience

24

“Great range of facilities, staff really friendly and helpful. I would thoroughly recommend it”

Page 24: Online Consumer Insight Into the UK Health Club Experience

25

“Management team extremely poor. They only have their own interests at heart and do not support the members”

Page 25: Online Consumer Insight Into the UK Health Club Experience

26

Page 26: Online Consumer Insight Into the UK Health Club Experience

27

The ‘tangible’ proposition delivers ‘wow’

Page 27: Online Consumer Insight Into the UK Health Club Experience

28

Page 28: Online Consumer Insight Into the UK Health Club Experience

29

Page 29: Online Consumer Insight Into the UK Health Club Experience

30

Page 30: Online Consumer Insight Into the UK Health Club Experience

31

Page 31: Online Consumer Insight Into the UK Health Club Experience

32

The intangible proposition often disappoints

Page 32: Online Consumer Insight Into the UK Health Club Experience

33

Page 33: Online Consumer Insight Into the UK Health Club Experience

34

Page 34: Online Consumer Insight Into the UK Health Club Experience

35

Page 35: Online Consumer Insight Into the UK Health Club Experience

36

Positive opinion

Negative opinion

Current/

Past

Members

40% 60%

Page 36: Online Consumer Insight Into the UK Health Club Experience

37

Positive opinion

Negative opinion

Current

members

50% 50%

Page 37: Online Consumer Insight Into the UK Health Club Experience

38

Positive opinion

Negative opinion

Past members

17% 83%

Page 38: Online Consumer Insight Into the UK Health Club Experience

39Do clubs care?

Page 39: Online Consumer Insight Into the UK Health Club Experience

40

Yes, during the tour

Page 40: Online Consumer Insight Into the UK Health Club Experience

41

“the best salesman ever”

Page 41: Online Consumer Insight Into the UK Health Club Experience

42

“Cup of coffee bought for me and all the trimmings”

Page 42: Online Consumer Insight Into the UK Health Club Experience

43

“I remember how friendly the sales lady was”

Page 43: Online Consumer Insight Into the UK Health Club Experience

44

…but after the honeymoon period

Page 44: Online Consumer Insight Into the UK Health Club Experience

45

“Once I had joined, she (sales staff) would blank me when I said hi”

Page 45: Online Consumer Insight Into the UK Health Club Experience

46Read this before you sign

Page 46: Online Consumer Insight Into the UK Health Club Experience

47

“I was not aware of the 12-month commitment period until I tried to cancel”

Page 47: Online Consumer Insight Into the UK Health Club Experience

49

“Customer care is non-existent. They only care about money”

Page 48: Online Consumer Insight Into the UK Health Club Experience

50

“After the initial session, they have never checked my circumstances in my two years of membership”

Page 49: Online Consumer Insight Into the UK Health Club Experience

51

“I had to chase for an induction session which took over a month to arrange”

Page 50: Online Consumer Insight Into the UK Health Club Experience

52

Would they recommend to a friend?

Page 51: Online Consumer Insight Into the UK Health Club Experience

54

Page 52: Online Consumer Insight Into the UK Health Club Experience

55

Page 53: Online Consumer Insight Into the UK Health Club Experience

56

317 reviews (6 chains)10% promoter rate

Page 54: Online Consumer Insight Into the UK Health Club Experience

57

22% highest chain

Page 55: Online Consumer Insight Into the UK Health Club Experience

58

7% lowest chain

Page 56: Online Consumer Insight Into the UK Health Club Experience

59

So what are the

key insights?

Page 57: Online Consumer Insight Into the UK Health Club Experience

60

Very little positive word

of mouth

Page 58: Online Consumer Insight Into the UK Health Club Experience

61

Staff and member interactions unpredictable

Page 59: Online Consumer Insight Into the UK Health Club Experience

62

Self-service proposition

Page 60: Online Consumer Insight Into the UK Health Club Experience

63

Frustration with inflexible membership contracts

Page 61: Online Consumer Insight Into the UK Health Club Experience

64

Exercise ‘aimless’

Page 62: Online Consumer Insight Into the UK Health Club Experience

65

Poor measurementof outcomes

Page 63: Online Consumer Insight Into the UK Health Club Experience

66

Not a sticky experience!

Page 64: Online Consumer Insight Into the UK Health Club Experience

67

Questions