Shaping up Your CX - Medallia · • Cleanliness - Locker rooms and general cleanliness = higher...
Transcript of Shaping up Your CX - Medallia · • Cleanliness - Locker rooms and general cleanliness = higher...
Medallia © Copyright 2017.
Shaping up Your CXThe US Fitness CX Workout Plan
Medallia © Copyright 2017.
It Takes All of Us | 43 clubs across 3 markets
DC,MD,VA COASTAL VA ATLANTA, GA
Medallia © Copyright 2017.
Promoters spent $281 compared to detractors $132 annually
on personal training
34% of detractors canceled within 12 months compared to 21% of promoters
70% of members scoring a 1 on LTC canceled within one year while only 20% of those scoring 10 canceled
0%
20%
40%
60%
80%
100%
1 2 3 4-6 7-9 10-12 13+
Retention Rate by Tenure
Medallia © Copyright 2017.
The US Fitness CX Workout Plan A Simple Workout Can Be VERY Hard
SET #1 - Technology & EmpowermentSET #2 - Taking ActionSET #3 - Energize For Engagement SET #4 - Accountability & Results
Medallia © Copyright 2017.
Set #1Technology & Empowerment
Medallia © Copyright 2017.
• Partnered with MXM- The “WHY”- Sample surveys to teams
• Buy In!• The Champion(s)• First Thing…Get GREAT at responding• MX in EVERY conversation
- Daily huddles - Sales calls- SR Leaders
• Practice, practice, practice• Educate, train, repeat
- Monthly webinars, MXM training, coaching
Rollout!
Medallia © Copyright 2017.
Bumps & Bruises• New responsibility• Feedback is not always fun- Take it professional AND
personally• Perception vs Reality- The customer’s perception IS
their reality- Willingness to take ownership
of perception
Medallia © Copyright 2017.
OUCH!!
Medallia © Copyright 2017.
Set #2Taking Action
Medallia © Copyright 2017.
Close The Loop & Take Action• Create relationships- We THOUGHT we know all our
members and what they wanted…
• Opportunities for improvement - Cleanliness- Friendliness- Equipment & Technology
Medallia © Copyright 2017.
Focus On Operations
• Cleanliness- Locker rooms and general cleanliness
= higher NPS
• Actions - Schedules match usage patterns- TRAIN – TRAIN – TRAIN:
• Cleaning cards• Videos• Partnered with vendors (SFreedman & Sons
and P&G)
Medallia © Copyright 2017.
LeveragePromoters • 2X on Personal Training! - Map the process- Improve the transition- Thank you email! (51% open)- Training
Medallia © Copyright 2017.
• New responsibility• Feedback is not always fun- Take it professional AND
personally• Perception vs Reality- The customer’s perception IS
their reality- Willingness to take ownership
of perception
Friendliness • The Right People• Focus On Member Experience- Recruitment- Interviews- On Boarding - Training
Medallia © Copyright 2017.
Set #3Energize for Engagement
Medallia © Copyright 2017.
• Goal Boards & Praise Walls - High Impact Areas–Front Desk, Group Exercise- Fun Competitions
• Expand CLF Teams• New Hire On Boarding–What’s a 10? - What is MY role?!?!
• GM Communication–emails, blogs, newsletter
• Rewards & Recognition–Get creative!
Engage Frontline Teams
Medallia © Copyright 2017.
Medallia © Copyright 2017.
Medallia © Copyright 2017.
Any other thoughts, suggestions or issues?
• I have been very pleased with the club. Ayana, Kelly and Shirley have been wonderful to see when I come in.
• Michael, Dee F, Katie H and Michelle are amazing Spin instructors. Wish there were more times available but I will take what I can get!
Team Recognition–Thank You!
Medallia © Copyright 2017.
“I may not look like it but I’m damn happy. ”
Medallia © Copyright 2017.
Set #4Accountability & Results
Medallia © Copyright 2017.
What Is All This Data? • Industry Benchmarking• Club Audits • Dashboard & Data - Demographics- Male vs. Female- Reports
Medallia © Copyright 2017.
Compared to all US Fitness Clubs
Compared to all 300 MXM Clubs
Medallia © Copyright 2017.
Sample:• August drop in NPS for female members• September drop in NPS for male members
NPS by Gender (Last 6 Months)
Medallia © Copyright 2017.
18-24 25-34 55-44 45-54 55-64 65+
18-24 25-34 55-44 45-54 55-64 65+
28 166 192 305 384 356
95 337 330 390 379144
0
250
500
0
250
500
Number of Completed Surveys
Number of Completed Surveys
Sample Size by Age Group (Last 13 Months)
Sample Size by Age Group (Last 13 Months)
Medallia © Copyright 2017.
9.2
9.1
9
8.9
8.8
8.7
8.6
8.5
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Quarters
Overall Staff Friendliness Front Desk Staff
Medallia © Copyright 2017.
8.7
8.6
8.5
8.4
8.3
8.2
8.1
8
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Quarters
Equipment Condition Gym/Club Cleanliness
Medallia © Copyright 2017.
55
50
45
40
35
30
25
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Quarters
Likelihood to Recommend
Medallia © Copyright 2017.
Accountability & Incentives• Focus on high impact departments
• Awards Annually for the club
• Changes and Innovations - Cleaning Team Schedule- Connect to Fitness Team- Thanking members for participating
• Home Office Goal Board - Back of the House line of sight to the Member Experience
Medallia © Copyright 2017.
• NPS has DOUBLED in 2 years–Increase of 25 Points • Reduced Attrition 2.2 % 2015 to 2016 • Increased PT Revenue• 13% per month top performer• Talent Acquisition–Focus on CX• Team Pride–Priceless
Results
Medallia © Copyright 2017.
Questions?