The 4 types of Customer personas and retention strategies
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The document discusses various topics related to customer excellence in the fitness industry. It covers 4 types of customers based on motivation and experience levels. It also discusses the 4 member killers, 5 key marketing questions, and 3 levels of service excellence. Additionally, it provides information on developing comprehensive programming, using technology for communication and booking, creating a 12-week planning cycle, and the 10 rules of success which include starting with the end in mind and establishing goals, motivating members, supporting new customers, and embracing technology.
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The 4 types of Customer personas and retention strategies
- 3. The 4 types of Customer High Low Self motivation 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
- 4. The 4 Member Killers: Lack of interaction Failure to integrate Lack of motivation Failure to achieve
- 5. 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 ?
- 6. The 3 Levels of Service Excellence •Consistent • Intentional •Non differentiated • Non Valuable Level Two Predictable Experience • Consistent • Differentiated • Valuable • Inconsistent • Unintentional Level three Branded Experience Level One Random Experience Customer EXCELLENCE
- 8. The 4 types of Customer High Low Self motivation 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
- 9. Social Media Email Video Testimonial Trial Experiences Referral obsession 4 & 6 week trials Group presentations Prospecting
- 12. Does it really work ? • Measure the differences.. • Inch loss • Weight loss • Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
- 13. Presentation ( tour) • Create visual presentations • Tell the story : motivate educate integrate
- 14. •Sell on service & quality •Price discounts commitment •Non contract memberships •Don’t give the joining fee away •Fairness & equality Price presentation
- 15. Close the sale Reduce the barrier to entry ...
- 16. • Money Back Guarentees (14 days ) • Transferable enrolment • Refundable Joining Fees • Book the first visit • Follow up the first visit Close the sale
- 17. • Thank you notes • Thank you emails • Book the first session • Book the first follow up call Finish Strong....
- 19. • Lead generation tactics • Developments to the fitness services offering • Monthly Member & Guest day content • Club events • Enrolment days for group activity sessions • Communications timetable & Staff meetings What to plan?
- 20. 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
- 22. Developing a Comprehensive Programming strategy Five Steps to Success 1. Define a purpose 2. Set a goal 3. Develop a promotional plan 4. Measure the result 5. Promote a follow up Programme***
- 23. The wheel of Logical Progression Fun Improvement Achievement Involvement InstructionIntroduction
- 24. Programmes*** • Foundation • Rituals • Lessons • Clinics • Contests • Classes • Seminars • Tournaments • Events • Leagues
- 25. What could people want ? • Gym rituals- Abs on the hour • New members follow up programmes • Progressive Programme system • Heart rate training (controlled programmes) • Volitional failure resistance programmes • Individual & Group training opportunities
- 26. • Specialist Group Programmes • Physical Assessments • Personal Progress Measurement Tracking • Nutrition Analysis • Member & Guest Days • Specific 6 weeks Programmes What could people want ?
- 27. • Fitness Education • Group Holidays • Internal Challenges • External Challenges • Activity Groups • At home services • Corporate Wellness Programme What could people want ?
- 28. • Mentoring schemes • Fitness team accountability • Member & Guest days • Comprehensive educational journey Ongoing Support
- 29. 1. Communication 2. Responsibility 3. Recognition 4. Sociability 5. Commitment 6. Diversification 7. Progression 8. Promotion 9. Reliability 10. Accountability 10 keys to Retention
- 32. • Customer Relationship Mgt system • Online booking portal • Email & SMS Communicate !
- 34. Service Presentation • Create visual presentations • Tell the story : motivate educate integrate
- 47. X 2
- 49. X 2
- 51. To finish ... The 10 Rules of Success
- 52. RULE 1 Start with the end in mind - Build the story
- 53. RULE 2 Aim at a target
- 54. The 4 types of Customer High Low Self motivation 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
- 56. Does it really work ? • Measure the differences.. • Inch loss • Weight loss • Fitness tests • Heart rate reaction • Reps & weights • Usage • Challenges
- 57. RULE 4 Support the new guys
- 58. RULE 5 Establish 12 week Planning windows
- 59. 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
- 61. • Customer Relationship Mgt system • Online booking portal • Email & SMS Communicate !
- 64. RULE 9 Relook at your functional roles
- 66. RULE 10 Motivate the team
- 67. • Join FREE Business Innovation Network for Health & Fitness, Sports, Leisure on LinkedIn • Ask for FREE demos of any of the Digital Platforms • FREE no risk Income share Trial of TrimBelly Actions