23 Nov 2017 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Health Club Management issue 11, 2017 is now out!

Blogs:

Health Club Management bloggers:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Ian Taylor
CEO,
SkillsActive

Gareth Edwards
Director of Education,
Springboard

John Goodbody
Sports Journalist

Peter Ducker
Chief executive,
Institute of Hospitality

Suki Kalirai
Interim CEO,
SkillsActive

Sam Coulstock
Customer Relationship Director,
Springboard

Leah De Silva
Business development director,
Springboard

Peter Moody
Partner,
Brook Street des Roches LLP

David Stalker
CEO,
ukactive

Charles Wilford
Co-Head, Leisure Team,
Gerald Eve

The power of positivity

30 Jun 2015
by Kate Cracknell, editor-at-large, Health Club Management
Understanding how to harness positive feedback represents a chance for operators to exceed expectations at every turn

When it comes to member feedback, clubs have a great opportunity to move beyond simply responding to the negative – addressing the causes of complaints – and into fully maximising the value of positive comments. Operators that understand how to harness the power of such feedback can take a step on from merely meeting expectations, instead exceeding them at every turn.

There’s a two-pronged opportunity here: mining positive feedback for insights to improve your offering, and using it in your marketing to enhance your reputation.

A number of operators already use Net Promoter Score (NPS) as the basis for decision-making; data from Xercise4Less proves that a business can be transformed as a result (see Health Club Management 2015 issue 7 p38). But at the moment, most clubs still focus on negative feedback – improving the business by removing causes for complaint – rather than using positive feedback as a springboard to even greater things.

However, as IT systems become smarter, clubs can make a gear change. For example, by analysing what advocates are saying about them, operators can identify winning themes around which to build unrivalled clubs.

Dr Melvyn Hillsdon spoke about this sort of approach at May’s Retention Convention. He suggested clubs ask members to rate the ‘enjoyability’ of their experience – and that they then model this data, understand what people enjoy most, and create even more of these experiences. The end result: a club that keeps members happy, and draws in many more, because it’s full of all the things people have specifically told you they like.

Clubs can take inspiration from an ongoing London School of Economics initiative called Mappiness (mappiness.org.uk). This study uses the GPS in phones, with people beeped randomly and asked to report how happy they are at that moment, wherever they are; this data is then mapped. A particular focus is on quantifying how people’s feelings are affected by their environment – primarily green space, but also air pollution and noise. Characteristics of ‘happy’ locations are drawn out and could be used to ensure new developments are designed as places people will happily spend time.

Why shouldn’t health clubs do similar, finding out which parts of their offering people are most enthusiastic about and using this knowledge to create an unbeatable club?

And of course positive feedback has currency outside your walls too: there’s nothing more persuasive than the endorsement of a brand fan. Data from retention software solution Listen360 suggests 20 per cent of a club’s advocates will share their feedback on social media if asked. But clubs shouldn’t stop there in steering public perception of their brands, instead taking it up a notch with broader reputation management – not just placing testimonials on review sites and social media, but extracting insights from positive feedback that can be used to create a glowing vibe around their brands in all manner of public spaces.

It’s time to ‘think positive’, using advocates’ feedback to enhance our brands and offering in and outside our clubs.



Tags: Health Club Management  health & fitness 

Share this story
Connect with Health Club Management
Follow us:
Magazine:
Download PDF
View Turning Pages
 
Sign up:
Instant Alerts
Ezine
Print edition

Comments (0) Be the first to comment!

You must be logged in to comment.   Login | Register


Not registered? Click here to register

Recent posts by Kate Cracknell


View more posts by Kate Cracknell

Connect with healthclubmanagement.co.uk

       

Latest tweets from healthclubmanagement.co.uk

Latest jobs from healthclubmanagement.co.uk

Gymnastic Coach

Company: Everyone Active, Salary: Competitive, Location: Staines-upon-Thames, United Kingdom

Lifeguards

Company: Everyone Active, Salary: Competitive salary, Location: Staines-upon-Thames

Health and Fitness Coach

Company: New Forest District Council, Salary: Competitive, Location: New Forest District, United Kingdom

Fitness Motivator

Company: Everyone Active, Salary: Competitive rate of pay, Location: Shipston-on-Stour, United Kingdom

Leisure Assistant (Lifeguard) - Wembley

Company: GLL, Salary: Up to £9.75 an hour, Location: Wembley, United Kingdom

Crew Member / Fitness Instructor

Company: fit4less, Salary: Competitive, Location: Portsmouth, United Kingdom

Personal Trainers

Company: Everyone Active, Salary: Self-employed, Location: Hornchurch, United Kingdom

Personal Trainer - Paid Hours

Company: energie group, Salary: £7.50 P/HR, Location: East, London, United Kingdom

Sports Centre Co-Ordinator

Company: Epsom College, Salary: £16,000 to £17,500 pa, depending on skills and experience, Location: Epsom, Surrey, United Kingdom

Personal trainers

Company: Everyone Active, Salary: Self Employed, Location: Soho, London

Personal Trainers / Class Instructor

Company: Finesse Corporate, Salary: Days £15 hour / Nights £20 hour, Location: Watford, United Kingdom

Fitness Instructor

Company: Legacy Leisure, Salary: Competitive, Location: Newbury, United Kingdom

Sway Dance Co-ordinator

Company: Legacy Leisure, Salary: Competitive, Location: Windsor, United Kingdom

Duty Manager

Company: Everyone Active, Salary: Competitive Salary, Location: Nuneaton, United Kingdom

Personal Trainer

Company: fit4less, Salary: Competitive, Location: Canterbury, United Kingdom

Train as a Les Mills Instructor

Company: Les Mills, Salary: , Location: Nationwide, United Kingdon

Personal Trainer - Employed

Company: Xercise4Less, Salary: Realistic OTE of £30,000, Location: Nationwide, United Kingdom

Personal Trainers

Company: Matt Roberts Personal Training Company, Salary: £25 – 30k+, Location: London, United Kingdom

Leisure Operations Apprentice

Company: Hertfordshire Sports Village, Salary: £10,105 - £12,485, Location: Hatfield, United Kingdom

Personal Trainer

Company: Hertfordshire Sports Village, Salary: Competitive, Location: Hatfield, United Kingdom

The Leisure Media Company, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ.
Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 |
About us | © Cybertrek Ltd