Customer experience has been ranked as the most important strategic objective for clubs and studios in 2019 and the reason is simple; the competition is tough and the companies that focus on customer/member experience reduce churn and increase revenues – leading to higher profits! For many, customer service and customer experience are seemingly interchangeable. Yet, one is a single touch point with a brand, while the other impacts feelings and emotion, and encompasses the entire customer journey.
Customer experience (CX) is defined by interactions between a customer and an organization throughout their business relationship. CX is an integral part of customer relationship management (CRM) and if this experience is positive they will become a loyal and repeat customer. They will also tell their friends about the experience.
Customer service is only one aspect of the entire customer experience. Customer service can be simply calling the club to make a massage reservation. One step in the entire customer service journey – this is how they are different.
The customer experience in the industry has changed dramatically – it’s more than person-to-person service and thanks to technology, companies can connect with their customers in new and exciting ways both inside and outside of the club.
For example, using CRM software, you can view customer purchase history, results, usage that will enable you to predict future needs even before the customer knows they need it. Having the ability to predict a future need will let you be proactive and attentive – what to sell them, targeted email programs and a real 360 degree view of the customer.
Customer expectations are rising, and faster than the speed that companies can improve their customer experience. Customers expect every interaction as the best experience they have with any company – not just yours!
So, the question remains, how can your organization create a better customer experience?
1. Understand where you have gaps.
• create a customer experience survey
• engage in a mystery shopping program
• develop a vision and set of values around CX
2. Understand who your customers are
• create customer personas
• use these as training tools for your team
• develop different experiences for different customers
3. Create a customer experience journey for all these members
• walk through and create the ideal customer experience for all aspects of the club
• develop a distinct white glove experience for all processes in your club
4. Create an emotional connection with your customers
• really think about how you say thinks more than what you say
• more than 50% of the customer experience is based on emotion
• customers will be loyal because they remember how they feel when they use a product or service
• a business that optimizes for an emotional connection outperforms competitors by 85% in sales growth (Journal of Consumer Research)
5. Capture customer feedback in real time
• via emails and phone calls and surveys.
• how did we do?
6. Measure the ROI from delivering great customer experience
• are we getting results?
• Many clubs use “Net Promoter Score” NPS which collects valuable information by asking a single straightforward question
• “Would you recommend this company to a friend or a relative?”
Competition is everywhere. Members have options. Customer expectations are higher than ever and word travels fast. And as the customer becomes even more empowered, it increases the importance of the customer service experience.
Customer experience is an area that needs constant nurturing and care and with a greater focus on customer experience strategy, companies will realize a positive impact on customer loyalty, higher retention and increased revenues.
Mill Pond Publishing Inc.
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