Shaping up Your CX - Medallia · • Cleanliness - Locker rooms and general cleanliness = higher...

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Shaping up Your CXThe US Fitness CX Workout Plan

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It Takes All of Us | 43 clubs across 3 markets

DC,MD,VA COASTAL VA ATLANTA, GA

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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

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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

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Set #1Technology & Empowerment

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• 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!

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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

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OUCH!!

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Set #2Taking Action

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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

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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)

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LeveragePromoters • 2X on Personal Training! - Map the process- Improve the transition- Thank you email! (51% open)- Training

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• 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

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Set #3Energize for Engagement

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• 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

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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!

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“I may not look like it but I’m damn happy. ”

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Set #4Accountability & Results

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What Is All This Data? • Industry Benchmarking• Club Audits • Dashboard & Data - Demographics- Male vs. Female- Reports

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Compared to all US Fitness Clubs

Compared to all 300 MXM Clubs

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Sample:• August drop in NPS for female members• September drop in NPS for male members

NPS by Gender (Last 6 Months)

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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)

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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

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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

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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

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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

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• 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

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Questions?