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Touch Points On The Customer Journey
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Touch Points On The Customer Journey
Phone up for prices
Visit gym
Application
Induction
Personal Programme
Internal Process
Application
Personal Programme
Phone up for prices
Induction
Visit gym
Membership sales
Aim: completed form & DD setup
Instructor:
Aim: Tailored personal programme, sell personal training
Instructor
Aim: Health & safety, book personal programme
Gym tour
Aim: fill in application & book induction
Reception takes call
Please call gym membership sales
Aim: book gym tour
Customer Thought Process
“Will I need to exercise today?”
“Do people seem friendly”
“Can I do pay as you go”?
“I hope they don’t weigh me!”
“I hope this doesn’t take too long”
“How long will I have
to sign up for?”
“Will I fit in?”
“Are they all fit?”
“Will they push me too hard?”
“I’m a little scared”
“What should I wear?”
Improvements & Key Learning
Customer Experience
Train all instructors to motivate and excite
Nice friendly instructor
Nice to see others don’t have
Didn’t like being watched by people in the gym
Very motivating instructor
Easy to follow personal plan
Tailored to my needs
- Book inductions when gym is quieter?
- Provide summary sheets after each induction & set expectations before
- Ensure inductions are with similar customers
Very friendly guy who gives the tour. Explains everything
Met a nice lady on the tour
Nice place and people are a similar shape to me.
- Direct number to sales
- Train sales to listen and respond to needs
- Train reception to take calls better and brief sales
- This is the first point of contact in the experience
- This could lead to many going elsewhere
- Reduce the form down to the basics
- Usability test the form
- Lighten up the language, add humour or light hearted feel?
- This step can set the tone for their experience if they feel its all very serious at this point they could lose sight of the benefits and excitement of joining a gym. The form should be an invisible step
- Select gym tour staff who have great people skills
- Match similar people to the gym tour times where possible
- Set up buddy system for new customers
- Another key stage in the process. If the gym feels stuffy or unfriendly we lose customers
Receptionist seems uninterested and passes me to a sales person
Have to explain myself again
Selling to me rather than listening to my needs
Form asked a lot of unnecessary questions.
Some made me feel a bit stupid because I didn’t understand the questions
It felt very serious