Are you the manager of a sports centre and are you concerned about customer loyalty? Keeping them engaged and loyal is essential to the success of any club. That’s why we’re going to look at the 4 factors that damage customer loyalty and what to do to keep your users satisfied and engaged. Read on to find out how to build customer loyalty and scale your sports centre!
4 factors that damage user loyalty in your sports centre
1. Lack of variety of activities and services
This is undoubtedly one of the most important reasons for user loyalty in a sports centre. If your club only offers one or two activities, users may quickly get bored and opt for other venues that offer a variety of options.
In addition, it’s important to keep up to date and offer new activities and sports trends that appeal to different types of users. You can also consider including group classes, personalised training and online training programmes to offer a more personalised and satisfying experience.
2. Lack of customer service
Customer service is essential to build user loyalty in a sports centre. If the staff at your facilities are not friendly, unwilling to help or unresponsive to users’ questions, it is very likely that users will feel poorly attended to and will not want to return.
To avoid this, it’s important to provide exceptional customer service, from welcome to after-sales follow-up. Training employees to be friendly, approachable and helpful at all times can make a difference to the customer experience and encourage loyalty.
Users value personalised attention and the ability to solve any problems or needs they may have. In addition, it is important to take their opinions and comments into account in order to improve customer service.
Offering an exceptional and personalised service requires the use of tools that simplify your tasks and help you provide that extra value. What are these tools? We leave you with this article: The basic digital tools that every gym should have.
3. Lack of maintenance and cleanliness
This factor is directly related to the users’ perception of the quality of services and the care of the facilities.
To avoid this, it is important to carry out routine maintenance and constant cleaning throughout the club, including machines, equipment, locker rooms, bathrooms and common areas. This not only ensures a pleasant and safe environment, but also shows the centre’s commitment to quality and excellence.
4. Excessive price
It is one of the main reasons why users drop out or don’t even sign up for a sports centre. Users often compare prices before making a decision. If the prices of your facilities are too high compared to other similar centres, you may lose out.
To avoid this, it is important to offer attractive plans and promotions that fit users’ needs and budgets. Make sure you offer competitive prices and think about different membership options and packages to suit different budgets.
In addition, it is important to clearly communicate the benefits and services you offer in order to justify the prices.
Now that you have seen that customer loyalty is vital to the success and sustainability of any sports centre. You are now ready to take it to the next level: designing your own loyalty plan.
We have written an ebook that will guide you step by step and in which you will find an example strategy and some other things.
Download it for free here:
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