I want to talk today about technology, hardware and software, and how important they are to the success of your club. In 2011, a large part of your customer base considers advanced technology equals advanced customer service. At ABC, we are developing technologies to help implement your programs and services, as well as, provide your staff and customer base with a better experience. While I don’t want to make this a marketing piece, I don’t want to avoid the message I think needs to be heard. I ask you to put yourself in the place of your members as you use the services of merchants around town. I see club owners many times making the cheapest hardware purchase they can possibly make, or questioning new technologies, because they don’t understand the short and long term benefits to the business. I don’t suggest anyone spend money recklessly, but I do suggest services like Electronic Agreements, Online Enrollment, ABC Desktop Management and third party vendors like Retention Management can help your business in many ways.
We aren’t living in the 80’s or 90’s any longer. I am asked all the time “What can I do about member retention?” and “Why don’t members that I worked so hard to get, stay?” It’s time to answer that question. I can tell you it isn’t because you purchased the wrong leg press or your treadmill isn’t the right brand. It could be you don’t have a TV on the individual treadmill or improperly trained staff located at the front desk. Retention is mostly determined by the customer service experience. Exceptional service from club to billing company is a great addition to your retention management plan. If the customer service experience isn’t good, people will spend their money where it is good. Be sure the experiences your members are getting include service from ABC Financial.