By: ABC Financial in Conjunction With The Retention People
Welcome to the first in our series of Retention Newsletters for 2012; brought to you in partnership with The Retention People (TRP). We will continue to deliver you the latest research and news every quarter, to ensure that you are kept completely up-to-date with TRP’s latest findings and developments in the retention field.
What makes good clubs good and bad clubs bad?
The 2012 UK Health and Fitness Industry Loyalty Survey used the Net Promoter Score™ metric to assess the loyalty of health club members across hundreds of clubs.
The results between the best and worst performing clubs ranged from -67 to 76! (For more information on NPS® and the 2012 Survey results visit www.theretentionpeople.com/nps). Over 40,000 members responded to the survey and in this latest research piece, TRP analyzed the feedback from these members to see if we could identify any trends between what makes good clubs good and bad clubs bad.
TRP took the top scoring clubs, with NPS scores ranging from 67 to 76, (fantastic scores putting them on a par with world leading companies such as Apple and Amazon) and combined their members’ feedback comments into one data pool. A second data group was formed using the feedback from the bottom scoring clubs who had NPS scores ranging from -18 to -67 (the worst score ever seen in our industry!)
What did TRP researchers find regarding Promoters?
(These are the club’s biggest fans and scored a 9 or 10 when asked how likely they were to recommend their club to a friend or colleague).
What did the Detractors have in common?
(Members choosing 0-6 when asked how likely they were to recommend their club to a friend or colleague).
Get the right team and culture and you will have raving fans, get it wrong and every issue in your club from maintenance to cleanliness will cost you much more than it should.
For the full research article please visit our dedicated Retention News website at: theretentionpeople.com