Helping the fitness industry engage customers
A new democracy is emerging – one of leadership from within and self-worth fuelled by the digital march, increasing transparency and heightened expectations. To attract and keep customers, the need has shifted far beyond keeping the customer happy to that of providing a productive and engaging experience. An enormous opportunity has been spotted to improve the customer experience – giving them what they need to be loyal and committed as well as luring the discerning new customer into the fold.
Many businesses make the mistake of confusing happy with engaged or indeed missing the opportunity that engaged brings. Happy doesn’t necessarily translate into giving the business what it needs. Engaged customers are good for business - they feel empowered,respected and acknowledged, and importantly, they are likely to be more loyal and play and pay more. What’s trending now is the move from simple customer satisfaction to the customer experience through engagement… and what an enormous opportunity it presents. This is happening now - in their 2017 Global Human Capital report, Deloitte state that engagement is one of the biggest trends in business for decades.
The fitness industry are using the sportsbehaviour to drive customer engagement. Customers who know how their mind an body work in sport, apply this in their exercise routine, training and competition. This leads to improved performance and a more enjoyable experience. All the better if the staff in the business engage with the customer, helping them respond to the very thing that makes a customer experience unique and fulfilling - the uniqueness of the customer themselves.