Customer Relationship Management (CRM) software became the largest software market in 2017 and will be the fastest growing software market of 2018, according to recent findings by research and advisory firm Gartner.
Today’s customer expects information about your business or facility customised to them, their situation and their interests, at their convenience. Building relationships based on what your customer wants to hear, rather than what you’ve got to say, is crucial.
For leisure and aquatic facilities, this means one thing: if you’re not engaging with your customers in this way, they will look for – and find – a facility that will.
The good news is that Envibe’s Trigger Management and Message Media functions make it easy to better understand your members and build lasting, meaningful relationships with them.
Trigger Management facilitates automated communications with customers when certain conditions are met. Within Envibe, these automated communications are known as recipes, and can be used to engage with your members in a wide variety of scenarios.
For example, you might set a recipe that requires the following conditions: Contact is subscribed for email; Contact birthday; and Contact has attended a specific facility or class. This would allow you to send an automated email to a member on their birthday, offering them a special discount or deal directly related to a facility or class they have an interest in. You could also add a condition that the contact’s membership had recently ended and use the birthday discount or deal to encourage them to sign-up for a new membership.
Likewise, you might set conditions that require the contact to be subscribed to email and to have defaulted on their direct debit. Envibe would then send them an automated email letting them know they had defaulted on their payment and letting them know what would happen next (e.g. facility to make another attempt at the debit and when, contact the facility by a certain date to arrange payment, membership suspension).
Setting up a message trigger to welcome new members.
Keep in mind that too many conditions can significantly filter your data set, which may leave you communicating to no one. It’s also wise to include the condition that the contact has subscribed to email to ensure you’re not upsetting your members by contacting them if they don’t want to be contacted, or in a way they don’t want to be contacted.
You can also use the data about your membership captured within Envibe to target communications based on previous behaviour.
Offering a new class? Let your members who have enjoyed a similar class in the past know. Cancelling a class or closing an area of your facility at a specific time for maintenance? Contact those members who often attend that class or use that part of your facility at that time, to let them know.
Targeting your emails in this way from within your leisure or aquatic facility management software avoids sending unnecessary messages to members who have no interest in that class or who never attend your facility at that time of day. Likewise, your members will come to know that the communications they receive from you are typically relevant to them, their situation, and their interests, and are therefore worth opening and taking notice of.
Envibe’s Message Media functionality allows you to customise SMS (better known as text) messages in much the same way.
As with any CRM or fitness club software, the performance is only as good as the data it’s based on. The Jonas Leisure Support Team can help you set-up your system to accurately capture information that will let you tailor your communications and provide a seamless customer experience that exceeds expectations.
If you are interested in learning more about what Envibe can do for your facility and your customers, contact us at: sales@jonasleisure.com.au
