How to do a good customer experience in the gym? Customer management should be to manage customer relations, maintain customer relations and maintain customers' goodwill. In order to maintain the late referral and continuous consumption, the words of customer experience are more reflected in your feelings of in-store sports, training, gyms, etc ... In the final analysis, if you want to do a good job in customer management and experience, you need every staff member to maintain it. Here are some suggestions that can be used for reference when necessary:

First of all, gyms are now operated in the annual card mode. The problem is that due to the inertia of users, the value of most users' fitness products has not been exchanged in the same amount, which leads to the low renewal rate of users in the next year. Before the card is issued, the salesperson has an excellent attitude, but after the membership card is issued, it is ignored because the member consultant can no longer benefit from this member.

Coupled with the oversold cards in the gym, the sales promotion of private education in the store, users are disgusted, and members can't afford private education. And the coach followed behind to sell, but the members didn't dare to ask if they didn't use the equipment, and even had resistance, which directly reduced the users' repurchase of goods. I believe many users have this experience. Obviously, I spend money on fitness, but I still can't do anything in the end.

Most users feel that they are losing money after they apply for a card, but if they lose money once or twice, they will not lose money for the third time. More than 90% users don't recognize the card, and they can't keep the monthly card, let alone the annual card. As a result, customers can't get a good service experience, and the arrival rate of traditional clubs is only 9.78%.

It is not mature to introduce China into the domestic fitness industry. Due to the lack of fitness habits, most users are not skilled in the use of equipment. Due to the lack of a complete talent training system, the overall level of fitness coaches is relatively average. In commercial clubs, from the harmonious relationship between fans and coaches to the coach's focus on pressing orders, the mainstream of coaches is no longer to serve and meet the needs of customers, but to show off how many customers they have helped, but to clinch big deals, hundreds of thousands. ......

Tour coaches no longer help you when you can't get up, but talk to typical "prey" according to training instructions. This situation also shows that the current gym has fundamentally deviated from the purpose of serving users and is no longer "people-oriented". Therefore, the gym has become a capital lever to incite users' fitness consumption, resulting in coaches focusing on sales and low service quality. ......

"Pre-sale of annual cards" is the core of traditional gymnasiums, and it is also the reason for the above phenomenon. How can we change this situation? The key points are:

If the current demands of sports users are "exercise" and "eat healthily", then simple meals and group training are the optimized products to meet this demand, rather than complex club strength equipment. Exercise is equivalent to a process of "enjoyment", which lowers the decision-making threshold of users. More and more people are exercising, but they are getting smarter. "Fragmented payment" has gradually become a trend. The essence of "fragmented consumption" is not to focus on the consumption of each watch, but the core appeal is still to reduce the cost of obtaining customers and pursue the retention rate. Over-selling and short-sighted economic fitness mode should be abandoned, and "fragmented payment" meets the pain point of users' "low decision-making cost" in fitness consumption.

However, giving up personal education and selling cards excessively is equivalent to cutting off the two most profitable points of traditional gyms. Even though the large-scale rise of * * * gyms, 24-hour gyms and group class studios is dazzling, the emergence of these new business models all points to the same essence: the fitness industry has become unlimited retail. The annual card sales and hypermarket model of traditional fitness clubs are declining, and the rise of health model is helping traditional fitness to transform into new retail. It is an unavoidable problem for the fitness industry to return to the retail format of profit model.

Maybe some people don't quite understand that the main elements of dismantling traditional gymnasiums are divided into three parts: free equipment training, classroom exercises and personal education. If the fitness club is compared to a hypermarket, these three parts are the main commodities provided by the gym. Due to the inertia of users and the high demand for fitness products, the average customer acquisition cost of gyms is twice as high as that of ordinary retail goods. If the traditional gym is compared to the era of 1.0; Smart gyms are compared to the 3.0 era; Then the fitness form of "healthy" lifestyle, like the era of 2.0, will become the third space outside of users' life and work. Gyms are no longer profitable because customers only buy them once and then stop buying them. Health is trying to open channels for customers to consume independently and voluntarily renew their fees. What is a pipeline? That is, after the customer has bought it once, he can continue to buy it. Users attend classes according to time, and the value of goods is exchanged in real time.

The new business model can make gyms profitable for a long time, and it's time for bodybuilders to strive for services. As long as the service is recognized, there will be continuous performance, and a gym with quality service will definitely be recognized by customers!

After changing the business model, the health campaign is to fundamentally abandon this model, only pay attention to customer experience and brand, establish a high level of the industry and shape a sense of professional dignity. Fitness industry is a very traditional industry, and investors must be grounded to achieve more scientific and sustainable development.