Case Study: How Genesis Improves Member Experience with NPS
We’ve all had this experience. You head into your gym, ready to crush your workout, and the weight machine you need is broken... still. Then the locker room is out of towels… again. Or perhaps you can’t get your cardio in because, as usual, all the treadmills are taken and there’s a line of people waiting. You wonder if other clubs might offer a better experience. Why can’t your gym fix these seemingly simple issues? Repair the machines! Get more towels and treadmills! Simple as it sounds, it could be because… no one is telling them. Is there even a way to tell them? They have comment cards you can fill out, but think about it. How often does anyone take the time to give feedback on a comment card? It just “feels” easier to find a gym that doesn’t make you have to work for what you want.
Genesis Health + Fitness, a member of Belgravia Leisure, is one of Australia’s premier fitness organizations offering over 40 complete fitness facilities. Their goal is to provide a community that is inclusive, empowering, and enjoyable to all of its members. With so many locations (and growing), they were feeling the pain of the antiquated comment card system. Feedback was so sporadic, they felt blind to the member experience, and powerless to make changes before members left them. That’s when they realized: the best way to get feedback from members was simply to ask them.
Net Promoter Score opened their eyes to member experience
Genesis set out to put an NPS plan in place that would give them the insight they needed. By carefully planning their segmentation strategy and survey schedule, they were able to see what was really happening in their facilities, down to the individual club level. Proactively reaching out to members dramatically increased the amount of feedback they received. This gave them a much better understanding of what they were doing right, and where they needed improvement.
What happened next?
Acting on their customer feedback in real time allowed Genesis to address issues and engage with members before they were in danger of losing them. “It’s clear that it’s making a difference because we’re able to get ahead of member issues by gathering feedback on member experiences. There have been behavioral changes at each site” Jake Best, Projects Coordinator for Genesis, told us. “AskNicely has helped us address member issues to prevent cancellations.”Download the full case study to find out how Genesis achieved all of the above and more with NPS.