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Online Consumer Insight Into the UK Health Club Experience
1.
Online consumer insight
into the UK health club experience Ray Algar (MBA) Oxygen Consulting, London IHRSA March 2009
2.
Before the
web
3.
Companies controlled
the communications channel
4.
Companies used to
just shout and interrupt consumers News flowed one way
5.
Consumers found it
difficult to be heard
6.
The web
changed the rules
7.
Broadband rates
rising
8.
9.
Printing press
for everyone
10.
11.
Consumers now
sharing wisdom
12.
What is the
online conversation regarding the UK gym experience ?
13.
What aspects
of the gym experience do consumers like ?
14.
… and
dislike
15.
16.
Identified websites where
consumers post opinion
17.
Gym experience
boiled down into four categories
18.
Brand
19.
Facilities
20.
Membership factors
21.
Service experience
22.
Then into 41
tangible and intangible attributes
23.
Opinion then
analysed
24.
“ Great
range of facilities, staff really friendly and helpful. I would thoroughly recommend it”
25.
“ Management team
extremely poor. They only have their own interests at heart and do not support the members”
26.
27.
The ‘tangible’ proposition
delivers ‘ wow ’
28.
29.
30.
31.
32.
The intangible
proposition often disappoints
33.
34.
35.
36.
Positive opinion Negative
opinion Current/ Past Members 40% 60%
37.
Positive opinion Negative
opinion Current members 50% 50%
38.
Positive opinion Negative
opinion Past members 17% 83%
39.
Do clubs
care ?
40.
Yes, during the
tour
41.
“ the
best salesman ever”
42.
“ Cup of
coffee bought for me and all the trimmings”
43.
“ I remember
how friendly the sales lady was”
44.
… but
after the honeymoon period
45.
“ Once I
had joined, she (sales staff) would blank me when I said hi”
46.
Read this
before you sign
47.
“ I was
not aware of the 12-month commitment period until I tried to cancel”
48.
“ Visited once
before being diagnosed with breast cancer. Informed manager. No response apart from the debt collection agency”
49.
“ Customer care
is non-existent . They only care about money”
50.
“ After the
initial session, they have never checked my circumstances in my two years of membership”
51.
“ I had
to chase for an induction session which took over a month to arrange”
52.
Would they
recommend to a friend?
53.
54.
55.
56.
317 reviews (6
chains) 10% promoter rate
57.
22% highest
chain
58.
7% lowest
chain
59.
So what are
the key insights ?
60.
Very little
positive word of mouth
61.
Staff and member
interactions unpredictable
62.
Self-service proposition
63.
Frustration with
inflexible membership contracts
64.
Exercise ‘ aimless
’
65.
Poor measurement
of outcomes
66.
Not a
sticky experience!
67.
Questions
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