First, the natural loss factor, the natural loss of members refers to the customer is not due to the club's artificial factors to stop the sale of the continued or consumer behavior, but purely because of the customer's "self" or objective conditions of change, can not continue to maintain relations.
The natural loss of tourists is unavoidable, but according to statistics, the natural loss rate of members is as high as 40%. The factors of natural loss can be roughly summarized as follows:
(1) Factors of migration
Due to changes in the place of residence, the customer left his home address, moved from the north to the south, and moved west from the west, causing him to stop coming to the gym due to factors that were too far away.
(2) Economic factors
Changes in the customer's economic capacity generally refer to a decline in spending power, and the cessation of consumption to save money, especially the middle-class housewives, has the psychological preparation to tighten the family budget and change the habit of consumption. For example, children at home continue to grow up. There is a big gap between the cost of education in primary and secondary schools and the expenditure on education in specialized universities. The increase in the cost of education directly affects the consumption power of housewives in the middle-class stage where the amount of food consumed is reduced.
(3) Safety factors
The stability of the political environment will directly affect the psychology of some people. When the social environment deteriorates, including the issue of law and order, it will naturally increase the relocation of foreign populations. The emergence of such a population has a considerable impact, and generally it is possible to have such intended customers. The level of economic spending power is above the middle and upper levels. The economy of the middle and lower classes is not eligible for immigration.
(4) Factors of the boom
When the social and economic prosperity is good, it is generally easier to make money and allow people to have ample spending power. However, when the economy is bad, it is clear that everyone will feel that it is difficult to make money and will naturally restrain the habit of spending money and spending money.
Of course, in addition to the above factors, there are other natural factors that also affect the loss of members. However, the above factors are enough to cause a relatively large natural loss rate. Especially in the past two years, this natural loss rate has remained high, and the club generally felt the pressure of insufficient tourists. This loss rate is not artificially manipulated. Therefore, it is necessary to first understand the natural loss of customers and develop new customers to make up for the loss of natural resources. At the same time, minimizing the loss of members caused by human factors.
If there is a high rate of natural wastage and there is an artificial loss rate, the club will be trapped in the plight. Therefore, we must try to avoid the loss of members caused by human factors. The following are some of the major human factors that have caused the loss of members.
(1) Loss due to poor value
Value is a function of product quality in terms of price, shoddy products and services will reject members. Because members feel that they feel inferior from products and services, they lack the sense of value, and they lose it.
(2) Loss due to incomplete service system
"Service system" is the process of delivering products and services to members. There are many links for members to come to your health club to receive services, such as where the health club is located, whether it is convenient for members to come in, whether or not there is a parking space, whether the appointment is unobstructed, whether the member’s consumer information is kept intact, whether busy or not. Whether the services provided during the free time are the same and whether the new and old customers are treated in the same way. Therefore, we believe that the “service system†is the key to good operations. The problems we often face are often at various stages. Therefore, if we must do a systematic job, we must carry out scientific design and actively provide appropriate training for employees. .
(3) Loss due to poor employee service performance
The loss of members due to poor employee service often results from communication problems. Employees who cannot communicate effectively can easily cause anger. Examples of common employee loss include: no greetings or smiles to members; inaccurate information or lack of expertise; chat with other employees or call to ignore members’ attention; reckless or indifferent Attitude; tough marketing; inappropriate, unsanitary or too casual appearance and decoration; letting members feel uncomfortable language communication, etc., generally the occurrence of these situations is unconscious. The main reason is that employees do not communicate effectively with customers. Therefore, learning and understanding communication methods is an imminent training course for coaches and membership consultants.
We all know that the cost of developing a new member is 5-6 times that of retaining an old customer. If an old member spends an average of 400 yuan per month, her loss will cost you 5,000 yuan a year. This does not include her random purchases. In addition, the potential impact is even greater. In general, an unsatisfied member will tell his 10 to 20 people his unfortunate experience. In this case, if 20% of the potential customers do not come to consume, then each person will also be elected for one year. Calculated at 5,000 yuan, the total loss is 20,000 yuan, if the loss of customers in the 10-30 year, the loss is not an astonishing figure? This loss is a considerable profit for a fitness club! Therefore, the club should pay attention to the maintenance of old members while trying to develop new members.
The natural loss of tourists is unavoidable, but according to statistics, the natural loss rate of members is as high as 40%. The factors of natural loss can be roughly summarized as follows:
(1) Factors of migration
Due to changes in the place of residence, the customer left his home address, moved from the north to the south, and moved west from the west, causing him to stop coming to the gym due to factors that were too far away.
(2) Economic factors
Changes in the customer's economic capacity generally refer to a decline in spending power, and the cessation of consumption to save money, especially the middle-class housewives, has the psychological preparation to tighten the family budget and change the habit of consumption. For example, children at home continue to grow up. There is a big gap between the cost of education in primary and secondary schools and the expenditure on education in specialized universities. The increase in the cost of education directly affects the consumption power of housewives in the middle-class stage where the amount of food consumed is reduced.
(3) Safety factors
The stability of the political environment will directly affect the psychology of some people. When the social environment deteriorates, including the issue of law and order, it will naturally increase the relocation of foreign populations. The emergence of such a population has a considerable impact, and generally it is possible to have such intended customers. The level of economic spending power is above the middle and upper levels. The economy of the middle and lower classes is not eligible for immigration.
(4) Factors of the boom
When the social and economic prosperity is good, it is generally easier to make money and allow people to have ample spending power. However, when the economy is bad, it is clear that everyone will feel that it is difficult to make money and will naturally restrain the habit of spending money and spending money.
Of course, in addition to the above factors, there are other natural factors that also affect the loss of members. However, the above factors are enough to cause a relatively large natural loss rate. Especially in the past two years, this natural loss rate has remained high, and the club generally felt the pressure of insufficient tourists. This loss rate is not artificially manipulated. Therefore, it is necessary to first understand the natural loss of customers and develop new customers to make up for the loss of natural resources. At the same time, minimizing the loss of members caused by human factors.
If there is a high rate of natural wastage and there is an artificial loss rate, the club will be trapped in the plight. Therefore, we must try to avoid the loss of members caused by human factors. The following are some of the major human factors that have caused the loss of members.
(1) Loss due to poor value
Value is a function of product quality in terms of price, shoddy products and services will reject members. Because members feel that they feel inferior from products and services, they lack the sense of value, and they lose it.
(2) Loss due to incomplete service system
"Service system" is the process of delivering products and services to members. There are many links for members to come to your health club to receive services, such as where the health club is located, whether it is convenient for members to come in, whether or not there is a parking space, whether the appointment is unobstructed, whether the member’s consumer information is kept intact, whether busy or not. Whether the services provided during the free time are the same and whether the new and old customers are treated in the same way. Therefore, we believe that the “service system†is the key to good operations. The problems we often face are often at various stages. Therefore, if we must do a systematic job, we must carry out scientific design and actively provide appropriate training for employees. .
(3) Loss due to poor employee service performance
The loss of members due to poor employee service often results from communication problems. Employees who cannot communicate effectively can easily cause anger. Examples of common employee loss include: no greetings or smiles to members; inaccurate information or lack of expertise; chat with other employees or call to ignore members’ attention; reckless or indifferent Attitude; tough marketing; inappropriate, unsanitary or too casual appearance and decoration; letting members feel uncomfortable language communication, etc., generally the occurrence of these situations is unconscious. The main reason is that employees do not communicate effectively with customers. Therefore, learning and understanding communication methods is an imminent training course for coaches and membership consultants.
We all know that the cost of developing a new member is 5-6 times that of retaining an old customer. If an old member spends an average of 400 yuan per month, her loss will cost you 5,000 yuan a year. This does not include her random purchases. In addition, the potential impact is even greater. In general, an unsatisfied member will tell his 10 to 20 people his unfortunate experience. In this case, if 20% of the potential customers do not come to consume, then each person will also be elected for one year. Calculated at 5,000 yuan, the total loss is 20,000 yuan, if the loss of customers in the 10-30 year, the loss is not an astonishing figure? This loss is a considerable profit for a fitness club! Therefore, the club should pay attention to the maintenance of old members while trying to develop new members.
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