I fell in love with Blair McHaney this week. His description about how he uses daily customer surveys at his fitness clubs to make operational changes in real time won him a gold star in my book. But what really knocked my socks off is that he identified the biggest Moment of Truth for customers in the fitness business—cancelling your membership—as the one that needed to be vastly improved.
“One of the most horrid experiences in fitness centers is the cancellation process. During the life of the membership, the member might be having a great experience, but then they destroy the relationship through the cancellation process, which can be akin to being dragged through broken glass. There is such an opportunity there to improve that process, (which is why we consider it the alumni creation process rather than member cancellation, so people will still be fans when they get to the other side). So that’s a transaction point that is worthy of querying.”
Instead of making it hard for your clients to resign, Blair says, “turn them into alumni—make them loyal fitness fans.”