Forward-Thinking Health Clubs Must Leverage CRMs for More Than Sales

CRM tips
(Photo by liderina / Getty Images.) The Club Industry Podcast: The Motionsoft Technology Summit Edition series is part of a special partnership between Club Industry and Motionsoft, Rockville, Maryland. Club Industry is the media partner for the 2019 Motionsoft Technology Summit, Sept. 16-18 in Washington, D.C.

Every health club operator wants to better know and engage their members regardless of the size of their business. This is why customer relationship management software (CRM) can no longer be perceived as a luxury but rather as a necessity for forward-thinking club owners who want to boost retention and unify their sales, marketing and customer service efforts under one umbrella.

CRM is often associated strictly with automation and sales, but this type of software is one of the most essential tools for improving member retention and delivering a meaningful customer service experience, according to InTouch Technology CEO Dana Milkie.

Additionally, not even all clubs that have CRM capabilities are maximizing the potential of their software.

"I think it's of paramount importance that clubs find ways to extend CRM capabilities beyond just sales and some onboarding,” Milkie said in the latest episode of The Club Industry Podcast: The Motionsoft Technology Summit Edition. “If you look at our industry, our attrition rate ... is anywhere from 40 percent to 50 percent, which is an astounding number when you think about it. We basically lose half of [our] customers every year. How else are you going to impact that number if you're not leveraging communication technology like CRMs to better engage, create a better experience, create the right friction with members?"

Milkie is one of three industry experts featured in this sales- and CRM-centric episode of The Club Industry Podcast: The Motionsoft Technology Summit Edition. He, along with Aldous & Associates COO Tyler Rice and Textmunication CEO Wais Asefi, discusses the shortcomings and strengths of today’s CRMs and how software will be leveraged by the most successful health clubs of the future.

This special podcast series is part of a partnership between Club Industry and Motionsoft, Rockville, Maryland. Club Industry is the media partner for the 2019 Motionsoft Technology Summit, Sept. 16-18 in Washington, D.C., and this podcast is the fourth and final installment in a series that focuses on topics that will be further explored at the in-person event.

Learn more by streaming or downloading this free podcast via SoundCloud.The full podcast series—three-and-a-half hours of content—can also be streamed in this playlist.

Additionally, click here for a recap of the series' first episode on data, here for a recap of the second episode on marketing and here for a recap of the third episode on mobility.

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