Raising the Bar Issue 8 - Page 23

UNDERSTANDING DATA AND USING IT PROPERLY
GETTING TO KNOW YOUR MEMBERS AND CLIENTS

Although the fitness industry has been taking a more personalised approach to customer service for some time , the pandemic and the resulting shift towards increased interactions online has made the personalised approach more important than ever .

As powerful as AI might be in delivering this personalised approach , we should not forget the importance of empathy in developing a loyal customer base .
UNDERSTANDING DATA AND USING IT PROPERLY
In the past few years , personalisation became synonymous with collecting multi-channel data – easily accomplished with the use of an efficient CRM ( Customer Relationship Management ) platform – and then analysing this information for a better understanding of who each customer is , his or her preferences , and for predicting their future behaviours .
Once you collect data , it becomes easier to add a personal touch to client interactions , thus enhancing your ability to refine marketing messages and services to the interests and likings of different member cohorts . Of course , when it comes to data collection , care must be taken as there is a point at which a business ’ level of knowledge can feel invasive – we ’ ve all had that experience when an ad pops up in your social media feed about a product or place that you just spoke about in a conversation with a friend !
Your members and prospects want to know that the data collected about them is going to enhance and facilitate the customer experience , rather than annoy them or ‘ creep them out ’! To accomplish this objective , a well-balanced approach to personalisation is required .
GETTING TO KNOW YOUR MEMBERS AND CLIENTS
Understanding the different types of data that can be collected , used , and analysed is essential for creating a personalisation
Fred Hoffman , MEd
Fred is an author , speaker , educator and consultant . The founder of Fitness Resources , an education and consultancy company based in Paris . Fred is also a member of the Board of Directors of the American Council on Exercise ( ACE ). To learn more about Fred visit www . fredhoffman . com
strategy . This data typically falls into one of four categories :
• Demographic : age , gender , family status , occupation and geographic location
• Behavioural : club check-ins , the number of personal training sessions , or participation in group ex classes . It can also refer to interactions with your website and social media , as well as clicks , views and sign-ups ( e . g ., newsletters )
• Transactional : purchase history and invoices
• Psychographic : interests , personality and lifestyle .
To get started , it ’ s imperative to evaluate where your business is right now . What data points can you easily access ? Do you have the necessary tools and systems in place ? And what resources do you have for obtaining and interpreting data ? Keep in mind that every business is unique , and

Once you collect data , it becomes easier to add a personal touch to client interactions , thus enhancing your ability to refine marketing messages and services to the interests of different member cohorts .”

ISSUE 8 / RAISING THE BAR 23