十種保留會員的方法

1、10 Ways to Keep Your Members (Happy!)十種保留會員的方法(快樂)The health club industry enjoys great success in selling memberships in the United States . However, for every 15 million members who walk in the front doors, 12 millionexit through clubs' back doors. Membership attrition represents a financial l

2、oss for owners, an opportunity loss for managers, and an experiential failure for members.While there is no one-size-fits-all solution,the following suggestions can help youimprove your club's rete nti on.在美國，健身俱樂部行業(yè)在銷售會籍方法做得非常成功。然而，每1千5百萬會員前腳邁進俱樂部，而其中1千2百萬會員后腳就放棄了。會員的這種流失不僅給俱樂部投資方帶來了相當(dāng) 大的經(jīng)濟損失，同

3、時對俱樂部經(jīng)理也是一種損失，對俱樂部會員來說，更是一次失敗的經(jīng)歷。雖 然任何事情都沒有萬能的解決辦法，但是以下建議將會給大家一定的幫助，幫助大家改善俱樂部 的會員保有，降低會員流失率。1. Get the right people on board.挑選正確的員工及會員Every employee either strengthensor weakens the culture that either supports ordepletes a club's initiatives aimed at improving retention. Employees must recogni

4、ze the vital role they play in making the club friendlier, more responsive, more hospitable,and more effective in help ing members connect to the club to which they have hitchedtheir hopes for a healthier, more enjoyable life. This raises the issue of firing - not simplyfiring staff who poison the m

5、orale of their fellow workers, but also of firing memberswho pois on the well of membership morale. If a member is a chronic compla in er a nd iscon ti nu allycom muni cati nghis misery to other members,man ageme ntmay bewell-served from a rete nti on perspective to in vite him to take his bus in es

6、s elsewhere.俱樂部每位員工都可能促進或者抑制俱樂部文化的發(fā)展，這種俱樂部文化的好壞取決于是提高還是削弱俱樂部改善會員保有率的積極性。俱樂部每位員工都必須認(rèn)清自己在俱樂部中的角色及職 責(zé)，友好、熱情地幫助會員實現(xiàn)自己的健身目標(biāo)，享受健康生活，形成俱樂部與會員之間的友好 橋梁，對會員的需求做出高效的回應(yīng)。這就涉及到選人用人解雇人的問題了，所謂解雇其實不僅僅是指解雇員工中的害群之馬，同時也應(yīng)當(dāng)拒絕那些對會籍制度及體系有破壞性影響的會員。例如某位會員自身是個怨天尤人的投訴者，總是不斷地把自己所謂的“不幸”轉(zhuǎn)告給其它會員，那 么管理層就有必要拒絕那些影響他人的會員了。2. Hone your

7、 staff's hospitality skills and reward successes.強抓員工熱情服務(wù)技巧，優(yōu)秀者給予獎勵Hospitality skills can never be assumed, nor can they ever be completely perfected. They can only be taught, nu rtured, modeled, and in cessa ntly in creme ntalized. Hospitality trai ning should be a regularly scheduled trai ning

8、 eve nt that invo Ives the entire staff. The club's senior leadershipshould model this trainingin their dailyin teract ion with members Reward and recog nize employees who create mome ntsofmagic for members.熱情服務(wù)是無法假裝的，也不可能永遠都能做到完美。熱情服務(wù)只有經(jīng)過俱樂部的教導(dǎo)、培育、模仿，不斷地改善及提高。俱樂部應(yīng)當(dāng)定期為全體員工舉辦熱情服務(wù)等方面的培訓(xùn)。領(lǐng)導(dǎo)及管理層也應(yīng)當(dāng)在

9、日常工作中向員工做出榜樣，制定獎勵政策，對提供優(yōu)秀服務(wù)的員工給予獎勵及認(rèn)可。3. Make sure owners and man agers are visible.俱樂部老板及經(jīng)理應(yīng)時常在俱樂部中走動At prime time, i.e., whe n the club is busiest, no man ager should be buried in an office;rather, at those times, man agers should be on the floor in teract ing with members. Inadditi on, the occasi

10、 onal prese nee on the premises of a club's owner is a stateme nt thathe or she cares and is pers on ally in terested in everythi ng that happe ns in the club.通常俱樂部最繁忙的時候，經(jīng)理都不應(yīng)只是待在自己的辦公室里；相反，多數(shù)時候經(jīng)理應(yīng)當(dāng)在俱樂部健身區(qū)域里與會員進行溝通及交流。另外，俱樂部老板也應(yīng)時常在俱樂部里出現(xiàn)及走動，親 自去了解俱樂部每天所發(fā)生的事情及經(jīng)營狀況。4. Take nothing for gran ted wh

11、ere new members are concern ed.方方面面地幫助及關(guān)心新會員，責(zé)無旁怠Ask new members to state their fit ness objectives and inten ti ons. These are uni ikely tocha nge, and they can be used later as leverage to re-motivate members whose usagepatter ns in dicate that they are losi ng touch with the club. Approximately 4

12、0% of newhealth club members are first-time members. They need to migrate through many unique psychologicalbarriers. For them, every policy, program, and piece of fitnessequipme nt is a mystery. Provide every new member with a pers on alized in troductio n to your facility. Within the first two week

13、s, call to ask about their experie nee.新會員入會，詢問他們自己的健身目標(biāo)及目的。通常會員的健身目標(biāo)不太可能隨便變換，因此了解會員的健身目標(biāo)可以在日后加以利用：當(dāng)會員在使用中漸漸失去激情及動力的時候，可以以此提醒他們，鼓勵他們重新找回健身的熱情及動力。通常俱樂部約 40%的會員都是第一次加入俱 樂部。他們必須克服不同的心理障礙。新會員對于俱樂部的每個政策、訓(xùn)練項目及設(shè)備的使用都 是一頭霧水。以及俱樂部必須為每位新會員提供一項個性化的介紹，讓新會員盡早了解俱樂部的所有設(shè)備及服務(wù)。在入會后的首 2周，可以致電新會員詢問其健身想法及經(jīng)歷。5. I ncen tive club usage early on.從一開始就激勵會員積極使用俱樂部Activati ng members withi n the first 90 days is esse ntial. Combat early term in ati on byincentivizing club usage during this time. For example: if a new member uses the club4-5 times in the first 30 days, give him 2 guest passes; i