This week we are talking about member experience in the health club.

One of the best ways to improve the member or customer experience in your health club is to write down (step by step) the journey that a member or new member goes through.

By writing it down on paper or getting it up on a whiteboard it’s much easier to visualize the journey that the member goes through. By doing this it’s much easier to identify potential failure points or areas that cause friction for the member.

An example of this is what we’ve been seeing with some of our clients recently is where members join and they’re booked in for their first appointment.

Under certain circumstance, the member is all excited and ready to go, however, they get halfway through their appointment and then complete a pre-exercise questionnaire where they’re told by their trainer that they’ve got a health condition that needs doctor’s clearance before they can proceed further.

Now if we think about that in terms of the customer experience it’s not the best experience for a new member. They’re all excited, they’ve come to the appointment, they’ve got halfway through and then we’re putting up a big STOP sign.

That’s not a great experience because not only are we wasting their time, we are also potentially killing any momentum and motivation the member has.

We can overcome this issue by ensuring that we do the pre-exercise questionnaire at the point of joining because then we can identify if a member does have a health condition that needs addressing and doctor’s clearance upfront. They can then go and get the doctors clearance whilst they are waiting for their appointment with their trainer.

That simple change can make a big difference to the customer experience.

By mapping your member journey on paper you can really think about your member experience and more easily identify potential friction points