Focus on Customer Feedback to Test Your Programme's True Fitness
- Shirley Wilson-Brown, Head of Member Relations and Member Insight, Virgin Active UK
There are many health clubs in the UK but most don't compete with Virgin Active. Why? Because Virgin Active differentiate themselves through emotion connections and the continuous building of relationships with their members.
Virgin Active chose NPS as a means of steering them on this journey as it was simple and easy to buy into. However, it is not all about the metric. Virgin Active's focus has been on seeing things through the eyes of their customers. Every month, feedback is collated and shared amongst the team. There are even daily breakfast reports to see what ad hoc feedback was collated the day before and see if anything can be improved upon.
Focus Groups are also held whereby customers are invited to a discussion form to see what could be improved. It is this relentless drive to engage with the customer that always ensures the customer is continuously on top of mind.
Shirley really made these concepts come to life in the presentation - and the audience was also appreciative of the fitness gifts that she shared! You should have been there.