UrbanFit Studio – a network of fitness studios
The fitness studio network attracted leads from ads, social media and recommendations, but too many customers stayed at the trial visit level, and it had to tie marketing, administrators and retention into one measurable system.
The starting point
Leads were channeled, and administrators didn't always record the first contact and the outcome of the trial, and after the visit, the client would often pause without taking the next step.
Marketing saw the cost of a lead, but didn't see which channels lead customers who buy a pass and keep going.
What had to be decided
- To collect a single path of the client: lead, record, trial visit, sale, visits, extension.
- Set up administrator control and the following mandatory actions.
- Sharing communications for new, active, sleepy and risky customers.
- Show the payback of channels by studios and subscription types.
What did you do?
Set up a CRM funnel.
The order, record, visit, sale, renewal and reactivation became separate managed stages.
Control of administrators
There were tasks for the first contact, confirmation of the visit, post-contact and offer of a subscription.
Collected the retention segments
Customers were divided by activity, interests, care risk and purchase history.
Set up channel analytics
Reports show not only leads, but also season ticket sales, renewals and revenue by studio.
Results
What's changed at work?
- Sales of season tickets after the trial visit increased by 21%.
- The share of leads without first contact decreased by 18%.
- Managers saw the quality of processing by administrators and studios.
- Marketing has begun to rate channels by sales and retention, not just by lead price.
What the chief now sees
- Funnel from the lead until the extension of the subscription.
- Control of first contact and post-visit touch.
- Retention, Reactivation and Care Risk segments.
- Payback of advertising channels through the studios.
Similar cases
Would you like to see a similar process?
Describe where applications, deadlines, responsibilities, data or management picture are currently lost, and prepare the first outline of the solution and a clear implementation plan.