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A LEGEND PROMOTION

KIOSKS, CONCIERGES CONVENIENCE

As consumer expectation grows and technology takes centre stage, we look at how operators can use the latest innovative self-service kiosks to restyle the front of house customer experience

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espite being faced with economic challenges, the fitness industry has seen continued growth. Not only have consumers become increasingly aware of the benefits of an active lifestyle, the introduction of new technology has provided social and motivational impetus, so much so that UK market penetration has now risen above 15 per cent. This positive trend is being driven by the convenience of new technology that meets the needs of consumers in more efficient and customer friendly ways. As the information economy transforms the traditional concept of gym-going, consumer expectations are also changing. In the face of increased competition and new business models, operators must modernise and embrace change if the industry is to continue to grow.

“In five years’ time traditional health clubs with reception areas staffed by front of house staff answering phones will be a relic of a bygone era because the future is all about convenience. It's not a matter of ‘if’ you change the way you manage your service, it's a matter of ‘when’.” Christopher Puszczynski-Phelps, management information manager at Serco Leisure, reinforces this point: “Almost every single experience at the current front desk can be improved with technology. Automate the automatable, streamline customer journeys and put the

FIRST IMPRESSIONS

The most important phase of the customer experience is the first 15 seconds after entering a gym. This is why the conventional reception area is morphing into a welcoming customer service focussed space, where the exact needs of customers can be met rapidly – without queues or other bottlenecks. GLL’s associate director of marketing, sales and e-commerce Steve Ward says: 80

purpose back into staff roles. Making the really basic things frictionless allows staff to be redeployed into more rewarding customer service concierge roles – an invaluable asset to your business.” Indeed, it is this provision of seamless customer service via intelligent automation and rejuvenated front of house staff that is the key to a transformed customer experience.

CUSTOMER JOURNEY

The potential of self-service kiosks to create a frictionless customer service environment can be seen beyond the leisure industry. Banks, cinemas, restaurants and high street stores are all increasingly experimenting with cashless, digital environments where technology replaces the traditional ‘counter top sale’ and staff function as ‘concierges’ or customer stewards. Ward explains: “Turning staff into people who can actively help our customers is a really positive way to

In five years’ time traditional health clubs with reception areas staffed by front of house staff answering phones will be a relic of a bygone era Steve Ward

healthclubmanagement.co.uk January 2018 ©Cybertrek 2018

Profile for Leisure Media

Health Club Management January 2018  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management January 2018  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

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