where do - Grupo IGOID

Transcripción

WHERE DO
THE SPORTS CENTERS' EX-CLIENTS GO?
Research Sponsor
Institutions involved in the research
2
WHERE DO THE SPORTS CENTERS’ EX-CLIENTS GO?
December 2015
Fundación Vida Activa Saludable/Matrix
INDEX
Presentation of the Project ................................................................................................................................................................................................................................................................ 3
Universe and Sample .....................................................................................................................................................................................................................................................................................4
Characteristics of the Sector's Sample
.................................................................................................................................................................................................................. 5
◗ Profile of the Sample ................................................................................................................................................................................................................................................................................6
◗ Occupation of the Sample ...............................................................................................................................................................................................................................................................7
◗ Frequency of Weekly Use ................................................................................................................................................................................................................................................................8
◗ Evolution of Dropouts by Type of Activity
................................................................................................................................................................................ ........... ..9
◗ Emotions Experienced When Training in the Center .............................................................................................................................................................. 11
◗ Dropout Causes in the Sports Center
...... ................................................................................................................................................................................................13
◗ Fixed-Term Contracts ...............................................................................................................................................................................................................
17
4. Research Improvement Proposals ........................................................................................................................................................................................ .......................................... 19
◗ Improvement Proposals by Type of Fee ............................................................................................................................................................................................................ 20
5. Net Promoter Score (NPS) and Customer Effort Score (CES) of the Research
.........................................................................22
◗ Net Promoter Score (NPS) by Type of Ex-clients' Fee
.........................................................................................................................................23
◗ Net Promoter Score (NPS) by Level of Satisfaction of Ex-clients' Expectations
....................................................................24
◗ Customer Effort Score (CES) by Type of Ex-clients' Fee
......................................................................................................................................... 25
◗ Customer Effort Score (CES) by Level of Satisfaction of Ex-clients' Expectations
............................................................26
6. Previous Experience in Sports Centers ..........................................................................................................................................................................................................
27
7. Level of Satisfaction of Ex-clients' Expectations ...................................................................................................................................................................
28
8. Ex-Clients' Behaviour After Dropping Out
.........................................................................................................................................................................
29
◗ Ex-Clients' Behaviour After Dropping Out by Type of Ex-clients' Fee .................................................................................................................30
◗ Ex-Clients' Behaviour After Dropping Out by Level of Satisfaction of Ex-clients' Expectations ...................................31
◗ Ex-Clients' Behaviour After Dropping Out by Previous Experience ............................................................................................................. ... 32
9. Conclusions ........................................................................................................................................................................................................................................................................................................ 35
10. Our Recommendations for Improvement .......................................................................................................................................................................................................... 37
1.
2.
3.
Grupo IGOID de la Universidad de Castilla-La Mancha, Optimización Costes y Procesos
3
December 2015
PRESENTATION OF THE
PROJECT
Leonor Gallardo Guerrero
Director of Group IGOID
Lucas E. Peñas
Partner Director at Optimización Costes y Procesos
Sergio Rodríguez Cañamero
Coordinator of Projects at Optimización Costes y
Procesos; Researcher in Group IGOID
The concept of physical activity has evolved during recent years
towards healthy activity for everyone focused on the improvement of
the quality of life.
Therefore, with the aim of preventing ex-clients from readopting old
sedentary lifestyles, we express the necessity of studying the reasons why
these people decide to drop out the program, as well as their future
behavior. Thus, we will provide not only a solution for the dropouts but
also tools to prevent the ex-clients from losing their active and healthy
daily habits
The Group IGOID and the consulting company Optimización Costes y
Procesos (OCP) have carried out the research: “Where do the sports
centers' ex-clients go?” for the Foundation Vida Activa y Saludable with the
sponsorship of the company Matrix. An analysis about new habits after
leaving the sports center with the main aim of studying the behavior and the
level of sports practice of the fitness centers’ ex-clients. In this way, we
continue with the research line focused on generating knowledge about the
motivations of Sports Centers' clients with the objective of decreasing the
dropouts, which started with the project: “Bajas de clientes en centros
deportivos Matrix 2013-2014” ("Clients' dropouts in sports centers Matrix
2013-2014"). Moreover, the Group IGOID, the consulting company
Optimización Costes y Procesos, the Vida Activa y Saludable Foundation
and the company Matrix contribute to establish the basis for the promotion
of the research, development and innovation (R&D) in the area of sport and
health.
For the collection of the data used in this research a self-administered
questionnaire was created online through the platform Canal Escucha
Clientes®. The ex-clients of the sports centers that participated in the
study received an individual email, in which the characteristics of the
project were described, and a manual for the correct participation was
attached. The questionnaires were answered anonymously.
4
December 2015
14 CHAINS OF
FITNESS
& WELLNESS
UNIVERSE
AND SAMPLE
The project was developed in 2015. 14 chains of independent
Fitness & Wellness and Sports Centers, representing 106 centers
of all possible types: low cost, medium, premium, independent
centers, chains and franchises. No type of center was excluded
from the sample. Dropouts were collected from June to November.
A total number of 7863 answers was obtained from the 49.665 exclients who received the questionnaire. For that purpose, the
subjects of the sample received a self-administered questionnaire
through an online platform called Canal Escucha Clientes®. This
questionnaire included descriptive data of the sample, the factors
and causes of the dropout, questions to measure the experience
during the time that they were active, as well as questions
regarding their behavior once the dropout was managed.
PARTICIPATION
OF 106 SPORTS
CENTERS
DELIVERED TO
49.665
EX-CLIENTS
OBTAINED
7.863
ANSWERS
CENTERS
PREMIUM
MEDIUMD
LOW COST
5
December 2015
CHARACTERISTICS OF THE
SECTOR’S
SAMPLE
Premiun Gyms
5,7 %
Low Cost Gyms 53,7 %
The criteria chosen to classify the sports centers participating in
this research was the type of fee of the centers:
◗ LOW COST UP TO 29€
◗ MEDIUM UP TO 50€
◗ PREMIUM ABOVE 50€
We highlight the number of low cost gyms in the research (53,7%),
followed by medium gyms (40,6%), and finally premium gyms
(5,7%).
Medium Gyms 40,6 %
6
December 2015
PROFILE OF THE SAMPLE
SEX
AGE
Man 43 %
Above 60 3 %
Between 18-30 years 40 %
Woman 57 %
The sample shows that there are more women 57%, than men 43% in the research. The sample with respect to the age was
very heterogeneous, having 40% between 18 and 30 years old, 42% between 31 and 45, 15% between 46 and 60 and 3%
above 60.
7
December 2015
OCCUPATION OF THE SAMPLE
Active population
67
Student
20
Unemployed
8
Retired/Pre-retired
4
DK/NA
2
0
10
20
30
40
50
60
70
%
With respect to the labor status of the sample of the research, we can observe how the most common option was “Active population”
with a 67%, “Student” with a 20%, “Unemployed” with a 8%, “Retired/Pre-retired” with a 4% and “Don’t’ Know / No Answer” with a 2%.
8
December 2015
FREQUENCY OF WEEKLY USE
No answer
1
Less than once a month
2
Once a month
1
2-3 times per month
3
Once a week
6
2-3 times per week
49
4-5 times per week
36
Every day
2
0
10
20
30
40
50
%
The frequency of attendance is one of the main factors to be measured with the aim of knowing the level of adhesion that clients have in
their sports centers regarding physical activity. Thus, the ex-clients were asked to indicate how often they used to go to the fitness centers
in a normal month. We can observe how the majority of clients used to go 4-5 times per week (36%) and 2-3 times per week (49%).
9
December 2015
SENIORITY IN THE CENTER
40
37
35
30
25
25
%
23
20
15
10
8
6
5
3
0
Less than a month
Between1-6 months
Between 6 months
and 1 year
Between 1-3 years
More than 3 years
No Answer
With respect to the seniority or time that clients belonged actively to the sport center, we can appreciate in the results how the ex-clients
were involved in the center mainly between one and six months (37%), between six months and one year (25%) and between one and
three years (23%). The two options less represented in our sample were ex-clients being involved in the center less than a month (6%)
and more than three years (8%).
10
December 2015
EVOLUTION OF DROPOUTS BY TYPE OF ACTIVITY
120
100
100
95
80
%
72
63
60
54
40
56
45
37
20
20
25
3
0
Membership
1 Month
6 Months
1 Year
3 Years
Time
Low Cost
Medium
Premium
11
December 2015
EMOTIONS EXPERIENCED WHEN TRAINING IN THE CENTER
Disappointment
7
Burden
17
Insecurity
3
Tension
4
Certainty
19
Affection
13
Exclusivity
0
Happiness
33
No answer
5
0
10
20
30
40
%
During recent years, the experiences of clients have been shown to have a higher correlation with the economic results of the companies
than the satisfaction. Therefore, one of the key questions aimed to measure the emotions experienced by the clients when training in
their sports centers. The results show that the main emotions were happiness with a 33%, certainty 19% and burden 17%, followed by
affection 13%, disappointment 7%, tension 4%, insecurity 3% and exclusivity 0%.
12
December 2015
EMOTIONS EXPERIENCED WHEN TRAINING IN THE CENTER
HAPPINESS
33%
BURDEN
17%
+
CERTAINTY
19%
–
INSECURITY
3%
TENSION
4%
DISAPPOINTMENT
7%
13
December 2015
DROPOUT CAUSES IN THE SPORTS CENTER
No answer
14
Economic reasons
4,8
Membership in other gym
4,8
Change of job
9
9
9,1
4
9,1
Moving house
Vacation
13
10
Monotony
1
2,8
Lack of personal interaction
4
Health
8,5
5
Price / Quality relationship
21,7
6
1,4
1
Not achieving goals
18
18
Lack of time
4,3
Lack of motivation
0
6
5
10
15
20
25
%
2014
2015
14
December 2015
DROPOUT CAUSES IN THE SPORTS CENTER
MOVING
HOUSE
13%
LACK
OF TIME
18%
PRICE/QUALITY
RELATIONSHIP
24,1%
LACK
OF TIME
18%
VACATION
10%
MOVING
HOUSE
9,1%
MOST COMMON DROPOUT CAUSES 2015
MOST COMMON DROPOUT CAUSES 2014
When comparing the dropout causes in these two researches, lack of time and moving house appear to be the most frequent causes
exposed by the ex-clients. In contrast, we can see how vacation became one of the main dropout causes in the 2015 research, probably
due to period of time audited (June-November 2015).
15
December 2015
DROPOUT CAUSES IN THE CENTER BY TYPE OF FEE
No answer
11
Economic reasons
8
8
9
8
Change of job
4
4
6
Moving house
13
9
Vacation
4
Monotony
1
1
Lack of personal interaction
1
14
11
4
1
5
Health
5
5
6
5
4
Not achieving goals
27
10
3
Membership in other gym
15
2
2
11
12
3
Lack of time
18
Lack of motivation
2
0
20
20
6
3
5
10
15
20
25
30
%
Low Cost
Medium
Premium
16
December 2015
DROPOUT CAUSES IN THE CENTER BY TYPE OF FEE
1º
LACK
OF TIME
2º
PRICE/ QUALITY
RELATIONSHIP
PREMIUM
1º
LACK
OF TIME
3º
MOVING
HOUSE
2º
MOVING
HOUSE
1º
LACK
OF TIME
3º
PRICE/ QUALITY
RELATIONSHIP
MEDIUM
2º
MOVING
HOUSE
3º
VACATION
LOW COST
17
December 2015
FIXED-TERM CONTRACTS
NO
ANSWER
3%
YES
31%
NO
66%
When the ex-clients were asked to answer whether the sports center’s membership registration form had pre-fixed the time they were
meant to be in the center, more than 65% of the sample did not report this factor, while the 31% of the sample did know the fixed time
they were meant to be registered in the center
18
December 2015
SECTOR IMPROVEMENT
PROPOSALS
Facilities
10
Sports equipment
5
Staff members
13
Fitness room
4
11
Cleanliness
5
Maintenance
4
Group classes
16
Complementary services
6
Policy of suggestions and complaints
4
Website and Social media
3
No Answer
20
0
5
10
15
20
25
%
The ex-clients were asked to suggest improvement proposals that the sports center should implement in the short-term from their
perspective. Thus, the main improvement proposals provided by the exclients were: the offer of group classes (16%), staff members
(16%), price/quality relationship (11%) and facilities (10%).
19
December 2015
RESEARCH
IMPROVEMENT PROPOSALS
GROUP
CLASSES
PRICE/QUALITY
RELATIONSHIP
WEBSITE AND
SOCIAL MEDIA
STAFF
MEMBERS
+
DEMAND
–
DEMAND
POLICY OF
SUGGESTIONS
AND
COMPLAINTS
MAINTENANCE
FITNESS
ROOM
20
December 2015
IMPROVEMENT PROPOSALS BY TYPE OF FEE
Facilities
9
10
Sports equipment
4
6
Staff members
15
10
6
Fitness room
11
6
3
4
3
6
Cleanliness
4
Maintenance
17
7
1
8
8
Group classes
11
19
10
10
Complementary services
18
7
4
1
Policy of suggestions and
complaints
Website and Social media
4
5
0
1
2
4
No answer
21
17
0
5
10
15
27
20
25
30
%
Low Cost
Medium
Premium
21
December 2015
IMPROVEMENT PROPOSALS BY TYPE OF FEE
1º
PRICE/ QUALITY
RELATIONSHIP
3º
GROUP
CLASSES
2º
MAINTENANCE
1º
GROUP
CLASSES
1º
PRICE/ QUALITY
RELATIONSHIP
2º
FACILITIES
3º
STAFF
MEMBERS
2º
STAFF
MEMBERS
3º
FACILITIES
4º
FACILITIES
4º
GROUP
CLASSES
4º
COMPLEMENTARY
SERVICES
PREMIUM
MEDIUM
LOW COST
22
December 2015
NET PROMOTORE SCORE (NPS)
AND CUSTOMER
EFFORT SCORE
(CES) OF THE
RESEARCH
RESEARCH AVERAGE
NPS
-6,2%
RESEARCH AVERAGE
CES
2,1%
23
December 2015
NET PROMOTORE SCORE (NPS) BY TYPE OF EX-CLENTS' FEE
NPS
4,4%
NPS
-15,4%
PREMIUM
MEDIUM
NPS
-1,5%
LOW COST
The variation on the NPS punctuation among the different fees of the participant centers show the worst value in Medium centers
(-15,4%), Premium centers are the best value by their ex-customers (+4,4%).
24
December 2015
NET PROMOTORE SCORE (NPS) BY LEVEL OF SATISFACTION
OF EX-CLIENTS' EXPECTATIONS
NPS
72,4%
EXPECTATIONS WERE EXCEEDED
NPS
-74,7%
NPS
9,5%
EXPECTATIONS WERE NOT MET
EXPECTATION WERE MET
The variation on the NPS punctuation among the centers which exceeded the ex-customers’ expectations and those
which did not meet them is almost a 100%.
25
December 2015
CUSTOMER EFFORT SCORE (CES) BY TYPE OF EX-CLENTS' FEE
NPS
1,98%
NPS
2,38%
PREMIUM
MEDIUM
NPS
1,95%
LOW COST
Medium fee centers achieved the highest CES rate (negative) according to the ex-customers’ evaluation about the effort needed
to interact with their sports center.
26
December 2015
CUSTOMER EFFORT SCORE (CES) BY LEVEL OF SATISFACTION
OF EX-CLIENTS' EXPECTATIONS
CES
1,73%
CES
2,65%
CES
1,95%
EXPECTATIONS WERE NOT MET
Centers that did not meet the expectations of their ex-customers obtained almost 1 extra point, (negative) in the evaluation
about the effort needed to apply for an application, process or paperwork in their sports center.
27
December 2015
PREVIOUS EXPERIENCE IN
SPORTS CENTERS
35
32
30
25
25
20
18
%
15
9
10
5
7
3
2
4
0
No answer
0
1
2
3
4
5
More than 5
The sample of the study was not inexpert or new since 38% of the subjects who dropped out from their centers have been previously
enrolled in other two gyms and 18% of the people consulted have worked out in three gyms before joining their ex-centers. Likewise, just
a 9% of the sample have not worked out previously in any other gym.
28
December 2015
LEVEL OF SATISFACTION OF
EX-CLIENTS' EXPECTATIONS
No answer 3 %
Expectations were not met 27 %
Expectations were exceeded 13 %
Expectation were met
57 %
Regarding the level of satisfaction of ex-clients' expectations, the 27% of the centers did not met their ex-customer’s expectations, the
57% met them and the13% exceeded their ex-customer’s expectations.
29
December 2015
EX-CLIENTS' BEHAVIOUR
AFTER DROPPING OUT
Doing associated sport
3
Doing sport with friends
8
Running on their own
19
Enrolled in other sport center
2
Enrolled in groups of outdoor physical-activities
34
No longer performing sport
22
No answer
12
0
5
10
15
20
25
30
35
&
The activities chosen by ex-customers after dropping out from their sport center were: enrolled in other sports center 34%; quitted doing
sport 22%; and began running on their own 19%. On the other hand, other activities reported by the sample were: doing sport with friends
8%, doing associated sport 3% or doing outdoor physical activities in group 2%.
30
December 2015
EX-CLIENTS' BEHAVIOUR AFTER DROPPING OUT BY
TYPE OF EX-CLIENTS' FEE
3
3
4
8
10
4
Enrolled in groups of outdoor
physical-activity
18
20
13
1
2
2
Enrolled in other
sports center
33
37
29
No longer doing sport
24
19
20
11
11
No answer
28
0
5
10
15
20
25
30
35
40
%
Low Cost
Medium
Premium
31
December 2015
EX-CLIENTS' BEHAVIOUR AFTER DROPPING OUT BY LEVEL
OF SATISFACTION OF EX-CLIENTS' EXPECTATIONS
2
3
4
8
9
9
18
Enrolled in other sports center
1
22
19
2
2
28
physical-activity
13
13
6
0
5
47
25
25
16
No answer
29
10
15
20
25
30
35
40
45
50
%
Expectations were exceeded
Expectation were met
Expectations were not met
According to the results, the number of ex-customers who enrolled in a competitor increased up to 20% when the center did not meet the
ex-customers’ expectations. Likewise, the number of people who quitted sports is bigger in those centers who exceeded their excustomers’ expectations (25%) or met their clients’ expectations, than those who did not satisfy them (18%).
32
December 2015
EX-CUSTOMER BEHAVIOUR AFTER DROPPING OUT BY
LEVEL OF SATISFACTION OF EX-CLIENTS' EXPECTATIONS
1
ENROLLED IN OTHER SPORTS CENTER (28%)
1
2
NO LONGER DOING SPORT (25%)
2
3
RUNNING ON THEIR OWN (22%)
3
4
DOING SPORT WITH FRIENDS (9%)
4
EXPECTATION WERE NOT MET
1
2
3
4
33
December 2015
EX-CLIENTS' BEHAVIOUR AFTER DROPPING OUT BY
PREVIOUS EXPERIENCE
3
3
8
11
21
19
physical-activity
1
2
Enrolled in other
sports center
20
36
32
21
11
11
No answer
0
5
10
15
20
25
30
35
40
%
No previous experience
Previous experience
According to the results, when an ex-client have previous experience in the sector and manage the dropout, there is an
increase of 16% in registrations in competitors’ centers. In a similar way, there is an increase of 11% in the number of
ex-clients with no previous experience in the sector that quit doing sport.
34
December 2015
EX-CUSTOMER BEHAVIOUR AFTER DROPPING OUT
1º I AM
ENROLLED IN
ANOTHER
SPORTS
CENTER
37%
2º
NO LONGER
DOING
PHYSICAL
ACTIVITY
22%
3º
RUNNING
ON THEIR
OWN
19%
35
December 2015
CONCLUSIONS
AND MAIN FINDINGS
1.
Main ex-clients behaviour after dropping out, from higher to lower importance:
◗
Enrolled in other sports center: 37%
No longer doing physical activity : 22%
◗
Running on their own : 19%
◗
2.
Among ex-clients who enrolled in other sports center, there are significant differences in their behaviour after the dropping out according to the
type of fee:
◗
Running on their own. Low Cost: 20%
◗
Running on their own. Premium: 13%
3.
There are significant differences among the ex-clients who dropped out according to their previous experience in other sports centers:
◗
20% of clients who had no previous experience joined other sports center.
36% of ex-clients who had previous experience enrolled in other sports center.
◗
4.
Main reasons to drop out according to ex-clients
◗
Lack of time
◗
Moving house
Holidays
◗
5.
There is an evolution about the reasons why ex-clients dropped out with respect to the 2014 research:
◗
◗
◗
Increase in the intention of enrolling in other sports center from 4,8% to 9%.
Lack of interaction with the staff members from 2,8% to 4%.
Lack of motivation from 4,3% to 6%.
36
December 2015
CONCLUSIONS
AND MAIN FINDINGS
6.
Lack of time reaches an 18% among the reason why ex-clients drop out; the same number as the one found 2014.
7.
The price/quality relationship as a dropout cause still shows a 4% in Low Cost Centers, 11% in Medium Centers and 12% in Premium Centers.
8.
68% of clients drop out in the first year.
9.
Among the improvement proposals given by ex-clients, we highlight:
◗
Staff members13%.
◗
Price/Quality relationship 11%.
◗
Facilities 10%.
10. 88% of the sample who dropped out in their center, had previous experience in at least another sports center.
11. Almost 31% of the emotions experienced by ex-clients were negatives.
12. 47% of ex-clients who never met their expectations, joined a competitor's sports center.
37
December 2015
OUR RECOMMENDATIONS
FOR IMPROVEMENT
1
IN THE SPORTS CENTER
EVERYONE HAS TO SELL
AND FOSTER LOYALTY. THE
INTERACTION AND
CONTACT WITH CLIENTS IS
A KEY ELEMENT.
2.
INITIAL ADVICE AND
MONITORING THE CLIENTS IS
VITAL IN THE FIRST YEAR.
MANY SPORTS CENTERS
DENOTE THAT THEY LOSE
THEIR CLIENTS ONCE THEY
ENROLLED IN THE CENTER.
4.
THE STAFF MEMBERS OF OUR
CENTERS PLAY AN IMPORTANT
ROLE IN THE EMOTIONS
EXPERIENCED BY OUR CLIENTS. THE
TRAINING OF OUR STAFF IN THESE
ASPECTS IS A KEY POINT.
5.
SET UP AND STRENGTHEN A
RUNNING CLUB IN THE
SPORTS CENTER, BUILDING UP
A RELATIONSHIP BETWEEN
TRAINING IN THE FITNESS
ROOM AND FASTER TIMES
3.
ASSESS THE CUSTOMER
EXPERIENCE IN THE SPORT
CENTRE. SEVERAL RESEARCHES
HAVE DEMONSTRATED THAT THERE
IS A DIRECT CORRELATION
BETWEEN CLIENTS' EXPERIENCE
AND ECONOMIC RESULTS OF THE
COMPANIES. 47% OF THE
RESEARCH EX-CLIENTS THAT DID
NOT MEET THEIR EXPECTATIONS
LEFT THEIR SPORTS CENTER.
6.
HELP OUR CLIENTS TO SET
GOALS IN A CHALLENGE
FORMAT. THEY MUST BE
ACHIEVABLE AND MOTIVATING.
PROVIDE CLIENTS WITH
FEEDBACK ABOUT THEIR
EVOLUTION AND PROGRESS.
38
December 2015
OUR RECOMMENDATIONS TO IMPROVE
THE LOYALTY
7.
CAMPAIGNING FOR
“HIGHLIGHTING THE VALUE OF
OUR SERVICE”. WE MUST
FOCUS ON THE BENEFITS THAT
OUR SERVICES PROVIDE. IT IS
NEEDED TO IMPROVE HOW
OUR CLIENTS PERCEIVE THE
VALUE FOR MONEY OF OUR
SERVICES AND THEIR QUALITY.
8.
LACK OF TIME IS NOT THE
MAIN CAUSE OF EX-CLIENTS'
DROPOUTS, IT IS JUST AN
OBJECTION USED BY PEOPLE
WHO WE DID NOT HELP
ENOUGH FOR THE PHYSICAL
ACTIVITY TO BECOME PART
OF THEIR LIFESTYLE.
9.
MAKE IT EASY.
10.
MEASURING HELPS TO
IMPROVE.
Research Sponsor
Institutions involved in the research

where do - Grupo IGOID

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