How Member Values Change Over Time
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In this episode I talk about how customer values and the value or perceived value of something changes over time.
The simplest example I can give is with my trainers, my new trainers always have pride of place my trainers that are replaced get bumped down.
So the value of something changes over time and in this session I talk about how that happens within health club environments.
I did a study two years ago where I interviewed a thousand members who had been members of more than two clubs about why they joined the first one, why they stayed, why they quit, what decision process they made on the second one, why they joined why they quit and how many different memberships they'd had.
The 1000 members between them had six and a half thousand years of memberships with health clubs and talking about their experiences and how those experiences evolve.
Someone who first joins a health club and looks at the studio timetable, they look at the studio timetable, lets say it's got a hundred classes in one week displayed
They are new to exercise, their aspiration is they are going to be in the club every day, this is their new lifestyle
Wow!
I've got a hundred classes to choose from, I'm going to be so busy!
By the time they have been a member of a club and left and a member of a club and left, a member of a club and left, when they walk into this club and they look at the 100 classes on the timetable they say,
I only do yoga and you've got
1 2 3 4 5 6 7 8
Two are at the weekend and I'm away at the weekend. You've got six classes for me.
They are not impressed by the whole timetable because they are only interested in specific classes.
They might say actually if I do yoga, I might be interested in doing something like pilates or I might be interested in doing a relaxation type class or something that is more mind and body orientated than is more HIIT training.
So they will look for similarities, but they will quickly make decisions about your timetable.
You then say look at our timetable!
and they reply six classes and at 60 euros a month and I'm only doing two of those classes that works out at this a month per class.
They do that in their head while they are looking at your timetable.
