Reebok Sports Club, London
London's Reebok Sports Club provides state-of-the-art leisure opportunities for over 5,000 members. The club reviewed its IT needs and chose Clarity as its new partner. ClarityLive for Leisure software is helping the club retain more members by keeping them happy, through improved understanding of membership trends, queue-busting payment processes, and better customer service. In addition, more efficient administration and the ability to drive secondary spend represent significant business benefit for the club.
- Multiple bookings made simple for staff - & fast for customers
- Easy to identify members at risk of leaving & encourage them to stay
- Cost reductions through more efficient admin & payment processes
- Powerful management applications for centralised control
- Systems fully supported by a friendly, knowledgeable team
Client
Part of an exclusive worldwide network of Reebok clubs, the London operation at Canary Wharf offers an array of top quality facilities and services. A state-of-the-art gym, luxury spa, indoor golf club, climbing wall, swimming pool, business and conference centre, shop, bar and restaurant are just some of the prestigious facilities. The management team purchased the club in December 2003, and employs around 60 full-time staff to service over 5,000 members.
Brief
When the new management team took over the club, it inherited an inflexible IT system with no local support, and limited reporting. Managing Director Ian Mahoney saw customer retention as key to the club's success, and wanted an IT solution that would connect the club with its members, driving a consistently high standard of customer service.
Reebok needed an easy to use system to improve member tracking, retention, and reporting. Goals included reducing costs through more efficient payment processing, a more robust and reliable platform, driving secondary spend, and flexible reporting for a consistent business overview. Ian Mahoney summarises,
“It was important to us to select an IT partner with the ethos and capability to develop and deliver integrated solutions, so that the system could be developed to leverage future opportunities and innovations.”
Solution
Clarity's multi-sector experience made it uniquely placed to deliver a customerfocused solution for the club's combination of leisure, dining and shopping. Reebok selected ClarityLive for Leisure, including software modules already proven in settings handling high numbers of customer interactions, such as hotels, clubs and spas. Reebok M.D. Ian Mahoney adds,
“I knew that the individuals involved wouldn't let me down.”
Flexible bookings capabilities mean staff can easily schedule a variety of treatments, classes and services requiring a range of specialist staff and resources, without keeping customers waiting.
ClarityLive is fast, simple to use, and interfaces easily with powerful management reporting and other applications. This operational flexibility is crucial, given Reebok's exceptionally broad offering.
Results
In line with Reebok's focus on customer retention, Clarity's software has improved member tracking. Ian Mahoney confirms,
“Now we are able to track the reasons why people leave the club much better than before.”
By tracking usage patterns, Reebok can identify members 'at risk', and communicate with them to encourage them to remain members and keep using the club.
After migration to the new system, Reebok were delighted with the data transfer.
“Membership reconciliation was phenomenal,”
says Reebok's Ian Mahoney.
The new solution has resolved previously hidden anomalies, delivering a clean membership database. Reports are now an important part of monthly board meetings, where membership movements and reasons for leaving can be analysed with confidence.
The new system has also made payment processing more flexible and efficient, saving time for both staff and customers.
“By making payments for services within the club easier, more convenient and transparent, we can drive secondary spend by our members,”
says M.D. Ian Mahoney.
As well as experiencing faster, more efficient service while they're at the club, Reebok's members now enjoy the added convenience of accessing a number of services over the internet. This is just one of many new developments that the management team is delivering through ClarityLive.
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