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Customer Relationship Management in a fitness club 75
4. Discussion
The IT Solutions presented have several CRM approach supporting assets. The main advantage of that kind of software applications is a constant and regular contact with the client (a report mailing system), a systematic transfer of information within the organization (processing the history of interactions with high-risk clients), constant observation of clients’ progress and attitude to the training as well as monitoring of their motivation to pay regular visits to the club by taking down online notes. This is a big asset from the organization’s intemal perspective. However, nowadays being constantly asked for personal data (telephone number, e-mail address etc.), being accosted in the gym and encouraged to have a conversation, being bothered by regular text messages automatically sent to one’s mobile or e-mails with new offers or new events can be perceived by some clients as disturbing. On the one hand, the IT tool modules and functions presented help manage the fitness club, some options being voluntary for the client (e.g. the mobile application or synchronization with social networks), but, on the other hand, it could be a disadvantage for clients who expect some privacy during their private time spent in the club. This is quite a challenge to define the subtle border between what is expected and accepted by clients and what is not.
For those clients who are interested in regular observation of their training progress, Suunto reports sent after training sessions could be highly motivating. The on-screen yisualization of the heart ratę and energy consumption during group sessions and the post-session e-mailing of results can keep the clients’ attention and encouragement at a higher level. This particular report is an example of how CRM works and how the organization cares for the client by sending them some guidelines as to what they should do next and when they should come back to the club.
The main difference between Perfect Gym and Suunto Solution is that the first one is applied mainly to support the job of managers, whereas the second one is a tool which is used to keep contact with clients and improve their motivation. However, for different purposes, it is suggested to use tools that can support a fitness club management in many different aspects, also taking into account the clients’ perspective.
Perfect Gym and Suunto Fitness Solution can be examples of how to manage a fitness club professionally and how to apply the CRM approach within the organization. They both allow for gathering a lot of information about clients. Wisely organized data could be a rich source of information about the clients’ needs, habits, systematicity, preferred kind of activity, character of motivation, goals, etc. They can be helpful when an individual offer is being prepared for the client or when some statistics are needed to manage group class schedules or make some rankings. In view of so much information about the client and the fact that every single client has different expectations and needs, it is crucial to ensure that such data be analyzed properly and a uniąue and indiyidualized offer be presented to a client to make surę
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