Friday, 5 May 2017

Mystery Shopping / Joining Benchmarks: David Hopkins at The Sales & Retention Convention

David Hopkins from Proinsight presented in the style of a pub quiz, taking delegates through the mystery shopping and joining journey from over 600 facilities over the last 5 years. He highlighted some key benchmarks, such as:

  • 90% of shoppers receive a positive welcome
  • However, only 63% have their data captured
  • 85% of facilities have an effective price presentation
  • 54% of prospects are asked to join
  • 30% receive a follow-up

In terms of mystery joining,

  • 66% of new members are encouraged to book an induction at Point of Sale
  • 79% are given details of a class to join at POS
  • 61% have a follow-up appointment booked after their first visit

A key takeaway from David’s talk is to measure and benchmark your member experience, use it to drive great performance through staff. Mystery shopping and journey is a key factor in increasing your income, retention and member loyalty.

You can read a synopsis of each session here, the full slideset is available to delegates on a private link. If you could not make it to the convention yourself, but would like to register for a webinar to get the content and ideas, please click here.

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