The panel debates around the Xplor attrition report have brought leavers into focus again for the industry. This is great timing, given we expect more members will to be looking to cancel in the coming months. In addition to seasonal trends, the war on attrition is likely to step up a gear as the financial crisis intensifies and people look to tighten their financial belts (and loosen their physical belts as a result!)
We’re going to cover some of the data you should be collecting on leavers, particularly reasons and feedback, and then look at ways of saving members who want to cancel.
However, when members cancel, lots of clubs still stick their heads in the sand. If nothing else, it’s important to look at why and how members cancel. And to state the obvious, why and how are separate questions. Why is the reason (or excuse) that a few of your leavers tell you, or you find out through a call, cancellation form, or survey. How is the method, often cancelled at bank or payment failed, occasionally by letter, message, phone call, or in club.
The Attrition Battle
We’ve talked about bringing absentees back in the last article (8/15). If you ignore your absentees, they’re more likely to leave, so the key message was to do something to try to bring them back. Even imperfect action is better than perfect inaction.However, when members cancel, lots of clubs still stick their heads in the sand. If nothing else, it’s important to look at why and how members cancel. And to state the obvious, why and how are separate questions. Why is the reason (or excuse) that a few of your leavers tell you, or you find out through a call, cancellation form, or survey. How is the method, often cancelled at bank or payment failed, occasionally by letter, message, phone call, or in club.
