Customer retention is an outcome not a strategy
Customer retention is an outcome not a strategy
The word ‘retention’ must be one of the most overused and misunderstood in the fitness industry. We have Retention Managers and retention strategies, we even have retention software that carefully runs algorithms through member usage data to try and determine the member’s risk of leaving. All of these retention-focused activities have good intentions but I can’t help thinking that somewhere along the way they miss the point. Continue reading