What is User Experience?

The term Customer Experience may be new, but the relationship that we as consumers have with brands and services is not. As time goes by, we are becoming increasingly more demanding with regard to what we consume. When we see a company providing a great experience for its customers, we automatically consume more of its services and spread the word. If your gym isn’t considering customer experience, this might be a good time to take a good look at how to make them fall in love with your brand and become a customer for life.

From a consumer’s point of view, customer experience is the summary of all the interactions they’ve had with your brand or services. This is what they take into consideration when it comes down to being loyal to your gym or studio.

How to Achieve Customer Retention

 A lot of discussion today focuses on the challenges of retaining customers, especially as acquiring them in the first place is not that easy. This challenge has much more to do with the experience that your customer has at your gym, rather than being specifically related to your service sector.

Looking specifically at the fitness and well-being market, it’s worth mentioning that when customers decide to use any of these services, it’s because they have a goal in mind: Either they want or need to incorporate healthier habits into their routine, or they already do this and want to go to a new place for convenience or necessity.

From the moment we understand the reason why a customer arrived at your establishment; you have the possibility to help them achieve their desired goal. Consequently, this is what will make them find value in your services and spend more and more time at your business.


Practical Application of Consumption Values at Your Gym

When we talk about customer experience, we also need to talk about the 5 types of values perceived by customers, and how to apply them to your business:

  • Functional

Related to the utility and quality of service associated with the perceived cost. Using a loyalty card to generate points for frequent visits to the gym is an example of functional value. Each visit would generate certain points, which could be converted into extra activities and discounts on classes or products. Example: if a user goes to your gym 10 times, you can offer a personal trainer session free of charge, or bioelectrical impedance analysis, etc.

  • Social

This is oriented towards the feeling of belonging to a particular social group, either to differentiate it from other social groups, or for the group to recognise itself. An example is offering an exclusive classroom space, wellness equipment such as a massage chair, or even professional guidance for clients who have a certain plan.

  • Customised/Personalised

Perception of value in relation to something new and customised that makes a customer feel unique, such as adapting a workout to the customer’s needs.

  • Conditional

It is important to be prepared for adverse situations that may get in the way of your user’s routine. For example, a day of heavy rain makes people not want to go to the gym, so offering online classes can turn them into loyal customers and keep them active.

  • Emotional

Users today are looking for increasingly affective relationships with the brands and services they hire. To generate emotion in your customer is to activate their memory in such a way that makes their experience with your gym unforgettable. For example, have you thought about congratulating your customers for the first 4 consecutive weeks at your gym? Or when they complete a year going to the gym every month to train with you? Celebrate these moments together with them, show them that you care, and that they can count on you.

When a company is able to properly cultivate all the values perceived by customers, it has a much better chance of creating customer loyalty to its brand. Keeping a loyal customer is much more economic in financial terms than acquiring a new one that won’t stay with you for long.

Nurturing customer experience can be a challenge, but a satisfied customer who uses your services on a recurring basis will generate a higher financial return than one who uses them once and never returns.

Cultivating customer loyalty will depend primarily on the emotional relationship established, the trust gained, and the sense of satisfaction perceived. These are the keys to a great customer experience, as well as improving your retention!

Raphael Menezes: Customer Success and Customer Experience Strategist, passionate about innovation, social impact, and a customer-focused culture. Raphael has a master’s degree in consumer behaviour and science from the Higher School of Advertising and Marketing – ESPM Brazil. Customer Success Lead in a global start-up with experience at Loggi and Walt Disney World Company.