Ayp09 Albany

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Presentation at the 2009 Albany AYP Conference

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  • Ayp09 Albany

    1. 1. Accountability The key to success in retaining health seekers
    2. 2. A fellow New Yorker...
    3. 3. A fellow New Yorker...
    4. 4. After 30 consecutive years of YMCA involvement...
    5. 5. After 30 consecutive years of YMCA involvement... There’s one thing I am known for...
    6. 6. My claim to fame
    7. 7. My claim to fame
    8. 8. I’ve got some friends in the audience
    9. 9. I’ve got some friends in the audience
    10. 10. I’ve got some friends in the audience
    11. 11. I’ve got some friends in the audience
    12. 12. I’ve got some friends in the audience
    13. 13. Please... no texting, calls or snoozing
    14. 14. Objectives
    15. 15. Objectives • Define what accountability really means in the YMCA? hint... it’s the real key to success in working with health seekers
    16. 16. Objectives • Define what accountability really means in the YMCA? hint... it’s the real key to success in working with health seekers • Hold a workshop to assist you in defining actions that assist staff members in holding members accountable
    17. 17. Objectives • Define what accountability really means in the YMCA? hint... it’s the real key to success in working with health seekers • Hold a workshop to assist you in defining actions that assist staff members in holding members accountable • Discover what’s new for SEER in 2009
    18. 18. Objectives • Define what accountability really means in the YMCA? hint... it’s the real key to success in working with health seekers • Hold a workshop to assist you in defining actions that assist staff members in holding members accountable • Discover what’s new for SEER in 2009 • No extra charge... 6 best things to do to retain members in 2009
    19. 19. Last year... I mentioned something really important
    20. 20. Sample D Member Exit Survey- Why do our members leave? January 2008 we help you see what's there. Seer Analytics, LLC SEER 518 North Tampa Street Tampa, FL 33602 ©2008
    21. 21. length of membership Less than 1 year 28% January 2008 Sample D YMCA 1 year 34% 2 years 16% Sample D 3-5 years 12% 6-10 years 6% Longer than 10 years 4% Page 1 How long had you been a member or participant of this YMCA? ©2008 Seer Analytics, LLC Tampa, FL 33602
    22. 22. membership 63% type January 2008 Sample D YMCA Sample D 35% 2% Family Adult Senior Page 2 Please check your membership type: ©2008 Seer Analytics, LLC Tampa, FL 33602
    23. 23. frequency of use Not at all 12% January 2008 Sample D YMCA Once a month 19% Once a week 14% Sample D 2-3 times a week 51% 4-5 times a week 2% Only for children 2% Page 3 On the average, about how frequently did you come to the YMCA? ©2008 Seer Analytics, LLC Tampa, FL 33602
    24. 24. I did not have enough time. 37% reason for Not enough value for the money. 16% leaving Sick, injured, disabled 12% Moved away 9% January 2008 Children's needs changed 5% Sample D YMCA Did or plan to renew 4% No reason 3% Pool availability 3% Got gym equip at home, work 2% Sample D Too far away 2% Not enough parking 1% Layout of facilities 1% Small child(ren) 1% Hours not convenient 1% Programs 1% Staff members were not helpful. 1% The facility is not clean. 1% Other 0% Not enough equipment. 0% The facility is too crowded. 0% Page 4 What was your reason for not renewing your membership? ©2008 Seer Analytics, LLC Tampa, FL 33602
    25. 25. frequency of use Not at all 12% January 2008 Sample D YMCA Once a month 19% Sample D Once a week 14% Liars! 2-3 times a week 51% 4-5 times a week 2% Only for children 2% Page 3 On the average, about how frequently did you come to the YMCA? ©2008 Seer Analytics, LLC Tampa, FL 33602
    26. 26. Drivers of value for the money • Quality of Classes • Recommend to friends • Can relate to members • Convenience of schedule • Feel Welcome • Ease of program/class schedule • Competence of Staff • Enough Staff to help • Friendliness • Staff Can answer questions
    27. 27. other attributes 43% Did staff know your name January 2008 57% Sample D YMCA Yes 32% Did staff ask you about your progress No 68% 41% staff notice if you stopped coming? 59% Page 6 ©2008 Seer Analytics, LLC Tampa, FL 33602
    28. 28. Nothing more 47% what if anything Additional aerobic class offerings 10% would bring On site indoor youth sports programs & leagues 7% you back Sample D YMCA Adult basketball open gym time 6% January 2008 Additional programs for strength training 6% More holistic programs such as Yoga & Pilates 6% Sample D Cheaper 5% Additional Youth Dance programs 4% More programs, facilities 3% Half year or pool membership 2% More elliptical machines 2% Longer hours 1% Open gym for kids 1% Page 7 ©2008 Seer Analytics, LLC Tampa, FL 33602
    29. 29. Other findings
    30. 30. Other findings • In one case 83% of those who left did not go anywhere else
    31. 31. Other findings • In one case 83% of those who left did not go anywhere else • Losing people is not entirely about bad service… it’s about new members wanting (NEED) accountability
    32. 32. Other findings • In one case 83% of those who left did not go anywhere else • Losing people is not entirely about bad service… it’s about new members wanting (NEED) accountability • These peeps are health seekers
    33. 33. Other findings • In one case 83% of those who left did not go anywhere else • Losing people is not entirely about bad service… it’s about new members wanting (NEED) accountability • These peeps are health seekers • It’s the fitness staff!
    34. 34. My dog is a health seeker…now I understand more about this population we help you see what's there. SEER
    35. 35. Trinity… the dog
    36. 36. Much more than a pet
    37. 37. Like a health seeker She needs accountability
    38. 38. Like a health seeker She needs accountability • Left to herself- content to lie around
    39. 39. Like a health seeker She needs accountability • Left to herself- content to lie around • She only did “her business” if we joined her
    40. 40. Like a health seeker She needs accountability • Left to herself- content to lie around • She only did “her business” if we joined her • Heaven forbid she ever went outside to play on her own
    41. 41. Like a health seeker She needs accountability • Left to herself- content to lie around • She only did “her business” if we joined her • Heaven forbid she ever went outside to play on her own • If we were engaged… she played
    42. 42. Like a health seeker She needs accountability • Left to herself- content to lie around • She only did “her business” if we joined her • Heaven forbid she ever went outside to play on her own • If we were engaged… she played
    43. 43. And like a health seeker she never graduates
    44. 44. And like a health seeker she never graduates • Talk about old dog and new tricks… “The Dog Whisperer”
    45. 45. And like a health seeker she never graduates • Talk about old dog and new tricks… “The Dog Whisperer” • Health seekers are different than the 20% of the population who regularly exercise
    46. 46. And like a health seeker she never graduates • Talk about old dog and new tricks… “The Dog Whisperer” • Health seekers are different than the 20% of the population who regularly exercise • They always need accountability… they never graduate
    47. 47. She needed an accountability partner…
    48. 48. She needed an accountability partner…
    49. 49. Well, it kinda worked... 25
    50. 50. And that’s exactly what most YMCA members need as well... accountability
    51. 51. Accountability…
    52. 52. Accountability… Where does it fit in the member experience?
    53. 53. Hierarchy of needs
    54. 54. Hierarchy of needs Facility
    55. 55. Hierarchy of needs Support Facility
    56. 56. Hierarchy of needs Value Support Facility
    57. 57. Hierarchy of needs Engagement Value Support Facility
    58. 58. Hierarchy of needs Impact Engagement Value Support Facility
    59. 59. Hierarchy of needs Involvement Impact Engagement Value Support Facility
    60. 60. Leadership Hierarchy of needs Involvement Impact Engagement Value Support Facility
    61. 61. Leadership Hierarchy of needs Involvement Impact Engagement Value Support Facility
    62. 62. Leadership Hierarchy of needs Involvement Accountability Impact Engagement Value Support Facility
    63. 63. Facility
    64. 64. Facility • Maintenance, enough & right equipment
    65. 65. Facility • Maintenance, enough & right equipment • Cleanliness
    66. 66. Facility • Maintenance, enough & right equipment • Cleanliness • Security & safety
    67. 67. Facility • Maintenance, enough & right equipment • Cleanliness • Security & safety • Attractiveness
    68. 68. Support (service)
    69. 69. Support (service) • Staff can answer questions
    70. 70. Support (service) • Staff can answer questions • Ease of class registration
    71. 71. Support (service) • Staff can answer questions • Ease of class registration • Competence
    72. 72. Support (service) • Staff can answer questions • Ease of class registration • Competence • Friendliness
    73. 73. Support (service) • Staff can answer questions • Ease of class registration • Competence • Friendliness • Enough staff to help
    74. 74. Value 31
    75. 75. Value • Value for the money 31
    76. 76. Value • Value for the money • Quality of classes 31
    77. 77. Engagement (connection)
    78. 78. Engagement (connection) • Staff are good listeners
    79. 79. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed
    80. 80. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships
    81. 81. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members
    82. 82. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members • Know your name
    83. 83. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members • Know your name • Takes Initiative to talk to members
    84. 84. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members • Know your name • Takes Initiative to talk to members • Notice if stopped coming
    85. 85. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members • Know your name • Takes Initiative to talk to members • Notice if stopped coming • Feel welcome
    86. 86. Engagement (connection) • Staff are good listeners • Communications from the Y keep me well informed • Developed friendships • Y Builds strong relationships with members • Know your name • Takes Initiative to talk to members • Notice if stopped coming • Feel welcome
    87. 87. Impact (accountability)
    88. 88. Impact (accountability) • Check on progress
    89. 89. Impact (accountability) • Check on progress • Frequency of use
    90. 90. Impact (accountability) • Check on progress • Frequency of use • Meet fitness goals
    91. 91. Impact (accountability) • Check on progress • Frequency of use • Meet fitness goals • High levels of group exercise
    92. 92. Impact (accountability) • Check on progress • Frequency of use • Meet fitness goals • High levels of group exercise • Intent to renew
    93. 93. Impact (accountability) • Check on progress • Frequency of use • Meet fitness goals • High levels of group exercise • Intent to renew • Y is a community leader in developing healthy habits
    94. 94. Involvement
    95. 95. Involvement
    96. 96. Involvement • Likelihood to Volunteer
    97. 97. Involvement • Likelihood to Volunteer • Likelihood to Donate
    98. 98. Involvement • Likelihood to Volunteer • Likelihood to Donate • Participated in event
    99. 99. Involvement • Likelihood to Volunteer • Likelihood to Donate • Participated in event • Helped in event
    100. 100. Involvement • Likelihood to Volunteer • Likelihood to Donate • Participated in event • Helped in event • Met socially
    101. 101. Involvement • Likelihood to Volunteer • Likelihood to Donate • Participated in event • Helped in event • Met socially • Volunteered
    102. 102. Involvement • Likelihood to Volunteer • Likelihood to Donate • Participated in event • Helped in event • Met socially • Volunteered • Donated
    103. 103. Leadership
    104. 104. Accountability… boils down to the fitness staff
    105. 105. Accountability… boils down to the fitness staff Let’s take a look at a few YMCAs that are getting it right
    106. 106. Background on the James Center… Richmond, VA
    107. 107. Background on the James Center… Richmond, VA • Disappointed that a small “downtown” YMCA was scoring lower than expected. (SEER research shows that small newer YMCAs typically score better than their counterparts)
    108. 108. Background on the James Center… Richmond, VA • Disappointed that a small “downtown” YMCA was scoring lower than expected. (SEER research shows that small newer YMCAs typically score better than their counterparts) • The location dealt primarily with adults and was singly focused (fitness) for a younger working clientele.
    109. 109. Background on the James Center… Richmond, VA • Disappointed that a small “downtown” YMCA was scoring lower than expected. (SEER research shows that small newer YMCAs typically score better than their counterparts) • The location dealt primarily with adults and was singly focused (fitness) for a younger working clientele. • Comments from 2007 survey noted the lack of professionalism of those individuals associated with fitness programming and training and the correlation to the incidence of not meeting fitness goals.
    110. 110. 40% age 34% June 2008 James Center YMCA 28% 24% 23% 22% James Center YMCA National Average 12% 8% 5% 2% Under 25 years 25-34 years 35-49 years 50-64 years 65 years and over Page 67
    111. 111. 67% membership type June 2008 James Center YMCA 50% James Center YMCA 30% 30% National Average 20% 2% Family Adult Senior Page 60 Please check your membership type:
    112. 112. Banking on SEER research to make calculated changes
    113. 113. Banking on SEER research to make calculated changes • SEER research shows that members involved in group activities have a higher incidence of overall satisfaction, meeting fitness goals and intent to renew.
    114. 114. Banking on SEER research to make calculated changes • SEER research shows that members involved in group activities have a higher incidence of overall satisfaction, meeting fitness goals and intent to renew. • In addition, we know that full-time employees are generally more satisfied than part-time employees; and that there is a correlation between staff satisfaction and member satisfaction.
    115. 115. Trying something different and seeing BIG results
    116. 116. Trying something different and seeing BIG results • Eliminated all part-time fitness floor trainers and the one administrative oriented fitness director and in their place, replaced them with 2 full-time, accredited (ACSM, NSCA) fitness experts with college degrees who spent 95% of their time with members.
    117. 117. Trying something different and seeing BIG results • Eliminated all part-time fitness floor trainers and the one administrative oriented fitness director and in their place, replaced them with 2 full-time, accredited (ACSM, NSCA) fitness experts with college degrees who spent 95% of their time with members. • Hired out-going energetic fitness staff.
    118. 118. Trying something different and seeing BIG results • Eliminated all part-time fitness floor trainers and the one administrative oriented fitness director and in their place, replaced them with 2 full-time, accredited (ACSM, NSCA) fitness experts with college degrees who spent 95% of their time with members. • Hired out-going energetic fitness staff. • One opened the building and worked until the afternoon, the other came on in the afternoon and worked until closing. The overlap provided admin time.
    119. 119. Trying something different and seeing BIG results • Eliminated all part-time fitness floor trainers and the one administrative oriented fitness director and in their place, replaced them with 2 full-time, accredited (ACSM, NSCA) fitness experts with college degrees who spent 95% of their time with members. • Hired out-going energetic fitness staff. • One opened the building and worked until the afternoon, the other came on in the afternoon and worked until closing. The overlap provided admin time. • Taught classes, personal trained and assisted members on the floor.
    120. 120. Trying something different and seeing BIG results • Eliminated all part-time fitness floor trainers and the one administrative oriented fitness director and in their place, replaced them with 2 full-time, accredited (ACSM, NSCA) fitness experts with college degrees who spent 95% of their time with members. • Hired out-going energetic fitness staff. • One opened the building and worked until the afternoon, the other came on in the afternoon and worked until closing. The overlap provided admin time. • Taught classes, personal trained and assisted members on the floor. • Some specialty instructors were retained.
    121. 121. Who would you rather have instruction from? • A $8.00 employee • A $30,000 fitness expert
    122. 122. Member satisfaction study James Center YMCA YMCA of Greater Richmond 518 North Tampa Street, Suite 250 Tampa, Florida 33602 813.318.0111 office June 2008 877.318.0111 toll-free 813.318.0592 fax info@seeranalytics.com www.seeranalytics.com © 2008
    123. 123. 59% overall satisfaction 49% 47% June 2008 James Center YMCA 39% 2008 vs. 2007 James Center YMCA 2008 James Center YMCA 2007 4% 2% 0% 0% Excellent Good Fair Poor Page 5 How would you rate the YMCA?
    124. 124. section II. relationship building
    125. 125. rating on staff 59% connectedness Staff care about your well-being 41% June 2008 James Center YMCA 92% Friendliness 71% 2008 vs. 2007 % excellent 72% Competence James Center 56% YMCA 2008 James Center YMCA 67% 2007 Enough staff to help you 55% 37% You can relate to other members 34% 65% You feel welcome at the YMCA 54% Page 10 How would you rate the YMCA on each of the following?
    126. 126. 45% rating on staff Staff would notice if you stopped coming engagement 26% June 2008 James Center YMCA 57% Staff know your name 34% 2008 vs. 2007 % excellent James Center 60% YMCA Good listeners 2008 45% James Center YMCA 2007 58% Take the iniative to talk to members 38% 31% Check on your progress 22% Page 12 How would you rate the YMCA on each of the following?
    127. 127. YMCA staff became accountability partners
    128. 128. 56% helped you meet fitness goals 49% June 2008 James Center YMCA 42% 40% 2008 vs. 2007 James Center YMCA 2008 James Center YMCA 2007 6% 2% 2% 1% 1% 1% Very much Somewhat Not very much Not at all DK/No Answer Page 14 How much has this YMCA helped you meet your health and fitness goals?
    129. 129. 65% individual and group activity 57% June 2008 James Center YMCA 2008 vs. 2007 37% James Center YMCA 32% 2008 James Center YMCA 2007 4% 2% Group activities only Individual exercise only Both group and individual Page 16 When you come to the Y, do you mainly engage in group activities or do you mainly engage in individual exercise activities?
    130. 130. member Communications from my Y keep me well informed 44% service 28% June 2008 James Center YMCA 59% Staff can answer questions 49% 2008 vs. 2007 % excellent James Center 49% YMCA Quality of classes/programs 2008 41% James Center YMCA 2007 73% Efficiency of front desk procedures 68% 70% Ease of program or class registration 59% Page 34 How would you rate the YMCA on each of the following?
    131. 131. This is impressive because of who they serve…
    132. 132. gender 61% 58% June 2008 James Center YMCA 42% 39% James Center YMCA National Average Female Male Page 66
    133. 133. Additional benefits… Other good stuff happens!
    134. 134. section III. mission and advancement
    135. 135. outreach 57% June 2008 James Center YMCA The Y provides financial assistance for members who cannot afford to pay 45% 2008 vs. 2007 % responding yes James Center YMCA 2008 James Center YMCA 2007 43% The Y offers low or no-cost programs for youth and families in the neighborhood 33% Page 19 As far as you know...
    136. 136. community 68% The Y builds strong relationships with its members 49% June 2008 James Center YMCA 75% The YMCA is a community leader in promoting healthy habits 67% 2008 vs. 2007 % responding yes James Center YMCA 66% 2008 The Y is a good place for your family 55% James Center YMCA 2007 44% The YMCA is a good place to bring children 34% 81% You feel a sense of fellowship and belonging at the YMCA 64% Page 21 As far as you know...
    137. 137. likelihood to 45% volunteer if asked June 2008 James Center YMCA 32% 31% 31% 2008 vs. 2007 28% James Center YMCA 2008 James Center 18% YMCA 2007 7% 4% 3% 2% Definitely would Might or might not DK/No Answer Page 27 If asked, how likely would you be to volunteer at this YMCA?
    138. 138. section IV. retention
    139. 139. recommend 73% YMCA to friends June 2008 58% James Center YMCA 2008 vs. 2007 James Center YMCA 2008 31% James Center YMCA 2007 22% 8% 2% 1% 2% 1% 1% Definitely would Might or might not DK/No Answer Page 36 If asked, how likely would you be to recommend this YMCA to your friends?
    140. 140. 50% 50% loyalty 45% June 2008 James Center YMCA 33% 2008 vs. 2007 James Center YMCA 2008 James Center YMCA 17% 2007 5% Very loyal Somewhat loyal Not Very/Not at All Page 38 Compared to other organizations in your community or companies you deal with, please rate your loyalty to the YMCA:
    141. 141. intent to 46% 46% renew 41% June 2008 38% James Center YMCA 2008 vs. 2007 James Center YMCA 2008 James Center YMCA 2007 8% 8% 7% 6% Definitely will Probably will Might or might not Probably/Definitely Not Page 40 All things considered, do you think you will belong to this Y a year from now?
    142. 142. One more piece of research…
    143. 143. One more piece of research… • SEER research shows that members who come more frequently meet their fitness goals… duh
    144. 144. One more piece of research… • SEER research shows that members who come more frequently meet their fitness goals… duh • The trick is getting them to come more frequently… right?
    145. 145. One more piece of research… • SEER research shows that members who come more frequently meet their fitness goals… duh • The trick is getting them to come more frequently… right? • These strategies show that employing full-time “fitness directors” who spend 95% of their time with members, improve the overall experience of a member. This leads to members coming to the YMCA more frequently and thus meeting their fitness goals. Let’s look…
    146. 146. frequency of 4% Less than once a month use 2% June 2008 0% Once a month James Center YMCA 1% 2008 vs. 2007 4% 2-3 times a month 5% James Center YMCA 8% 2008 Once a week 6% James Center YMCA 2007 46% 2-3 times a week 59% 33% 4-5 times a week 24% 5% 6-7 times a week 3% Page 65 On the average, about how frequently do you come to the YMCA?
    147. 147. “a great strategy to employ with Health seekers” Hunter Schwartz professional guidance… expertise engagement… caring group activities… accountability meeting fitness goals… adherence
    148. 148. But of course… my wife has been telling me this for a long time
    149. 149. But of course… my wife has been telling me this for a long time • She lives it every day…
    150. 150. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y…
    151. 151. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y… • Fitness Director… err Fitness Queen
    152. 152. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y… • Fitness Director… err Fitness Queen • Still teaches classes and personal trains…
    153. 153. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y… • Fitness Director… err Fitness Queen • Still teaches classes and personal trains… • So how does this approach work for a 100,000 square foot YMCA with 17,000 members and 195 classes/ week?
    154. 154. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y… • Fitness Director… err Fitness Queen • Still teaches classes and personal trains… • So how does this approach work for a 100,000 square foot YMCA with 17,000 members and 195 classes/ week?
    155. 155. But of course… my wife has been telling me this for a long time • She lives it every day… • 17 year veteran of the Green Hills YMCA… she’s only had one job in the Y… • Fitness Director… err Fitness Queen • Still teaches classes and personal trains… • So how does this approach work for a 100,000 square foot YMCA with 17,000 members and 195 classes/ week?
    156. 156. Professional guidance… expertise…
    157. 157. Professional guidance… expertise… • 25 personal trainers
    158. 158. Professional guidance… expertise… • 25 personal trainers • All of them have ACSM or NSCA certifications
    159. 159. Professional guidance… expertise… • 25 personal trainers • All of them have ACSM or NSCA certifications • Pilates… staff of 10. All of them have Power Pilates certification which requires 600 hours of training.
    160. 160. Professional guidance… expertise… • 25 personal trainers • All of them have ACSM or NSCA certifications • Pilates… staff of 10. All of them have Power Pilates certification which requires 600 hours of training. • Continuing education mandatory
    161. 161. Professional guidance… expertise… • 25 personal trainers • All of them have ACSM or NSCA certifications • Pilates… staff of 10. All of them have Power Pilates certification which requires 600 hours of training. • Continuing education mandatory • $1,000,000 in fitness revenue.
    162. 162. Professional guidance… expertise… • 25 personal trainers • All of them have ACSM or NSCA certifications • Pilates… staff of 10. All of them have Power Pilates certification which requires 600 hours of training. • Continuing education mandatory • $1,000,000 in fitness revenue. • Yep… that’s right $1,000,000.
    163. 163. Engagement… caring
    164. 164. Group classes… accountability
    165. 165. Group classes… accountability • 195 classes/week
    166. 166. Group classes… accountability • 195 classes/week • Charge for some of them… aids in accountability
    167. 167. Group classes… accountability • 195 classes/week • Charge for some of them… aids in accountability • Many ways to personal train… one-one, duets, trios, quads, half-hour sessions and boot camps
    168. 168. Group classes… accountability • 195 classes/week • Charge for some of them… aids in accountability • Many ways to personal train… one-one, duets, trios, quads, half-hour sessions and boot camps • Price points for every pocketbook
    169. 169. Group classes… accountability • 195 classes/week • Charge for some of them… aids in accountability • Many ways to personal train… one-one, duets, trios, quads, half-hour sessions and boot camps • Price points for every pocketbook • Marathon and 5k training
    170. 170. Group classes… accountability • 195 classes/week • Charge for some of them… aids in accountability • Many ways to personal train… one-one, duets, trios, quads, half-hour sessions and boot camps • Price points for every pocketbook • Marathon and 5k training • Impromptu classes
    171. 171. Meeting fitness goals… adherence
    172. 172. How do I afford these people?
    173. 173. How do I afford these people? • Here’s the secret… they pay for themselves through increased retention… member fees. One of the best ways to retain members is to involve them in personalized training.
    174. 174. How do I afford these people? • Here’s the secret… they pay for themselves through increased retention… member fees. One of the best ways to retain members is to involve them in personalized training. • At Green Hills YMCA, 90% of clients are retained annually.
    175. 175. How do I afford these people? • Here’s the secret… they pay for themselves through increased retention… member fees. One of the best ways to retain members is to involve them in personalized training. • At Green Hills YMCA, 90% of clients are retained annually. • Secondly, members pay additional fees for personalized training. (It generates revenue rather than being overhead) Trainers generate their own revenue…
    176. 176. How do I afford these people? • Here’s the secret… they pay for themselves through increased retention… member fees. One of the best ways to retain members is to involve them in personalized training. • At Green Hills YMCA, 90% of clients are retained annually. • Secondly, members pay additional fees for personalized training. (It generates revenue rather than being overhead) Trainers generate their own revenue… • As for my wife… she continues to be a bargain for her YMCA costing them less every time she picks up another class or client. She actually has gotten cheaper to the YMCA with this approach.
    177. 177. Lessons from successful YMCAs in the area of accountability
    178. 178. Lessons from successful YMCAs in the area of accountability • Hire caring experts who spend the bulk of their time with members
    179. 179. Lessons from successful YMCAs in the area of accountability • Hire caring experts who spend the bulk of their time with members • Leaning towards full-time status to maintain continuity with members
    180. 180. Lessons from successful YMCAs in the area of accountability • Hire caring experts who spend the bulk of their time with members • Leaning towards full-time status to maintain continuity with members • Accent on personalized approach with lots of price points...
    181. 181. Lessons from successful YMCAs in the area of accountability • Hire caring experts who spend the bulk of their time with members • Leaning towards full-time status to maintain continuity with members • Accent on personalized approach with lots of price points... • for both men and women
    182. 182. Time for a break?
    183. 183. SEER Memsat and Health Seekers How do the principles of accountability apply to Health Seekers?
    184. 184. Key Attributes of Behavior Change on MemSat
    185. 185. Key Attributes of Behavior Change on MemSat Community perception of YMCA as leader in building Healthy Habits (the place to go)
    186. 186. Key Attributes of Behavior Change on MemSat Community perception of YMCA as leader in building Healthy Habits (the place to go) Staff good listeners- (relationship/engagement)
    187. 187. Key Attributes of Behavior Change on MemSat Community perception of YMCA as leader in building Healthy Habits (the place to go) Staff good listeners- (relationship/engagement) Members meeting fitness goals- (accountability)
    188. 188. Case Study member satisfaction study YMCA of Greater Rochester 518 North Tampa Street, Suite 250 Tampa, Florida 33602 813.318.0111 office November 2008 877.318.0111 toll-free 813.318.0592 fax info@seeranalytics.com www.seeranalytics.com © 2008
    189. 189. 56% overall 52% satisfaction November 2008 YMCA of Greater 41% Rochester 40% YMCA of Greater Rochester National Average 7% 3% 1% 0% Page 4 Excellent Good Fair Poor How would you rate the YMCA?
    190. 190. 56% overall satisfaction 50% November 2008 44% YMCA of Greater Rochester 41% 2008 vs. 2006 YMCA of Greater Rochester 2008 YMCA of Greater Rochester 2006 5% 3% 0% 0% Excellent Good Fair Poor Page 5 How would you rate the YMCA?
    191. 191. 59% 56% overall satisfaction 50% 50% November 2008 44% 45% YMCA of Greater Rochester 41% 36% 2008 2006 2004 2002 5% 5% 5% 3% 0% 0% 0% 0% Excellent Good Fair Poor Page 93 How would you rate the YMCA? © 2008 Seer Analytics, LLC Tampa, FL 33602
    192. 192. Overall Satisfaction % Excellent - Branch vs. Association Average Eastside 71 Westside 65 Northwest 62 Association Southwest 55 Average 56 Bay View 54 National Maplewood 53 Average 40 Carlson 49 we help you see what's there. Victor AFC 47 Southeast 44 SEER Monroe 38
    193. 193. YMCA of Greater Rochester Memsat Branch Comparison Report 2008 - Association vs. National Average Wow
    194. 194. 63% community The Y builds strong relationships with its members 53% November 2008 80% YMCA of Greater YMCA community leader in promoting healthy habits Rochester 69% % responding yes 83% YMCA of Greater The Y is a good place for your family Rochester 78% National Average 78% The YMCA is a good place to bring children 73% 77% feel a sense of fellowship and belonging at the YMCA 70% Page 20 As far as you know...
    195. 195. community 63% The Y builds strong relationships with its members 58% November 2008 YMCA of Greater Rochester 80% YMCA a community leader in promoting healthy habits 2008 vs. 2006 75% % responding yes YMCA of Greater Rochester 2008 83% The Y is a good place for your family 86% YMCA of Greater Rochester 2006 78% The YMCA is a good place to bring children 81% 77% feel sense of fellowship and belonging at the YMCA 76% Page 21 As far as you know...
    196. 196. rating on staff 29% engagement Staff would notice if you stopped coming 24% November 2008 YMCA of Greater Rochester 30% Staff know your name % excellent 26% YMCA of Greater Rochester 40% Good listeners National Average 33% 35% Take the iniative to talk to members 31% 25% Check on your progress 20% Page 11 How would you rate the YMCA on each of the following?
    197. 197. rating on staff 29% engagement Staff would notice if you stopped coming 24% November 2008 YMCA of Greater Rochester 30% Staff know your name % excellent 26% YMCA of Greater Rochester 40% Good listeners National Average 33% 35% Take the iniative to talk to members 31% 25% Check on your progress 20% Page 11 How would you rate the YMCA on each of the following?
    198. 198. rating on staff 29% engagement Staff would notice if you stopped coming 24% November 2008 YMCA of Greater Rochester 30% Staff know your name 2008 vs. 2006 24% % excellent YMCA of Greater Rochester 40% 2008 Good listeners 34% YMCA of Greater Rochester 2006 35% Take the iniative to talk to members 29% 25% Check on your progress 21% Page 12 How would you rate the YMCA on each of the following?
    199. 199. rating on staff 29% engagement Staff would notice if you stopped coming 24% November 2008 YMCA of Greater Rochester 30% Staff know your name 2008 vs. 2006 24% % excellent YMCA of Greater Rochester 40% 2008 Good listeners 34% YMCA of Greater Rochester 2006 35% Take the iniative to talk to members 29% 25% Check on your progress 21% Page 12 How would you rate the YMCA on each of the following?
    200. 200. helped you meet fitness 52% goals 48% November 2008 YMCA of Greater 43% Rochester 41% YMCA of Greater Rochester National Average 5% 5% 2% 2% 1% 1% Very much Somewhat Not very much Not at all DK/No Answer Page 13 How much has this YMCA helped you meet your health and fitness goals?
    201. 201. helped you meet fitness 52% 50% goals November 2008 YMCA of Greater 43% Rochester 41% 2008 vs. 2006 YMCA of Greater Rochester Hmmm... 2008 surprisingly slow progress YMCA of Greater Rochester 2006 5% 4% 2% 1% 1% 1% Very much Somewhat Not very much Not at all DK/No Answer Page 14 How much has this YMCA helped you meet your health and fitness goals?
    202. 202. So what are the drivers of Meet Fitness Goals?
    203. 203. So what are the drivers of Meet Fitness Goals? Number involved in Group Activity
    204. 204. So what are the drivers of Meet Fitness Goals? Number involved in Group Activity Quality of classes
    205. 205. So what are the drivers of Meet Fitness Goals? Number involved in Group Activity Quality of classes Engagement scores
    206. 206. So what are the drivers of Meet Fitness Goals? Number involved in Group Activity Quality of classes Engagement scores
    207. 207. Why is group activity important?
    208. 208. Why is group activity important? • Most satisfied members
    209. 209. Why is group activity important? • Most satisfied members • Make friends
    210. 210. Why is group activity important? • Most satisfied members • Make friends • Intent to renew at highest levels
    211. 211. Why is group activity important? • Most satisfied members • Make friends • Intent to renew at highest levels • Meet fitness goals at the highest levels
    212. 212. Quality of classes • Quality of classes drive members into programs… seems to be a direct result of poor classes and the rate of group activity.
    213. 213. Engagement of Fitness Staff
    214. 214. Engagement of Fitness Staff • Key attributes of check on progress, notice if you stop coming, know your name takes initiative to talk to members
    215. 215. Engagement of Fitness Staff • Key attributes of check on progress, notice if you stop coming, know your name takes initiative to talk to members • Primarily fitness staff driven
    216. 216. Engagement of Fitness Staff • Key attributes of check on progress, notice if you stop coming, know your name takes initiative to talk to members • Primarily fitness staff driven • Deal with accountability attributes
    217. 217. Success in meeting fitness goals
    218. 218. Success in meeting fitness goals • High levels of group involvement driven by the quality of classes
    219. 219. Success in meeting fitness goals • High levels of group involvement driven by the quality of classes • High engagement through quality (competent) full-time fitness staff
    220. 220. Success in meeting fitness goals • High levels of group involvement driven by the quality of classes • High engagement through quality (competent) full-time fitness staff • Accent on personalized approach
    221. 221. Success in meeting fitness goals • High levels of group involvement driven by the quality of classes • High engagement through quality (competent) full-time fitness staff • Accent on personalized approach • Assists members in meeting fitness goals
    222. 222. 45% Communications- Y keep me well informed member 32% service November 2008 47% YMCA of Greater Staff can answer questions Rochester 39% % excellent YMCA of Greater 43% Rochester Quality of classes/programs 35% National Average 57% Efficiency of front desk procedures 47% 50% Ease of program or class registration 42% Page 33 How would you rate the YMCA on each of the following?
    223. 223. member 45% service Communications- Y keep me well informed 40% November 2008 YMCA of Greater Rochester 47% Staff can answer questions 41% 2008 vs. 2006 % excellent YMCA of Greater Rochester 43% 2008 Quality of classes/programs 37% YMCA of Greater Rochester 2006 57% Efficiency of front desk procedures 51% 50% Ease of program or class registration 47% Page 34 How would you rate the YMCA on each of the following?
    224. 224. 57% other service Efficiency of front desk procedures 51% attributes 51% 43% November 2008 50% YMCA of Greater 47% Rochester Ease of program or class registration 48% 40% % excellent 47% 2008 41% Staff answer questions schedules, classes, etc. 44% 2006 39% 2004 46% 38% Has the right equipment 34% 2002 35% 43% 37% Quality of classes/programs 39% 32% Page 97 How would you rate the YMCA on each of the following? © 2008 Seer Analytics, LLC Tampa, FL 33602
    225. 225. Classes good...
    226. 226. 49% 47% individual and group activity November 2008 37% 36% YMCA of Greater Rochester YMCA of Greater Rochester National Average 13% 10% Group activities only Individual exercise only Both group and individual Page 15 When you come to the Y, do you mainly engage in group activities or do you mainly engage in individual exercise activities?
    227. 227. individual and group activity 51% 49% November 2008 YMCA of Greater Rochester No real change 39% 36% 2008 vs. 2006 YMCA of Greater Rochester 2008 YMCA of Greater Rochester 2006 13% 9% Group activities only Individual exercise only Both group and individual Page 16 When you come to the Y, do you mainly engage in group activities or do you mainly engage in individual exercise activities?
    228. 228. Group Participation is Average...
    229. 229. rating on staff 29% Staff would notice if you stopped coming engagement 24% November 2008 YMCA of Greater 30% Rochester Staff know your name 26% % excellent YMCA of Greater 40% Rochester Good listeners 33% National Average 35% Take the iniative to talk to members 31% 25% Check on your progress 20% Page 11 How would you rate the YMCA on each of the following?
    230. 230. 29% rating on staff Staff notice stop coming engagement 24% November 2008 YMCA of Greater 30% Rochester Staff know your name 24% 2008 vs. 2006 % excellent YMCA of Greater 40% Rochester Good listeners 2008 34% YMCA of Greater Rochester 2006 35% iniative to talk members 29% 25% Check on your progress 21% Page 12 How would you rate the YMCA on each of the following?
    231. 231. 72% 63% rating on staff Friendliness 65% attributes 60% November 2008 53% YMCA of Greater 48% Rochester Competence 51% 44% % excellent 51% 2008 46% Enough staff to help you 46% 2006 41% 2004 35% 29% Take the initiative to talk to members 32% 2002 30% 25% 21% Check on your progress 22% 18% Page 96 How would you rate the YMCA on each of the following? © 2008 Seer Analytics, LLC Tampa, FL 33602
    232. 232. rating on 40% 34% connectedness Staff care about your well-being 35% attributes 33% November 2008 YMCA of Greater 54% Rochester 47% You feel welcome at the YMCA 51% % excellent 46% 2008 39% 32% You can relate to other members 37% 2006 33% 2004 29% 24% Staff would notice if you stopped coming 28% 2002 23% 30% 24% Staff know your name 29% 29% Page 95 How would you rate the YMCA on each of the following? © 2008 Seer Analytics, LLC Tampa, FL 33602
    233. 233. Engagement scores OK... but not Fab
    234. 234. ???? Why aren’t members meeting fitness goals at a higher level?
    235. 235. ???? Why aren’t members meeting fitness goals at a higher level? Does one group skew the results? Segment Reports
    236. 236. Who loves you pretty baby? • Is there a group who really digs you? • Is it consistent… or does it change per attribute? • Why do you think you are excelling with a particular group? • What group do you need to pay more attention to?
    237. 237. 59% helped you 53% meet fitness 52% goals 46% November 2008 44% 42% 41% 37% YMCA of Greater Rochester Family membership Adult membership Senior membership 8% 5% 4% 3% 1% 1% 1% 0% Very much Somewhat Not very much Not at all Page 9 How much has this YMCA helped you meet your health and fitness goals?
    238. 238. 66% overall satisfaction 56% November 2008 49% 48% 48% 46% 41% YMCA of Greater 33% Rochester Family membership Adult membership Senior membership 4% 3% 3% 1% 1% 0% 0% 0% Excellent Good Fair Poor Page 4 How would you rate the YMCA?
    239. 239. community 63% 62% The Y builds strong relationships with its members 60% 64% November 2008 80% 82% YMCA a community leader promoting healthy habits % excellent 77% 80% YMCA of Greater Rochester 83% 93% The YMCA is a good place for your family Family 79% membership 77% Adult membership 78% 90% The YMCA is a good place to bring children Senior 74% membership 70% 77% 75% You feel a sense of fellowship and belonging 74% 80% Page 13 How would you rate the YMCA on each of the following?
    240. 240. individual and 54% group activity 50% 49% 48% 46% November 2008 38% 36% YMCA of Greater Rochester 28% Family membership 20% Adult membership 13% Senior membership 7% 5% Group activities only Individual exercise only Both group and individual Page 10 When you come to the Y, do you mainly engage in group activities or do you mainly engage in individual exercise activities?
    241. 241. 29% rating on staff 23% Staff would notice if you stop coming engagement 24% 34% November 2008 30% 22% Staff know your name 28% % excellent 34% YMCA of 40% Greater 34% Good listeners Rochester 36% Family 43% membership Adult 35% membership 31% Take the iniative to talk to members 31% Senior membership 38% 25% 20% Check on your progress 18% 28% Page 8 How would you rate the YMCA on each of the following?
    242. 242. Fitness staff need to engage with family members at a higher level outside of group classes
    243. 243. Fitness staff need to engage with family members at a higher level outside of group classes “It takes a long time to make Activate America principles stick” George Romell
    244. 244. Time for a break?
    245. 245. It’s good to be accountable
    246. 246. How do we ensure accountability everyday
    247. 247. My worst customer experience to the best experience… in the same day
    248. 248. My worst customer experience to the best experience… in the same day
    249. 249. The worst…
    250. 250. The worst… • The seamstress was just rude
    251. 251. The worst… • The seamstress was just rude • Swore I was incorrect about my wife dropping off her garment there
    252. 252. The worst… • The seamstress was just rude • Swore I was incorrect about my wife dropping off her garment there • “husbands make these mistakes all the time”
    253. 253. The worst… • The seamstress was just rude • Swore I was incorrect about my wife dropping off her garment there • “husbands make these mistakes all the time” • I told her this was the last $28 I was spending there, ever.
    254. 254. The worst… • The seamstress was just rude • Swore I was incorrect about my wife dropping off her garment there • “husbands make these mistakes all the time” • I told her this was the last $28 I was spending there, ever. • She banned me from the store.
    255. 255. The best…
    256. 256. The best… • The attendant introduced herself by name, asked ours and shook hands
    257. 257. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened)
    258. 258. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened) • She researched the item on the spot
    259. 259. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened) • She researched the item on the spot • Got on the floor and read all of the products, and then suggested one that cost $67, well below the top price
    260. 260. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened) • She researched the item on the spot • Got on the floor and read all of the products, and then suggested one that cost $67, well below the top price • We returned 3 months later
    261. 261. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened) • She researched the item on the spot • Got on the floor and read all of the products, and then suggested one that cost $67, well below the top price • We returned 3 months later • And spent $3,000
    262. 262. The best… • The attendant introduced herself by name, asked ours and shook hands • She asked what we would be using the item for… (she listened) • She researched the item on the spot • Got on the floor and read all of the products, and then suggested one that cost $67, well below the top price • We returned 3 months later • And spent $3,000

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