15%
Increase in bookings
Enhancing Brand Loyalty and Increasing Retention with Legend Leisure Services
The Business Case
Halo Leisure manages 20 sports and leisure centres throughout
Herefordshire, Shropshire and Bridgend County Borough. An existing user of Legend Club Management Systems’ front of house, online bookings and reporting solutions, at the beginning of 2016 Halo decided that it wanted to make greater use of the vast wealth of customer data at its fingertips.
At its most strategic, the company’s objective was to communicate in an intelligent, relevant and entertaining way with its customers in order to strengthen brand loyalty, increase retention and minimise attrition.
“We knew that we had an absolute goldmine of information about our customers within the business, but we weren’t making effective use
of it.”
The Customer Journeys
In February 2016, Halo Leisure launched the first of its new automated customer communications with the assistance of Legend Leisure Services. Together, the two organisations identified a range of customer journeys and developed the frequency, tone and content of the communications that would form those journeys.
Through these automated communications, customers are also driven online to Halo’s content-rich website, with a full class timetable, online bookings and access to other self-service functions. Since the launch of the automated member journeys, website visitors have increased significantly, whilst online bookings have increased by an impressive 15%.
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