All owners and managers should periodically take time to validate that good procedures are in place and up to date regarding Club Management Software and Billing Functionality. Talk to your existing CMS provider to review what is available, how it works, and for what cost. In today’s economy and digital world, it’s important to have options. For Club Management, that means having a choice between web-based software or a secure desktop server option with online capabilities.
Here’s a checklist to follow when reviewing your club’s technology:
- Website Management & Online Joining
Increase operational efficiencies and allow potential new members to sign up online. Software should be safe, secure, and integrated with your website, using custom branding with your club logo and unique enough to seamlessly mirror your site. This alone will increase the number of new members by 10-15% per month without extra investment of staff.
- Returns Management
Streamline the process of collecting delinquent dues. This service should be provided at no charge, collect more than 60% of the declines, and allow the staff to focus on taking care of members and other duties. In many cases, the billing company can collect potential lost revenue. Members should be able to pay delinquent dues online, clear up their account, and update billing information, all integrated with the club software. It should automatically create and include applicable service charges to streamline club efficiencies.
- Credit Card Account Update
Is your billing company providing a credit card account updater program to help reduce declines by getting account updates automatically, such as expiration dates and card numbers? Periodically have a cost comparison done to compare current merchant rates as well. Interchange plus pricing on all credit card transactions is the best option and has little to no markup, keeping clubs profitable.
- Marketing & Communication
This is important to do at least once a quarter, with members and prospects. A strong mail merge component will allow for custom and personalized email follow up, joining offers, or notifications. Create pieces for new members, renewals, or other items that require touching base with members and guests. This will lead to more traffic and revenue. Buddy referrals are still known to be the best source of leads available in the fitness world. Focus on that and reward clients for bringing in their friends. Other items to communicate are the start of new classes, club hours, newly hired or recently promoted staff, upcoming renovations, or equipment additions.
- Customer Relationship Management
This should be integrated with the software for prospect, new member, and retention follow up of potential and existing members. Make sure the functionality is there to auto-schedule follow-up calls, emails, tours, contacts, and all other necessary steps to ensure success. For facilities with an in-house sales staff, a program for lead management is key.
- Optional Online Booking & Scheduling
Allow members to sign up for classes, book a PT appointment or even purchase a personal training package and pay for it - all online. Allow for recurring monthly PT package renewals to be billed electronically and add the sessions to the members’ account. Gift certificates and possible rewards programs are beneficial depending on the facility and their clientele.
- Electronic Paperless Agreements
Go green and do all types of forms, waivers, and agreements within the club management program, both in-house and online. Keep them stored for easy retrieval, anytime, from anywhere. Members can view them from the club website’s Member Portal.
- Automate When Possible
Key reports, emails, and even daily and monthly processes to help relieve some of the clerical duties that staff have. Utilize LiveJournal functionality to put in last-minute cards or billing details. Take in-house payments and update records immediately.
As with any technology, CMS programs need to periodically be updated and checked for validity. Work with an experienced CMS client representative to view reports and test data details. Keep in mind, especially if utilizing monthly EFT billing, the accuracy of detail and tying out expected revenue deposits, can be the most important thing to maximizing business success and being profitable. Your CMS provider should feel like a business partner. Do they pass the test?