Q&A: Insights Into Customer Experience Metrics and VOC Efforts

Customer Experience MetricsAt Iron Tribe Fitness, customer experience is seen as a lifestyle, one that engenders brand loyalty to its members, according to Jim Cavale, president, COO, and partner of the Birmingham, AL-based company.
 
What's more, being a member of Iron Tribe Fitness is a customer experience unlike any other, as Cavale said when he described the company's Customer Experience approach to Loyalty360.
 
How do you define Customer Experience?
 
Because Iron Tribe is a lifestyle, Customer Experience goes far beyond our four walls where the in-class, 45-minute fitness experience occurs for our athletes (that's what we call our customers/clients). Instead, it's through their utilization of our smartphone app to do several daily activities (schedule themselves for class, check on their scores versus previous bests, see what the next day's workout is, etc.) and then social media to connect with other athletes. Not to mention the face-to-face relationships they have with each other outside of our four walls. It truly is a tribe and we want each athlete to feel like they are a part of something Customer Experience Metricsbigger than themselves. 
 
How do you measure the effectiveness/efficacy of the effort? 
 
The ultimate measurement is attrition (we have maintained just over 3% per month in this category). However, the pre-attrition indicators, which are also CX indicators, are things like attendance (are athletes signing up for more than 3 classes per week?), renewal upgrading (are they not only renewing, but adding days per week to their agreement), referrals (do they love Iron Tribe so much that they are telling all of their friends about it and taking advantage of our referral rewards offers?), product sales (do athletes invest in their nutritional journey by getting on our food, snack and/or supplemental product programs?) and event participation (is the athlete coming on Saturdays to compete and work on themselves with their tribe?). Finally, we have created a five-star scoring system that the athlete randomly gets one time per month, after attending a class. This helps us see what each coach delivering the Iron Tribe experience, is being ranked on a one-to-five star score by a solid sample of the athletes they serve. 
 
How does the "Voice of the Customer feedback" impact your customer experiences? 
 
Karen Broadwater, VP of Brand Experience, does everything from work with our Product Development team (led by Kyle Sottung), to developing the fitness program we use to provide the fun, group fitness experience we offer.... Karen is in charge of our food, product and supplement vendor relationships, continuously evaluating what the best products are to offer our athletes... Karen is continuously working with our gym buildout team, to create the best environment for the experience within our four walls.... She works with our technology team to develop our athlete user interfaces to provide the best method of connection outside of our four walls.... Karen leads our NPS and surveying efforts, to get the feedback from athletes, franchisees and managers, to help us make the best decisions in all of the preceding categories. 
 
Is the basis of your CX strategy short-term, medium, longer term or all three? 
 
All three. 

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