Client case studies

Retaining members in an increasingly competitive industry

A global leader in fitness seeks to retain members in an increasingly competitive industry.

client situation

  • Our client, a global leader in fitness, recognized that the changing environment meant increased competition. They wanted to know what actions to take to retain members.
  • Our client had analytic data that provided insight into how and when members used their platforms, but they really wanted to understand the why.  
  • They had a strong consumer research department but wanted an external partner to provide a fresh perspective and to free-up internal bandwidth.  

decision point approach​

  • A critical component for our client was getting qualitative data in ‘real-time’. To accomplish this, we used an app that worked seamlessly with our clients’ platforms to gather member feedback before, after and even during their workouts.  
  • Selected members interacted with the app each time they worked out for a 2-week period. Our moderators connected with users throughout the process with prompts and probes to dig into responses.

impactful solutions​

  • We analyzed and distilled member feedback and identified strategies to increase member loyalty for each platform and for the different member segments.  
  • We supported each issue and opportunity identified with supporting videos so our clients could see the members struggles and delights firsthand – not just hear it from us.  
  • We created a Research Database, a compilation of member data collected over the course for the study. The easy-to-use interface enabled the client to:  
    • Visualize the member journey 
    • Identify experiences with the highest member ratings  
    • Filter data based on member, ecosystem, task, keyword, etc.  

client success​

  • Our client was able to quickly socialize the findings through the organization by using videos found in the Research Database as support.  
  • Our client reprioritized their plans based on our recommendations to focus on the areas that would have the biggest impact on member loyalty.  
  • Our client was able to get this research completed in parallel with another pressing study by partnering with decision point. 

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