The competitiveness of the leisure industry is well documented. Consumers have greater choice, lower price points and increasingly attractive exercise options.
This means the operator’s ability to implement excellent operational processes and customer engagement strategies, for the duration of the customer lifecycle, can make the difference between success and failure.
Despite the relentless advance of technology, not all operators have the resource, expertise or time to unlock the actionable insights which are hidden within their customer data.
The Legend Leisure Services (LLS) division of the company was established to solve this problem for customers. LLS provides a service that ensures operators realise their business potential, improving revenues through expertly fashioned processes and customer journeys, data insights and a wealth of industry best practice and know-how.
In-House Working and Outsourced Expertise
If you can’t answer ‘yes’ to the next five questions, you'll certainly not be able to answer ‘yes’ to the last. Yet, the primary goal of any tech purchase is to improve business processes and increase revenue.
• Do you have all your customer data in a single, central database?
• Does your website link to your timetables; are they linked to your member database and do they all communicate with each other?
• Do you have a marketing communications and website strategy for your customers?
• Is this strategy tailored and does it take into account customers’ different journeys and needs at different stages of their engagement with you?
• Do you have access to daily Business Intelligence (BI) dashboards, focussing on key business processes, such as direct debit collections, sales, retention and potential prospects?
• Are you making the most of your software investment?
In the current business climate, standing out requires more than just good technology tools; you need a software partner who can change the way you use your data and run your business, as though it was their own.
Welcome to Legend’s outsourcing service, working for you ‘in-house’ on your systems and with your teams.
Getting results
Today, people expect to be communicated with; they expect personalised engagement with relevant, value-added, and timely offers –they expect to be enticed and that process starts from their very first interaction with you.
At Legend, we've developed a range of customer journeys and touch points, both digital and in person, to increase customer engagement, making sure customers are communicated with at exactly the right time and with the most appropriate personalised message.
Our expert consultants will sit with you and carry out a comprehensive audit of your processes – from how ‘walk-ins’ are managed, right through to follow-ups and from how you capture an initial web enquiry, through to class attendance.
They'll also look at how you track sales and direct debit collections and how you attract new members and keep them engaged throughout their lifecycle.
Legend’s industry-leading Customer Management module includes automated customer journeys in Customer Acquisition, Welcome and Retention.
We've optimised the journeys based on our team’s in-depth understanding of the Legend software, and our extensive operational experience of working with hundreds of operators, including Serco Leisure and Parkwood Leisure.
Lee Wood, deputy CEO at Active Tameside, comments: “We took advantage of LLS’s considerable expertise when launching Legend’s Customer Management application. We use it to track, report and analyse sales performance at Active Thameside.
"LLS provided essential guidance through set-up, the tailoring of reports and then on-site training to get the new sales process in place across all sites.
"We now have an incredible picture of why, when, where and how prospects make enquiries, enabling us to make better strategic marketing decisions and have an increased ability to convert them into paying customers.”
Cathy Fletcher, sales and marketing manager at Halo Leisure, commented: “As a result of our work with Legend Leisure Services, overall attrition rates are now down to below 4 per cent across the business and we're deriving real value from the swathe of data that has sat within the business untapped for some time.”
One Single Database
In addition to marketing managed services, LLS also provides a BACS Bureau service that – like all Legend Leisure Services solutions – is fully integrated within each operator’s Legend database, ensuring improved financial control and also seamless database management.
Reporting, prospecting, sales, payments are all on one system and, with LLS, they're constantly under expert guidance.
Another big benefit this in-house, outsourced approach has over standard third-party outsourcing, is that regulations such as GDPR are easily managed within one system. There are no integrations and transfers, just Legend’s world-class hosted services, ensuring full data security at all times.
LLS also offers a fully integrated website solution using Legend’s leading UMBRACO Content Management System.
The result is both more cost-effective and more functional, offering both live Legend data displays on operators' websites and direct integration with their central Legend database.
Maximising The System
LLS can help operators unlock the actionable insight from within their customer data, improving their returns on investment through smarter analysis, and ensuring that the wealth of reporting which is available is used to drive further enhancements around campaigns, business processes and results.
As competitive pressure increases, the expert team at LLS offers a unique and pioneering approach to in-house, outsourced managed services, utilising your systems and data to maximise your business potential at a fraction of the cost of doing the same internally.
