The Judo Customer Journey & Retention Part 1
Imagine calling up a telephone company as a first time customer, and needing to wait 15-30 minutes before someone picks up the call.
What lasting first impression would you give your potential customers?
It wouldn't be a great one, even if the wait is justified by the provision of exceptional service.
A similar situation could happen when:
- A new member decides to take up Judo for the first time
- A new parent bringing their child to Judo for the first time since they’ve relocated
- A seasoned travelling Judoka who is in your area for the next month
- An intermediate Judoka who is looking to get more training from his usual routine
- An intermediate/advanced Judoka who is looking to get back into Judo after being inactive after numerous years
Let's be reasonable here:
If you own a Judo club, and have any sort of setup cost, and charging people for lessons, you are providing a service. Whether you are an Olympian, exceptionally technical, or the best in providing a great workout for the club is beside the point. People will go to an activity club to have their needs met and justify the service with how much they've spent. If their needs are not met and have yet to build any loyalty to the club, they are likely to have conflicting thoughts about the club. That being said, new members will immediately form their own opinion based on their first impression. Their first impression may be a deciding factor as to whether they’ll return or take up Judo.
This article will focus on developing a higher percentage RETENTION RATE for new members, based on my personal experience with beginners. In any case, this is aimed to create more value for your club. I shall define any new members as a person who has yet developed any sense of loyalty for the club but is still interested in signing up.
New members are hard to come by in countries where Judo isn't popular. It is then worth your while to spend a little more effort utilising that opportunity. We need to keep in mind that time and money are valuable resources that a new member would use to justify signing up to a club
CASE EXAMPLE
- The new member is excited/keen to start this new martial art called Judo.
- Decides to just seek more information in his local area [Time]
- Arrives half an hour early, collects pamphlets, price list, timetable [Time]
- Class starts- was just left there to spectate or asked to join in [Time]
- Kindly declines (just to collect info), leaves unimpressed
I’m not saying that the above is not a solution - That could potentially be what they need. However, beginners do usually come with a lot of questions and if often overwhelmed by what they see. Therefore in this period of time, there is a great opportunity to (sell) the club, especially if the person is there to just collect information. Perhaps they’ve arrived on a day where you only practice technique, and they need a class with higher intensity. A pamphlet/pricelist would not be able to cover that information. Unless you are the only Judo club in town, the solution is easy to identify and implement.
WHAT CAN BE DONE ABOUT IT?
If the person in charge is not available to act as reception (often due to them teaching class), someone should be appointed to identify the newcomer and introduce them to the club.
This would provide a warmer reception for the person, adding value to your club.
Better to known as the reputable “they were really nice! You should check that place out” compared to the “oh I didn't manage to talk to anyone, here’s the timetable” club.
The timing doesn't need to be the instant they step their foot in the premise - let them absorb the vibe of the club for a while (~5minutes), before approaching them with a “Hey I haven't seen you around here before, I am x”.
The Sensei might not even be the best person to do this - but someone would at least need to introduce the member to the Sensei.
What do you think? Is it something you’ve put thought into?
I have used this method quite effectively, and have seen a better return rate for beginners.
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