A Fitness Center, located in a very competitive context, records a high rate of abandonment (“churn rate”), on a particular type of clientele (“GOLD”), due to the actions of very aggressive competitors.

The application of the CEM model on all subscribers highlights the following:

The critical success factor for a fitness center expressed by all GOLD customers (of strategic interest and image for the property), essentially concerns the upper part of the customer experience pyramid, therefore: “ease of use” and “pleasantness” .

 For Standard customers, the price / structure ratio available is dominant in the choice of the fitness center.

 Bad perception of the reception service provided by the center.

 Lack of reference points for customer service (changing room, parking, waiting room, bar).

 Many customers had already been contacted by competitors with very advantageous offers (customers under attack).

 During the analysis phase, various expressions of impatience from Gold customers were intercepted, promptly managed to avoid abandonment.

Thanks to our intervention, the dropout rate significantly decreased to 3%, compared to 12% in 2012.

 The number of new members has increased fivefold. This allowed an overall increase in revenues as well as stable customer loyalty.