Tell me how to get 5-star reviews from my happy customers!
Today we're going to cover a customer service issue that you've probably all thought about, at least a little bit: membership cancellation policies.
We all know that when clients join a gym feeling like they're about to embark on a new fitness journey, only to realize that they don't actually enjoy the experience of going to the gym, it's frustrating when they feel like they have to go through a series of obstacles just to get out of it.
I'd go as far as to say that cancellation fear is one reason why you may be leaving potential members on the table, and one thing is for sure: you don't want to miss out on membership revenue because leads have a fear of cancellation issues.
So let's get to some ideas on structuring your cancellation policies in a way that is friendly to customers, but also makes sense for your business.
First things first, make sure you're familiar with state law. For example, In Massachusetts, consumers are allowed to cancel gym memberships or health club contracts for any reason within “three business days after the date of receipt by the buyer of a copy of the written contract or written receipt indicating the buyer's payment for health club services.”
It's important to make sure that their cancellation policies comply with state law and are fair to customers.
Personal training cancellation policies are important so you can schedule trainers and ensure that their employees are being compensated for their time, but the policy should not be so strict that it punishes customers for missing a session due to unforeseen circumstances.
I'd suggest preferred 48-hour cancellation policy with a minimum of 24 hours should suffice for training sessions.
Now, let's talk about the actual cancellation process. Here are some best practices:
Bottom Line: don't make it harder for people to leave your gym than it is to escape from Alcatraz. Make it easy for people to come and go, and you'll have a much happier customer base.
Did you know it's a lot less expensive to retain customers than to market to get new customers? We've got retention tips too:
When you do right by your clients and make them happy, you should be sure to ask for 5-star reviews.
It's important because they help you get good credibility with Google so they'll move you to the top of local gym search results so you can get more local leads.
Want some tips on generating positive Google reviews to support your local marketing efforts? We've got you covered.