Remember 2019, pre-pandemic? Seems so long ago now. But oh how the world has changed since. Staying on top of the many changes, from customer habits and expectations to innovative technologies, is critical for anybody that wants to succeed in the leisure business.
This month, we spoke with Jonas Leisure General Manager Alissa Lim, about market trends in the recreation space, as well as the changing customer behaviours in a world where living with the threat of Covid is becoming the norm.
Absolutely, it is. I try and attend regular recreation, sporting and aquatic industry-specific conferences to ensure I am always up to date with industry trends, especially now as we come out of Covid. The world is changing so quickly these days, and business leaders need to be agile in their responses.
Data, and how data that is properly captured, can really help drive innovation in your business. It’s so helpful in personalising services, communications, and the whole customer experience. Also, we are starting to see clients who use our software empowering consumers to handle their own requests, especially via online.
The thing about a fast-changing world is that innovative solutions emerge to meet the needs. Technology finds a way. In Auckland, we have worked with Auckland Council to consolidate 19 different leisure facilities into our Envibe platform, optimising their system through an easy-to-use interface and automating certain tasks.
The Council then added to the platform by introducing its own Defaulted Payments Bot, which automatically cancels memberships if payment is missed more than once, then sends an automated message with information on how to reinstate their membership. This frees up staff to focus on providing quality customer service at all times.
The flow of off-peak and peak times has changed considerably. Since Covid, we have changed the way we live. More and more people now work from home, so their ability to exercise has changed. We have seen increasing popularity in daytime activities, for instance. Again, just another example of the world changing and then needing to meet that unexpected change. Such change brings opportunity, but only if you can move fast enough to take it.
Listen to your customers’ wants when it comes to group fitness timetabling. And ensure there is an online portal for customers to book and purchase products. Customer expectations are rising the world over. They want convenience, they want ease of use, and they want a quality customer experience. Let’s give it to them.
