Case study
Sales Process Analysis for a Fitness Brand
Anytime Fitness is a 24-hour health & fitness club. The company operates over 4,000 franchised locations in 50 countries. The gym facilities are open 24 hours a day, 365 days out of the year. The objective of this activity was to do a web enquiry, inquire about membership and offers of the gym and conduct a visit at the gym.
Every customer checkpoint is trained and audited monthly to improve overall customer service index.
Step through how the project ran, from brief to result.
What the brand wanted to know
Anytime Fitness is a 24-hour health & fitness club. The company operates over 4,000 franchised locations in 50 countries. The gym facilities are open 24 hours a day, 365 days out of the year. The objective of this activity was to do a web enquiry, inquire about membership and offers of the gym and conduct a visit at the gym. Shopper needs to check whether the staff explains all offers, facilities and membership plans. The motive was to understand whether the staff is compatible enough to understand all customer queries and stand by the brand reputation.
How FloorWalk ran the audits
What was checked
The approach adopted to successfully deliver the scope of work was as under: Phone and web evaluation, registration, staff analysis, outlet analysis, feedback along with the overall store management and sentimental analysis from customer side. All the major norms set by the brand were checked during the audit process.
The challenges we faced were: Staff members weren’t proactive enough to motivate the auditors to join their services. In most of the centre, there were no security guards. In most of the cases staff located to conduct a thorough need analysis for auditors.
What changed on the ground
After the conduction of audits, it was observed that customer service was a major problem. Staff were not taking initiative in motivating the auditors to enroll and take the membership. There were no security guards available. On the basis of mystery audit reports staff were given formal training and the scores increased next month on the same parameters. The stores were audited on a monthly basis on both weekdays and weekends separately to understand overall sales analysis.
What the Anytime Fitness team could do with FloorWalk's platform and reports.
Through FloorWalk’s platform, the client could effectively track which branches have not followed process compliances, the branches that had integrity issues and the branches which had customer service issues.
Reports are segregated according to the cities, states & regions. They can further be drilled down to area wise reporting to reward area / city managers. The reports were also used to decide incentives for further members of the hierarchy.
All the reports are attached with audio / video proofs to further present a concrete plan on the compliance checks. These proofs were further used to incentivise / let off staff and management.
Mystery shopping being a continuous activity for any brand, the clients are given a chance to track audits real time and see which stores are auditing at what time & dates to further keep an eye on the store.
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How other brands used FloorWalk audits to change what happens on the ground.
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