Prepared by: Updated by: Jonathan Cooke Jonathan Barlow 28/05/14
Index
Introduction 2 Logging on 2 CRM 2 Current Activity 2 Contact details 3 Member Info 4 Creating Tasks 5 Managing Tasks 7 Reports 8 Data Wizard 9 Configuration 10 Adding/Removing buttons 10 High Risk Members 11 Email in CRM 12 SMS in CRM 12
Introduction
The CRM Application is designed to help leisure operators improve attrition rates through the management of their membership database. CRM will allow businesses to attach a risk rating to their members. These ratings will vary from 0-10 with the highest risk being 10. The analysis of these members will be tracked in the CRM product with various member activity making up the risk category. A business can pre decide the various indicators of risk to customise data as relevant to an individual site or company. CRM is used to track interactions with members that have a risk rating that could potentially leave the business, thereby proactively improving on retention.
Logging onto CRM
Double click on the CRM icon on the Legend desktop. Depending on the access rights of a user will determine if they can access the application.
CRM
The application automatically loads the home page which allows users to view at a glance the live entries within a facility. The other options in this section are tasks and contact search. The tasks are broken down into All Tasks and My Tasks. All Tasks is a list of tasks for all users within a facility and My Tasks relates to an individual users task list. Contact search allows the user to search the member base. They can then be selected and an interaction such as a phone call or conversation can be logged against a member.
Current Activity
Members that swipe into a facility appear in the current activity tab in a list, they continue to display for 2 hours after swiping in. In this list a box to the left of the members name will display 3 different items (see below). The green tick appears when a member has had an interaction/task completed on the day of their visit. The red flag corresponds to a task being set up but not been completed. The other icon is a person which means a member has entered a facility but no task has been assigned or completed against them.
The risk ratings are coloured coded into green, orange or red categories. The ratings are as follows:
0-3.9 Green 4-7.9 Orange 8-10 Red
As discussed earlier the calculation of risk is determined by the senior management team of an organisation to make sure they have a risk score that relates to their own business. In the majority of circumstances a business will not contact the green members as they have good key indicators. This would also be the case with red risked members. These members are in such a bad pattern of usage or are bad debt members and may have already decided that they will be leaving the club. It would therefore involve using a lot of resources for no real benefit to retain the member. Therefore it is the orange members that a business will focus on as these are the members that can be influenced into changing their habits to become green rated. The risk score is calculated overnight. So if a member paid off a debt their risk rating would be lowered for the next day. You can see the default weighting and rules below, should you want to change these please contact the Legend helpdesk.
Rule Name Rule Description Weighting New member attendance frequency New member attendance frequency 10 New member 7 to 14 days New member, last attendance between 7 and 14 days ago 15 New member 15+ days New member, last attendance greater than 14 days ago 60 Full member 14 to 21 days Full member, last attendance between 14 and 21 days ago 10 Full member 22 to 28 days Full member, last attendance between 22 and 28 days ago 15 Full member 29 to 56 days Full member, last attendance between 29 and 56 days ago 30 Full member 57+ days Full member, last attendance greater than 56 days ago 60 New member recent bookings New member, no recent bookings have been made 10 Full member recent bookings Full member, no recent bookings have been made 10 New member online booking 1 New member, has made 1 online booking in last 28 days -5 New member online booking 2+ New member, has made 2+ online bookings in last 28 days -10 Full member online booking 1 Full member, has made 1 online booking in last 3 months -5 Full member online booking 2+ Full member, has made 2+ online bookings in last 3 months -10 New member offline booking 1 New member, has made 1 offline booking in last 28 days -10 New member offline booking 2+ New member, has made 2+ offline bookings in last 28 days -15 Full member offline booking 1 Full member, has made 1 offline booking in last 3 months -10 Full member offline booking 2+ Full member, has made 2+ offline bookings in last 3 months -15 Email exists Email exists -5 Failed payment 90 days Failed payment in last 90 days 15
The time box to the right of the risk box shows the entry time of the member entering the site, this also predetermines the list order of the members appearing in the current activity log.
Contact Details
Any member that is selected in the current activity tab will then appear in the current activity log.
In this box it will have the name of the member selected, photo, risk rating, last visit and last interaction. The icons located at the bottom of the page are only relevant to a member if illuminated.
The sign refers to the fact that a member has an outstanding balance on their account.
The shaking hands would alert the user that the member has an open task against them that hasnt been completed.
The explanation mark would alert the user that there is a warning on the members account such as a membership form that hasnt been signed.
The person appears illuminated when a member has swiped into a facility.
Member Info
The member information is a really important part of CRM as it gives the user the opportunity to delve into the members information at a glance and this will help shape any interaction and put across a powerful message that the company cares and understands.
Agreement Type Agreement Price DD for example. Member for how long have they been a member of company. Next Key Date this can be populated with the most important next date on the members account such as lapse date, renewal date, last use date. If the member does not have a Next Key Date it will simply display as such. Member No. Barcode card/barcode number. Home Club Age Goals what the member wanted to achieve, remember every member joins for a reason. Interests what the member is interested in, classes or swimming for example. Current Balance does the member have any outstanding fees on their account. Bookings what bookings does a member have, and did they attended. Unresolved Events any events that have not been completed. Tasks this month what tasks does a member have against them and have they any open.
The below charts track a members usage, risk rating and bookings over the last 12 week period. At a glance a members data can be analysed and this information is extremely powerful when preparing an interaction.
With all the data in the member information section any potential interaction can then be tailored to members usage, goal, or membership for example. The personalised interaction will be perceived as excellent customer service rather than a robot like communication that theyve heard a million times before.
Creating a task
There are various ways of creating a task against members that are onsite and offsite. These tasks are created in different ways.
For members who have swiped into the centre. The first step is to highlight their name so they appear in the contact details box, once this has been populated a user can fill in the relevant fields as shown below.
The user can choose an interaction type from the drop down menu (creating these will be explained later in the documentation). The date and time will automatically generate todays details. The employee that set the task can then be selected.
There is an option to complete this task as soon as its set up or this can be left blank if it is being created but completed later.
If the task has been completed then a result of the task needs to be recorded in the results box. The blank box to the right allows a user to write notes about the task and record any information about the interaction so that another employee can pick this data up in the future. Once this has been completed a user must save the information created.
The second way of creating a task is to select contact search.
Search for a member either by card number, membership number, postal code or name.
Select a member by double clicking on their name. They will then appear in a tab with personal details, tasks and events. Select the bottom left new task button.
Select task type and fill in the all of the task detail boxes. If the task is being set for another employee to complete it is essential to fill out this section with as much detail as possible. To assign this to another employee select their name from the list in the assigned to box and press create to complete the process. If any of the drop down boxes are left blank the system will prompt the user to fill these in before proceeding. Once the task has been created it can be found in either All Tasks or My Tasks.
Managing Tasks
To locate tasks previously created expand the tasks box and either select all tasks to search for tasks for all users or select My Tasks to find tasks assigned to the user logged on.
All Tasks and My Tasks will then appear as tabs at the top of the screen
In here it will list various categories for each task. A scroll bar is situated to the right so a user can look further down a list if required to find an older task.
Task type meeting, call or to do Status open or completed Priority high, medium or low Contact name member name Scheduled for day and time Duration how long will the task take Deadline date and time
These categories can be sorted, for example if the priority tab was selected it would sort the high, medium and low categories into groups.
Tasks that are open can be edited, to do this select the task and select edit task. If the task has already been completed it will not allow the user to edit it. Another task would have to be created against this member to record a call, to do or meeting.
When editing a task all the fields can be changed, for example if the task was not completed on a day then a user could possibly change the date and assign it to another employee. Notes can be entered to why this is being rescheduled.
Reports
On the bottom left of the screen the reports tab can be selected. Membership and retention reports can be run, after the report selection criteria is completed.
Scope Enterprise, all the facilities within a company. Group, region. Site, specific facilities. Range Start date, renewal date, last use, date of birth. Selection What information is going to be included/exclude in the report. Columns What columns will appear on the report that is run.
There are several reports within CRM, below is a brief summary:
Data Watch Shows all current members on the Legend system, not used for CRM purposes. Member Events This will show all events for all members. Also shown in Events within Membership Management. Member Summary This is the most useful CRM report as it includes filters for the risk score & shows the member usage. It also allows you to select a member status such as Active or Lapsed. Sales Productivity For the purposes of CRM please do not use this report.
Once the relevant fields have been entered then select run report. This will then generate a report with all the information selected.
The information is then presented in a table. To save this information select the disk at the top of the screen and choose the document format. CSV is generally used when saving a large report with many pages, if there is only a single page you can safely save this as Excel format without losing any information. The report can then be saved in the Legend I:\ drive.
There is also a very useful report that you can find in the standalone Legend Reports application on the Legend desktop. If you browse to Member Activity > Member Usage > Home Club Usage. Select this report and then select Customise Columns from the navigation bar on the left. In here you can add in extra columns which you may find of use such as agreements & fees, make sure to add in the column named Risk. This report will show you a members last visit and their risk score.
Data Wizard (Email & SMS Campaigns)
The data wizard allows a user to bulk Email or SMS to members within the Legend database. Select Campaign under Task Type and Email under options as below and then select Create New Task.
In the next page there are the same options as in reports (scope, range and selection). Once the selections have been made then hit Run Report. This will bring up all the members within the criteria selected.
Email in CRM
Open CRM > Select Data Wizard > Choose the task type of Campaign > Pick an option of either Email or Email Using Template > Select Create New Task.
You will be presented with 3 tabs to define members you would like to mass mail. Select the desired Scope and Range. The selection tab is the most important because on this tab you can specify the type of member you would like to target with the email. It is important to make sure you select the correct option in the Communication Preference drop down to make sure you dont mail any members that have requested not to receive any emails.
Once youre happy with your selection click on Run Report. This will bring up an excel spreadsheet type of view. It is then down to the user to the filter and remove members without an email address. Click on the email box and select non blanks, this will remove all the members without any type of email attached to their account.
The second action is to click on email again and select custom. In here a user can add new conditions. By doing this it will enable the removal of emails such as no@email.com which some companies may enter if they are unable to leave the email address field blank on the membership database.
Press ok to confirm the customised fields. Select the email button to write the email and then send it to the selected members.
To proceed to the next step select Email or Email Template. *Please note the templates will need to be setup in CMS* (to setup templates please contact Legend Support).
The next page brings up a text box where you can quickly edit wording in an existing template (it will not save as it needs to be edited within CMS) or write a blank email using the merge fields on the right hand side.
When youre finished writing the email > Select Preview Email > Proof read it > Select Send Email.
SMS in CRM
To add to the existing email functionality in CRM and provide a process to send ad hoc or template SMS messages that include mail merge fields.
This feature works in the same way as bulk emailing members through CRM. In the Data Wizard module of CRM there are two new SMS options, either ad hoc or by a pre-defined template. Upon selecting one option start a new task and select the relevant scope to search for members and run the report. The report will return the selected set of members, a new column has been added to the report to include mobile number, and this column can be used to filter member accounts which do not have a mobile number associated.
Once all relevant members have been filtered the SMS can be written (or if using a template, checked) and then set the From parameter. This parameter will show on the users phones in place of where the number or contact will show. If the preview is ok click send. The campaign can be saved and used again if required.
Once the send option has been selected the SMS list will be added to the mailer queue and sent out automatically.
A template can be created in CMS for the SMS in the same way as the emails are created, please note that any images, html or styling will be removed. When saving the template prefix the name with sms_ so the CRM application understands that this is a plain text message and not for use with the email system.
To set up your SMS account and for more information on costs involved please contact your Account Manager or the Legend Support team who will pass you onto the relevant person.
Configuration
When this option is selected the user will have to expand the Retention Management button at the top of the page and then select Configuration.
New interactions can be created for Calls, Meetings and To Dos. Once these are configured then they can be selected when creating a new task. This allows the facility/company to standardise the interactions being made by their employees.
Adding Removing Buttons
Under the Configuration button a >> drop down button allows a user to customise what buttons are on show such as CRM / Reports / Data Wizard / Configuration.
High Risk Members
The High Risk In Now will allow a user to see how many high risk members are in the facility. This can be observed at a glance at the bottom right of the CRM application. With using the CRM application a business should see the number of high risk members fall with the benefit of making meaningful interactions with their members.
Online Profile invitation from FOH & New Member Wizard
Once in CRM navigate to Configuration > Online Profile Everywhere and then use the navigation tree and the settings on the right hand side to enable the feature. The feature can be enabled through the hierarchy and can also inherit the setting from above. The email the member receives is also customisable in the same way by selecting the required email from the list of emails.
Once the feature is enabled an event will show in the event window (in FOH > member control) if they are not a registered online user. If the user has the relevant security token associated to their user group, FOH_CAN_SEND_OPE_EMAIL, they can select the event and choose to either send an email or state that the member is not interested in using the online services.
The event shows the status of the members email address (if they have one it will show, if they dont it will state they dont have an email address) and if they are cleared to send emails via the members communication preferences. Upon clicking the event the user can change the members email address or add one if it doesnt exist, this is saved against their account, and then click on Send Invite. This will remove the event and send the member the invite, once complete an event will be raised against the members account stating the invite was sent. If the member is not interested in using the online services the user can click the Not Interested button which will also remove the event, this will not send the member an email and FOH will no longer show the event.
The benefit of Online Profile Everywhere feature is that you are able to gather more email addresses. From this it is more likely that you will see an increased uptake in online self-services which will ultimately reduce costs and improve service for your members.