Turn Insights into Action: Leveraging Member Feedback to Drive Growth and Retention
Picture this: you’re scrolling through your studio’s performance dashboard, and a couple of lists catch your eye. One shows trial members who attended only once or twice, and the other? A handful of recently cancelled memberships. Rather than letting these insights go cold, what if you could turn them into opportunities to improve, engage, and even re-engage?
In this post, we’ll show you how to use these lists strategically, gathering actionable feedback that can fuel stronger member retention and operational growth. We’ll break down best practices for reaching out to these groups, provide prompts to collect data effectively, and share a sample survey for those who recently cancelled.
Action List #1: Engaging with Low-Attendance Trialers for Feedback
Trialers are at a crossroads in their journey with your brand. If they’ve only made it to one or two classes, something may have stopped them from exploring further. Reaching out for feedback isn’t just a way to learn more—it’s a powerful opportunity to bring them back.
Suggested Approach
Your outreach here should feel personal, welcoming, and genuinely curious about their experience so far. Here’s a message prompt to get you started:
Email Prompt: "Hi [First Name], we’re so glad you tried a class with us! We noticed you haven’t been able to make it back yet, and we’d love to hear how your experience went. Was there anything specific that kept you from attending more classes? Your feedback helps us improve, and we’re here to support you on your journey however we can."
Feedback Questions for Low-Attendance Trialers
Here are some targeted questions to help you dig deeper into their experience:
- What initially brought you to our studio?
- How easy was it to find a class that fit your schedule?
- Is there anything that would make attending easier or more enjoyable for you?
- Did you feel welcomed and supported in your first classes?
- Any suggestions to help us create a better experience for new members?
Gathering this feedback from trialers can give you quick wins, whether it’s tweaking class times, adding more onboarding support, or addressing common concerns.
Action List #2: Capturing Insights from Recently Cancelled Members
When a member cancels, they’re giving you the final piece of their story. It may not be ideal, but it’s an unfiltered look at where you might need to make changes or what’s been working well. A thoughtful Cancellation Capture survey offers a direct line to this feedback, empowering you to uncover the “why” behind their decision and address similar situations in the future.
Suggested Approach
Reach out with empathy and an invitation for honest feedback. Let them know their opinion matters and that it could help improve the studio experience for others.
Email Prompt: "Hi [First Name], we’re sorry to see you go and truly appreciate the time you spent with us. To help us create the best experience for our members, we’d love to hear about your journey with us. If you have a moment, please share your thoughts in this quick survey. Your feedback is invaluable as we continue to grow and improve."
Sample Cancellation Capture Survey
Use this Cancellation Capture survey to start collecting meaningful insights:
- What was the main reason for cancelling your membership?some text
- Schedule conflicts
- Financial considerations
- Didn’t feel it was a good fit
- Other (please specify)
- How satisfied were you overall with your experience? (Rate 1-10)
- Did you feel our studio supported you in achieving your fitness goals?
- Were there any services or amenities you felt were missing?
- If there was one thing we could improve, what would it be?
- Would you consider rejoining us in the future?some text
- Yes, in the near future
- Yes, but not right now
- No, I don’t plan to rejoin
- Any additional thoughts or feedback you’d like to share?
This survey strikes a balance between quantitative insights (satisfaction rating) and qualitative feedback. These responses can reveal improvement areas, whether that’s class variety, amenities, or onboarding processes.
Turning Insights into Action
Once you have the feedback, it’s all about action. Here’s how:
- Spot Trends: Look for recurring feedback to prioritize high-impact changes.
- Make Adjustments: Use the insights to make updates, whether it’s a shift in your trial experience, refining cancellation policies, or tweaking studio offerings.
- Reconnect Strategically: For members who express interest in rejoining, consider follow-up campaigns with invitations or updates on new features they may enjoy.
Conclusion
The data from your Opportunities View provides more than just numbers—it’s a blueprint for making meaningful, member-focused improvements. By proactively engaging with trial members and recently cancelled members, you can turn these insights into strategic moves that strengthen your studio’s retention and elevate the member experience.
Ready to deepen your retention strategy? Access our High-Performance Studio Toolkit for more actionable strategies to drive member loyalty and optimize your studio’s performance.
