Lots of leads, but lacking conversion. Problem solved.
Context
By implementing a user-focused CRM system, we significantly boosted conversion rates for gym memberships, addressing a major gap in our sales funnel.
Originally, the gym received high inbound traffic and captured extensive lead data (name, email, location, etc.), yet this information wasn’t translating into memberships.
Through a deep dive into the customer experience and journey, we discovered that our existing customer management system couldn’t effectively track and segment leads.
This gap limited the marketing team’s ability to run targeted conversion campaigns and, ultimately, to improve our conversion rates.
Project Approach
How did we approach defining project requirements and scope?
We started by clearly outlining project requirements and defining our operational scope, focusing on metrics that would measure success. The primary metric identified was the conversion rate of leads transitioning to paid memberships. This required close collaboration with the marketing team to refine the data collection and segmentation capabilities they needed.
How did we ensure the customer journey remained a priority?
Throughout, we centred the project around enhancing the customer experience. This meant designing every aspect of the new CRM implementation to support a seamless customer journey. We maintained this user-centric approach to ensure that every improvement would not only streamline operations but also positively impact conversion rates.
How did we select and implement the new CRM system?
The project unfolded through several strategic stages, each aimed at maintaining alignment and buy-in from all stakeholders.
Key steps included:
Requirements Gathering: In collaboration with the marketing team, we identified critical data points for tracking and segmentation.
Scope and Project Plan Creation: Defined deliverables and timelines, using Waterfall methodology to guide structured progress.
Software Selection: Conducted demos and gathered cross-departmental input to ensure the chosen CRM would meet all requirements.
Configuration and Testing: Customised the software for our needs and performed rigorous testing to ensure data accuracy and functionality.
Training and Phased Launch: Conducted training sessions to familiarise teams with the new system, followed by a phased rollout that allowed us to fine-tune before full launch.
The CRM implementation led to a 26% increase in conversion rates, significantly improving our MRR (monthly reoccurring revenue)
Key performance indicators
Conversion Rate: Improvement in the percentage of prospects converting to paid memberships.
Data Capture Efficiency: Streamlined data entry and lead tracking, enabling faster and more accurate segmentation.
Email Response Rate and Customer Engagement Score: Enhanced engagement metrics reflecting a better-aligned communication strategy.
Monthly Recurring Revenue Per Site: Incremental revenue growth driven by an optimised customer experience and journey.
Skills and methodologies used
Stakeholder management: Engaged with cross-functional teams to align on goals and secure buy-in for each project phase.
User-centred Design: focused on the end-user's journey to ensure that CRM changes supported a smooth, enjoyable transition from prospect to member.
Waterfall Methodology: Used structure, stage-based project management to deliver fully functional system on schedule.
