“David Lloyd Leisure has over 450,000 members and employs some 6000 people. Maintaining the highest levels of service is paramount in our customer offer and Tern are key in enabling us to track service and build accountability into our personnel management. Their ability to adapt to our changing needs whilst maintaining a consistently high service has led us to build on our relationship and make use of video and written reporting. Their input has become fundamental to the management of our clubs and I would not hesitate to recommend their services.”
David Lloyd Leisure has 77 clubs across the UK and over 450,000 members. Across all clubs, David Lloyd Leisure has over 150 swimming pools, offers over 10,000 exercise classes per week and has unparalleled raquet facilities with 700 tennis courts. David Lloyd Leisure is a family orientated club with unrivalled facilities and service levels for its members. They are a market leader in quality and customer experience and therefore creating the best possible environment for their members is paramount.
David Lloyd wanted to ensure the same quality of experience was received by a member whether they were a new enquirer or a fully-fledged member and whether they were using the gym, beauty facilities or even club lounges.
The management team also wanted to ensure their brand values of ‘Cleanliness’, ‘See It! Fix It!’ and ‘See 5’ were being implemented in all clubs. Mystery shopping was the vehicle of choice to monitor these compliance issues and after reviewing the market David Lloyd chose Tern based on their flexible approach and value pricing.
Working closely with David Lloyd, Tern developed a two-pronged mystery shopping programme. Firstly, the ‘New Member Showrounds’ video programme looked at potential new members and monitored the touchpoints of particular interest to David Lloyd management, including beauty, gymnasium, the café and even customer follow up calls. The ‘Mystery Member’ programme involved a Tern shopper joining all David Lloyd Clubs across the UK, every 3 months. Each quarter, a new member would be installed by Tern and they would move through the entire joining and induction process. They would report back at all key stages monitoring every aspect of club performance.
Insight resulting from the mystery shopping programme was used to improve staff training across the 77 clubs and to identify areas of opportunity not previously being maximised by the business. As a result, David Lloyd saw improved performance across all categories measured by the programme, in less than a year, including.
The benefits seen by David Lloyd also resulted in the mystery shopping programme becoming a long term intrinsic component of their club management.
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