For many service businesses, 90 days is a significant drop-off point for clients.
It’s around the 90-day mark on the change curve that people hit a ‘crunch-point’ Either they’re able to fully engage with the habit and identity change needed to make the new schedule a part of their lives – or they’re not.
Awareness of this risk allows us to give clients support at this time, giving them the best chance possible to keep up with their regular gym visits and stick around for the long term.
Here are some key points to consider when it comes to counteracting the 90-day drop off:
- Are you doing an outstanding job of the Three Ps – People, Product, and Place?
- Are you tracking attendance? Are people sticking to their attendance goals? If not, why not?
- Are people engaging with their monthly check-ins (if these are a part of your Member Journey)? If not, why not?
- Are you meeting all the key touchpoints in your Member Journey? Does the Journey design need to be assessed and tweaked to make it more cohesive and supportive for the member?
- Have you set expectations and communicated clearly from the outset? Are your members looked after on an individual basis through the first few months of their time with you?
- How are your satisfaction scores at this point? How have people rated the service on any surveys or questionnaires?
- Are you and the coaching team staying on top of keeping member notes in your CRM? Are you all checking these before you go into a session, to make sure you’re up to speed on the member’s progress and needs?
- Are you providing enough ‘extra curricular’ elements of the member experience: the social, community, and belonging side of things?
If you are experiencing drop-off at this time, make a point of reviewing members that are entering this phase in your weekly team meeting as you approach the 60-day mark.
Ask yourselves:
- What can you do to ensure they’re getting an outstanding experience?
- How have they been doing up to this point?
- What can you do to encourage retention?
Need a second pair of eyes to hash out your business questions, challenges, and roadblocks?
Book a 90-minute call with JC Vacassin here.
