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Fitness First Singapore

Founded in 1993, Fitness First is a leading global fitness chain. With over 400 locations worldwide, Fitness First is leading the way in providing tailored, personalised experiences in world-class facilities.

In South East Asia specifically, Fitness First has grown rapidly. With 90 locations throughout the region, and 20 in Singapore alone, Fitness First is the market leader. However, over the last five years, their success has encouraged a number of competitors to enter the market, and now there are more than 250 health clubs in Singapore alone. Fitness First Singapore realised that in an increasingly crowded local market, delivering great customer experiences was one of the only ways to achieve a sustainable competitive advantage.

The challenge:

Listening to the customer

Despite a commitment to delivering great customer experiences, the challenge that Fitness First Singapore were facing in 2015 was that they lacked an effective way to listen to their customers.

“Prior to using RateIt, we had no way to really listen to our customers. We used surveys and member interviews, but they didn't give us the data we needed to really understand what our customers were saying, or drive the right behaviours in our clubs,” said Tengku MohaizadCustomer Service Manager at Fitness First.

The pain felt by Fitness First is not uncommon. Surveys, member polls and mystery shopping caused Fitness First to have a limited and biased view of their customer experience, and no way to operationalize a customer-first mindset.  With an ever increasing member base, and increasing competitor pressure, they sought a solution to the problem.

RateIt is the first thing the company reviews at 7am every day. It’s part of our DNA. It had been so hard to listen and respond to customers are much as we’d like to, but RateIt has provided that bridge between consumers and staff. It’s given us the ability to know what we’re doing well and how to fix what we’re not on a day to day basis.

- Tengku Mohaizad, Customer Service Manager, Fitness First

The solution:

In-the-moment feedback

Fitness First Singapore introduced RateIt to better understand their customer experience, and to support a customer-first approach to running health clubs.   

Almost immediately, RateIt’s in-the-moment feedback tablets helped Fitness First rapidly increase the volume and regularity of customer responses they were receiving. Instead of relying on ad-hoc feedback summaries from call centre polls, Fitness First were getting real-time feedback from the thousands of interactions club members had with the brand every day.  

“RateIt was a plug-and-play rollout and as soon as we started using their platform we were getting lots of useful data. Club managers were able to clearly see what their customer experience was, what their members were saying, and how that experience compared to other clubs. It was a level of insight we’d never had before,” said Tengku Mohaizad.

In addition to providing the tools necessary to listen to their customers, RateIt provided Fitness First Singapore with a way to operationalise a customer-first mindset.  RateIt dashboards and leaderboards were embedded into the daily working rhythms of club managers, and CX outcomes were included within performance, bonus and promotion frameworks.  

“RateIt is the first thing the company reviews at 7 am, every day.  It’s part of our DNA. It had been so hard to listen and respond to customers are much as we’d like to, but RateIt has provided that bridge between consumers and staff. It’s given us the ability to know what we’re doing well, and how to fix what we’re not, on a day to day basis,” said Tengku Mohaizad.

Since introducing RateIt, Fitness First Singapore has been able to confidently set NPS and CX floors knowing they have the tools and processes required to deliver an exceptional experience at every location.

The results:

NPS increase of 20! 

With the ability to really listen to their customers and the tools to action that feedback, Fitness First has been able to materially improve the customer experience they provide their members. With staff at all levels embracing a customer-first mindset, in the two years since using RateIt the brand has increased their NPS score by 20 points and their Customer Experience score by 15 points - both incredibly significant results.  

“Our NPS and CX scores have been improving ever since we’ve implemented RateIt, which can be largely accredited to the company's decision to fully embed RateIt into it’s day to day operations, culture and training,” said Tengku Mohaizad.

The high levels of customer satisfaction that Mohaizad was able to reach through this program have also laid the foundation for the expansion of Fitness First throughout the region.  

“Reaching this level of NPS was significant in us getting funding for club expansion.  It showed that we could provide and sustain great customer experiences and keep retention rates high.” said Tengku Mohaizad.

What’s ahead?

Fitness First Singapore is a trailblazer in customer experience. Mohaizad and his team are leading the way in providing exceptional customer experiences, and RateIt is excited to be along for the journey. As the brand continues to expand, and customer-first continues to become the mantra of the business, the experience that members receive is only expected to get better and better.

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+61 478 176 364