SERCO CASE STUDY
SERCO OPERATE LEISURE AND SPORT FACILITIES ON BEHALF OF LOCAL AUTHORITY (LOCAL GOVERNMENT). EACH OPERATION HAS A CLUSTER OF SITES AND THESE INCLUDE FACILITIES THAT HAVE POOLS, GYMS, SPORTS HALLA AND GREEN SPACES ...
CASE STUDY OUTLINE:
SERCO contacted Dr Paul Bedford as they wished to have a better understanding of the current customer profile and additionally identify areas for growth.
Retention Guru (ReAiM) took data or more than 150,000 members over a two year period. Analysis of retention data identified a difference of an additional 8 months membership between the best and worst performing clubs.
Reviewing the membership data revealed that across the estate over 500 memberships types were available. This number has since been rationalised.
With the data provided Retention Guru (ReAiM) were able to identify an opportunity to increase income annually by £11,500,000 across the estate.
- Data analysis of retention and attrition
- MOSAIC profiling to assist in Marketing, Sales strategy development
SERCO PROVIDE A COMPREHENSIVE AND HIGH QUALITY RANGE OF HEALT, LEISURE, FITNESS, WELL BEING AND COMMUNITY FOCUSED SERVICES, MANAGING 65 FACILITIES ON BEHALF OF COMMUNITY LEISURE TRUSTS, LOCAL AUTHORITIES AND UNIVERSITIES ...