94%
positive feedback since implementation of Demographics
73%
increase in visitor satisfaction during early-morning hours
+7
Happy Index points above the gym and fitness industry average of 86
Significant
optimization of facility cleaning schedules
A deeper understanding of customer groups
Since 2012, Finnish gym chain GOGO Fitness Center has partnered with HappyOrNot. GOGO was one of the first users in Finland to adopt HappyOrNot Demographics, the AI-powered feature that provides the ability to anonymously capture the estimated age and gender of the feedback giver.
Seeking a deeper understanding of customer satisfaction, GOGO aimed to identify satisfied and dissatisfied customer groups without lengthy surveys or manual data analysis. The adoption of Demographics solution streamlined this process, providing valuable insights effortlessly.
Today, GOGO Fitness Center uses HappyOrNot and the Demographics feature across all their full-service fitness centers for continuous improvement of services and processes.
Discovering variations in customer satisfaction
With GOGO’s goal to be the industry leader in customer satisfaction, they understood the importance of collecting real-time feedback on each visit from every member. As part of their customer experience strategy to ensure customers enjoy their workout at their fitness centers, they invest in personalized customer service, the functionality of the equipment, cleanliness, and comfort of the facilities.
HappyOrNot’s feedback system was helping GOGO see clear variations in service performance, however they wished to dig even further into the customer feedback. GOGO wanted to connect the reasons for these variations to their customer groups, but did not want to spend a lot of time trying to figure out who the satisfied or dissatisfied customer groups were.
“We want to score top marks, therefore we turned to HappyOrNot’s easy-to-use system that helps us identify what is good and what might need improvement,” Vuokko explains.
AI-based demographic data revealed key issue
HappyOrNot’s AI-based demographic feature helped GOGO quickly identify an issue related to the scheduling of cleaning services. By using customer feedback combined with the demographic data, the issue was uncovered to be morning gym-goers’ dissatisfaction with comfort in the men’s locker rooms.
“We immediately took action to improve the cleanliness, and in just half a year the satisfaction during the early morning from that customer group went up 39 points, from a Happy Index of 54 to 93,” Vuokko explains.
After efficiently pinpointing and addressing the most burning issue, GOGO leverages the anonymous demographic data alongside location, time period, and open text comments identify further areas for improvement.
In practice, the Demographics functionality categorizes feedback providers into specific demographic customer groups without identifying individuals, ensuring complete anonymity in the feedback process
Achieving 94% customer satisfaction score
Demographic data enabled quick identification of dissatisfied customers, leading to immediate responses to their specific needs.
HappyOrNot feedback revealed deviations in satisfaction during the early mornings from other time periods. HappyOrNot Demograhpics allowed GOGO to identify the challenge to men between 45 and 64 being unhappy with the cleanliness.
GOGO implemented additional cleaning measures during the evening shift and streamlined the process. They also communicated the changes to their members, and as a result been able to consistently gain 94% customer satisfaction score.
“The demographics feature gives us crucial real-time insight without the need for extensive data analysis or additional customer surveys. It lets our staff focus on supporting our customers with their workouts, and our customers focus on their fitness,” adds Vuokko.
About GOGO
GOGO is a Finnish family-held company that has 3 full-service fitness centers and 16 GOGO Express gyms and 3 GYM Anytime gyms in Finland. They strive to be a forerunner in the fitness business and offer the best fitness services to their customers. GOGO prioritizes top-notch training and additional services for an exceptional customer experience.
GOGO fitness centers offer over 150 group fitness classes weekly to get their customers into the best shape of their life, whether a beginner or an experienced enthusiast. One GOGO membership allows access to all three GOGO full-service clubs, 16 GOGO Express gyms and 3 Gym Anytime gyms all around Finland.
GOGO full-service clubs offer additional member services such as free childcare, a parking benefit, solarium beds, free coffee, weekly breakfast porridge, two squash courts, cold pools and Finnish saunas and infra-red saunas for women and men. Visit www.gogo.fi to learn more.