Upsell more programs and increase ARM by connecting your Membership Management Software with your CRM

In today's fitness landscape, clubs and community centers are constantly seeking ways to enhance member engagement and increase revenue. One powerful strategy is integrating your membership management software (MMS) with your customer relationship management (CRM) system. This connection not only streamlines operations but also opens up opportunities for upselling programs and boosting your average revenue per member (ARM). Here’s how it works and why it matters.

Understanding Membership Management Software and CRM

Membership management software is a suite of services that connects member activities with your club, organization, or community center. It handles tasks like program sign-ups, event registrations, payment processing, and check-ins. If you've ever attended a gym or fitness center with a check-in system, you've likely interacted with an MMS.

On the other hand, a CRM system operates higher up the chain, focusing on converting prospects into members. Before someone becomes a member, they might browse your website or respond to an ad, leading them to a form or landing page managed by the CRM. The CRM captures these leads, nurtures them, and aims to convert them into paying members.

The Power of Integration and Increasing ARM

Integrating your CRM with your MMS creates a seamless flow of information, allowing you to track member behavior and identify opportunities for upselling. This integration is key to increasing your average revenue per member (ARM), which represents the average amount of money each member spends at your facility. Here’s how integration boosts ARM:

• Identify Upsell Opportunities: Track member activities and preferences to offer relevant programs and services. For example, if a member frequently attends fitness classes, you can suggest a specialized personal training package that complements their routine.
• Automate Marketing Efforts: Send targeted campaigns based on member behavior, increasing the likelihood of upsells. If a member signs up for a trial class, the CRM can automatically trigger a follow-up email inviting them to join a full program.
• Enhance Member Experience: Provide personalized experiences that resonate with members, fostering loyalty and retention. By understanding member interests and behaviours, you can tailor your offerings to meet their specific needs.

Imagine a regular member who visits your community center three or four times a week. One day, they sign up for a trial Latin dance class through the MMS. This activity triggers a notification in the CRM, indicating a potential interest in dance programs. If these systems weren't integrated, this lead might be missed. However, with integration, the CRM flags this interest, and you can automate an email campaign inviting the member to join a paid Latin dance class.

By connecting these systems, you can automate the entire process—from tracking attendance to sending personalized marketing emails—enhancing your ability to upsell additional programs and services. This seamless interaction not only increases the value you provide to your members but also boosts your ARM by encouraging additional spending.

Overcoming Integration Challenges

Integrating CRM and MMS systems can be complex, requiring technical expertise and a clear strategy. Here are some common challenges:

• Technical Complexity: Connecting two disparate systems involves intricate software engineering and development.
• Skill Gaps: Many community centers may lack the necessary marketing technology skills, making it difficult to fully leverage integration benefits.
• Resource Allocation: Successful integration requires dedicated resources, including marketing technologists and engineers.

Integrating your membership management software with your CRM is a powerful way to enhance member engagement and increase ARM. By leveraging member data and automating marketing efforts, you can identify upsell opportunities and provide personalized experiences that drive revenue. While the integration process can be challenging, the benefits far outweigh the complexities, positioning your club or community center for success in the digital age.

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