MANAGING YOUR MEMBERSHIP PROGRAM
A membership program is a complicated machine with many moving parts. There’s the logistical side: enrolling your customers, redeeming benefits, and renewing members. Then there’s the strategic side, which involves structuring your membership program to be profitable and tracking its impact on your business.
And then there’s the customer-facing side — ensuring you’re creating an overall stellar customer experience by offering relevant, irresistible perks for your members.
With software like Zenoti, you can manage every aspect in one convenient place. In this guide, you’ll learn about all of the ways Zenoti supports your membership program to keep your business growing.
Creating an unforgettable customer experience
At its core, a membership program is about your customers. It’s a way to provide incredible value and reward the people who care most about your business. A loyal customer is worth more than a hundred new leads — play your membership program right, and you can guarantee that customer will bring in more business through word of mouth for years to come.
That’s why it’s essential for your membership program to provide a killer customer experience.
Seamless, hassle-free access: Zenoti gives your customers the power to access their memberships at multiple locations or centers. They can easily retrieve information about their service benefits, history, and other preferences no matter where they are.
Easy signup for new members: While Zenoti enables new members to sign up in-store at a POS, it also gives them the ability to sign up online conveniently and securely from a web store. Your web store is customized to fit your brand, and is PCI DSS and PA-DSS compliant. It’s easy for businesses to use and ultra-convenient for clients.
Membership kickoff: Whether your customer signs up online or in person, Zenoti immediately adds this person as a member, updates financial records, and even sends an automated welcome text or email to the new member. If a guest needs to agree to terms and conditions before joining, you have the option of requiring this at signup. Best of all, this is all done electronically, allowing you to go paperless.
Self-service: Give your customers ownership over their memberships with software that allows them to look up important information on their own. Zenoti offers a mobile app for your customers that can be branded exactly to match your business. Members can check their service history, membership balances, and redemptions from your website or through the mobile app.
Planning a flawless membership program
The core of your membership program is what you offer members — the member benefits. If you have unique requirements that must respond to different regional, business segment and strategic needs, you’ll find rich flexibility with Zenoti to help you manage different membership types.
THE CORE OF YOUR MEMBERSHIP PROGRAM IS WHAT YOU OFFER MEMBERS — THE MEMBER BENEFITS.
Different types of memberships
Member benefits can include any combination of discounts, free services, credits, and other offers. Typical membership benefits include:
- Discounts. Define a flat or percentage amount on all or specific services. For instance, offer a 20% off salon services and 10% off spa services. Or, offer $20 off for each visit. You can also specify different amounts for peak and off-peak hours. The POS applies the appropriate discount.
“At its core, a membership program is about your customers. It’s a way to provide incredible value and reward the people who care most about your business. A loyal customer is worth more than a hundred new leads — play your membership program right, and you can guarantee that customer will bring in more business through word of mouth for years to come.”
- Credits. Assign credits that can be spent on all or specific services. For example, for a membership that costs $500, give $750 worth of credits to be used only on skin services.
- Free Services. Include services in the membership cost. E.g., create a membership with 12 massages, where the guest must use one massage per month over the course of a year.
Combine benefits to create your membership. For example, you could offer a recurring membership that:
- Costs $50 a month
- Requires a 12-month contract
- Includes either the Spa Bliss Signature Massage or the Serenity Massage every month
The system automatically bills the member every month, and you can allow benefits to roll over each month if they weren’t used.
Additional Criteria
Here are some more ways to customize your membership program with Zenoti:
- Accept recurring payments. Rather than collect a full year’s membership fee upfront, set up an automatic payment schedule. Your member is automatically billed without manual intervention from you.
- Limit the frequency of a service. Whether you’re creating a recurring membership or a specific treatment shouldn’t be taken too often, you can limit the frequency of any service. For instance, you can restrict a laser hair removal session to once every 45 days as protocol makes it unsafe to do itany sooner.
- Add multiple guests to a membership. You define how many members can be added (if any) to a single membership.
- Create promotional memberships. Restrict the sales dates for a membership.
Redeeming membership benefits
Online booking supports all scenarios of your membership redemption, whether your guest wants to redeem free services, use credits for payments, or use a discount. Online membership redemption is available if you choose enforce payment at the time a service is booked.
“MEMBERSHIPS ARE A POWERFUL WAY FOR YOU TO INCREASE CUSTOMER AVERAGE SPEND, GET CUSTOMERS TO VISIT MORE OFTEN, AND ENCOURAGE CUSTOMERS TO TRY NEW SERVICES.”
Launching your membership programDo you do business across multiple locations, and need to launch yourmembership everywhere at once? How will you ensure you keep customer datasecure, and that only authorized employees can access guest information? Hereare some of the ways Zenoti makes your launch seamless and secure.Multi-center membership program launchMulti-center chains can easily manage the process of managing all membershipsin a controlled and efficient manner. Centralize your membership management,by assigning your admin office the responsibility of creating, updating, and rollingout memberships to all your centers. Assign area managers the ability to create ormodify memberships at their centers only. This allows you to respond to the needsof specific centers according to legal restrictions and demographic differences.“Grandfather-in” your old members with automatic versioningWhen you update your existing membership program, Zenoti supports guestson your old membership program so you can reward your most loyal memberswith their original pricing or benefits.Secure from start to finishRole-based security allows you to limit who can create and edit memberships forthe organization as well as specific centers.Fraud protectionIn many countries, fraud from both staff and customers can be a significantchallenge. In areas where official identification cards are not the norm, you canchoose to use our One-Time-Password (OTP) method to verify member identity. OTPis a process where during redemption against a membership, a security code is sentto the member’s cell phone. When a guest tries to redeem against a membership,the POS requires that security code before completing the transaction.
Accounting considerationsIn the case that you accept a membership fee upfront (this is not applicableto recurring payments), you can choose to either initially recognize the entirepayment upfront or have the system recognize the revenue on a monthly basis.These options should be used based on your requirements from accounting andaccording to your local regulations.Optimizing your membership programZenoti doesn’t just help you get up and running with your membership program,it’s also designed to help you make the most of it. Marketing automation andpersonalization, custom notifications, and advanced reporting are just a few ofZenoti’s features that help you grow your bottom line with memberships.For example:• Send an email with an offer for “An additional massage this month at your lowmembership rate!”
DO YOU DOBUSINESS ACROSSMULTIPLELOCATIONS, ANDNEED TO LAUNCHYOUR MEMBERSHIPEVERYWHERE ATONCE? HOW WILLYOU ENSURE YOUKEEP CUSTOMERDATA SECURE,AND THAT ONLYAUTHORIZEDEMPLOYEES CANACCESS GUESTINFORMATION?
Send a text message before a member’s appointmentto “upgrade your upcoming massage for only $20”.• Send an email that encourages family to sign up fortheir own membership at a discounted rate.• Print a coupon on every member’s bill or receipt witha discount for related retail product.• Print coupons, which your members can give tofriends and family.• Zenoti automates the marketing process for you,allows you to target members with the right offer, andhelps you get creative.Membership renewalsDon’t let existing members fall through the crackswhen their membership term is up. Check out yourmembership renewal report to see which membershipsare about to expire. You can also set alerts for boththe front desk and your clients to inform them whena membership is about to expire. Send tailoredmessages to guests to encourage membership renewalwith integrated marketing automation, and win backbusiness you might’ve lost.
Incentivize employees to sell memberships withcommissionsEmployees can earn commissions on memberships intwo ways: the first is by selling a membership, and thesecond is by performing a service that is redeemedagainst a membership. Employees can use theemployee mobile app to track their earned commissionsincluding services delivered and membership sales.With Zenoti, you can define how much commission youremployees earn based on:• Job. Assign a commission value for each job (e.g.receptionist, therapist, stylist). All employees aredesignated to a job.• Tenure. Adjust commission values based on how longthe employee has worked with you.• Seniority. Adjust commission values based onseniority of an employee.
• Sale Type. Assign different commission values for sales of memberships and forperforming a service that is redeemed against a membership.• Revenue. Assign commission values based on revenue ranges (e.g., 4% commissionon a revenue of $1-$1,000 and 5% commission on a revenue of $1,001 – $3000).• Specific Memberships. Assign a commission value for all memberships or varycommission by specific membership.Reporting and analyticsOur reports help you track membership sales and redemptions by time period. Use thereports to:• Identify your best selling memberships• Monitor trends over months• Track redemptions for accounting• Monitor individual guest memberships that are about to expire• Compare membership sales performance across centers your organization• Monitor membership sales against overall revenue collection• Compare redemption trends between centers• Monitor individual guest memberships that are about to expireAs you can see, Zenoti aims to provide complete support for memberships and otherbusiness operations within your spa or salon. At Zenoti our aim is to help you realizereal business benefits. In the case of memberships, we hope that our integratedapproach helps you ease operations, support customers, and help you furtherpromote your business. Contact Zenoti for more information.
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