Administration Training

In this lesson, you will learn how to access, customize, and interpret the Churn Report inside the Wellness system. This report helps identify clients who are at risk of not renewing their memberships, allowing the team to take proactive action through follow-ups, conversations, and engagement strategies.

https://youtu.be/N_XV5TWaNhY

Step 1: Adding the Churn Report to the Dashboard

1. Go to the Dashboard.
2. Click on Customize.
3. In the search bar, type Churn Report.
4. Add it to your selected reports.
5. Reorder it if needed (for example, move it higher on the dashboard).
6. Click Save.
7. The Churn Report will now appear directly on your dashboard for quick access.

Step 2: Viewing the Churn Report

1. From the dashboard, click on the Churn Report or select View Report.
2. The system will calculate churn risk (this may take a few seconds).
3. You will see a prediction of how many clients are at risk of churning in the upcoming period (for example, next month).

Step 3: Understanding Why Clients Appear on the Churn List

Clients may appear on the churn list for several reasons, including:

• Upcoming membership expiration (usually within ~30 days)
• Low attendance or limited visits
• New clients who have not yet established a routine
• Drop-in passes nearing expiration

⚠️ Important:
Being on the churn list does not mean the client is unhappy—it simply means they require attention and follow-up.

Step 4: Customizing the Report View

To make the report more useful:

1. Click Customize within the report.
2. Move important fields higher on the list, such as:
   • Client Type
   • Notes
   • Rank
3. Remove unnecessary fields to save space (e.g., work phone, birthday, gender).
4. Toggle Expanded Client Details on or off depending on how much information you want visible.
5. Click Save once adjustments are complete.

This allows you to quickly see:

• Client status (active, passholder, drop-in)
• Notes from previous interactions
• Contract or membership status

Step 5: Reviewing Client Notes and Profiles

1. Hover over or click a client to view notes.
2. Notes often include important context, such as:
   • Recent conversations
   • Upgrade offers discussed
   • Freeze or renewal intentions
3. Click into the client profile if more detail is needed.

Example:

• A client may have recently purchased a membership but still appears on the churn list because:
  • The pass expires soon
  • Attendance has been low
  • The system predicts low renewal likelihood

Step 6: Prioritizing Follow-Ups

You do not need to contact all clients immediately.

Guidelines:

• New clients who just purchased → usually no immediate call needed
• Low-attendance clients → follow-up recommended
• Clients close to expiration → high priority
• Students disengaged for weeks → priority outreach

The goal is to work through the list gradually, not all at once.

Step 7: Taking Action on Churn-Risk Clients

1. Add a Task or follow-up reminder for the client.
2. Reach out via phone, email, or in-person conversation.
3. Ask open-ended questions:
   • “How has your experience been so far?”
   • “Is there anything preventing you from attending more regularly?”
4. Reinforce goals and motivation.
5. Encourage engagement with instructors and staff.

💡 Key Principle:
Retention improves when clients feel seen, supported, and connected.

Step 8: Tracking Progress Over Time

• Follow-ups should be done daily or weekly, not sporadically.
• Over time, consistent follow-up will:
  • Increase renewals
  • Reduce churn numbers
  • Convert intro offers into memberships
• Exporting churn data to spreadsheets or CRM tools can help visualize improvement and trends.

Key Takeaways

• The Churn Report is a proactive retention tool
• Clients appear on the list due to system predictions—not complaints
• Customizing the report improves efficiency
• Follow-up and conversation are the main drivers of retention
• Consistency leads to measurable growth over time