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Customer 360° Method: Assessment of Customers in Fitness Centres

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Sports Management as an Emerging Economic Activity

Abstract

The efficient management of sports organisations requires a cycle of three stages. The first is an adequate planning of activities, human resources, events and all systems that can be planned in a coordinated way prior to implementation. The second is the implementation of proposed and planned actions. The third is the evaluation and analysis of the executed actions. Whilst in current sports management the first two stages are usually covered successfully, the third process is often ignored, so organisational health and success are limited. The Customer 360° Method (C360-M) guides and facilitates this process of analysis through four pillars: (a) evaluation of the variables required according to the type of customer, (b) creation of reports according to the type of customer, (c) analysis and identification of improvement possibilities by customer type and (d) implementation and follow-up of strategies designed for the improvement of each type of customer. The analysis includes the top five types of customers and processes: potential customers, external customers, internal customers, former customers, business customers and processes. Thus, for each type of customer, the C360-M examines different decision-making aspects for the organisation through validated and reliable instruments, so that at all times it is possible to evaluate what is really susceptible to improvement. This systematisation of the evaluation allows the manager to close the management cycle and the organisation to progress in the future planning and execution.

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García-Fernández, J., Bohórquez Gómez-Millán, M.R., García, A.J. (2017). Customer 360° Method: Assessment of Customers in Fitness Centres. In: Peris-Ortiz, M., Álvarez-García, J., Del Río-Rama, M. (eds) Sports Management as an Emerging Economic Activity. Springer, Cham. https://doi.org/10.1007/978-3-319-63907-9_4

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