There’s an old joke legendary British mathematician Alan Turing, played by actor Benedict Cumberbatch, tells in the movie The Imitation Game. It goes like this:
There are two people in [the woods], and they run into a bear. The first person gets down on his knees to pray; the second person starts lacing up his boots. The first person asks the second person, “My dear friend, what are you doing? You can’t outrun a bear.” To which the second person responds, “I don’t have to. I only have to outrun you.”
You may have heard some other version of this fable (there’s one about a tiger and tennis shoes), but the lesson is the same: In order to compete, you need the tools in order to outrun the competition. And while the consequences of failing aren’t as grim as becoming a bear’s lunch, it may feel that way sometimes.
As a pioneer in computer science decades ago, Turing understood the potential power of computer programming to drive all aspects of human achievement. Now we’re seeing it play out in real time, accelerated by advances like artificial intelligence and powerful mobile technology.
As a club owners, you can’t fall behind as the bear gains speed. That means plugging in to the latest technology. You need to have customer relationship management (CRM) software that optimizes your ability to drive sales, produces financial reports, manage billing, stays on top of analytics, and provides other essential functions for growth.
With the proliferation of so many CRM software vendors these days, you may be confused about what to look for. First understand why a health club operator needs a robust, all-inclusive CRM system in the first place.