A loyalty program is an essential part of building customer loyalty, and its implementation is especially important for service-oriented businesses such as sports clubs. In these businesses, customers usually interact directly with the organization and its staff rather than with a tangible product, and their perception of the services they receive is highly influenced by the quality of these interactions.
In today’s competitive market, all business activities must revolve around customer satisfaction. A loyalty program takes customer relationship management (CRM) to a new level by focusing on enhancing customer satisfaction. One of the key objectives of launching a loyalty program in a sports club is to evaluate customer behavior and adopt effective strategies and policies to encourage them to use the club’s facilities and services more frequently.
Existing customers are valuable assets to any business. Retaining them while fostering satisfaction, delight, interest, and loyalty paves the way toward achieving long-term business goals.
Sports club managers need to have a complete understanding of their current customers. By leveraging insights gained from customer segmentation and assessing the commercial importance of each group, they can implement effective marketing activities and create added value for their customers.
Launching a customer loyalty program in a sports club plays a major role in implementing a one-to-one marketing strategy. When each individual becomes a member of the loyalty program, the club gains the ability to personalize its relationship with that customer. Through this two-way, meaningful interaction, the club can achieve a clearer and more consistent understanding of the customer’s needs and preferences.
Beyond creating satisfaction, customer interaction also helps uncover hidden needs—golden opportunities that, when addressed, can significantly increase service sales and profitability.
For customers themselves, joining a sports club’s loyalty program is highly appealing. It gives them a sense of independent identity and makes them feel truly valued by the organization. Incentive mechanisms such as contests, festivals, point-based systems, raffles, discount coupons, monthly gifts, and similar initiatives both increase customer engagement and foster more active participation with the club.
When customers perceive tangible value and benefits from the loyalty program, they show greater enthusiasm. This not only boosts satisfaction but also drives them toward more frequent and consistent use of the club’s services.
If designed and executed properly, a loyalty program can, in the medium to long term, both increase profits and dramatically reduce marketing expenses for the sports club. Loyal and satisfied customers become powerful marketing assets—more effective than any advertising channel—by attracting new clients through word-of-mouth marketing. Of course, this is only possible when happy and loyal customers already exist.
Finally, it’s essential to note that investing in current customers first requires comprehensive access to their information. Building a complete customer database is, therefore, the very first step in establishing a successful loyalty program.
Royal Mehr Rayaneh Company was founded in 2005 with the aim of developing integrated software solutions for sports institutions. By leveraging the expertise of financial and administrative software specialists, and after the successful experience of developing Windows-based applications, the company has now, in response to the growing need for integrated systems, launched the development of VarzeshSoft Web-based Automation.
Contact Information
📞 Phone (Head Office): +98 21 9100 7751
📞 Sales Department: +98 912 859 4974
📞 Support Department: +98 937 004 2969
✉️ Email: info@varzeshsoft.com
📍 Address:
No. 12, Unit 3, Delara Sharghi Alley,
Ebadi St., Beheshti & Valiasr Intersection,
