Busy leisure facilities will understand the significance behind an exceptional customer relationship management (CRM) system.

A joined-up approach to all operational functions is the key to a streamlined business and this is often the catalyst that encourages fitness organisations like Oldham Community Leisure (OCL) to partner with leading Direct Debit collection bureau DFC.

Sleeker administration

OCL is an Industrial and Provident Society that is responsible for the operation and development of 7 leisure facilities across Oldham. They continuously work hard to improve the health, wellbeing and activity levels of the people in Oldham. OCL partnered with DFC almost three years ago, based on DFC’s cohesive integration solutions that dovetailed nicely with their current CRM operation. Managing information, such as membership sign ups, changes and cancellations, from one central hub has made their administration process much more efficient and has cut down the number of avenues from which information is received.

Beyond this, having DFC manage their entire Direct Debit collection process has taken a weight off their shoulders and given their busy internal team the time to work on the parts of the business that truly matter to them. Peter Howson, head of CRM at OCL, says: “It’s so helpful having everything automated. DFC collects our money and everything is updated automatically to our current system. It’s allowed for a really unified approach and has saved a lot of time at front of house.”

Working sustainably

Howson continues “if you don’t have online joining in this day and age, you’re missing out,” this was the final encouragement OCL needed to join forces with DFC.

Peter described FastDD, DFC’s online joining portal, as the most effective one they’ve encountered. He says: “It has allowed us to provide joining opportunities 24/7. We can also promote this channel which encourages more people to sign up. We offer different monthly promotions and we can add these to the portal really easily.” FastDD has been fully integrated into OCL’s current website, allowing members to access it easily and at their convenience. This organised, paperless approach to onboarding members has proved highly beneficial to OCL’s administration team. However, member retention and credit control has also seen significant improvements. Since working with DFC, they’ve noticed a considerably positive upward trend in their collection rate and debt recovery.

Howson says: “DFC also does all the chasing for us, so there’s no need for our staff to. They are really efficient and very quick. The biggest change we’ve noticed in terms of targets is that our collection rate and debt recovery has improved. As far as the bottom line goes, they’ve made a massive difference.” With 70 per cent of all online Direct Debits coming through DFC’s online joining portal, OCL’s next move is to allow DFC full management of all their incoming memberships. They are currently working with DFC to transfer all processes across and look forward to DFC’s continued support.