Customer/Member Churn Rate - Alison Barwon Fitness Case Study Assessment Answer

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Alison Barwon Fitness Case Study Assessment Answer

TASK: Case Study: Alison Barwon Fitness Alison Barwon Fitness (also known as AlisonBF) is a sizeable, dynamic full-service gym chain located in Victoria and South Australia. With over 50 facilities, AlisonBF provides a broad range of fitness options, self-defence and martial arts classes, and personal training options to over 220,000 members of all ages. All AlisonBF members have the around-the-clock access to their facilities to exercise and participate in fitness classes/courses timetabled and designed by Alison F professionals. In addition, if they pay for optional personal training services, they can choose an AlisonBF personal trainer and have a personal program tailored to their health and fitness goals and needs. AlisonBF seeks innovative initiatives to develop and apply new technologies such as mobile application, business analytics, artificial intelligence (AI), and/or mixed reality, e.g. augmented reality (AR), virtual reality (VR) in their service provision to gain benefits in various areas, for example improving member experience, fitness training, staff engagement, business process efficiency and coordination, improving existing services, or creating new revenue channels. Roselyn Morgan, AlisonBF’s CIO, is also interested in exploring a smart digital assistant to understand, guide and improve their member journeys. In Roselyn’s initial vision, the digital assistant can come with advanced features such as image/speech recognition, voice-interface, fitness goal setting, and tracking options, improving a member-trainer relationship, and so on. Such a digital assistant can provide each member with a customised fitness journey through different stages of life. She has invited you (and your team) to explore the possibilities. In general, AlisonBF is well resourced and are innovative in technology investment and use. However, they always consider all investment proposals thoroughly, taking into account expected benefits, costs and risks, to ensure strategic/operational gains and deliver value to their members and stakeholders. A sound business case is needed before any technology investment decision. Assignment 3 Project Paul Allen, AlisonBF’s Chief Marketing Officer, understands that a good understanding of existing and prospective members, their needs and behaviours is critical in building positive relationships with them, personalising service offers and services delivery, decreasing costs of attracting new members, and increasing profitability. He also understands that data, business analytics, and business intelligence offer potential benefits for marketing, sales, and member relationship management. He and Roselyn Morgan both share the same view that AlisonBF should unlock the potential of member data. They both are aware that some of their competitors are exploring this. Your tasks include: • Part 1: in week 8, develop an opportunity matrix based on the provided background to assist AlisonBF to achieve their business goals. Three business analytics proposals are required. • Part 2: in week 9, select one of the business analytics proposals and develop user stories based on the selected proposal and the provided background. • Part 3: in week 10, develop INVEST notes and prioritise user stories based on the selected proposal and the provided background.

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