How Romania's largest health & fitness network automated feedback collection from 84,000+ active members across 47 clubs
With over 84,000 active members across 47 clubs, World Class Romania had no systematic way to collect and act on member feedback. Occasional paper surveys yielded low response rates and took weeks to consolidate. By the time the data reached management, the insights were already stale - and dissatisfied members had often already cancelled their memberships.
The company could not identify at-risk members before they churned, nor could it compare satisfaction levels across clubs in any meaningful way. Each location handled feedback differently, creating blind spots that undermined the brand's promise of a consistently world-class experience.
World Class Romania is the largest health & fitness network in the country, operating 47 clubs nationwide and serving over 84,000 active members. Digitization and customer satisfaction are essential pillars of World Class's organizational culture, with the company always focused on improving the member experience through innovation.
In this context, World Class identified the need for an efficient member satisfaction monitoring system. The chosen solution was the implementation of an automated Net Promoter Score (NPS) system, in partnership with Svennis Cloud Solutions – Zoho Advanced Partner.
Goal: collecting real-time feedback from members and integrating it into the service improvement strategy, with minimal effort and maximum impact.
At the scale of World Class operations (tens of thousands of active members interacting daily with services across 47 clubs), obtaining consistent and relevant feedback from members was a major challenge. Traditional satisfaction survey methods – such as paper questionnaires or occasional manual emails – proved inefficient, fragmented and time-consuming.
Each club collected feedback differently, without a standardized network-wide metric for customer satisfaction. This made it difficult for management to have an overall picture of the member experience.
Without an automated system, member complaints or dissatisfaction could go undetected until it was too late, affecting retention and reputation. World Class needed a proactive way to identify detractors (dissatisfied customers) and act quickly.
Manually collecting and centralizing feedback from over 100,000 members was impractical. The World Class team wanted an automated system that would operate with minimal human intervention, freeing staff from repetitive tasks and reducing errors.
With these challenges in mind, World Class decided to adopt an integrated digital solution that would align the feedback process with the company's digitization vision and its commitment to excellence in customer relations.
To address World Class's needs, Svennis Cloud Solutions implemented an automated NPS system based on the Zoho suite, connecting all stages of the feedback process – from collection to analysis – in a unified workflow.
Customized for World Class through a dedicated module for clubs and members. Zoho CRM serves as a centralized database, storing information about each member (profile, attended club, latest check-ins, etc.). This custom module enabled member segmentation by club and activity, paving the way for targeted communications.
Used for automating communication with members. An automated workflow was configured so that, monthly, all members who checked in at a club during a certain period receive a personalized email requesting feedback. The email is designed in an attractive format, in line with the World Class brand, containing an invitation to participate in the NPS survey. Sending is automatically scheduled, completely eliminating the need for manual follow-up by staff.
The platform through which the NPS survey is actually conducted. Members who open the email invitation can complete a short and intuitive online questionnaire. The central question is "How likely are you to recommend World Class to a friend or colleague?" (scale 0-10), followed by an optional comments section for additional details about their experience. Zoho Survey securely collects responses and transmits them in real time to the other Zoho systems.
To transform raw data into actionable insights, responses from Zoho Survey are integrated into Zoho Analytics. Svennis created custom dashboards and reports, visible to the World Class management team. These dashboards display the aggregated NPS score and per-club scores, promoter vs. detractor distribution, satisfaction trends over time, as well as member comments highlighted by theme (e.g., cleanliness, crowding, staff friendliness). Visualizations are continuously updated, providing full transparency and easy data accessibility – from desktop or mobile, whenever the team needs it.
The entire system operates in an integrated manner, with minimal human intervention. Check-in data can be automatically retrieved from World Class's internal system or entered through CRM, triggering feedback emails. Once a member responds to the survey, their NPS score and feedback instantly appear in CRM (attached to their profile) and in Analytics dashboards. This way, managers can see not only overall scores but also individual member feedback when they want to investigate specific cases. The solution proposed by Svennis was rapidly implemented, leveraging the native integration capabilities of Zoho platforms, without the need for additional complex software development.
Through this digitized NPS system, World Class Romania achieved a series of notable benefits, aligned with the initial objectives:
Member opinions are now captured in real time, shortly after interacting with club services. This allows the World Class team to continuously monitor the pulse of customer satisfaction. If a member expresses dissatisfaction (low NPS score), the management team is immediately alerted and can proactively intervene – for example, contacting the member to remedy the issue or offering solutions before the dissatisfaction escalates.
Complete process automation drastically reduced manual intervention. Emails are sent without a single click, data collection and report generation are done automatically, freeing the team from repetitive tasks. This way, staff can focus on concrete service improvement actions and quality interactions with members, instead of managing spreadsheets or paper questionnaires.
Thanks to interactive dashboards in Zoho Analytics, World Class now has full visibility into satisfaction trends. NPS scores can be compared across different clubs or time periods, quickly identifying areas that excel and those that need attention. For example, leadership can immediately see if a particular club experienced an NPS decline in a month and investigate the causes (perhaps peak-hour crowding or a facility area under renovation) and then take targeted measures. Business decisions can now be based on concrete data, not assumptions, increasing the effectiveness of improvement initiatives.
The NPS project also had an internal strategic effect – it strengthened the customer-oriented culture and digitization within World Class. Employees, from front-desk to management, have access to customer feedback and better understand the importance of every interaction with members. Data transparency has driven each club to closely track the satisfaction of their own members and positively compete toward service excellence. Furthermore, the success of this digitization project demonstrates that technological innovation can go hand in hand with genuine customer care – an important message in World Class's philosophy.
Overall, the NPS system implementation with Zoho transformed the way World Class listens to the voice of its customers. Feedback is no longer occasional or retroactive, but continuous and predictive, providing the company with a strategic tool to increase member loyalty and maintain the high standard of service quality across all its locations.
We had long wanted a more efficient way to take the pulse of our members' satisfaction. The collaboration with Svennis Cloud Solutions for implementing the NPS system exceeded our expectations. We now receive quick and structured feedback from World Class members, without spending hours on manual consolidation. The Zoho platform shows us exactly where we stand in our customers' eyes, and that allows us to react almost in real time. We have perfectly integrated this solution into our workflow, which helps us maintain our promise of excellence and constantly improve the club experience. The digitization of the feedback process, carried out together with the Svennis team, not only saves us time but also gives us the confidence that we can promptly identify and resolve any aspect that could affect member satisfaction. It is exactly the type of innovative solution we needed to take our customer-centric culture to the next level.
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