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Originally Posted by DavidJames Honestly, Ceroc does pretty much all it can do to retain new members - |
Not that I've noticed! For years, every newcomer to Ceroc has filled out a form with personal details, contact numbers etc. Taken together, this would have formed an enormous database of information about people who at one point in their lives had expressed an interest in learning to dance. It would have been worth a lot of money to Ceroc, but as far as I know it was never put to any use at all. Similarly, no disciplined effort has ever been made to follow up people who may have come for months/years, and who for some reason or other have stopped dancing - it would not be surprising to find that some of them will reckon they just haven't been missed.
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from a purely marketing/business point of view, retention is so much cheaper than recruitment.
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Totally agree. I presume it's happening all across the UK, as in Scotland our Ceroc cards are now read into a PC (
or maybe a Mac, sorry Franck!) when we arrive at the venue, so a database will be built up over time which will allow analysis and follow-up messages to be sent etc. It will be interesting to see if/how it is used, and if it's worthwhile.
Note to self - can't remember whether or not the form I filled in allows my personal information to be given/sold to third parties - must check next time, as I don't want that!