To bring all the organization’s services under one platform, the YMCA of Metro Chicago has created a new digital experience where staff can populate offerings in one place and customers can book them with the touch of a button.
Brandon Austin, the vice president of brand engagement, said the Y is providing this new experience thanks to adding Traction Rec as its new customer relationship management (CRM) platform and a new app called YX powered by upace.
“Both are super integrated with each other, which ensures a much smoother and more enjoyable customer experience,” said Austin. “They’re also both user-friendly. Wondering about the app and its name? Well, YX stands for two things: your experience and YMCA experience. Hence YX.”
Digital Experience Details
Austin added that the new offering was needed as the Y was formerly working with tech platforms which were outdated and proving cumbersome for staff and customers.
“Not to mention we were engaging different platforms for different functions like paid registrations, Group X sign up, etc.,” said Austin. “In the year 2024, that shouldn’t be the case. Feedback has been very positive from team members and customers alike thus far.”
Now, customers have so much information at their fingertips like hours, offerings, schedules and more. While the team at the Y is happy to provide this information over the phone, Austin said they know customers have busy lives, and it might not be convenient or efficient for them to have to call every time they have a question.
As such, Austin said the new interface is both gorgeous and easy to access. In fact, its functionality allows members to see location hours across all the Y’s community hubs, check-in at the hubs, sign up for free-to-members classes, generate customized group ex schedules, register for paid programs, book childcare, find the Y on social media and receive updates all in one place.
“The CRM has incredible customizability and allows us to combine online membership purchases and upgrades; registration for sports, fitness, aquatics and childcare programs; billing services; and community profile information,” said Austin. “Plus, users can reserve a spot for fitness classes in the CRM, a feature possible due to the incorporation of YX functions.”
Tips for Ensuring Success
As with any new technology, it can take a little while to get acclimated. So, Andy Adelmann, the chief technology officer at the YMCA, said the marketing and communications teams worked closely with IT and the vendors to create step-by-step guides for staff and customers.
“We’ve heard they’re very helpful and empower our customers to set up their accounts quickly and easily,” said Adelmann. “And once you’re in the new platforms, everything is intentionally designed to be very intuitive and user-friendly. If there are questions or challenges, our customer care team is standing by to assist. They’ve quickly become wizards at the new tech.”
For other industry leaders who might consider a similar change at their rec centers, Adelmann advised to be thoughtful and intentional about the amount of time allotted for the project.
“Because of the complexity, it’s possible things can go a little off-course, even with the best roadmap,” said Adelmann. “Make sure the team has the time and support to address any surprises without being rushed.”
The YX can be found as “YX: YMCA of Metro Chicago” for members on the Apple App Store and Google Play Store. In the first weeks of the new platform, staff at the Y are standing ready to walk members through the process of setting up their account, help navigate the app, or answer any other questions that need answers.
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