HOW TO ENSURE THE CUSTOMER EXPERIENCE MATCHES THEIR EXPECTATIONS
“89% of consumers have stopped doing business with a company after experiencing poor customer service” (Right Now Customer Experience Impact Report)
We are all familiar with the January customer who decides that this year will be the year of change and enrols in a gym, health club or leisure centre to realise their fitness goals. Considering the quote above, how many of these new customers are leaving due to boredom? Or, is the industry failing to deliver on promises and leaving these customers languishing on unfamiliar equipment unsure and uncared for?
Below are my top suggestions for actions you can take over the next weeks to be January ready
1. Start seeing these new customers as individuals rather than just a number towards your high January sales target. Ensure you are not overselling and under delivering. What reward mechanisms do you have in place? Are you aware of how your teams are selling your business and what they are promising?
2. Learn their names and their reasons for choosing you. The fitness product is primarily delivered through people; have you invested in your teams to stop generalising and understand the unique customer in front of them. What are their needs and how can you deliver your product to this individual? How can you help them feel connected to your business? Consider group ex as a solution but ensure your instructors are exceptional at welcoming new members as well as engaging with others.
3. Consider your systems and processes, do these work for the business or the customer? Can you make it easier for your customer to do business with you? Challenge the status quo, can it be improved?
4. What do you stand for? Do your teams know? Use the time now to finalise your values and ensure your team all understand and are aligned with them.
5. What happens when it goes wrong? Are your teams empowered to quickly resolve problems to everyone’s satisfaction? Consider the lines of authority and agree what can be answered without having to go up the chain of command.
6. Put yourself into your employees and your customer’s shoes? How do they feel? Critique your facility from the customers eyes, how easy is it to navigate around? Is it spotless and does it look appealing and would you want to workout here?
7. With your employees, how well do their roles function? Are there improvements that can be made? Do they have the opportunity to feedback and contribute to the business ideas? Don’t assume everyone knows what’s expected of them, start with the simple things, they matter!
8. Show gratitude – thank your customers, your employees and your suppliers for being part of your success
9. Enjoy the gift of the fitness industry and the opportunity to change lives.
10. Smile – it’s supposed to be fun and motivating and remember the culture is driven from the top.
Customer Central offers bespoke customer care workshops for all levels in an organisation. Call 0879306912 for further information.