that the facility truly reflects the desired service culture.
Visit your company’s employment office. What does the envi-
ronment and process communicate? Look at the question outline
that interviewers use (if one even exists) and see if the questions
help zero in on the service orientation of applicants. If the process
doesn’t help ensure the hiring of service-oriented individuals, it is
like bailing out a leaking boat. You are trying to improve customer
service but are likely hiring some of the wrong people. Don’t let
that continue!
Communications
There is typically a lot of communication during the launch
phase of a service initiative. CEO forums, newsletter articles,
videos, etc. all help in getting word of the initiative out to all
employees. As time passes, however, communication regarding the
service effort typically drops off. While this is natural, there are
certain types of communications that must continue if customer
service is to remain on the radar screen.
Customer Satisfaction Measurements
Employees at all levels of the organization must know what
customers are saying. Employees need to know what is working
and what is not working with regards to service. If you are not
continually measuring service, either through internal measurement
processes or with the help of measurement professionals, you are
just guessing at how you are doing. If everyone in the organization
does not receive ongoing communication regarding these measures
and how their function impacts the results, you are missing out
on 90 percent of the value of measuring customer satisfaction.
Organizations that have
sustained a culture
of service excellence,
however, recognize that ongoing
measurement is really the only way
to know how to properly allocate
resources to ongoing improvement.
Regularly measuring and communicating customer satisfaction
requires a lot of thought, a lot of time and sometimes significant
amounts of money. Organizations that have sustained a culture of
service excellence, however, recognize that ongoing measurement is
really the only way to know how to properly allocate resources to
ongoing improvement.
CEO/Executive Communication
When CEOs and executives get behind a service initia-
tive, they usually support the effort with plenty of energy
Continued on page 58
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