platinum
The Circle of Customer Satisfaction
A
to ensure that every experience you have
with us is a good one. I call this the circle
of customer satisfaction.
I reached out to a couple of our loyal
Planet Fitness® partners so they could
comment on the transition from another
lotion manufacturer, eyewear and cleaner
provider, over to Devoted Creations,
PODZ and Lucasol, as well as the differ-
ence in service level.
“The recent transition to Devoted
Creations from our previous vendor has
made for a seamless transition. They not
only took time to meet with our entire
management team and introduce their
products, they also guided us with the
knowledge to run a sophisticated tanning
program, much like a tanning salon in our
clubs. Devoted Creations supplied our team
on the ground with informational packets,
including types of lotions for different skin
types and helped guide our team in the
right direction to help our overall customer
satisfaction. We couldn’t be happier with the
transition and would recommend this to any
franchisee. Great team, excellent customer
service and an overall great product. Big
thank you to the Devoted team!” – Michael
Turner, Excel Fitness/Altamont Capital
Partners, 35 clubs.
“Our four-plus years with Devoted
Creations has been one of the best business
partnerships we have. The team has always
been there to educate our staff on selling
techniques, helping educate us on yearly
product changes and to make sure we’re
informed on every level. The people, the
products and the service are top-notch!” –
Brad Driver, Jacksonville Fitness, five clubs.
“Switching from our previous vendor
to Devoted Creations was seamless, and
the customized Planet Fitness/Devoted
Creations support makes it easy for clubs
to view benefits of the tanning lotions
and take advantage of promotions. Lewis,
Kandra, Lisa and the rest of the team at
Devoted are easy to work with and always
make themselves available for questions,
in-person training and suggesting ways
to increase sales.” – Natalie Walynycky,
ECP-PF Holdings Group, 61 clubs.
We are committed to helping you
grow, evolve and thrive. We understand
that every market, every club and every
team member you have is different, and
we treat that as such. There is no black and
white when it comes to partnering with
us. Everything is customized to what will
help you and your organization continue
to climb. We have the highest lucrative
cash back progr am, the best customizable
training opportunities and Planet Fitness’s
top-selling eyewear and tanning products,
but it’s our customer satisfaction that we
are proudest of.
There is a quote I would like to end
with that I found years ago. It was framed
on the wall of a business I did a sales
training for, and I think it is the perfect
reminder of just how important of a role
every customer plays in every business.
“A customer is the most important
person on our premises. They are not
dependent on us; we are dependent on
them. They are not an interruption of our
work, they are the purpose of it. They are
not an outsider to our business, they are a
part of it. We are not doing them a favor by
serving them, they are doing us a favor by
giving us the opportunity to do so.” G
Lisa Parsons is director of brand
development for Devoted Creations,
a Platinum PFIFA sponsor. For more
information, call 1-800-488-5524 or visit
devotedcreations.com.
nyone who has been in this industry
for any length of time knows the
crucial role customers play in your busi-
ness. Not only are they the driving force
behind your income, they really make or
break your club.
It’s called the ripple effect: Every
consumer who has a bad experience at
a business will often tell between 9 and
15 people about it. Consider how many
problems, complaints and issues went
unresolved to your customer’s satisfaction
in your club last month, now multiply
that number by 15. That is the number
of people who could have possibly heard
negative information about your business.
Ninety-one percent of unhappy
customers will not be willing to do business
with you again. But, on a brighter side,
resolve a complaint in the customer’s favor
and they will do business with you again
70 percent of the time.
Factually, it is 6-7 times more expen-
sive to acquire a new customer than to keep
a current one. We are in the business of
making people feel better about themselves,
helping them prepare for special events or
maybe just giving them an escape from the
rat race of their day-to-day life. Keeping
customers happy is an important part of
this. My hope is that we can put more
emphasis back into the important role of
our consumer and be reminded of how
grateful and fortunate we are to have them
as part of our business. Without customers
and their positive word of mouth, where
would your club be today?
In the same sense, you are our
customer. Your club is the lifeline behind
our business. It is utterly crucial that you
are happy with the support, products and
service you receive from us. Just like your
customers coming into your clubs, we have
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