By Hannah Luxford
THREE STEPS
TO AN EXCEPTIONAL
CUSTOMER EXPERIENCE
W
e all know that
delivering great
customer service
is an important part of
maintaining customer
loyalty and rapport.
Hannah Luxford shares
three steps to creating
a memorable customer
experience.
1. Clarity
Have a clear vision of what the business
aims to provide. Know what kind of
customer service experience to deliver.
‘Your customer experience may aim to
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make members feel very welcome, that
their business is appreciated or perhaps
that that you consider their feedback
valuable’ suggests Steve Grant, director
of Gym Hub. ‘But whatever it is, you need
to get clear on what it is.’ A clear
strategy for the type of customer
experience clubs want to create will
make them stand out. An individual
strategy can be implemented for any
business. ‘The key is to sit with staff and
get them involved in defining what you
want to be known for and brainstorm
a list of things you can do as a team to
deliver that experience to members
each and every day’ says Steve.
Being clear and upfront with customers
about facilities, services and contracts
is also important in building rapport.
People appreciate the honesty.
2. Communication
Text, email and apps are now available
for businesses to communicate with
clients. While it is important to use these
tools, the lack of face-to-face interaction
can have a negative impact for
customers. ‘As the world moves at
light speed down the technological
freeway… we are falling behind in
the most critical step with creating an
experience: interacting in person with
members and clients’ says Justin Tamsett
of Active Management.
People respond more enthusiastically
from face-to-face interaction.
Technology cannot replace genuine
human connection. If clubs and fitness
professionals can integrate technology
into their customer service experience,
they can use these tools to achieve
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