enormous results. ‘No technology will
ever rank higher in building loyalty or
‘raving fans’ than five-star customer
service’ says Steve. Exceptional customer
service comes down to enthusiasm genuine people who care about seeing
results for their clients, not computers
punching out data. ‘If you think about
the BEST customer experience you have
EVER experienced, I bet a human is
involved,’ explains Justin, ‘so to create a
great experience for a client you need
to be present – physically and mentally.’
Supportive staff are an important
factor when choosing a gym. Face-toface interaction helps to provide clear
communication and a stable support
base for clients. Being present both
physically and mentally helps trainers
stay focused on clients’ individual habits,
goals and progress.
3. Consultation
A crucial element in creating customer
experience is consultation – the first and
the ongoing. When beginning a
consultation, Shane Byrne of Fitness
Business Experts suggests completing a
thorough analysis. ‘Spend time asking
them questions as to exactly what they
want. This way, when touring your
potential members, you can take them
to the exact area or even the exact
machine that will assist them.’ This allows
members to see exactly how the club or
fitness professional can fulfil their needs.
Ensure clients experience the full benefits
of their membership by providing
individualised programs. Introduce them
to the appropriate exercises, machines
and classes that will help them to reach
their goals. ‘Remember, all potential
WHAT’S NEW IN FITNESS - AUTUMN 2016
members are different, with different
goals. Therefore, no two tours should
look the same’ says Shane.
Checking-in with clients to educate
them and re-structure their workout
regime keeps them progressing.
Maintaining consultations with existing
members keeps fitness professionals
aware of any change in circumstances.
Customers receive exactly what they
signed up for – support, expertise and
guidance that exceeds their
expectations.
‘The reality in business is that we must
always meet expectations of the
customer in order to keep them,’ says
Justin. ‘If we want them to tell their
friends and or keep them long term we
need to exceed their expectations.’
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