Creating a Club-wide Service Culture
Fitness staff and group X instructors play a vital role in delivering stellar customer service, especially as it pertains to member retention. But our aforementioned hypothetical club operator was right—everyone on your staff can improve your club’s customer service. And the best way to accomplish that is by creating a club-wide service culture.
Brent Darden, CEO of Brent Darden Consulting, suggests following these four steps to delivering a service culture:
- Make customer service a central part of your club’s core value system.
- Recruit talent based on their ability to deliver service. (This is much more important than any technology training they might have.)
- Provide onboarding education and continuing education for employees so they understand and are constantly reminded about the importance of the member experience and how to make it happen.
- Set up a reward and recognition system that is specifically tailored to recognizing people that are delivering on those customer experience values.
Feedback from members can help you identify how every department of your clubs is responsible for delivering stellar customer service. Consider the phrases most frequently cited by loyal members in describing their clubs:
- Friendly staff: All departments
- Plenty of equipment: General manager, purchasing managers, training directors
- Variety of classes/programs: Group exercise directors, fitness programming directors, instructors
- Clean facility: Housekeeping/maintenance, front desk staff (especially in minimally staffed club operations)
- Good customer service: Everyone providing a service at the club, from personal trainers, group X instructors, tennis instructors, front desk staff, etc.