After a recent teleseminar, a participant requested information about motivating his fitness trainers. Apparently, when members arrived, his trainers offered little appreciation. Members felt more of an intrusion then an asset.

I encouraged the owner to develop his staff. If your gymnasium as similar issues here are four methods of assistance.

1.    Hiring is a key success factor. It is imperative to hire the best people for particular positions even if you pay them more. Do not sacrifice on this issue. Personnel are the linchpin between members and utility bills. Review your staff and ensure you have the proper people in proper positions.
2.    Customer Focus. Peter Drucker’s famous quote, “A business exists for one reason- the customer” is paramount to the fitness business. If the mission and vision is to alter the lives of others, it is not rocket science to lose focus. However, many gyms do. All personnel must maintain focus on the client with eye contact, relationships, telephone inquiries, etc. Anything and everything the fitness center does must revolve around the customer.
3.    Customer Loyalty. Develop your staff; ensure they understand the importance of proper customer service. Provide foundational customer service skills such as smiling, telephone replies, relationships with clients, service to clients, focus group, etc. Ensure your staff knows that failure to conform to customer service can result in member loss and fitness center closure.
4.    Reward Programs. Reward those that set and establish best practices. Employees love recognition. Let them know you appreciate customer service efforts. Perhaps the best performers will encourage others to do so.

2008. Drew J. Stevens. All rights reserved.

This entry was posted on Monday, October 27th, 2008 at 10:53 am and is filed under Customer Relationship Management, Drew Stevens PhD, customer loyalty, customer retention, customer service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.