RETENTION SERIES
IT’S THE INTANGIBLES THAT KEEP YOUR CUSTOMERS FROM TAKING THEIR BUSINESS ELSEWHERE, AND THESE ARE VERY MUCH RELATIONSHIP-BASED
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relationship-based: friendships, opportunities to socialise, personal interaction, a sense of belonging, feeling wanted and cared for, feeling good and secure when in the club… The old saying – that people will easily walk away from a business, but not a relationship – is very true in the fitness industry. I do not know of another industry
in which these intangibles are more important and seemingly so easy to deliver. However, without the day-in, day-out co-operation and support of your entire team, their successful delivery breaks down. The perspective I mentioned earlier
helps ensure this sort of day-in, day-out delivery of the all-important intangibles. It offers a simple thought process to engage every member of your staff – even those to whom great customer service does not come naturally. And
Read Health Club Management online at
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that perspective is very simply to encourage each member of staff to think of your club as their home. How would they treat a guest in their home?
MAKE YOURSELF AT HOME If I were to come to your house, when I came to the door you would welcome me. If you knew me, you would use my name. If you did not know me, you would ask what my name was and introduce yourself. Does this happen at your health club? You would ask: “How are you doing?”
If you knew something particular was going on in my life, or I had a certain area of interest, you would ask about it: How was your holiday? How are you feeling? Is your spouse feeling better? How’s the knee? Did you see the Chelsea match at the weekend? Does this happen at your club?
November/December 2012 © cybertrek 2012
© ANDREW BASSETT/
SHUTTERSTOCK.COM
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