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Member Experience Training

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Nezar Yaggey

on 6 November 2018

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Transcript of Member Experience Training


"Leadership is about waking up to serve others - to help others SHINE."
-- Simon Sinek
Exceptional Service

The Funny

The Great
The Ugly

What can you commit to?
2 Service Commitments - long term & short term
Customer Service Pledge
"I Pledge ... "
Active Listening
What are our members saying?
The Good

"Too many dudes, not enough chicks."
“Either more staff need to frequent the floor more to remove weights from equipment or signs need to go up. More often than not members leave weights and we need to remove them."

“Most people do not listen with the intent to understand; they listen with the intent to reply.” 
- Stephen R. Covey 

The Bad
The Funny
"I am only interested in attracting girls for SEX, not in body building."
"I believe I got herpes from a member who works out there."
Service Guidelines
We are ‘aggressively hospitable”. We do everything in our power to ensure our members enjoy being at our club and are supported in reaching their full potential.

We are always in proper uniform and wearing a name-tag.

To provide the highest level of service to each and every member and guest that visits World Health
to the best of my abilities.
The Retention People
On a scale of 0 to 10, how likely are you to recommend World Health ________ to someone you know?
What are your reasons for this score?
Uniform Guidelines
The condition of our face is not optional – a smile is always at the ready.
We have the highest level of personal hygiene. We put effort into looking our best when we arrive at work. Staff is not to be chewing gum or eating while on-stage.
Whenever possible we stand to interact with a member. If seated, we are at attention and ready to interact with members and guests.
We are responsible for the appearance of the club. The club is kept orderly and clean. Personal items are stored out of view.
We use positive phrases every time we interact with a member or guest.
We are a reflection of the club to our members and guests, therefore our energy must be contagious. We are alert, happy and looking for ways to ensure that every member leaves the club feeling better than when they walked in. Share your enthusiasm!
Anticipate member needs: notice when someone looks confused; offer help without people having to ask; tell people what to expect; keep people informed.
Helps us interact with our members
Go be great!
Forbidden Phrases &
Positive Phrases
Forbidden Phrases
You'll have to / you must...
I don't know
We can't do that
Positive Phrases
What I
do for you is...
I'm so glad you asked!
It would be my pleasure!
The best person to assist you...
Anything else I can help you with today?
Would you like me to follow up with you?

Remember to...
Introduce Yourself
Maintain Open Posture
Actively Listen
Maintain Eye Contact
Paraphrase / Ask Questions
Avoid using forbidden phrases
Thank them for the feedback
Follow Up

WHE NPS - Aug 2018 MTD
St. Albert Trail
City Centre
We are passionate professionals leading the health and fitness industry with excellence!
Service Excellence
A member approaches you to tell you a piece of equipment is not working.
A members complains about a Group Fitness/TruRide Instructor not showing up for class.
"Thanks, but I've decided to be fat and live on a diet of cookies."
Our Mission
To enrich peoples lives by inspiring a healthy and active lifestyle.
Our Vision
Our Values
Uniform Guidelines
Active Listening
"There is a difference between listening, and waiting for your turn to speak."
- Simon Sinek

The Keys to Listening:
Maintain Eye Contact
Nod your head up and down
A member complains about another member grunting and dropping weights.
7 Tips for Success
1. Thank the member for bringing this to your attention
2. Evaluate the message, not the member
3. Actively listen, and offer empathy
5. Apologize
Great First Impressions
Welcome to World Health?
First Impressions
Make Eye Contact
Stand up when possible
Use their name as much as possible
What does it mean to be
aggressively hospitable
Service Excellence
What is the 10ft, 5ft rule?
Great Check-In
Verbiage matters!
When greeting a member, use the preferred greetings:
So glad you made it in today!

Great to see you again!

Welcome back!
What's your workout plan today?

The Perfect Check-In
1. Acknowledge member when they enter the club
(Eye contact, warm smile, standing up)
2. Use preferred greeting
3. Take the members scan tag
4. Use their name
5. Build Rapport
"Every contact we have with a guest influences whether or not they’ll come back. We have to be great every time or we’ll lose them."
~ Kevin Stirtz
(Author of More Loyal Customers)
Service Excellence: Phone & Email
Telephone Etiquette
SMILE - members can tell!
Use the members name
Show genuine interest to
avoid sounding scripted
Keep the member informed
"I'm going to take a look at your account right now"
"May I put you on hold for a moment?"
Email Etiquette
Subject of the email is concise
Spell check before sending
CC when you wish for that person to be informed, but no action is required
Inject enthusiasm!
Use positive verbiage - tell the individual what we CAN do
We are not in a complicated business, but we are in a
We aim to be
of service
to our members
Lean in
Member Engagement
CC your Direct Manager
Service Mapping Activity!
For example...
Stand up
High Value Members
Refrain from using generalized greetings such as:
Hello Ladies!
Thanks Guys!
A Cardinal Rule of Great Service
Thank you for bringing your experience to my attention earlier. As a company, we never want our members to feel unwelcome and I apologize again if you felt that way. We value Service Excellence and will continue to hold ourselves and our staff to the highest level.

The "Apology"
4. Paraphrase to clarify the concern
7. Ask them if they would like you to follow up
6. Take action - tell the member what you
Full Name
I, ____(your name)____ commit to...
NPS Trend
It's all in the details!
Exceptional Service
Customer Expectations
Creating Moments of "WOW"
Customer Loyalty
Our Goal:
Intentional and Distinct
Be the inspiration!
Member Engagement
Our Initiative
Our Distinguishing Factor
We can't sell our way to success ...
Our Opportunity
We will service our way to success!
The QUALITY of the interactions is what matters
True Goal
Service Mapping Discussion!
The Perfect Check-In
"Members who complain are your most important members, but we treat them like our least important members."
High Value Members
Let's look at the Stats!
For every complaint, there are 26 other unhappy members that remained silent.
70% of buying experiences are based on how the customer feels they are being treated.
Customers may forget what you said, but they'll never forget how you made them feel.
It takes 12 positive experiences to make up for one unresolved negative experience.
Handling Member Suggestions & Concerns
A member is causing a scene in a busy area of the club ...

What can you say to move them to a private place?
Test Your Verbiage!
Let's Role Play!
A member complains that the Kids Club did not open on time.
All work is honourable
Our business cannot run without each position.
Humour is a good tool to use in business...
at the expense of others.
The way we treat
each other
is how we end up treating our members.
February 2017
January 2017
"Your trainers should be seen as what sets you apart. They don't engage with people unless they are training them. They should be moving around, offering advice and assistance when not with clients. Make that personal contact, get to know ALL clientele and people would feel more welcome."
Reception Associate
Great Check-In
Service Mapping Activity

Competition has "might", but no customer service.
NPS Company Goal
Member Categories
9 & 10
7 & 8
0 to 6
"EVERYONE is very welcoming and always has a smile or some kind words of encouragement. I never thought at a gym I would feel at home. I look forward to seeing my new friends everyday! The entire team, the front staff, the personal trainers even the managers all take the time and show investment in my transformation. They all know me by name and make a point to say hello, they even go out of their way to make each day better for me. World health makes the hard work I put in feel special. It really has turned a hard commitment into a routine and the best part of my day. I am blessed that one of the personal trainers took the time to show me the benefits and how as a team (her and I), can not only change my physical, mental and overall wellness, but how this will overspill in to my everyday success in life. I have more strength, mobility, confidence and I can't stop smiling. She really has put a spring back in my step! I will never be able to thank her or the team enough."
"I can see that this is important to you..."
"I would love the opportunity to take down more detail..."
"Why don't you come around to my desk so I can grab a pen to take down more information..."
Test Your Verbiage!
... but
In Closing...
"I'd really like to help resolve this..."
Great Check-In
The Great Good Place
3 Places:
"Third Place"
Should have a group of regulars
Should be inclusively sociable
The apology for my boyfriend taking offence to the way your trainer conducted himself seems to invalidate the overall situation and why it was problematic. I don't know whether this is their attempt to garner credit for apologizing while concurrently neglecting to take ownership of the offending trainer's actions, but it is apparent there is no contrition here. Forgive me if we took the Managers only email correspondence as more of a rebuke than an apology. The condescending tone of it is palpable.

The Member Response
The Scenario
Uniform Guidelines
Personal Trainer
Uniform Guidelines
Sales Team Member
WH Big 3 Initiatives
Brand Positioning - telling our story!
Pristine Cleanliness
Elevated Member Experience
"Customer Service is not a department, it's everyone's job."

- Anonymous
"Success is a team sport." - Simon Sinek
Uniform Guidelines
Kids Club Associate
Net Promoter Score
The Question:
What is it?
A customer satisfaction metric used to measure the loyalty of a health club's customer relationships
How do we calculate it?
On-Stage VS Off-Stage
"Do what you do so well that they will want to see it again and bring their friends."
- Walt Disney
Member Feedback - 2017
Full transcript