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Member Experience Training
Transcript of Member Experience Training
YVONNE CAMUS - JABEEN MOHAMED - MONICA MEIER
"Leadership is about waking up to serve others - to help others SHINE."
-- Simon Sinek
What can you commit to?
2 Service Commitments - long term & short term
Customer Service Pledge
"I Pledge ... "
What are our members saying?
"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
"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."
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?
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 &
You'll have to / you must...
I don't know
We can't do that
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?
Maintain Open Posture
Maintain Eye Contact
Paraphrase / Ask Questions
Avoid using forbidden phrases
Thank them for the feedback
WHE NPS - Aug 2018 MTD
St. Albert Trail
We are passionate professionals leading the health and fitness industry with 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."
To enrich peoples lives by inspiring a healthy and active lifestyle.
"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
Great First Impressions
Welcome to World Health?
Make Eye Contact
Stand up when possible
Use their name as much as possible
What does it mean to be
What is the 10ft, 5ft rule?
When greeting a member, use the preferred greetings:
So glad you made it in today!
Great to see you again!
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
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?"
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
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
to our members
CC your Direct Manager
Service Mapping Activity!
High Value Members
Refrain from using generalized greetings such as:
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.
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
I, ____(your name)____ commit to...
It's all in the details!
Creating Moments of "WOW"
Intentional and Distinct
Be the inspiration!
Our Distinguishing Factor
We can't sell our way to success ...
We will service our way to success!
The QUALITY of the interactions is what matters
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
is how we end up treating our members.
"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."
Service Mapping Activity
Competition has "might", but no customer service.
NPS Company Goal
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!
"I'd really like to help resolve this..."
The Great Good 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
Sales Team Member
WH Big 3 Initiatives
Brand Positioning - telling our story!
Elevated Member Experience
"Customer Service is not a department, it's everyone's job."
"Success is a team sport." - Simon Sinek
Kids Club Associate
Net Promoter Score
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