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Member Experience Training

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Nezar Yaggey

on 12 October 2016

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Transcript of Member Experience Training


"Customer service is not a department, it’s everyone’s job." ~ Anonymous
"You are serving a customer, not a life sentence. Learn how to enjoy your work."
~ Laurie McIntosh

"The best way to find yourself is to lose yourself in the service of others. ~ Ghandi
Why Member Experience?

Member Concern - Bad
Member Concern - Good
Member Concern - Great
Role Play!
The Funny

The Good
The Ugly

What did you learn?
How will you apply it?
What can you commit to?
things you can commit to doing
One of which can be carried out in the next 72 hours
Now What?
Customer Service Pledge
"I Pledge ... "
Exceptional Customer Service
Poor Customer Service
Active Listening
What are members saying?
The Good

“ Too many dudes, not enough chicks”
“Most gyms, the trainers walk around and help or give pointers. This gym all the employees hang out at the front desk or manager office and visit.”

Tips and Tricks

95% of customers who have had a bad experience are likely to tell someone about it

A customer is 4 times more likely to leave to a competitor if the problem is service-related, rather than price or product-related

More Stats!
Using names
Making eye contact
Showing genuine interest
Actively listening
Following Up
Blaming the member/company
Deferring problems
Lying to the member or staff
Pointing instead of leading
Using negative verbiage
Ignoring the concern
“Most people do not listen with the intent to understand; they listen with the intent to reply.” ― Stephen R. Covey 

Group Discussion

Member Concern Etiquette

What makes a great experience?
Let the member speak
Actively Listen
Diffuse situation if needed
Private place if needed
Open posture
Ask questions
Follow up
Thank the member
What makes a poor experience?
Arguing / being confrontational
Making a scene
Saying "I don't know" or "I can't"
Blaming others / the company
Not taking some sort of action
Not following up
Golden Rules
What is the golden rule of customer service?
The customer is always right
The Customer is not always right

Humor is a good tool to use in business
If you're in the service industry, you've gotta love to serve!
Be aggressively hospitable!
Make the member walk around your smile!
The Customer is still the Customer
The Golden Rules

For every customer complaint, there are 26 other unhappy customers who have remained silent
70% of buying experiences are based on how the customer feels they are being treated
It takes 12 positive experiences to make up for one
negative experience
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"
"Whenever I would ask one of the trainers or staff out on the floor for any assistance, they said they were preoccupied with other things."
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.

I pledge, to provide the highest level of service to each and every member and guest that visits World Health
to the best of my abilities.
Break Time!
Lunch Time!
The Retention People



Net Promoter Score
On a scale of 0 to 10, how likely are you to
World Health ________ to someone you know?
What are your reasons for this score?
Calculating NPS
"Customer service is terrible. I would rather be fat"
Because it's the only thing that matters!
Uniform Guidelines
Each and every time we interact with a member
To help us be a better team!

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.
NPS Categories
Loyal members who will keep buying and refer others, fueling growth.
Satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Unhappy customers who can damage impede growth through negative word-of-mouth.
Score 9-10
Score 7-8
Score 0-6
Be specific and realistic!
Break Time!
What makes a great experience?
all WH Staff
reach out to High Risk Members at the club, and log meaningful, personalized interactions
each shift you work
all WH Computers
To create
"raving fans"
, develop customer loyalty & provide superior member experience
78% of customers will try a new brand/company for a better service experience
The most requested improvement from customers is better
Top 2 Reasons for Customer Loss
Customer feels poorly treated
Failure to solve problem in a timely manner
"Ask customers to be part of the solution. And don't view them as part of the problem. - Alan Weiss
"Customers may forget what you said, but they'll never forget how you made them feel." - Unknown
"My experience so far with your gym is excellent! Fun, challenging and every one of your staff smiles. Couldn't ask for anything more!"
"The staff are amazing and friendly. The minute I walk in the door they treat me like more than just a paycheck. The results I have seen from their greatly trained staff is astounding. Love this gym!"
What is a "world class" NPS ?
Thank you for coming!
What is a High Risk Member?
Activity Time!
What makes exceptional customer service?

What makes poor customer service?
Use sharpie
Unlimited sticky notes
Phrasing Review!
Forbidden Phrases
"You'll have to/ you must..."
"I don't know"
"We can't do that"
Positive Phrasing
"What I can 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...
Maintain Open Posture
Actively Listen
Ask Questions
Thank them for the feedback
Follow Up

WHE NPS - 2016 YTD
Sherwood Park
Jasper Ave
St. Albert Trail
City Centre
WHE NPS - Oct 2016 MTD
Sherwood Park
St. Albert Trail
Jasper Ave
City Centre
NPS Trendline
To inspire and support a better quality of life
by providing a welcoming and engaging experience
for the people of our community.

We value Service Excellence
What happens "backstage" will end up "on-stage". If we aren't friendly with each other, then we will have a similar attitude towards our guests
The Ugliest
A member approaches you to tell you a piece of equipment is not working
A member tells you that a staff member was rude to them on the floor during their workout
"Thanks, but I've decided to be fat and live on a diet of cookies."
Level 1
"Members who complain are your most important customers, but we treat them like our least important customers"

Our Mission
To enrich peoples lives by inspiring a healthy and active lifestyle.
Our Vision
Our Values
We value Professionalism
By conducting ourselves with honesty and respect, striving to inspire and empower ourselves, our members, and our community

We value Fulfillment
Through personal growth and education, inspiring success in ourselves, our members, and our community

By ensuring outstanding hospitality, safety and cleanliness, passionately exceeding the expectations of ourselves, our members, and our community

"Lack of professionalism, inconsistency with respect to training, staff reliability and support. Unfriendly front end staff. Lack of appreciation for client loyalty"
Uniform Guidelines
Active Listening
“Most people do not listen with the intent to understand; they listen with the intent to reply.” ― Stephen R. Covey 

How to be a better listener:
Maintain Eye Contact
Nod your head up and down
A member is dropping weights on the floor, disrupting other members at the club
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
4. 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
What is the 10ft, 5ft rule?
Greeting a Guest - Bad
Greeting a Guest - Good
Greeting a Guest - Great
Check in's - Verbiage matters!
When greeting a member, use the preferred greetings:
So glad you made it in today!

Great to see you again!

What are you working on today?

Welcome back!
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
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 want to be
of service
to our members
All work is honorable
Lean in
Member Engagement
CC your Direct Manager
Game Time!
For example...
Delivering on Exceptional Service
Tall Poppy Syndrome
Stand up
What is our "top issue" according to our members?
Handling Difficult Member Concerns
Refrain from using generalized greetings such as:
Hello Ladies!
Thanks Guys!
A Cardinal Rule of Great Service
"WH has a passion for the community, the staff are welcoming & enthusiastic, there are programs & equipment for every fitness level, and no matter which location I go to I always feel at home."
"The management and staff are phenomenal and always seeking to do whatever it takes to ensure a positive client outcome. They make me feel like my well being is their #1 focus and they truly do care."
"Not the friendliest staff. Front desk is usually cheery, but others are always so serious. And never greet or say good morning."
Why Member Experience?
You can't sell your way to success - Service your way to success!
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.

Good evening...
5. 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 commit to...
Full transcript