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Member Experience Training

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Nezar Yaggey

on 3 January 2017

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Transcript of Member Experience Training


"Customer service is not a department, it’s everyone’s job." ~ Anonymous
"The best way to find yourself is to lose yourself in the service of others. ~ Ghandi
Exceptional Service

The Funny

The Good
The Ugly

What did you learn?
What can you commit to?
things you can commit to doing
One of which can be carried out in the next 72 hours
Customer Service Pledge
"I Pledge ... "
Active Listening
What are our 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.”

“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"
"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.
The Retention People
Net Promoter Score
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?
"Customer service is terrible. I would rather be fat"
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.
Be specific and realistic!
Helps us interact with our members
"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!"
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
Paraphrase / Ask Questions
Avoid using forbidden phrases
Thank them for the feedback
Follow Up

WHE NPS - Nov 2016 MTD
To inspire and support a better quality of life
by providing a welcoming and engaging experience
for the people of our community.

Service Excellence
The Ugliest
A member approaches you to tell you a piece of equipment is not working.
A members complains about the Group Fitness 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
"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 

The Keys to Listening:
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
Service Excellence
What is the 10ft, 5ft rule?
A Great Check-In
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!

Welcome back!
What are you working on 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
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
Lean in
Member Engagement
CC your Direct Manager
Service Mapping Activity!
For example...
Stand up
What is our "top issue" according to our members?
High Valued Members
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."
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, ____(your name)____ commit to...
WH NPS 2016
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!
What is our "top success" according to our members?
The QUALITY of the interactions is what matters
True Goal
Go by what you know, not by what you see
Once you know better, you can do better
Service Mapping Discussion!
The Perfect Check-In
A Mediocre Check-In
"Members who complain are your most important members, but we treat them like our least important members."
High Valued 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 is upset that the Kid's Club did not open on time.
All work is honorable
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.
Full transcript