- Commit to quality. Everyone in the company needs to be devoted to creating a positive experience for their members. Always strive to go above and beyond the member’s expectations.
- Know your products and services. Conveying knowledge about products and services will help you win a member’s trust and confidence
- Know your members. Try to learn everything you can about your members so you can tailor your approach to their needs and buying habits. Talk to members and listen to their complaints and suggestions.
- Treat members with courtesy and respect. Remember that every contact with your members, whether it's by email, phone, written correspondence, or face-to-face, leaves a lasting impression. Use phrases like "sorry to keep you waiting," "thanks for being a member," "you're welcome," and "it's been a pleasure helping you."
- Never argue with a member and leave your ego at home. You know that the member isn't always right. But instead of focusing on what went wrong in a particular situation, concentrate on how to fix it. Research shows that 7 out of 10 members remain members, if you hear them out, and follow up with them to the best of your ability
- Don't leave members hanging or not knowing what’s happening. Letters, emails, repairs, and suggestions need to be handled with a sense of urgency. Members want immediate resolution. Keep them informed and you’ll win their repeat business for years to come. Research shows that 95 percent of dissatisfied members will do business with a company again if their complaint is resolved on the spot.
- Always provide more than what you promise. Fail to do this and you'll lose credibility and member loyalty. Make good on your promises and follow up. If you can't make good on your promise, apologize to the member and offer some type of compensation, such as a discount or free service.
- Assume that members are telling the truth. Even though it sometimes appears that members are lying or giving you a hard time, always give them the benefit of the doubt. The majority of members don't like to complain; in fact, they'll go out of their way to avoid it.
- Focus on retaining members, not just making sales. Salespeople, especially those who get paid on commission, sometimes focus on the volume instead of the quality of the service. Remember that keeping a member’s business is more important than closing a sale. Research shows that it costs six times more to attract a new members than it does to keep an existing one.
- Be genuinely committed. This commitment must be so powerful that every one of your members can sense it.
Good customer service is the foundation for all fitness centers and it’s not that difficult to achieve if you and your staff follow these 10 basic rules: