The Definition of Service

My favorite response to an inquiry about why a member should stay with a client’s club is typically met with the same generic answer — “Well, we deliver better service than any one around.” Really, what does that mean? I ask, “Well, we keep the club up-to-date, we keep the club clean and we know all our members.” Really, and you don’t think any other gym in town is clean, has shiny equipment or cracks a smile at the 25 members they service daily?

The definition of customer service has changed you can’t rely on dated concepts and traditional thinking anymore. The items you mentioned are mandatory not superior. When developing your customer service, especially as it relates to retention you must differentiate yourself — not meet minimum standards. I can get standard anywhere for much cheaper. I need exceptional, extraordinary and unexpected.

Frank Emanuel
Health Club Marketing Contributor

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