It’s no secret that first impressions are important in any relationship — whether it be a relationship with your in-laws, a new employer, your bank or a friend. However, for the sake of this blog, we’ll focus on your club’s first impression — particularly, the people behind them.
The people you hire to make your club’s first impression can make or break a member’s opinion of your facility. This was made clear to me the other day when I began my search to join another club. Upon entering a full-service facility near my home, I was asked if I was familiar with the club’s services and if I would like to speak with a club operator. I was directed to a manager, who proceeded to talk about their club’s latest membership deal (which I thought was a good one), and I was sold.
Up until this point, things were going fine. However, when we proceeded to check out, the manager began speaking with an employee behind the front desk about private club matters (I was under the impression the other employee was in trouble). The manager was so distracted that they forgot they had promised me a tour of the club after I paid the initiation fee, and when I asked if they’d like to finish their conversation before giving me a tour, the answer was “yes.”
Honestly, this kind of rubbed me the wrong way. Instead of giving me their full attention, the manager decided speaking with another employee about club matters was more important than taking just a few minutes to take me on a tour of the club I had just joined. I was left feeling like an after-thought and an inconvenience — not the feeling I wanted to have after joining a club.
To be fair, the next time I was in the club I had a much better experience with the front desk employee’s customer service; however, my first impression of the club is still in the back of mind. So far, I haven’t been able to fully shake it.
Have you ever knowingly made a bad first impression with a member (even with best intentions, these things do happen)? If so, what did you do to fix it? What are some tried-and-true customer service tips for fixing an un-ideal situation you’ve discovered during your time in the industry?
Rachel Zabonick is the assistant editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
