Think about the last time you went to a restaurant and you received bad customer service. Did your server recognize your needs? Did your order taste as good as you expected it to? Have you been back to that establishment since? I’m willing to bet that the answer to each of these questions is, “absolutely not!”
I’m sure that in that moment, your server probably didn’t take the time to look at you as a person, but rather as the next ticket of the day. Now think about all the interactions in your company where your staff may find themselves in this situation. How do you avoid having your customers feel like just another number? It’s simple really — all you have to do is take a moment from going through the motions of taking orders, payments, and any other member interaction, and be yourself!
Disney World, what many consider the Mecca of great customer service, empowers all of their staff with what they call “Take Five Minutes.” These are in-the-moment interactions where they allow staff to take five minutes of their time to create a special, individualized customer service experience for a specific individual.
In our clubs we made it even easier through a system we call “The 10 Second Experience.” What The 10 Second Experience consists of, is before any interaction, we allow our staff to simply be themselves. Through this practice we find that we are able to relieve all tensions and create an individualized experience with EVERY person we encounter.
It can consist of a question as simple as asking, “how has your day been so far?” or can be something so different as, “what’s your favorite chocolate bar?” We had an employee who one day decide to ask every single person that exact question, and it was incredible the amount of great feedback we received because of his ability to make people feel comfortable and excited to visit our club. The next week he found himself leaving work with a bag full of chocolate from all the members he had asked.
It’s amazing the type of interactions you will see when you allow your staff to be themselves, and the results and praise they will get back for it. So, the next time you find yourself in an interaction with a new member or guest, remember they are people too and take the time to simply be yourself.
Adrian Antigua is the operations manager for Gainesville Health and Fitness in Tioga, Fla. Formerly a desk manager, Antigua is heavily involved in customer service and staff training. For questions on operations, e-mail Antigua at AdrianA@ghfc.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
