After every interaction a member has with any aspect of our organization, whether in person, telephone, literature, or even contact with the physical facility, the individual will either feel better, the same, or worse. We call these situations in our clubs “moments of truths.” Properly managing “moments of truths” are critical in meeting and exceeding our customers’ expectations. The most common reasons for failing to make your member or guest leaving feeling better is the inability to properly listen and communicate. It is first important to recognize that all questions are opportunities to improve relationships and build on your customers’ loyalty. Because of this you should empower your staff to address any possible situation, and in doing so, you should make sure that you prepare your staff on how to handle these situations. Here are some simple guidelines to follow when addressing a “moment of truth”:
1. Practice empathetic listening. Let them vent if necessary.
2. No matter what, STAY CALM.
3. Paraphrase back to the member the information presented. Respond with a question.
4. Determine the solution the member desires.
5. Propose a solution (only if this is a situation you know a clear solution to; otherwise leave this step to a supervisor or the manager) and carry out the solution.
6. THANK the member for bringing the situation to your attention and inform him/her that you will pass their concerns along to upper management.
You should role play the different “moments of truths” that your staff may face each day and script out the best responses. The more they practice, the more natural it will become for you and your staff leaving every member feeling better!
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.
