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Column Industry Buzz

Industry Buzz: Take Notice

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Sharing thoughts and informationLast week, I discussed how even small changes to your club (such as a fresh coat of paint), can make a huge difference to your members’ experience. To continue that theme, I’d like to discuss other ways in which small changes can make a large impact.

This interest in “the small things” was sparked by another tiny change I’ve noticed at the club I go to. Recently, the club has gotten a few new front desk employees, and they are extremely friendly. The prior employees weren’t unfriendly, per say, but I didn’t get the sense of welcome that I do from the new front desk staff.

This quote from Jim Keenan, a writer for Forbes.com, might help explain why this small change is important:

“The truth is, most of us don’t necessarily offer bad customer service. Our customers don’t dislike us, they don’t feel mistreated and in many cases they feel treated well, but that’s not good customer service, it’s just service. When we’re talking good customer service, I mean extraordinary customer service. We’re talking service that gets customers talking.”

With this in mind, what are additional small thing you can do to get customers talking? Personally, I appreciate knowing that businesses I interact with care about my experience, so small things such as a “Happy Birthday” greeting, a friendly hello and a fond farewell go a long way with me.

For example, although it seems insignificant, getting a “state of the club” email every month from my current gym would be appreciated. Currently, the only form of communication I receive is when I interact with the front desk staff. An e-blast would be a great way for me to stay informed on club changes (such as the recent renovation), new classes and programs, or upcoming events. This would help me feel more connected to the club as a whole.

A good rule of thumb is to think about how you would feel if you were a member of your own club. Would you applaud your customer service, or criticize is? Members notice the small things, whether it’s the lack of paper towels, unfriendly front desk staff or a dirty floor. As a result, don’t let the small things add up to be a reason to leave.

 

Rachel Zabonick is the Editor of 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.

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Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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