Unless you live in a Utopian society, it’s likely that not every interaction with each of your members has been pleasant. It’s inevitable that at some point in your business’ history, a member has become upset about a mistaken credit card charge, canceled Group X class or a number of big and small issues.
But how you and your staff react to that disgruntled member speaks volumes about your business. According to Ethan Smoorenburg, a personal trainer and manager of Anytime Fitness in Upper Lafayette, Louisiana, although we are in the fitness industry, we are also in the service industry. And you should strive to keep that in mind.
“We must have a service-first attitude in all situations, whether good or bad, in order to abide by our standards and show value in the overall product that our members have invested in for their health,” said Smoorenburg. “There will be times when a member is disappointed in some aspect of their experience. If the proper steps are taken, then the issue can be resolved and the member will be able to continue to be an ambassador for your brand.”
Here are Smoorenburg’s five steps for resolving an issue with a member, so that your brand comes out on top.
Step 1 – Own it.
“If a member comes to you with a complaint or issue, you must first realize that you are the representation and figure of the brand that they are experiencing. They may not have an issue with you personally, but at that moment it is indeed your problem that you must resolve as an obligation of providing excellent customer service.”
Step 2 – Appreciate
“A product can only become better when it is given feedback. One voice may be the opinion of a larger percentage of your member population. Make that specific member aware that you personally value the complaint or issue being brought up, because it will assist you and your team in providing an even better experience for your members. Know that there is always something that can be done better.”
Step 3 – Inform
“Don’t be a salesmen, be a teacher. Educate members on your standards with transparency. In this day and age, people have access to numerous amounts of information that provide reviews on experiences. Let the member who you are speaking with receive information that benefits each of you. Show that you are confident in your product, while at the same time, providing a solution to the issue at hand.”
Step 4 – Empower
“Going through steps one through three will show the member who is providing feedback that their voice has value. Use this as an opportunity to let them provide further feedback. This will again show confidence and create a sense of openness that you and your team have the willingness and ability to provide high quality.”
Step 5 – Over Deliver
“At this point there should be a good taste in the mouth of the member, your team has feedback and the issue has been resolved. What’s next? Go above and beyond by following up with the member about a week later based on your previous conversation. Thank them again and also don’t end the conversation without seeing if you can assist them with anything further. You can also send a handwritten letter signed by all of your team, simply stating that you enjoyed the conversation you had. There can be a coupon included for a free t-shirt or a session with a trainer to show appreciation and service.”
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
