Somewhere along the way to operating your club you’ve encountered some version of these statistics:
What is service? One definition is perceived quality. You can apply this to all aspects of your organization, but let’s use it to solve a simple one: your equipment. It’s not enough for the operators and staff to believe the gym has quality equipment and services. Members need to perceive this quality as well.
Quality is a measurement of customer satisfaction that can be described from the customer viewpoint as “fitness for use.” Worn belts, noisy bearings and sticking cables can begin a process that leads to the above statistics.
Have an asset management system and processes in place to help the member log issues, then install workflows and processes to ensure the member knows it will be solved. Quickly resolving equipment-specific problems is an area where gyms fail to deliver satisfaction to the customer.
As the importance of satisfaction has already been established, it’s apparent this is an area where many gyms may be able to drive significant member retention improvements.
The problems in this area largely stem from both speed of resolution and the perception of that speed. Members understand equipment failure is inevitable. The mere occurrence of a malfunctioning machine is not enough to drop satisfaction levels significantly. Satisfaction levels only begin to drop when they perceive the equipment issue is not being resolved in a timely manner.
A resolution is defined as the act of resolving or determining upon an action or a course of action, method or procedure.
A resolution doesn’t require that the front desk staff or fitness instructors must be trained to immediately fix any problems they are presented. They just need to initiate a process that will get the equipment fixed in a manner that is acceptable to the member.