Are Your Members Satisfied?

by Courtney Hadden, M.S., and Thomas P. Sattler, Ed.D (Health Coaches)

How do your members perceive your facility? It is likely that their perceptions change depending on circumstances. For example, as John, one of your fitness specialists, makes his rounds, he stops by a member who is riding a stationary cycle to offer suggestions and to chat. The member perceives John as a helpful, friendly employee, and the club's service as being good. The next day, the same member is back,and John stops by to make small talk. This day, however, the member is in a hurry and under a lot of stress. She needs her workout to think through some issues before she gets back to work. She now perceives John as annoying, and has a low opinion of the club's service.

In this scenario, the same client perceived the identical delivery of service in two different ways. The type of service you offer one day may need to be adapted to the situation for your members to maintain a good perception of your business' service level. In The Myth of Excellence, Fred Crawford and Ryan Mathews suggest that service "is a highly subjective attribute, varying not just from person to person, but often from day to day or even hour to hour."

Basic services are important
The key to offering good serviceis to listen to what your members want. Some clubs package their offerings with "value-added" services to attract members. The problem is, on a scale of importance, these value-added services rank below basic competencies. Consumers are looking for better delivery and fewer gimmicks.

For example, a potential member decided to join your facility because you offered "value-added" services, such as a free personal training session and towel service. In the first month of this membership, the member found that some of your equipment was in need of repair, and that your staff members were not friendly. Surely those added services were great, but the member expected basic services to be great, also. If your basic services are deficient, all the value-added services in the world are not going to help you keep your members.

A different view of customer service
While you may view service as something you offer, consumers often view service as something a business is or embodies. Look at service from your members' points of view. For example, do you offer a "hassle-free" return policy in your pro shop? It is not enough for you to have this type of policy; it is imperative that you implement it properly. If members have to jump through hoops to return things, their view of your facility will be negatively altered.

Good service is more than just a good return policy. Crawford and Mathews found that consumers differentiated between various kinds of services a company can offer. The first is "pre-sale service," characterised by a knowledgeable salesperson or front desk attendant who is capable of answering a potential member's questions. The second type of service is "transaction-level service," which occurs at the time of the sale to inform the consumer about special offers. Finally, consumers spoke about "post-sale service." For a fitness facility, this can range from sincere employees resolving problems for the member,to competent staff following up with the new member to help design an exercise program.

Types of service
Service-oriented competition requires that you listen to your members. However, you do have a choice when it comes to the level of service your business delivers. You can choose whether your business accommodates, educates or customises.

Accommodation. Members expect that they should not have to wait to use cardiovascular equipment, and your equipment should be clean and in working order. Members must feel like they are respected and treated fairly. Employees should take member comments and complaints seriously. This will require hiring and training employees who are committed to servicing customers first.

Education. If you want to compete at a higher level of service, offer your members education. Consumers want information about your products and services. Your personal trainers should be knowledgeable, and should teach their clients how their bodies work and about why the exercises they offer are beneficial. Employees must be able to adapt. They will need to be able to speak in a language that all of your members can understand.

Customisation. To get a five-star rating in service, your fitness center must offer members individualised products or services. Customisation can come in many forms: placing special orders; cutting or adding to refashion products to meet special needs; researching and providing information or handouts; taking into consideration specific health goals and conditions; and giving suggestions in group fitness classes about how to adapt routines for certain desired results, based on knowing the participants.

It's about choices
It's your choice. Do you want your service level to be on par, to differentiate or to dominate? Just remember that exceeding your members' expectations may be your facility's greatest potential return on investment.

REFERENCE
Crawford, F., and R. Mathews. The Myth of Excellence. Random House: New York, N.Y., 2001.
Courtney Hadden, M.S., is a health coach for Currahee Health Benefits Solutions, Duluth, Ga., and Thomas P. Sattler, Ed.D., is coordinator of the graduate specialization in exercise science and of continuing education studies in kinesiology at the University of Illinois at Chicago.