The 10 Commandments of Front Counter Service

You can only make a first impression once. In business, that impression usually starts at the front desk counter or on the phone.
A question I get all the time is “what are your suggestions for improving health club Customer Service?” The answer I give them is to set up your clubs customer service standards and train them to deliver it.

Make excellent customer service part of your clubs competitive advantage. Part of your club culture. Make it fun! And remember; get staff to buy into why it must be done.

You might come up with something similar to the one I created. It gets posted up in many of my client’s staff areas. Feel free to use this ‘10’ for your staff. Go through it with every staff member, not just front counter staff. Make it part of your new minimum customer service expectation.

I call them the 10 Commandments of Front Counter Service.

1.Be the Host

Think of your club as hosting a great party every day. Your staff are the hosts of that party. How would you treat guests if you had a party at your place? What would you say? What would your body language be like? What about your level of enthusiasm and demeanor?

It’s about making members feel like they just entered a cool party event, just by visiting your club that day.

2.Be professional

Actions, attitude, dress and appearance. Presentation is everything in any customer service role. It’s no different in the fitness industry. Extreme hairstyles, jewelry, piercings and make-up all hurt club credibility. Personal appearance should enhance club professionalism, not detract from it. The same goes with inappropriate language and club gossip. Follow the guidelines and standards set by your club.

3.Acknowledge all club members

No matter how far a member is away from reception, they will always appreciate acknowledgement. A nice smile, a friendly wave. That’s all it takes to make them feel connected to the club. They may not respond at first… that’s ok. It doesn’t matter. Everybody loves to be acknowledged. Even if you think they don’t – They Do!

4.Anticipate member needs

Make yourself approachable by always asking questions and offering help. Is everything all right? Can I help you? Can I get you a bottle of water for your workout? Did you know we have towels for hire? Do you know where the lockers are? Would you like a copy of you latest Group Fitness Timetable? Have you seen our new Personal Trainer Profile board?

By doing this, members will feel more comfortable about asking for help when they need it.

Your staff will be able to build massive rapport and get to know members better. Remember, happy members – stay longer and pay longer.

5.Always Give Thanks!

Members of the club are the reason we exist so we should always give thanks. For example, thanks for joining our club! Thanks for coming in today! You purchased a PT session, great – and thanks! You bought a friend along for a workout – thanks! Thanking members and appreciating them some days might seem hard. But it’s an absolute must. It keeps them motivated and coming back for more.

6.Listen

We are in the business of lifestyle enhancement. We are here to help members achieve their fitness goals. Often the best way to help is to listen. It maybe to listen to their goals, experiences, trials, and progress. Or listening to members complain. Take the time to listen to their concerns. Acknowledge them and help where you can with impeccable follow through. This is all part of delivering great customer service.

7.No nicknames

After years in the fitness industry I’ve heard a few. Hey bro, cuz, chief, big guy! Or worse – hey you. If you don’t know a members name, then it’s ma’am or sir. I don’t care how formal it sounds. If you hate it then try saying. Hi, my name is… and your name is…? Get to know members. Learn their names. Nicknames don’t belong in our business and are often a poor excuse for not knowing names. Keeping this commandment also shows that your club really cares.

8.No evil speaking of competitors

No trash talking the competition. Period. Even if your members do. Maintain a professional image and attitude at all times. People will respect your club for it. The real competition for all gyms should be obesity, inactivity, lack of exercise, and poor nutrition. Not each other.

9.Never leave the phone ringing

The phone is the other face of our business. Pick it up immediately with a smile. Remember, they are calling for a solution. Your job is to get them to come down to the club to discuss their goals in more detail. If you’re dealing with a member at the front counter, ask them first if you can pick up the phone to acknowledge the call.

10.Thou shalt give EVERY visitor a Warm Welcome and a Fond Farewell.