Jarod Cogswell, co-creator of Spartan DEKA and senior director of Spartan, contributed to this article.
Customer experience is the overall perception of your customers based on the touchpoints through their journey with your company. It includes every interaction your members and guests have with your brand.
A positive customer experience can add to your bottom line while the consequences of a bad customer experience are costly. A PwC study found that 32% of all customers would stop doing business with a brand they love after just one bad experience.
Read on for customer experience best practices and explore additional IHRSA resources to learn more.
This article is one in a series of 28 Best Practice Guidelines for Operating a Fitness Facility.
Key Elements to Delivering a Consistently Great Consumer Experience
There are five key elements that we believe are critically important to ensure that consumers and members not only have great experiences in our clubs but that these expectations are delivered time and time again.
Concentrate on the Customer Journey
Focus on Your Employees
Create Fun Experiences
Measure Your Results
Don’t Overlook the Basics
One bad experience—especially amidst the social media era—can lead to an incalculable loss of consumers or members and reduce new member joins. This is why it is so important to ensure a quality consumer experience right from the get go.
Staff training, motivation, and creating a fun environment are the ingredients needed to ensure consumer experiences are top notch. Ultimately, focusing on the consumer’s needs and, of course, measuring the results are key to delivering quality experiences.