If you’ve been focusing solely on creating the best customer experience at your health club, you might wonder when your payoff is coming.
But without implementing your customer service vision as part of your business plan, all you have is customer service that is likely the same offering as the club down the street, and the payoff might never come.
A good plan will use technology and staff training as tools to create experiences that fit your vision and your business model, says Luke Carlson, CEO of Discover Strength in Bloomington, MN. Carlson will speak on the topic during his Wednesday, March 21 IHRSA 2018 session, “Crafting the Customer Experience: The Untapped Competitive Advantage.”
“Delivering excellent customer service or customer experience isn’t the objective; the end objective is to deliver said experience in a scalable and profitable way,” he says. Instead of investing all your money and effort to improve the customer experience, step back to understand what makes sense for your club. In many cases, chasing the best customer experience possible isn’t profitable or desirable, says Carlson.
“A customer experience initiative must be aligned with the broader business strategy and brand of the club,” he says.