Chris Stevenson, founder of The Empower Group, and Marisa Hoff, director of operations at The Empower Group, sat down with CBI to share some tips and tricks on how to improve the member experience post-COVID.
Q: Now that our members are back, what are some ways that we can make their in-club experience exceptional?
A: As operators, we need to provide a member experience that people are looking for in this new normal. It’s our responsibility to give them a facility where they feel safe and comfortable. Whether they’re a new or returning member, act as if everybody is getting a first impression. As the old saying goes, you never get a second chance to make a first impression.
Greet With a Warm Welcome
Keep your eyes on the member and smile when you greet them. And, of course, you’re going to use their names. Names personalize an experience and make people feel comfortable.
Be Aware of Body Language
Everyone at the welcome desk needs to be standing tall, with their shoulders back and their head lifted high. Don’t lean against the desk, slouch, or cross your arms, because that delivers an unintentional message. We often say, “If you’re leaning, you’re not cleaning,” which means a member knows that you’re not doing what you need to be doing.
Be aware that even though you may not be engaging with someone directly, your body language speaks volumes.