Yet, the structure is only one of the two main factors that define the quality of a fitness centre. The other, often more neglected, is the service offered by the centre, that is, everything that is not tangible but essential to convince the user that their fitness centre is the right one for them, the place where they would like to train and relax every day. Elements such as cleanliness, events, course proposals, internal communication and CRM planning make up the service offerings of every successful fitness centre.
The role of the front desk in customer loyalty
- Services and Facilities
The front desk is placed in the category of services. Upon entering the fitness centre, the front desk is the first element you come across; in other words, it is the first contact the user has with the centre, the real business card of the entire structure.
- Looking into the eyes of the guest and act approachable , which also means standing up to serve the customer
- Smiling authentically, use an empathetic approach
- Being polite and kind when interacting with the customer
- Assuming a coherent body language, contained but using welcoming gestures
- Other tasks that distract from customers reception, such as the need to answer the phone, write on the computer, manage the cash desk, etc.
- Challenging working hours and shifts that require a stay in the same station for many consecutive hours, making it difficult to maintain the freshness and enthusiasm of the first hour
- Music, colours and loud voices that push towards a decidedly informal climate inside the centre that risks leading to excessive confidence
- Personnel with a very unripe relational training and hardly refreshed or maintained over time
The process of registering a potential new user
The front desk staff:
- 1. welcomes and greets, asking how they can help their visitor
- 2. presents themselves and explains that for the information the visitor needs that they will be available (name), their colleague who will devote the necessary attention and time to the guest
- 3. calls (in a composed manner) the consultant
- 1. he or she introduces himself or herself by calling the guest by name (assuming that it was the front desk that introduced the user)
- 2. accompanies the guest to a dedicated station possibly secluded or not excessively crowded
- 3. the acquaintance, analysis of needs, presentation of services etc. starts, according to the sales cycle that the centre has considered most suitable and in line with its own positioning
The element that we are trying to emphasize here is the collaboration between these two departments (reception and commercial) that, if properly managed, contribute equally to the registration of the user at the centre. The owner or manager of the club has the responsibility to create the environment that allows the proliferation of this collaboration, while avoiding differences in treatment between the sales team and the front desk.