In this episode, the podcast discusses the importance of consistency in the customer experience, using the example of a haircut. They emphasize the need for a playbook and running the play to ensure a seamless experience with multiple trainers. Personalization and understanding client preferences are also highlighted as key factors in the fitness business. Consistency in customer experience is discussed as a driver of satisfaction and revenue. The importance of small details and personalized service in scaling and maintaining top-level customer service is emphasized.
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Quick takeaways
Providing a consistent customer experience is crucial for the success of a fitness business.
Running systems and processes is key to scaling a personal training business.
Deep dives
Importance of Consistent Customer Experience
Providing a consistent customer experience is crucial for the success of a fitness business. Building systems and processes ensure that every customer, regardless of the trainer they work with, receives the same experience. This includes aspects like greetings, personalized attention, and maintaining consistent workout protocols. Consistency builds trust and loyalty among customers, enhancing the overall customer experience and helping the business thrive.
The Power of Running Systems
Running systems and processes is key to scaling a personal training business. While personal training is often seen as an art, relying solely on individual trainers can limit growth. Developing a playbook and clearly defining how things are done ensures a seamless customer experience when working with different trainers. This allows the business to expand and hire additional trainers without compromising the quality of service provided.
The Importance of Communication
Effective communication among trainers is vital for delivering a personalized customer experience. Utilizing tools like a mobile app can help record and share important information about clients, such as injuries, preferences, or emotional exercises they enjoy. Consistent communication ensures that each trainer can cater to the individual needs and preferences of clients, regardless of who is working with them.
Consistency Drives Customer Satisfaction and Business Success
Consistency in delivering a customer experience, even if the average rating is mediocre, has significant benefits. Research shows that companies with consistently average ratings outperformed others in terms of customer satisfaction, revenue generation, and cost efficiency. Consistency eliminates customer disconnects, strengthens loyalty, and boosts the overall success of the business.
In this episode, we discuss the importance of consistency. In fact, many people maybe take it for granted, but it plays out in the customer experience in a big way. You see, if you want to scale your business, you want to then hire another trainer and then another one, you're going to want to make sure that you can turn to those people and say: “This is how we do things.”
And that no matter if they're working with you as the original coach or one of the people in your business, there's no lapse in customer experience. So build a playbook, and then you have to run the play.
Take, for example, your experience with a haircut. It’s not just about the haircut, but also about the customer experience at the barbershop. Likewise, when it comes to personal training, it’s not just about the workout.
Being able to deliver effective workouts just barely gives you the right to even be in business in the fitness studio space. Being able to deliver a great workout with a really amazing customer experience around it - that's really hard. But if you can do it right, now, you're cooking with oil. Stay tuned for the nuts and bolts of consistency.
Key points of Discussion:
He says, “I'm not going to that barber again,” and it’s not about the haircut (2:27)
Besides a good workout, your coaches should be giving same experience (6:15)
Same protocol, but it felt different, because one person asked for 20 reps (8:56)
On a different trainer’s schedule, they should get the same experience (9:31)
Recommended: a communication tool to go from one coach to the other (11:00)
Clients “getting married” to coaches often about working around injuries (15:09)
It’s about the seven core tenets discussed in Episode 4 (16:46)
Mediocre firms clocking higher customer satisfaction due to consistency (18:03)
You have to build the play before you can say: “Run the play.” (21:24)