Featured GYM HQ Team Member

DeAndre Tapia, Customer Service

DeAndre joined the GYM  HQ family back in February.  His previous work experience includes serving as an Apple IOS-iTunes Tech Support representative, an Office Depot/OfficeMax Warehouse Distribution call center agent,  and Customer Service Manager at WINN-DIXIE.

By continuously challenging himself to learn and grow, he's proven to be a great asset to the team and shows great potential..  He was recently named the GYM HQ MVP for the month of April.

What makes DeAndre so awesome?

  • His commitment to understanding his role as a Client Service Agent.  This exemplifies the GYM HQ Core Value of Competence.
  • His ability to correctly complete all tasks and projects for which he is responsible
  • His willingness to assist with other projects.  This exemplifies the GYM HQ Core Value of One Team
  • His constant study of our clients' membership and service contracts.
  • His willingness to assist with escalated calls
  • His positive attitude!

Because of his outstanding performance, he was promoted to the role of Tier II Agent.  He recently conducted a training class regarding new policies put in place for one of our clients!

DeAndre likes all sports and food.  He is a bright star with an even brighter future and we love having him as a member of our team!

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The Formula for Successful Customer Service

The fitness industry is ALL about service first.  While your facilities may boast the latest in advanced technology or the best in equipment, it’s your people and their interactions with your members that matter most.  Today’s post looks at 12 key ingredients that must be included when creating your perfect formula for successful customer service.

1.    Be friendly first.  Service starts with a familiar person with a warm smile who offers welcoming words.  Make sure the team members manning your front desk are service obsessed.  Each member should be greeted (preferably by name) when they enter your club.  This level of interaction should trickle down to every employee.  It takes little effort to smile and say hello, and it makes a huge impact.

2.    Attitude precedes service.  Your team’s positive mental attitude is the basis for the way they act and treat members.  Your team should carry a member first mentality into the club every day. “You become what you think.” 

3.    Your team’s first words set the tone.  All encounters with members are theirs to control.  Even a seemingly negative contact, like a service or billing complaint, can be turned positive by the way it’s handled.  First words can either disarm or aggravate.  If your team learns to see each interaction as an opportunity to win a member for life, it shifts the approach dramatically.

4.    Know how to service in terms of the member.  They don’t care what your situation is; they only care about their situation.  So your billing system made a blunder, and they were billed twice, or the new janitor assigned by your cleaning service isn’t up to snuff, that’s not the member’s concern.  What can YOU do to ensure they’re happy and your day-to-day business hiccups don’t impact them?

5.    The member has lots of problems besides you, and may just be using you as a frustration vent.  Don’t take it too personally if a member flies off the handle.  Behind every seemingly minor complaint, there is real stress.  Your team’s job is to serve as a stress reducer.  After all, that’s why many people come to your club!  Offer solutions, not excuses.

6.    The member doesn’t want to hear why you can’t.  Don’t tell them when or why you can’t; tell them when and why you can—enthusiastically!  In every situation, there is something that can be done for the member, make that your team’s focus.

7.    Recognize members for what they are, the lifeblood of your business and your team’s paycheck!  You don’t pay your team’s salaries, your members do. 

8.    Don’t confuse company policy with customer service.  Don’t quote policy or hide behind it.  Policy is there as a guide, not a prescription for member success.  Listen first, and then determine where the request fits into your standard procedure.  If you adhere to your contract rules 100% of the time, you miss tremendous opportunities to win with your members.  You may win the battle, but you’ll lose the war.

9.    When a member walks away angry, it’s twelve-to-one they’ll leave forever or at least be leery.  It takes 12 positive impressions to overcome a single negative one.  In this day and age of social media, every interaction counts and has the possibility to impact far more than one member’s opinion of your business.

10.  YOU are responsible, or it won’t get done.  Individual responsibility leads to a happy member.  No one likes to be passed off for help. 

11.  Take your job seriously, but don’t take their complaints personally. If you take it seriously, it’s you with them.  If you take it personally, it’s you against them.  

12.  Teams are made up of individuals who work together and get their own jobs done.  Never underestimate the impact of a single team member.  If each link is strong, your entire chain will be secure. 

If you embed these 12 values into your club’s culture, how can you lose?  Would you be happy supporting a business with this outlook and attitude toward customers?  Would you encourage friends and family to join you in your support?  At its core, excellent customer service starts with the golden rule.  Treat your members the way you would want to be treated.

Need help with member services?  GYM HQ offers solutions designed specifically for fitness businesses.  Contact us to learn more about how we can help with member requests and all of your back-office needs.  Click on the “contact us” link, email info@gymhq.club, or call 404-921-2269 today!

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The Dreaded Chargeback

You’re happily growing your business—signing up new members and growing your draft—when bam, you see a negative amount show up on your remit or merchant statement.  You didn’t provide this member with a refund, so what could this be?  Meet the dreaded and largely misunderstood, chargeback.  Unfortunately, this little hurdle is a part of running a business.  And like most things in business and life, the more you know about it and the process behind it, the better off you’ll be.

Let’s start with the definition for a chargeback.  A quick Google search provided this handy definition. “A demand by a credit-card provider for a retailer to make good the loss on a fraudulent or disputed transaction.” Simply put, it provides the consumer protection and a pathway for recovering charges that they don't believe are justified.  So why do members chargeback payments?  There is a litany of reasons.  Perhaps they don’t believe they are getting the services they were promised.  Maybe they think they’ve properly canceled their contract yet are still being charged.  Possibly they want to cancel and are being held to the terms of their agreement (which you’re validly enforcing). Whatever the reason, when members initiate chargebacks, they’re basically saying, “I’m not going to take responsibility for paying this charge on my card because I don’t think it’s valid.” 

 

 HOW DOES THE CHARGEBACK PROCESS WORK?

The process begins when your member, the cardholder, “files a chargeback” – this means the cardholder notifies his or her bank of a transaction alleged to be in error. The cardholder’s bank (called the “issuing bank”) usually has its own internal process for pre-screening a disputed charge, and, if the issuing bank finds the charge to be valid, the cardholder will be charged. Typically, a processing fee is added. If, however, the issuing bank finds sufficient evidence to support the cardholder’s claim, it will open a file, notify the merchant’s bank of its findings, and temporarily re-credit any disputed funds to the cardholder’s account pending the outcome of the dispute. The merchant bank will then do its own investigation. As part of this process, the merchant bank may collect evidence in support of a disputed charge. Where the merchant bank deems the evidence collected as sufficient, it will present its findings, and the proof, to the issuing bank. If the issuing bank approves the merchant bank’s findings, the cardholder loses, and he or she will be liable for the charges and any associated fees. If, however, the issuing bank disagrees with the merchant bank’s findings, then the cardholder wins, and the recredited amounts will stick – the cardholder will not be liable for the charges.

HOW LONG DOES IT TAKE TO RESOLVE A CHARGEBACK?

Resolution of chargeback disputes can take anywhere from six weeks to six months. We generally see chargeback disputes resolved in about 45 to 60 days. This is a complex process that involves multiple parties; it’s not something that resolves quickly.

IS THERE ANYTHING I CAN DO TO BETTER MY CHANCES OF WINNING?

Glad you asked. Yes, there absolutely is. Keep in mind; the ability to defend yourself in a chargeback dispute will only be as good as the evidence you can present. And gathering that evidence starts at the club level. What you need, more than anything, is documentation which tends to prove the legitimacy of a charge. This could include:

▪ A signed and dated Membership Agreement, or PT Agreement, showing the cardholder as the “Buyer.”

▪ A written notice of cancellation signed and dated by the cardholder, detailing the reasons for cancellation.

▪ A checklist signed and dated by the cardholder showing receipt of legal agreements, or acknowledgment of key provisions.

▪ Email correspondence between you and the cardholder regarding the substance of the disputed transaction.

▪ The cardholder’s check-in history or PT session bookings log.

▪ Any notes in your club management system as it relates to a disputed transaction.

 

In addition, here are a few more best practices you can follow:

▪ The more you can resolve through customer service channels, the less likely it will be that you get hit with chargebacks. Take the time to properly train your customer service teams.

▪ Be thorough and complete in your approach to getting agreements signed. Make sure names are correct, payment terms are correct, and cancellation policies are clearly stated and adequately explained.

▪ Make sure the name on the credit card used by your member or client to pay for services matches the name on the agreement, whether as the “member” or the “buyer.”

▪ If you change your business practices in a way that materially changes your products or services, you should notify all members in advance of the change and, in some cases, get signed agreement modifications or new agreements altogether.

▪ Don’t load pictures (i.e., .jpg) of contracts to the system. What you need is the actual signed agreement as a PDF document.

▪ Please make sure all documentation is legible, and that there are no blank spaces in contracts.

▪ If you’re in a chargeback dispute, please respond to all requests for more information as quickly as possible. A delay could result in a missed deadline and a lost chargeback.

 

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Chargebacks aren’t always fair, and the decisions made by the member’s issuing bank may not be just either.  Remember, even when you do everything right, there is always a chance a member will chargeback a payment and win. In the end, you have to chalk these instances up to the cost of doing business.   The goal is to limit the number of chargebacks you have to fight and when you do face a chargeback, to have a full arsenal of facts and documents at your disposal to fight it. 

Don’t want to handle the chargeback process on your own?  Find help.  Several club management softwares offer solutions that will manage the chargeback process for you.  ClubReady’s fully managed software and billing platform takes this burden off your shoulders and works to fight any disputed charges on your behalf.  To learn more about this feature or the other solutions ClubReady offers, visit www.clubready.com.  In addition to billing assistance, ClubReady can also assist with other core back-office functions such as accounting, payroll, HR, operations, and customer service through their professional service division, GYM HQ.  Learn more about GYM HQ at www.gymhq.club.

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Seven Musts for a Healthy Draft

The monthly draft is the lifeblood of most fitness businesses.  You put in the work to grow your member base and achieve your business model’s goal for recurring revenue.  When you finally attain it, you breathe a little easier.  The draft is there like a big blanket—keeping your business warm and cozy during the coldest nights.  Or, as is generally the case in fitness, the slower sales months of summer.  Something so precious to your business should always be top of mind.  You should nurture it with new sales (obvious), mind your cancellations (still obvious), and ensure you have a good system in place to pick up missed monthly payments (totally obvious, right).  That last piece is where we’ll focus today.  Because, while obvious, chasing past due payments is something that frequently falls by the wayside for many fitness businesses.  Somewhere between driving new sales and running your club, this vital process gets relegated to a task on the front desk staff’s daily task list.  Maybe it gets done, likely it doesn’t. 

A healthy draft requires a systematic approach and constant work.  Our Past Due Communications team here at GYM HQ works with successful ClubReady clients across the country to ensure no member is left behind!  But, if you’re stuck tackling the chore yourself, here are seven key steps to ensuring your hard-earned draft doesn’t slip through the cracks.

An ounce of prevention is worth a pound of cure.

The absolute best way to maintain a healthy draft is to prevent past due payments from ever occurring.  Ensure that good billing information is captured at point of sale.  If your billing system allows for two payment methods (ACH and credit card), obtain both.  Inquire if your system or merchant provider can set you up with an account updater service.  This will help pick up the new card data for many cards (due to changes in card number or expiration date).

Make sure you can reach all your members.

Capture ALL contact information from ALL members at point of saleIn order to clear up a past due balance or update billing information, you must be able to get in touch with the member.  It’s also a great idea to run member rosters from time-to-time and spot check the data.  Is your team filling in real email addresses or na@na.com?  Are they capturing cell numbers?  The more contact points available, the more pathways you have for resolution.

Have a system and schedule for contacts.

How often will you contact your members?  After how many days past due?  For how long?  How will you make contact (email, phone, letter, SMS)?  What will your message be?  In business, everything needs a process and this is no different. To be effective, it should be clearly mapped out and followed consistently. This includes considering which team member(s) is responsible for making the contacts. Dependable, consistent contact provides the best chances of successful resolution.

Trust but verify.

Once you have a system in place, it can’t be “set it and forget it”.  Just like any other task you assign your team, it’s going to require some degree of monitoring and oversight.  How do you know calls are being made?  Insist that your staff notate all contacts on the members’ accounts.  This way you can audit the process anytime you’d like.

More contacts x more ways = more money.

Phone calls are great, but some people respond better to other channels.  Text is a great tool as most of your members always have their cells in hand!  A personalized email explaining the amount due and who to contact to make payment can also be effective.  Make sure your team is utilizing all methods of contact to maximize the impact.

Start early.

Why allow a past due payment to languish for weeks on end?  The longer a balance ages the smaller your chances are at resolving it.  Your process should start outreach within the first few days of the missed payment.  The golden rule in successful billing resolution is contact early and often. 

Consider outsourcing.

Numerous club management software providers offer billing support as an additional service.  This is well worth exploring.  While prices can seem prohibitive at first glance, the amount of draft saved and the missed payments collected generally far outweighs the costs!  Many operators find it challenging to micromanage the process internally.  Staff members aren’t incentivized to succeed and it takes away from new sales.  Outsourcing the process eliminates this headache.  Regardless of who is minding your draft, what’s ultimately important is that these past due accounts are receiving attention.

 

Bonus. Utilize a collections firm for later stage balances.

After 90 to 120 days, the soft approach used by your team or the software/billing company has lost its impact.  Every effective process needs a closed loop.  For past due members, this is determining when to walk away.  There are varying opinions on the use of collections agencies.  Many owners would rather write off the loss than deal with the fallout from heavy handed collectors.  However, the right firm can be effective and help return some of that lost revenue back to your bottom line!  Consider these key factors when selecting an agency:

Skip those who charge a fee when you remove someone from collections.  You should always be able to pull a former member who is causing bad press for your club or who wants to come back into the fold without a fee being associated with it!

Ask your trusted fitness network for references.  The sales guy will always tell you they’re the best.  An owner will be honest about performance and any issues they’ve had with agencies. 

Ensure you can reach an account manager.  Will you have a direct point of contact when you have an urgent question?  Will they be responsive?

It all boils down to people (who’s working the accounts), process (how are they working the accounts), and profit (retain more of that hard-earned revenue).  Want to talk past dues?  Shoot me an email and I’ll be happy to help or connect you to someone else who can!  Tasks others loathe, we love at GYM HQ. 

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Achieving Customer Service Gold

With the Olympic Games fast approaching, our attention will soon turn toward watching the world’s best athletes compete.  Those who are the best-of-the-best will walk away with gold medals.  It’s truly impressive to watch performance at such an elite level.  So much time and preparation has gone into a just few moments of competition.  We respect the effort and marvel at the results.  Shouldn’t we be striving for the same level of performance in our businesses?  Don’t our members deserve such a diligent effort and commitment to excellence? 

As you consider your commitment to providing an exceptional member experience, here are five factors to consider.

Have a plan.

Think through how you deal with the business’s most common issues.  While we don’t ever want to be in the habit of merely quoting policy to a member, we do need the framework of policy to serve as a guide for decision making.  It creates an environment of consistency and consistency is easier to scale and replicate—thus enabling our business to grow. We should also carefully consider each policy to ensure it makes sense for our specific business model and isn’t simply the fitness industry norm.

Clearly worded membership and service agreements.

While we know that most states mandate specific language and guidelines for fitness contracts, we’re not required to word our entire agreement in foggy legalese.  Why not simplify the terms?  Strip down the superfluous text?  Make it easier for our members to understand?  If we’re asking a member to jump through a series of hoops to manage their relationship with us, we should at least clearly lay out those hoops.

Have a system.

A sure fire way to botch the handling of a member’s account is poor communication.  What was discussed?  When?  With whom?   Our system should be easy to use (or it won’t be used) and should ideally allow for follow-up and interaction directly within the system.  When it comes to account changes, clearly notating a member’s profile is a key first step to ensuring that what was “promised” is delivered.  Member history should be accessible to all necessary staff members. 

ClubReady has a very simple, yet detailed member tracking and interfacing platform embedded directly within their club management software.  The easy to use interface, WorkIt,  allows for the addition of client notes, the ability to send out a text or email (which automatically saves as a copy to the member’s notes), notate a phone conversations, add a member alert to ensure all team members are aware of important details, and set follow-up tasks assigned to specific team members.  It also allows for easy contact reporting so management can monitor and direct all interactions.  Speaking of reporting…

What’s measured is improved.

One of the biggest mistakes we see owners making is simply not knowing the volume or causes of member issues in their clubs.  How do we get better if we have no knowledge of what’s wrong?

A good analysis starts with identifying what should be measured.  What’s import for our business?    What’s our retention goal?  How many cancellations are we seeing each month?  What is causing them?  Are members able to easily contact us and get a resolution to their issues in an acceptable time frame?  What is an acceptable resolution time?   Targets should be established, an information collection protocol developed, and reporting templates produced.  From there, let’s institute a consistent schedule to review, analyze, and improve.  For example:

Joe’s monthly cancellation target is less than 25% of the new member packages sold. So, if he sells 100 new memberships, he hopes to only see a fall off of 25 or less from his total member count.  Last month he noticed that his percentage of cancellations had climbed to nearly 50%.  He pulled the cancellation roster from his club management software to review.  He was happy to see that his staff had properly tagged each cancellation with a cancellation type.  However, he was concerned to learn that a significant number of cancellations stemmed from members moving to a defaulted status because they hadn’t made payment in 90 days.  From there he accessed his past due members report and reviewed outbound contacts made by his staff.  It was uncovered that they weren’t hitting their outreach target for billing issue resolution.  He scheduled a meeting with his GM to address this.  During the meeting, it was determined that the lack of contact stemmed from an oversight during a staffing change.  Outbound contact had once been the job of the afternoon front desk rep.  When she left and was replaced, the task had never been reassigned.  Joe and his GM established a new protocol of weekly contact auditing, assigned the task to the new front desk rep and reassessed the results until the process was back on track.

In our example, Joe started his review thinking only about cancellations and soon realized that it was unresolved payment issues causing his current cancellation spike.   Proper reporting is like a treasure map.  It guides us to the important areas for exploration and can uncover a wealth of information.  Sometimes that information isn’t positive, but knowledge is always a good thing.  And if we keep looking, we’re bound to find the path to gold!

Look in the mirror first.

Finally, we should always hold our facilities, team and services up to the light first, before addressing a member’s concern.  Have we delivered what was promised?  Are we being fair?  Sometimes members’ reasons for leaving are very valid.  It’s easy to employ a strict letter of the contract approach to how we deal with these concerns, but I’d argue it’s far less likely to have positive effect in the long run.  Let’s listen to complaints focused on resolution and improvement.  The value that exists in a lost member is learning how to prevent it from becoming lost members

12 Steps to Becoming Your Own Customer Service Powerhouse

Fitness and wellness, there is perhaps no industry where the your personal interactions with the customers are more important. Front desk attendant, group X instructor, or personal trainer, a good portion of what you're selling is yourself and your team. Here are 12 things to keep in mind everyday when you walk through the doors of your club, studio, box, or office.

  1. Be friendly first. Service starts with a friendly person with a friendly smile, who offers friendly words first.
  2. Attitude precedes service. Your positive mental attitude is the basis for the way you act and react to people. “You become what you think.”
  3. Your first words set the tone. All encounters with customers are yours to control. The first words you deliver set the tone for the customer.
  4. Know how to serve in terms of the customer. They don’t care what your situations is: they only care about their situation.
  5. Understand, the customer has lots of issues with which to deal besides you, and may just be using you as a frustration vent. Don’t take it too personally if a customer flies off the handle.
  6. No one wants to hear why you can’t. Don’t tell them when or why you can’t, tell them when and why you can- enthusiastically.
  7. Recognize customers for what they are-your paycheck. The boss doesn’t pay you-the customer does.
  8. Don’t confuse company policy with customer service. Don’t quote policy or hide behind it.
  9. When you make them mad, it’s twelve-to-one they’ll leave or be leery. It takes 12 positive impressions to overcome a single negative one.
  10. You are responsible or it wouldn’t get done. There’s a fine line between taking it personally, and handling it personally. Individual responsibility leads to a happy customer.
  11. Take your job seriously, but don’t take their complaints personally. If you take it personally, you’ll get upset and lose your edge. If you take it too personally, you’ll lose your edge and your job. If you take it seriously, it’s you with them. If you take it personally, it’s you against them.
  12. Your team will get stronger when you begin to build yourself. Teams are made up of individuals who work together and get their own jobs done

Bonus! Here are 12 Guide Words to Drive a Great Customer Experience

    1. Maintaining a POSITIVE ATTITUDE.
    2. Establishing/achieving GOALS.
    3. UNDERSTANDING yourself.
    4. PRIDE in yourself, your team, and your brand.
    5. RESPONSIBILITY for your actions.
    6. LISTENING with the intent to understand.
    7. COMMUNICATING to be understood.
    8. Embracing CHANGE.
    9. Maintaining RELATIONSHIPS.
    10. Making effective DECISIONS.
    11. Learning to SERVE others.
    12. WORKING AS A TEAM.

 

The foundation to great service starts with well thought out practices implemented at the club level and supported by your back-office team. The two should work seamlessly together in a constant feedback loop which always strives to understand the issues, works to find improvements, and implements changes to better service the customer.

 

Need help? We've got you covered. We have a team of seasoned customer serviced professionals ready to become YOUR call center, reporting available to show you where improvements are needed, and fitness operations leaders who are eager to assist in developing new customer driven improvement initiatives.