Lesson 3 – Customer care
excellence
Professionalism for group trainers
www.activeiq.com
Learning objectives
By the end of the lesson you will be able to:
• Describe the common characteristics of people/ individuals who
provide excellent customer care
• Describe the features of personal presentation that will make a
positive impression on customers
• Explain the importance of making a positive first impression on
customers
• Describe the attitude required when communicating with customers
• Describe how to carry out routine customer care tasks in a way that
shows consideration for customers
• Explain the concept of professionalism
Learning objectives
By the end of the lesson you will be able to:
• Explain the importance of collaborative working in the delivery of an
excellent customer experience
• Identify ways that a group trainer can positively influence customer
retention
• Identify ways that a group trainer can build a rapport with customers
• Explain the importance of the group trainers making themselves
available and approachable to users, for example, being available
prior to a class/session
• Describe the differences between intrinsic and extrinsic motivators
• Identify the personal values of group trainers that motivate others to
participate in exercise
Experience of customer care
Paired activity
In pairs discuss personal experiences
of good and bad customer care (if
possible, the tutor should provide a
good and bad example of his/her
own).
Note – it doesn’t have to be within a
health and fitness facility.
There should be a focus on:
• What made the experience stand
out for being positive/negative?
• The speed of the response to the
customer’s needs.
• The efficiency of response to the
customer’s needs.
Who delivers excellent customer care?
What individual characteristics
and attitudes are required to
provide excellent customer care?
Poor customer care
Video clip
Watch the following video clip and identify as many
examples of poor customer care as possible.
Note – tutor to stop the video at 4:16 to allow learners to
complete their notes and for a group discussion.
Benefits of providing excellent customer care
• Discuss and list the benefits of
providing excellent customer care for
Gro both an organisation and an
employee (in relation to the role of a
up group trainer).
activ
ity
Benefits of providing excellent customer care
Customer loyalty – repeat business.
Increased sales and profit.
Fewer complaints.
Less money spent on customer acquisition.
Reduces staff absenteeism and turnover.
Improved employee relationships.
Increased opportunity to up-sell.
Teamwork
GOOD
BAD
Teamwork in customer care
What examples within the role of
a group trainer relate to effective
teamwork within customer care?
Teamwork in customer care
Examples within the role of a
group trainer:
• Referring a participant who
wishes to gain more
knowledge/ support in an area
that a fellow fitness
professional specialises in.
• Supporting an instructor by
‘team teaching’ a group
exercise class because of
larger numbers than expected.
• Asking reception staff to
support a client with additional
information on specialist
products/services.
First impressions and building a rapport
You have a minimal amount of time
First impressions: to make a good first impression.
the 93% rule Consider the following:
What you say
7% • Eye contact.
• Smiling with sincerity.
Tone, • Being attentive, focused and
pitch
and listening.
Ap- pace • Offering a pleasant, sincere
pear- of greeting.
ance your
voice • Introducing yourself by name.
and
body 38% • Using the customer’s name – if
lan- known.
guage • Acknowledging the customer
55%
even if he/she has to wait.
• Finishing the transaction
positively.
Building a rapport
Role play – first impressions and rapport-building
Tutor splits the class into groups of three:
• Participant 1 – client.
• Participant 2 – group trainer.
• Participant 3 – observer.
Tutor gives each group a scenario to ‘play out’ between
participant 1 and 2, with the emphasis on first impressions and
building a rapport.
Participant 3 observes and provides peer-to-peer feedback.
Group trainer responsibilities and going the extra mile
Minimum expectations Going the extra mile
Supervision of participant’s Spending time with a participant
during classes after the class has finished to
work on technique
Welcoming customers politely. Ask customers how their day
was
Providing guidance and Asking customers how their
support, where appropriate. session was and what could be
changed to improve it
Responding positively to Carrying out research on behalf
customers’ needs. of a customer.
Maintaining the tidiness and Remembering a customer’s
cleanliness of the exercise name and wishing him/her a
environment ‘happy birthday’.
Learning review
Can you now:
• Describe the common characteristics of people/ individuals who
provide excellent customer care?
• Describe the features of personal presentation that will make a
positive impression on customers?
• Explain the importance of making a positive first impression on
customers?
• Describe the attitude required when communicating with customers?
• Describe how to carry out routine customer care tasks in a way that
shows consideration for customers?
• Explain the concept of professionalism?
Learning review
Can you now:
• Explain the importance of collaborative working in the delivery of an
excellent customer experience?
• Identify ways that a group trainer can positively influence customer
retention?
• Identify ways that a group trainer can build a rapport with customers?
• Explain the importance of the group trainers making themselves
available and approachable to users, for example, being available
prior to a class/session?
• Describe the differences between intrinsic and extrinsic motivators?
• Identify the personal values of group trainers that motivate others to
participate in exercise
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