Selling & the Customer Experience: Gym Customer Service Strategy

This case study presents a comprehensive customer service management strategy for a fictitious gym business. It details internal and formal reward programs for employees, customer service training programs utilizing seminars, multi-day courses, and workshops, and various feedback methods including live chat support, performance measurement, customer calls, social media monitoring, and feedback forms. The report also outlines a customer retention program focused on loyalty, thank you notes, and timely call returns, alongside the implementation of a CRM system like User Engage. A customer service recovery program is described, emphasizing apology, review, fix, and documentation. Finally, it considers future technological advancements like AI and the impact on customer service, a 'Service before self' customer service motto, and a short code of ethics promoting integrity, objectivity, competence, confidentiality, and professional behavior. The goal is to enhance customer satisfaction and foster long-term relationships.

0Running head: CUSTOMER MANAGEMENT
CUSTOMER MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The report throws light on the customer service management of the fictitious business of a gym.
The report is divided into various section whereby each section discusses a particular aspect of a
business with respect to customer service and seeks to ensure their overall success on the whole.

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Table of Contents
Reward Programs.............................................................................................................................3
Customer Service Training Program...............................................................................................4
Feedback methods...........................................................................................................................4
Example of a feedback.....................................................................................................................5
Customer retention program............................................................................................................6
Future changes and their impact......................................................................................................7
Customer service motto...................................................................................................................8
Short code of ethics.........................................................................................................................8
References......................................................................................................................................10

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Reward Programs
In order to ensure that the different employees as present in an organization are able to
perform considerably well, it is important to see to it that they are rewarded regularly as an
incentive scheme. The different internal reward schemes which can be rightfully offered to the
different employees are as follows:
 Thanking the employee regularly: The different employees must be thanked regularly so
as to ensure that they feel valued and motivated.
 Tickets to local shows: The employees need to be given tickets and other facilities for
various shows.
 Recognizing work anniversaries: Their work anniversaries need to be recognized
adequately (Shaw, 2016).
 Computer upgrade and software: Their computer software is required to be upgraded
regularly.
 Mentorship: They can be provided with several mentorships programs to ensure
successful tenure.
 Providing them with autonomy: They need to be provided with adequate work autonomy
in order to ensure success.
 Providing the employees with a flexible work schedule/: The employees need to be
provided with a flexible work schedule which will ensure that they will perform
considerably well.
The formal rewards and recognitions are as follows:

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 Providing incentives: The different employees need to be provided with adequate
incentives to ensure that they are able to perform well (Aryee et al., 2015).
 Promotions: They should also be given promotions so that they believe in working hard.
 Certificate of Honor: They can also be provided with a certificate as a proof of their good
work.
Customer Service Training Program
Customer service training program can be taken to be a crucial part of the organization
and in order to ensure long term success it can be considered that the following customer training
ways can be used by the Gym.
 Seminars: In this system, the industry expert will provide relevant advice to the different
employees in regard to the manner in which the different customers are essentially
required to be treated by the firm at large. In addition to this, this shall be delivered in an
in the class method (Daugherty, Bolumole & Grawe, 2018).
 Multi day training: The multi day course trainings teach the student about a whole
module at once and by the end of the training they will be successfully able to ensure
considerable success and management.
 Workshops: The employees also can be sent on various workshops for a day or so who in
return of a certain fees, provided necessary skills to handle the customers.
Feedback methods
Understanding whether the employees are performing well or the different customers are
happy is essential and hence, for this reason, appropriate measures of feedback need to be
obtained. The different methods of obtaining feedback can be given to be as follows:

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1. Using a live chat support: The live chat support system can be rightfully used by the
different departments of the gum to understand the manner in which the different
customers are being successfully delivered or served.
2. Measuring customer service performance: The customer service performance can also be
measured exclusively by making use of several Key performance indicator and the
number of memberships.
3. Calling the customers regularly: The different customers need to be called regularly in
order to understand the different aspects of business and the shortcomings (Aryee et al.,
2017).
4. Monitoring social media channels: The social media channels also need to be monitored
regularly so as to see the opinion of the customer.
5. Feedback forms: Lastly, the feedback forms must be given to the employees and
customers alike to get an insight of their perspectives
Example of a feedback
Hello, I am ….and I have called on behalf of the gym. We are conducting a survey and I
will be asking you certain questions (Kumar & Reinartz, 2018). The information which you will
provide will remain confidential and your phone number has been chosen as you are a regular
customer with us. Hence, with respect to this, your data will be analyzed.
 How do you like the service at the gym?
 What would you like to change?
 Which days provide the best service?
 Which trainer do you like the best?

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Customer retention program
Customer retention is considered to be an integrate part of the organization and for this
purpose it becomes considerably important for the business to ensure that they engage in
effective implementation of various methods which will allow the business to retain its
customers.
Methods to keep the customers loyal
In order to ensure that the different customers as present in the organization are kept
loyal, it becomes very important for the gym to ensure that they are able to reward the customers
regularly so that they feel valued. Moreover, the customers should also be sent out considerable
thank you notes which would make them feel important and this is an integral part of the entire
procedure (Goetsch & Davis, 2014). In addition to this, the different members of the firm also
need to return the phone calls of the different customers on time so that they are not kept waiting.
These are the ways in which the different customers as present in the firm feel valued and are
made to believe that the firm wants to establish a long term relationship with them.
The use of a CRM System for the company and its use
The CRM software is the new method of ensuring that the customers are dealt with
soundly and all the data is adequately kept at a single place. Hence, it is for this reason, that
even the Gym needs to engage in a customer relationship software which would allow them to
ensure successfully see to it that all the customer information is kept at one place. The customer
relationship management which may be chosen by the company is User Engage (Boateng, 2016).
The User Engage software allows a customer to ensure that it is able to market appropriately and

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in addition to this, the business is also able to ensure that it is able to keep a separate profile of all
the customers and dealers alike which would then allow the business to perform considerably
well. The software comes with its own leaderboards and other data which would help the gym in
managing their pipelines as well as sales in a simple manner. Moreover, the User engage
software also allows the business to see to it that they are able to make it as per their business.
A customer service recovery program for complaints
Very often, a business may engage in a problem which then exposes them to a fault and
the customer might not have been delivered well. Hence, with respect to this, the Gym can
ensure that when the customer calls for a complaint, it follows the given services in order to
ensure a successful retention strategy:
 Apologize: At first it is important for the business to apologize to the customer and make
them feel valued and ensure that it is able to gain the attention of the business at large.
 Review: Secondly, the business is also required to review the mistakes and see to it that
they come to know about the root cause of the business.
 Fix: The third step is to fix the problem which will ensure considerable success in the
long run (Gaumer & Shaffer, 2018).
 Document: Fourthly, the business is also required to ensure that it is successful able to
record the particular business mistake so that they do not repeat it.
Future changes and their impact
In the future, the different technological advancements which take place at work may
have the power to impact the customer service program (Beckers, Risselada & Verhoef, 2014).
The Gym is just in its starting phase and it is for this reason that it is carrying out most of its

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operations manually, however, once it reaches a considerable growth rate, it aims to ensure that
in the future it is successfully able to implement Artificial Intelligence in the system which will
thereby ensure that the business is able to manage the different needs of the customer, without
engaging in any mistakes. Furthermore, it will also allow the business to ensure that it is able to
manage all its operations under one head (Groh, 2016). Hence, the gym believes that once it is
able to implement artificial intelligence in the various businesses, with respect to technological
advancements it will be successfully able to improve its customer service.
Customer service motto
In order to encourage the different employees to perform well and to motivate them to
function in a better manner, it is crucial for the business to ensure that it is successfully able to
engage in an internal motto which would then allow them to motivate themselves and lift up the
motto. The customer is taken to be the main reason why a business functions and it is for this
reason that the business is required to ensure that they build a motto which will lift the spirits of
the customer at large (Neslin, 2014). Hence, for the Gym, the motto, which has been chosen is –
`Service before self`. Using this motto, the business will want to guide its employee that it is
successfully able to keep its service to the customers before their self which would ensure
successful operations.
Short code of ethics
In any business, the ethics have a key role to play in order to ensure that the different
employees in a business are able to perform well they are to be given a key code of ethics which
would help them in their performance. The different ethics which a business will be required to
flow has been given as follows:

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 Integrity: The employees must always work with integrity which would allow them to
function well and see to it that they are successfully able to complete their operations
with good intentions.
 Objectivity: Behind, every action, there must be an objectivity which acts as a guiding
force (Anderson, Evans & Gilliland, 2018).
 Professional Competence and Due Care: The different business members need to always
act in professional competence.
 Confidentiality: They must maintain the confidentiality of the different customer and
their data.
 Professional Behavior: The must not get into personal relationships with any of the
clients.

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References
Anderson, J. S., Evans, J. M., & Gilliland, S. (2018, July). Customer Identification as a
Moderator of Service Worker Reactions to Unfair Customer Treatment. In Academy of
Management Proceedings (Vol. 2018, No. 1, p. 18374). Briarcliff Manor, NY 10510:
Academy of Management.
Aryee, S., Mondejar, R., Chu, C., & Hsiung, H. H. (2017). Customer Service Performance: An
Application of the Job Demands-Resources Model. In Academy of Management
Proceedings (Vol. 2017, No. 1, p. 11010). Briarcliff Manor, NY 10510: Academy of
Management.
Aryee, S., Seidu, E. Y., Sacramento, C. A., & Martinaityte, I. (2015). Proactive customer service
performance: Test of a team-level model. In Academy of Management Proceedings(Vol.
2015, No. 1, p. 11002). Briarcliff Manor, NY 10510: Academy of Management.
Beckers, S. F., Risselada, H., & Verhoef, P. C. (2014). Customer engagement: A new frontier in
customer value management. Handbook of service marketing research, 2(6), 97-120.
Boateng, H. (2016). Customer knowledge management practices on a social media platform: A
case study of MTN Ghana and Vodafone Ghana. Information Development, 32(3), 440-
451.
Daugherty, P. J., Bolumole, Y., & Grawe, S. J. (2018). The new age of customer impatience: An
agenda for reawakening logistics customer service research. International Journal of
Physical Distribution & Logistics Management.

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Gaumer, C. J., & Shaffer, K. J. (2018). Family business succession: impact on supplier relations
and customer management. Human Resource Management International Digest, 26(6), 1-
4.
Goetsch, D. L., & Davis, S. B. (2014). Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Groh, M. (2016). Critical Analysis of'Profitable Customer Management: Reducing Costs by
Influencing Customer Behaviour'(Persson, 2013).
Kumar, V., & Reinartz, W. (2018). Customer relationship management: Concept, strategy, and
tools. Springer.
Neslin, S. A. (2014). Customer Relationship Management (CRM). In The History of Marketing
Science (pp. 289-317).
Shaw, S. (2016). Airline marketing and management. Routledge.