Fit and Fab Gym: Customer Services Management Case Study Analysis

This case study examines the customer service challenges faced by Fit and Fab, a CBD gym experiencing increasing customer complaints. It identifies critical areas for success, including hygiene, machine quality, trainer expertise, and rest room facilities. The study proposes a personalized survey form to measure customer satisfaction, encompassing questions about gym cleanliness, machine functionality, trainer availability, and staff helpfulness. It outlines a procedure for reception/customer contact staff, emphasizing attentive communication, knowledge of gym services, and efficient query resolution. The analysis details key points for staff training, focusing on maintaining service quality, addressing customer complaints effectively, and providing on-the-spot solutions. Finally, it discusses legislative requirements, including membership agreements, the Work Health and Safety Act 2011, and the Privacy Act 1988, ensuring legal compliance and data protection.

Fit and Fab – Customer Services
MANAGEMENT CASE STUDY 2 –
969374
1

Fit and Fab – Customer Services
Question 1  List the main areas of customer service that are critical to the success of
your gym
Answer 1  Fit and Fab is a well-established CBD gym that has been experiencing an
increase in the number of customer complaints recently. The increasing complaints in the
gym is creating an urgency to improve the situation in them gym and offer better services to
the clients. First off, let us start by discussing the areas of customer service that are critical to
the success of a gym:
Hygiene  Hygiene is one of the most important factors that can have an impact on quality
of services. Fit and Fab ensure cleanliness in the workout areas and also ensure that the
machines are regularly cleaned. As a gym is highly prone to injuries and accidents, hygiene
can help in minimizing risk factors (Jasinskas, et al., 2013).
Machine quality  To provide high quality services, a gym should ensure that it has
optimum number of machines that are fully functional. At Fab and Fit, they are being
maintained from time to time so that a dysfunctionality should not lead to an injury.
Trainers  Most of the customers going to a gym have a demand for personal trainers who
can help them with their workouts. The gym has qualified trainers who can provide workout
and diet schedules to their clients and can also offer them support while working out
(Zenplanner, 2017).
Rest Rooms  Most of the gym clients have a preference to change clothes before and after
a workout session, while some also prefer to go for a shower, spa or sauna. To ensure quality
services, Fit and Fab has built proper rest rooms that have a shower area, sauna and a spa as
well.
Group classes  Group classes are a revolutionary offering that can help a gym in offering
higher quality services to its clients. Regular group classes, such as aerobics, Zumba, dance
classes, circuit trainings, etc. can attract a lot of clients and can add a value proposition to a
gym’s offerings.
Question 2  Design a personalized survey form to help you measure customer
satisfaction in regard to your customer service.
2

Fit and Fab – Customer Services
Answer 2  To measure customer satisfaction amongst the gym clients, a survey feedback
form will be used that would have several questions and the answers will be recorded on a
five-point scale ranging from strongly disagree, disagree, neutral, agree and strongly agree.
The last question would ask for customer suggestion and would be a subjective question. The
questions which will be included in the feedback from are discussed below:
1. The gym seems clean and fresh and the staff ensures adequate hygiene levels (Perfect
Gym, 2019)
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
2. The machines are in proper working conditions and are being properly maintained
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
3. Qualified trainers are available in the gym
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
4. The gym staff, including trainers, are helpful and present whenever required
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
5. The group classes are being held regularly
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
3

Fit and Fab – Customer Services
6. There is a constant change in the types of group classes
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
7. Rest rooms are properly equipped and maintained for hygiene and functionality
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
8. You are being timely informed about the developments in the gym, changes in gym
timings, unexpected closure, etc. through different communication channels
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
9. Is there anything that you would like to suggest to the management so that it can serve
you in a better way? (Subjective Question)
    
Strongly Disagree Disagree Neutral Agree Strongly Agree
Question 3  Develop a procedure that outlines the expectations of your
Reception/customer contact staff when dealing with customers over the phone and also
face to face.
Answer 3  The procedure for dealing with customers over a phone call or face-to-face is
discussed below:
- Greeting the customer as they walk through the door or as soon as answering the call
4

Fit and Fab – Customer Services
- Inform the customers in case they have to wait before being served and offer them a
place to sit while they wait.
- Requesting for a permission to call back if a customer cannot be immediately dealt
with on a phone call
- Being attentive and communicating clearly during interactions
- Assessing the customers and their psychology to offer them appropriate services
- Having thorough knowledge about the gym and the machines that are available
- Answering customer queries within the shortest possible time and gathering feedback
from them about the quality of services being offered
- Keeping a record of customer interactions to serve them better in the future
(Australian Government, 2018)
Question 4  Describe the key points that you will cover in your training session
Answer 4  The key points that I would like to covered in the training session will be
basically related with the procedure, guidelines or tips that can be followed by the gym staff
to deal with the customers in a more effective manner. They key points discussed would be:
First of all, the staff should ensure that the main areas that are the strength of the gym’s
quality services are constantly being checked upon and that no compromise is being made in
those areas. Secondly, the staff should ensure that they are taking regular feedbacks from the
clients through the survey questionnaires so that they can identify client issues or grievances
and can deal with them as soon as possible. Thirdly, in case a staff receives a customer
complaint, it should work upon the improvement of the area where an inefficiency is
discovered. The staff should also ensure that the client, who has registered a complaint, is
informed about the actions that have been implemented to solve it. Fourthly, the staff should
avoid giving excuses, such as ‘I’ll check that with our owner’ and should be able to provide
on the spot solutions to the clients (Lang, n.d.). Lastly, the staff should make sure to take
another feedback from the clients who has made a complaint and check whether they have
been able to deal with the issue properly or not. Such procedures would enable the gym staff
to offer quality services to their clients and in becoming more confident in their jobs.
Question 5  Explain any considerations that should be covered in order to ensure that
legislative requirements are met.
5

Fit and Fab – Customer Services
Answer 5  Certain considerations that would ensure the fulfilment of legislative
requirements are discussed below:
Proper membership agreement, containing client information, duration of membership, terms
and conditions of membership, services accessible, etc. should be prepared, signed by the
clients and kept in record for future considerations.
Work Health and Safety Act 2011  The Work Health and Safety Act of 2011 requires
business organizations to provide a safe work environment to its employees and other people
in the workplace. For Fit and Fab, the act would mean that the company will have to ensure:
- Direction of usage of machines should be clearly mentioned
- Risk prone machines and areas should be marked with sign boards (Werner, 2016)
- In case required by the law, the management should also get an indemnity form
signed from the clients while they are purchasing a membership
Privacy Act 1988  The Privacy Act of 1988 requires organizations to carefully handle
individual information and not use it for personal gains. This would mean that the gym would
have to ensure that it is able to retain and secure information related to its client in the best
possible manner. Sharing of client information with other sources can create legal issues for
Fit and Fab.
6

Fit and Fab – Customer Services
References
Australian Government, 2018. How to provide good customer service. [Online]
Available at: https://www.business.gov.au/people/customers/how-to-provide-good-customer-
service[Accessed 28 April 2019].
Jasinskas, E., Reklaitiene, D. & Švagždiene, B., 2013. Evaluation of service quality in fitness
centres. Transformations in Business and Economics , 12(1), pp. 108-124.
Lang, P., n.d. Increase Gym Member Retention With Better Customer Service – How to
Guide. [Online] Available at: https://uhurunetwork.com/gym-member-retention-customer-
service/[Accessed 28 April 2019].
Perfect Gym, 2019. 7 Helpful Fitness Survey Ideas & Examples. [Online]
Available at: https://www.perfectgym.com/en/blog/business/6-helpful-fitness-survey-ideas-
examples[Accessed 28 April 2019].
Werner, A. D., 2016. Compliance with Health and Fitness State Laws: Background, Best
Practices and Key Takeaways for Health and Fitness Club Owners. [Online]
Available at: https://www.natlawreview.com/article/compliance-health-and-fitness-state-
laws-background-best-practices-and-key-takeaways
[Accessed 28 April 2019].
Zenplanner, 2017. How to Improve Your Gym: Small Changes for a Big Impact. [Online]
Available at: https://zenplanner.com/how-to-improve-gym-business/
[Accessed 28 April 2019].
7