BSBCUS301 Case Study: Developing Customer Service Strategies for Gym

This case study examines the customer service challenges faced by Fit and Fab, a well-established CBD gym, focusing on the increasing number of complaints stemming from inexperienced reception staff. The report identifies key areas for customer service improvement, including creating a customer satisfaction survey, outlining essential skills for receptionists in both telephone and face-to-face interactions, and developing a training session to address common issues. Key training points include assisting customers with gym conditions and timings, informing them about diet charts, acknowledging staff rules, and handling customer complaints effectively. The study emphasizes the importance of professional conduct, empathy, and timely resolution of issues. Recommendations include hiring professional staff, providing comprehensive training, and regularly seeking customer feedback to ensure legislative requirements related to consumer protection and industry standards are met, ultimately improving customer satisfaction and loyalty.

Running head: CUSTOMER SERVICE 0
Management
Medical receptionist

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Contents
Introduction...........................................................................................................................................3
Main areas of customer service essential for the success of Gym.........................................................3
Customer satisfaction survey form........................................................................................................3
Skills that are needed in the receptionist for connected with the customers over telephone or face to
face........................................................................................................................................................5
Points that are covered in the training session.....................................................................................6
Conclusion and recommendation..........................................................................................................7
Considerations that should be covered in order to ensure that legislative requirements are met.......9
References...........................................................................................................................................10

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Introduction
In today’s time, competition has increased to a greater phase that requires the
attention of the Company. It has been stated that, Fit and Fab is facing many complaints on
the part of customer that requires the attention from team leader. In the first section of the
report, essential areas of customer service have been described in the report. Besides this, it is
also necessary to know the satisfaction of customer’s time-to-time in order to bring
successful changes. At the end of the report, discussion is carried on the points that are
essential to include in the training session.
Main areas of customer service essential for the success of Gym
Customer service is an essential part of every business in order to succeed. In case of
gym business, the revenue source is directly linked with the membership base. For remaining
competitive in the growing fitness market, it is essential to provide the high quality services
to the customers. Members who are satisfied with the services of Gym, will definitely come
back to take the services. Retaining customers for long time into the gym is not an easy task
in recent time. For attracting the customers, it is necessary by the gym owner to offer good
impression at the first time. The focus of the fitness instructors, trainers, administrative staff,
and nutritionists should be on the satisfaction of members in order to achieve the fitness goals
(Loud Rumor, 2018). It is true that new and loyal customers always get happy whenever the
business does something special in order to make customers happy. Gym can send the call,
welcome letters, birthday cards as well as congratulation notes whenever any members
celebrates its birthday or get promoted. Whenever the member feels special, they always try
to provide the best customer service to its customers ( McCall, 2011).
Customer satisfaction survey form
This is a personalised survey form in order to measure the satisfaction of customers. It also
helps in improving the services where it is not getting positive reviews from customer’s side.
Overall satisfaction from the services of gym
Very satisfied | satisfied |neutral | unsatisfied| very unsatisfied
Friendly environment     

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Training     
Quickness     
Knowledge     
Would you like to use the gym services in future?
 Yes
 No
 May be
How can we improve our services of gym?
Suggestions

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Skills that are needed in the receptionist for connected with the
customers over telephone or face to face
Customers are the top most priority in our business. Therefore, the attitude towards
the customer services is also equally essential. Staffs as well as management also need to be
aware of the customers needed and wants (Polyakova & Mirza, 2016). Besides this, it is also
essential to deal professionally and sympathetically towards the needs and demands of
customers.
The customer service procedure given below is produces for ensuring the staff members are
providing the best level of customer service every time.
Customer contact element Products as well as skill sets required
Telephone All staff members must be conversant and
familiar with the common phone operations
such as:
1. Hold as well as transfer
2. Retrieving messages
3. intercom operation
4. speed dial
5. auto dial
 Any of the staff members who are
answering the call must use the
standard greeting like welcome to our
gym. This is (his or her name), or
“how may I help you.”
 A pleasant as well as courteous
disposition should be portrayed on the
phone every time with each customer,
by speaking evenly as well as clearly.
 When dealing with the complaints or
various customers, staff will display
the proper behaviour, provide the

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solution, actively listening to the
customer and asking the solution is
satisfactory or not.
 Before ending the call of customer, it
should be assured to ask for further
assistance.
 Ending the call by thanking customer
for their customer. Besides this, also
advise them to look forward for the
gym (Lovelock & Patterson, 2015).
Face to face  All the staff that are doing
conversation with customers face to
face must be in appropriate attire
specially, support shoes that is
essential for the gym (Lee, Pan, Hsu
& Lee, 2019).
 A pleasant and courteous smile must
be depicted all the time in order to
keep the customers delight.
 Clearly communicate the gym
membership fees and benefits that it
will offer to the customer when it will
join the gym. It is also essential by
the staff members to clearly state the
facilities that are provided in the gym.
Points that are covered in the training session
Training plays an essential role in each sector. It helps in assuring the staff how to deal with
the customers effectively. Recently, it is receiving number of complaints on the side of
customer that requires the proper training session (Frost, 2016). It will cover the following
points in the training session:
• Assisting the customers properly regarding the Gym conditions or proper timings.

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• Informing the customers about proper diet chart as per their requirement or problem.
• Proper acknowledgement of the staff members with the rule and regulations that are
essential for contacting with the customers.
• Whenever the staff member is not available, it might happen that problem arises.
Therefore, to whom they are accountable will be included in the training session (Bolman &
Deal, 2017).
• It will ensure the staff with the diet chart or Gym charges that is essential to know in
order to assist the new joiner.
• In what time, the feedback form will be filled from the customer will be
acknowledged to the receptionist or customer service team.
• It will also discuss how to deal with customers when things will go wrong. It is
essential to apologize when anything goes with the customers. Therefore, the essential things
will be taught in the training session that is necessary for the gym customer service staff
when it will deal with the customer.
• After the completion of certain time limit, it is also necessary to thank customer for
believing in its services. This will be taught in the training session regarding how to send the
thank you letter for using its services for long time. A proper thank you letter catches the
attention of customer.
Conclusion and recommendation
In the limelight of above discussion, it can be concluded that a positive customer
service plays an essential role in the service sector. Especially in fitness industry, it is
essential to provide the quality service to the customer for long-term relationship with them.
In order to delight the customer in Gym, it can send the time-to-time email or call to
customers whenever they are doing well or not coming. Certain etiquettes are necessary for
the customer service staff or receptionist while taking with customer regarding their query or
problem. On Telephone, it is necessary to start conversation by saying hello or how are you?.
This shows that members are professionals enough to work in the Gym. Besides this, while
talking with customer face-to-face, a pleasant smile is essential to delight the customer.
However, it is recommended to the Company that it can hire only professional staff that can
interact with the customers in a better way. Besides this, it can also hire the person for
providing proper training to its staff. It is also essential to assist the staff members how to

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deal with customer complaints. Therefore, inviting suggestions time-to-time can prove to be
effective for the company.

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Considerations that should be covered in order to ensure that
legislative requirements are met
The fitness industry in today’s time is self-regulated. There are specific regulations
across all over the Australia but these regulations are related to the consumer protection rules
and laws. It covers the various issues such as client care, membership contracts, standards if
business practice and qualification, equipment and facilities. It will ensure all these
requirements are met as per the laws and legislative requirements. In each jurisdiction,
Fitness Australia is being recognized through the “department of fair trading.” It will also
comply with the standards within the fitness industry such as group exercise, Gym instructor,
and personal trainer. It will also use the professional registration that will provide the
customer a clear understanding regarding the credentialed of professional who is providing
the services. It is true that without the professional registration, customers will not assure the
accuracy of competency and skills (Janis, 2012). It will also hire those professionals who will
be having the minimum level of education in order to ensure the competency and skills
levels. Besides this, it will also ensure the use of proper machinery in the Gym. As per the
legal requirement, it will not use damage machinery or any such machinery that can harm the
customers or its trainers.

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References
Bolman, L. G., & Deal, T. E. (2017). Reframing organizations: Artistry, choice, and
leadership. London: John Wiley & Sons.
Frost, S. (2016). The importance of training & development in the workplace. Small
Business, http://smallbusiness. chron. com/importance-trainingdevelopment-
workplace-10321. html.
Janis. (2012). Fitness industry regulation. Retrieved from:
https://fitness.org.au/articles/latest-industry-news/fitness-industry-regulation/
45/464/184
Lee, Y. L., Pan, L. Y., Hsu, C. H., & Lee, D. C. (2019). Exploring the Sustainability
Correlation of Value Co-Creation and Customer Loyalty-A Case Study of Fitness
Clubs. Sustainability, 11(1), 97.
Loud Rumor. (2018). 7 Customer services to stand out in the fitness industry. Retrieved from:
https://www.loudrumor.com/customer-service-strategies/
Lovelock, C., & Patterson, P. (2015). Services marketing. Australia: Pearson.
Mccall, P. (2011). Defining excellent customer service from fitness professionals and its
value to clients. Retrieved from: https://www.acefitness.org/education-and-
resources/professional/expert-articles/2105/defining-excellent-customer-service-from-
fitness-professionals-and-its-value-to-clients
Polyakova, O., & Mirza, M. T. (2016). Service quality models in the context of the fitness
industry. Sport, Business and Management: An International Journal, 6(3), 360-382.