BSBCUS301: Customer Service Enhancement Plan for Fit and Fab Gym

This case study examines the increasing customer complaints at Fit and Fab Gym, focusing on inexperienced staff and lack of senior staff presence. It identifies key customer service areas needing improvement, including employing senior staff, understanding customer needs, enhancing staff communication skills, and providing comprehensive product knowledge. The report suggests using customer feedback to measure satisfaction and outlines procedures for reception staff when dealing with customers. It also details key points for staff training sessions, such as handling complaints, improving communication, and meeting legislative requirements like WHS and privacy laws. Recommendations include regular staff meetings, analyzing customer feedback, and implementing monthly training sessions. The study concludes by emphasizing the importance of addressing these issues to revive the gym's reputation and improve customer satisfaction. The assignment includes a sample questionnaire for gathering customer feedback. Desklib is your go-to resource for more solved assignments and past papers.

Running head: CUSTOMER SERVICES
Title:
Prepared for:
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Introduction
Fit and Fab is one of the renowned gym which has been serving their clients for a number
of years. The gym has a good number of staffs who are assigned with their duties and are
expected to provide the best service for their clients. However, presently, the organisation is
receiving a large number of complains which have hampered the reputation of the gym. The
complaints are coming even from the irate consumers who once had immense faith on the
service of the organisation. Recent episodes of face to face complaints have really made the
authorities to come on their toes and they are trying their best to research over the factors of
client’s dissatisfaction. Therefore this assignment will mainly portray light on the recent issues
that the gum is facing and how different strategies can be implemented to get over the issues.
This assignment will highlight the improvements in the customer services that the gym needs and
will also put forward the training needs of the employees of the gym. The report which is
provided below will be helpful for the managers to bring an overall change in the working
conditions and hence the reputation of the gym would be revived.
1. List of main areas of customer services
This assignment highlights the customer services that are critical for the success of the
Gym. As given in the case study, the gym have been facing various complaints in the recent
times1. The gym has faced various complaints regarding the services provided. Most of the
complaints focused on the area that the there was no experienced staffs in the gym, to guide the
1 Fottler, Myron D., and Tina Yeung. "5. Customer service." Handbook of Healthcare
Management (2015): 98.

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customers. As a customer service professional, the main areas of focus that needs to be
considered are as follows:
EMPLOYMENT OF THE SENIOR STAFFS:
It is essential that the customer service professional ensure the employment of senior staffs, with
previous experience. Since the customers have been complaining that the gym lacked
experienced staffs, hence the customer service professional have to employ senior staff members.
TO ENSURE THE NEEDS OF THE CUSTOMERS:
The customer’s needs have to be understood by the customer service professionals and the needs
have to be fulfilled. Moreover, in the gym each of the customers have unique requirements,
according to the fitness programs suitable for each of the customers. Thus, the needs of each
have to be fulfilled.
GUIDE THE CUSTOMERS WITH EXPERIENCED GYM INSTRUCTORS:
While the customers have different workout routines, the gym trainer have to be experienced to
understand the requirement of each of them, according to their requirements 2. If the needs of the
customers are fulfilled successfully, then the complaints of the customers are likely to reduce.
STAFF COMMUNICATION SKILLS:
2 Levesque, Nataly, and Harold Boeck. "Proximity Marketing as an Enabler of Mass
Customization and Personalization in a Customer Service Experience." In Managing Complexity,
pp. 405-420. Springer International Publishing, 2017.

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Staff communication skills are one of the most important criteria that every staff members
beginning form the senior to that of the juniors should all try to develop. Often communication
within the clients will be handled with compassion, care and empathy so that the clients do not
feel neglected. Their comments should be properly noted and their queries should be reverted
back professionally but softly and carefully so that they do not feel that their suggestions are
avoided. Proper listening skills, feedback skulls, speaking skills and others are very important to
ensure consumer satisfaction.
PRODUCT AND SERVICE KNOWLEDGE STAFF:
It should be ensured by each and every staff members that they develop an entire knowledge
about the products and services provided by the organisation. Failure to provide a good amount
of clarification to a client about the service of the product, make the client apprehensive thinking
that they are not supported enough with their query. Confusions and miscommunications among
the staffs regarding different services and products would be clarifies by the trainers in the
training sessions they should be provided with brochures containing information about the
services and products, it should be ensured by the managers that all the staffs develop through
knowledge of the services and products.
RESOLVING CUSTOMER COMPLAINTS TRAINING SERVICE:
Attending customers who are disappointed and are complaining about service of products is a
state of art in management hat every staff member should learn to handle. Aggression of a client
who have not received the right kind of service or products will always be normal. Therefore
handling such clients need sskill and experience. The skills and expertise sjould be developed by
the staffs who attend them and therefore they should participate in training. The training should

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be hiven by a trainer who is himself or herself has handled the posiyion for many years. The
trainors sjould discuss their own examples of lives and the various experiences they had in thir
professions so that the nes saffs can gain an insight anouthow to handle the situations with wit
and clarity.
2. Feedback to help measure customer satisfaction regarding customer service
Customer feedback is important because it helps the marketeers as well as the business
owners to gain an idea about how they are perceived by their clients and also how they can
improve their own business, products, services and overall customer experiences. It is important
as they help to improve a product or service. It provides the best way to measure customer
satisfaction. It also helps to give an actionable insight which helps in creation of the better
customer experience. It also helps in improvement of customer retention. It also delivers tangible
data which can be used to make better business decisions. It also helps to identify customer
advocates. As an example, a questionnaire is attached in the appendix. It is believed that such
procedure will help the managers to develop an idea about their present position among the
consumer’s choice list and how they can develop the negative areas into positive attractive
features to gain client’s trust.

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3. Procedures that outline the expectations of Reception/customer contact staff when
dealing with customers over the phone and also face to face
While dealing with the customers, the customer executive or the person at the reception
have to be careful enough to ensure that the customers are dealt with care. The expectations from
the customer contact staff include a courteous response while a query is forwarded to them3.
Moreover, the customer contact staff have to be experienced enough to deal with critical
situations. As given in the case study, one of the inexperienced staffs started crying while the
customers complained to her. Thus, lack of experience is not desirable. It is also expected that
even if the customer service professional is not able to solve all the problems, she should at least
assure the customers that their issues will be taken care. Thus, the efficiency and experience of
the customer care professional is desirable. Patience, prompt thinking, customer handling
abilities as well as clarity in communication are essential virtues that need to be possessed by the
customer contact staffs.
4. Key points to be covered in the training session
The training needs that have to be covered in the training session are as follows:
1. The training on the various types of the complaints that might come from the customers, along
with the ways to deal with those have to be trained.
2. The clarity in communication with the customers have to be given training on 4.
3 Lewis, Sarah. "An Online Customer Service Survey to Determine Current Levels of Customer
Satisfaction at a CrossFit Gym." (2013).

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3. The ways to deal with the issues of the customers with patients have to be trained on.
4. The training on handling the basic emergency in the gym as well as the basic first aid have to
be taught to the employees of the gym as well.
5. Meeting the legislative requirements
In order to ensure that all the legislations are met, it is essential that the gym gets a
complete detailed medications of the customers, before that are admitted to the gym. The
detailed medical report have to be analysed by experienced gym trainers, to ensure that the
chosen gym regime is best suited for the person. An informed consent form has to be filled by
the customers, such that the customers cannot charge the management of the gym in case of any
dispute5. The training environments where the customers are trained have to follow the basic
safety requirements, such that accidents due to negligence do not occur in the gym. The gym
needs to ensure that the trainer is qualified enough to work efficiently and train the customers
efficiently6. The physical conditions of the customers have to be checked every day before their
4 Ng, Sylvia, Carolin Plewa, and Jillian C. Sweeney. "Customer engagement with a service
offering." Customer Engagement: Contemporary Issues and Challenges (2015): 193.
5 Llosa, Sylvie. "Session Number; 5.9: Customer Experience." In The Customer is NOT Always
Right? Marketing Orientations in a Dynamic Business World: Proceedings of the 2011 World
Marketing Congress, vol. 8, p. 373. Springer, 2017.
6 Torres, Edwin N., Xiaoxiao Fu, and Xinran Lehto. "Examining key drivers of customer delight
in a hotel experience: A cross-cultural perspective." International Journal of Hospitality
Management 36 (2014): 255-262.

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training starts. This would ensure that the legislative requirements of the gym are met
successfully. The gym should clearly follow the important laws like WHS which will ensure that
all the staff performs activities within the guidelines of the work health and safety. Privacy law is
to be maintained by staffs where they cannot disclose any information of a client to one another
as that would lead to breach in confidentiality. Moreover anti discrimination law should also be
maintained where the staffs should never discriminate between the client regarding class,
ethnicity, gender and socioeconomic classes. If all the legislations are followed by the gum and
the staffs, they can be ensured of not getting entangles into any legal conflicts with any parties.
Recommendations:
1. Have regular staff meetings to keep everyone informed. Staff meetings allow people to share
information with everyone, face-to-face.
2. Properly analyse the customer feedback forms in order to research the negative feedbacks.
Initiatives should be taken to work on them and make the situations better.
3. Slot allotment should be done such that no situations arise where he seniors are entirely absent
from the work floor. Allocation should be such that a senior staff s always on the ground with the
juniors to handle adverse situations.
4. Monthly trainings should be conducted so that new issues which come up every month can be
discussed and the juniors get properly trained accordingly.

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Conclusion
Thus, the service areas that needs to be focussed are highlighted in this assignment, along
with fulfilling the legislative needs of the gym. The expectations of the customer executive staffs
have been also presented, along with a questionnaire that collects feedback from the customers.
Appendix:
1. How well
are yours
problems
taken care by
the gym
personnel?
Strongly
satisfied
Satisfied Neutral Dissatisfied Strongly
dissatisfied
2. How helpful
are the gym
personnel?
Strongly
satisfied
Satisfied Neutral Dissatisfied Strongly
dissatisfied
3.Is any
improvement
in the
Strongly
recommended
Recommended Neutral Not
Recommended
Strongly not
Recommended

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customer
services
needed?
Are all your
queries and
issues
resolved?
Strongly
satisfied
Satisfied Neutral Dissatisfied Strongly
dissatisfied

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Bibliyography
Fottler, Myron D., and Tina Yeung. "5. Customer service." Handbook of Healthcare
Management (2015): 98.
Levesque, Nataly, and Harold Boeck. "Proximity Marketing as an Enabler of Mass
Customization and Personalization in a Customer Service Experience." In Managing Complexity,
pp. 405-420. Springer International Publishing, 2017.
Lewis, Sarah. "An Online Customer Service Survey to Determine Current Levels of Customer
Satisfaction at a CrossFit Gym." (2013).
Llosa, Sylvie. "Session Number; 5.9: Customer Experience." In The Customer is NOT Always
Right? Marketing Orientations in a Dynamic Business World: Proceedings of the 2011 World
Marketing Congress, vol. 8, p. 373. Springer, 2017.
Ng, Sylvia, Carolin Plewa, and Jillian C. Sweeney. "Customer engagement with a service
offering." Customer Engagement: Contemporary Issues and Challenges (2015): 193.
Torres, Edwin N., Xiaoxiao Fu, and Xinran Lehto. "Examining key drivers of customer delight
in a hotel experience: A cross-cultural perspective." International Journal of Hospitality
Management 36 (2014): 255-262.