Customer Service and Communication

A great deal of the client's first impressions of the business is influenced by the presentation of its staff. This does not just mean the uniform they wear but includes the attitude they present to customers. Service provided by someone who is enthusiastic, genuine and clearly loves their job will be far more memorable and rewarding than that received from someone who is just there to get paid.

Things to consider about your personal presentation include:

• Being appropriately dressed - This may mean wearing a corporate uniform or it may mean wearing neat and tidy exercise attire and a name badge. 

• Clean attire - Ensure you wash your uniform or work clothes regularly to avoid body odours and stains. 

• Having good personal hygiene - Clean hair, teeth and clothing are essential. Also, ensure you wear deodorant and be wary of your breath if you have eaten recently. Keep the use of perfume and colognes to a minimum.

• Smiling - A friendly smile makes you instantly more approachable, try to smile genuinely as a fake smile can be discerned. 

• Positive and approachable body language - If you are slouched, yawning, have your arms crossed or rolling your eyes a client may not be comfortable approaching you. Be aware of how your body language is communicating a silent message.

• Wear minimal make-up and jewellery - Make-up and accessories that are worn at work should be discreet, conservative and in keeping with the professional image of your workplace.

• Hair - Your workplace may have a policy regarding the maintenance of long hair. You may be required to tie it back.

To communicate effectively in a face-to-face setting consider the following points:

• Body language / Non-verbal communication - Sit or stand upright. Slouching makes you look sloppy and uninterested. Also, ensure you smile. Gesture or use props appropriately to highlight your message.

• Eye contact - Not looking someone in the eye can be interpreted as being evasive and insecure. Make eye contact but try not to stare, remember to blink and move your head every so often to break the contact momentarily.

• Use correct terminology - The use of slang words, nicknames or acronyms can be confusing to people outside the workplace or industry and can make you appear unprofessional. Always ensure the listener has understood any important directions or advice.

• Suitable language - It is important to use language suitable for the listener’s age, intelligence and experience. Be flexible to your audience. The way you explain something to a ten-year-old child will differ from how you speak to an educated adult.

• Correct grammar - Careless use of grammar can create a poor impression of both you and your business. Always make the effort to be accurate in grammar. For example, use “John and I” not “Me and John”.

• Clear sequence of thoughts and ideas - People will always have difficulty understanding your spoken message if your thoughts are confused and your words are jumbled. For example, this is how not to convey a message: “Maybe if you…ah…come back when the personal trainer is in…or…no, usually Thursday is a bad day…and Saturday is always busy…Friday morning is okay…and ring first to find out if he’s here.”  This example is much more appropriate: “Please ring to arrange an appointment with the personal trainer. Friday mornings are usually the best time. Thursdays and Saturdays can be quite busy." 

• Listen - Show respect for your audience by listening attentively. Do not talk too much, let them explain their concern or ask their question. Reflect on what they have said and then answer. Paraphrase if you require clarification. 

Non-verbal communication can be defined as the nonlinguistic transmission of information through aesthetic/artistic expression, physical/body language, signs and symbols.

Watch the following video for a better understanding of how non-verbal communication can be expressed effectively.

Effective telephone skills are essential to providing good customer service. They can also be one of the hardest skills to master as it is more difficult to communicate when you can't see the client face-to-face. People commonly get phone shy and stutter, mumble or talk very quickly when dealing with clients over the telephone. 

Some points to remember when handling phone calls include:

• Be prepared - Have a pen and paper for taking notes on hand. It is also suggested that you have message books, appointment schedulers and other vital information nearby to access if needed.

• Speak clearly - Use a pleasant tone and be aware of how fast you are talking.

• Smile - it comes through in your tone of voice.

• Answer the call promptly - Within 3 rings is the general rule.

• Use a greeting phrase that identifies you and your business - It is also recommended that you start with a salutation and finish with an offer of assistance, for example, "good morning/afternoon, Horizon Fitness, this is Bill, how can I help you?

• Putting people on hold - If you are extremely busy, with multiple calls, then you can put some callers on hold. However, always ask their permission first.

• Develop a rapport with the caller - Find out their name and use it during the conversation. Ask questions about their fitness needs and goals; this will help you to figure out what they are calling for and show your interest.

• Give them time to respond - If you ask a question allow some time for them to respond before moving on. This is especially important when asking people if they mind being put on hold, don't just say "do you mind holding?" then put them on hold before they have had a chance to say yes or no.

• Avoid lengthy delays and silent periods - If you need to look up information for someone or add information to their file, make sure you talk to them and let them know what you are doing. Don't just stop talking and leave them wondering what is going on. If you need to put someone on hold, don't leave them on hold for long periods of time, keep checking in to let them know why it is taking so long and that you haven't forgotten them.

When working as a fitness professional effective listening is a very important skill. Effective listening helps you to build strong relationships with your clients, take messages correctly, deal with enquiries, discover new information, and liaise with colleagues and supervisors.

The four key skills to remember when practising effective listening are:

1. Focus fully on the speaker.

2. Avoid interrupting.

3. Avoid seeming judgemental.

4. Show your interest.

View the following video provides more detail on each of these key points.

Business emails must always observe some basic rules of etiquette. Badly written email communication can be interpreted incorrectly and this may project a bad impression of the business and yourself as the author. 

• Always include a clear, direct subject line.

• Only use the 'reply all' function if absolutely necessary, often people are cc'd into a group email but don't need to get each reply. 

• Set up a professional email signature which incorporates your name, job title, contact information and the business logo.

• Use professional salutations, it's OK to use 'Hi' in emails as they are considered to be less formal than letters/reports, however, 'Dear' is also appropriate, especially if you are writing to an unfamiliar person. End your email communication with 'Regards' or even 'Kind Regards'.

• Use appropriate punctuation and correct spelling, use the automatic grammar and spellcheck features of your email program.

• Be cautious with humour. Not everyone will appreciate your jokes or sarcasm. 

• Don't type whole words in capital letters. It is the equivalent to shouting and indicates an aggressive tone.

• Proofread prior to sending. Is your message coherent? Are there any errors?  Have you attached any relevant documents?

This is usually a more formal or official form of communication. It may be the recording of data in official forms or preparing client records and histories. Written communication can be in numerous forms:

• Handwritten - Informal notes or completing pre-printed forms. Ensure your writing is legible, consider using block letters when completing forms. Always use a black or dark blue pen.

• Typed and printed - Letters, reports, memos, certificates. Ensure your spelling, grammar and layout is correct and appropriate.

• Data Entry - Inputting information into a database. This will probably be used when setting up client records and then updating details after sessions/treatments or as part of progression monitoring.

Fitness Australia has put together a Business Principles and Guidance document which includes ten principles that promote good business practice and inturn quality service. These principles are:

1. Deliver health and exercise services with due care and skill.

2. Ensure, so far as reasonably practical, the safety of customers.

3. Take reasonable care to ensure the suitability of advice.

4. Pay due regard to the information needs of customers, and potential customers, and communicate to them in a way that is clear, fair and not misleading.

5. Treat customers fairly.

6. Aim to resolve customer disputes quickly and fairly.

7. Ensure that proper records are kept and respect the privacy of customers.

8. Ensure, so far as reasonably practical, the provision of safe, clean and comfortable physical environment for clients and staff, paying due regard to health and safety requirements.

9. Stive to operate an effective and sustainable business.

10. Aim to establish a quality improvement culture.

For more information about each of these principles refer to the document as per the link above.

When planning a client's fitness program and suggesting activities, products and services you must be aware of their physical limitations and be aware of their preferences/needs and provide appropriate solutions.

For example:

• An elderly client who has mild arthritis and is not particularly active. Water aerobics, tai chi, or low-intensity cardio may suit.

• An adult who joins the gym with the goal of learning to swim may not appreciate being placed in a class with typical swim students (often young children). Providing the option of private lessons would be much more appropriate until they feel confident enough to swim independently.