Think about your most recent experience paying for a service, such as hiring a tradesperson to conduct repairs, visiting a doctor, ordering food at a restaurant, or taking your car to a mechanic. In each case, you had certain expectations about how the service would be provided, and these expectations define the service standard.
When providing a service to clients through your business, it is essential to establish service standards that specify what, when, and how you deliver your service to your clients. These standards encompass factors such as accuracy, transparency, friendless and efficiency and apply to both you and your clients. They are commonly referred to as service standards and can be tailored to meet the unique needs of individual clients.
Let’s look into each of these.
Accuracy
Accuracy in service standards means providing correct information and resolving client issues accurately. This includes ensuring that the information provided to your client is up-to-date, relevant, and reliable. Accurate service standards helps to build trust and credibility with your clients, as they can rely on the information provided to them.
Consider the following:
- Is the expectation of the service what is actually provided?
- Could your clients potentially misunderstand or misinterpret the advertised message?
- Are you communicating accurate information to your clients?
Transparency
This service standard refers to being open and honest with your clients about products, services, and policies. This includes being clear and upfront about pricing, terms and conditions, and any other relevant information. A transparent service helps to build trust and fosters a positive client experience.
Consider a situation where you are a personal trainer and you quote a price to a client for a training programme, which they agree to. However, during the training sessions, you realise that you need to extend the programme, resulting in a higher overall cost than you initially communicated to the client. This unexpected increase in cost could negatively impact your client’s experience and damage the client's perception of you and possibly the fitness industry as a whole.
Always be honest and transparent with your clients by explaining your actions or words. If you don't know the answer to a question, it's better to admit it rather than making up an answer. Filling the gap with a quick response can be easily identified and doesn't typically leave a good impression on the person you're speaking to. Instead, promise to research and provide the answer later to maintain trust and credibility with your client.
Friendliness
This means treating clients with kindness, respect, and empathy. This includes using a friendly tone, actively listening to your clients, and showing genuine interest in helping them. A friendly service helps build a strong relationships with your client that can lead to obtaining their loyalty.
Though a good first impression is important, it is also a matter of maintaining this initial impression.
In every dealing you have with clients, it is important to remember they have a minimum expectation in relation to conduct, as you would when you are dealing with others.
The following are some helpful tips of basic, yet critical applications that should be implemented when providing good service standards.
Smile
smiles cost nothing however they have a huge impact on how others see you. When you smile, you instantly become more approachable and open, which is exactly how you want to be perceived by others. Plus, it just feels good to spread a little bit of positivity and happiness wherever you go! So, don't hold back those pearly whites - let them shine and see how they can transform your interactions with others.
Body language
When it comes to body language, it's best to avoid stances that can be seen as defensive or negative, like crossing your arms, frowning, pointing your finger, or making rapid movements. These types of body language can make you appear closed off and unapproachable, which is definitely not the vibe you want to give off to your clients. Remember, body language can speak louder than words, so make sure you're sending the right message and creating a positive atmosphere for everyone around you! Positive body language examples can include smiling, maintaining eye contact, having an open posture, nodding to show understanding, and mirroring the body language of the person you're communicating with.
Choice of wording
Level up your customer service game with just a few simple tweaks! When it comes to being friendly, one key element is using clean, clear, and concise wording. This means choosing your words carefully and avoiding confusing or convoluted language. By doing so, you can ensure that your message is easily understood and that your customers feel valued and heard. By refining your language skills, you can take your customer service to the next level!
Empathy and understanding
This means taking the time to see things from your client's perspective and avoiding the urge to force your own opinions on them. By showing empathy and understanding, you can create a safe and supportive environment where your clients feel heard and respected. Work on building those empathy muscles to show your clients that you truly care!
Positive language
Using positive language means framing your message in a way that emphasises solutions and possibilities rather than problems and limitations. By doing so, you can create a more optimistic and uplifting experience for your clients, which can go a long way in building strong and lasting relationships. Positive language creates a brighter, more fulfilling customer service experience.
Patience
It's inevitable that at times your clients may feel frustrated with their life outside of training or even with the programme you have created for them. This can sometimes even result in them venting out their frustration on you, but it's important to remember not to take it personally. It's crucial to adopt a thick skin and maintain a high level of customer service in these situations, working together with the client to find a resolution. So, take a deep breath, keep your cool, and tackle this challenge head-on.
Effective listening
This involves paying full attention to the customer, focusing on their needs and concerns, and responding appropriately. By actively listening to customers, you can better understand client’s issues and provide more effective solutions. Effective listening also includes asking clarifying questions, summarising the customer's concerns, and empathising with their situation. When you demonstrate effective listening skills, you can build stronger relationships with your clients, enhance their satisfaction, and promote loyalty to your business/service.
Time management
It can be tricky to juggle all the aspects of a personal training role. For example, you may need to manage your time when getting equipment ready, getting to the venue on time, juggling traffic, being on top of administrative work, making calls to clients when you said you would etc,
Effective time management includes creating schedules that allow for adequate preparation time before each session, managing time during sessions to ensure that clients receive the full benefit of their workout, and ensuring that sessions start and end on time. By managing time effectively, you can provide a more professional and reliable service that increases the likelihood of repeat business. Additionally, good time management skills can also reduce the risk of overworking, prevent burnout, and help maintain a healthy work-life balance.
Efficiency
Efficiency in customer service means providing timely and prompt service to your clients. This includes responding to inquiries and resolving issues in a timely manner. Efficient customer service helps to increase customer satisfaction and can improve overall business performance.
Failing to be efficient with your clients can negatively impact their impression of you and damage their trust.
The following includes examples of practical applications you can adopt when providing a service to your clients.
- Ensure all clients receive an appointment reminder the day before their training session.
- Conduct a follow up call with each new client within 24 hours of their first training session to gain feedback on their experience and if I can do anything differently.
- Follow up with clients by text or call when they miss a session to check in with them.
- Maintain an active Facebook page with at least 2 posts a week.
- Where a client has a personal challenge e.g., 10 km run, wish them luck and check in with how they did.
- Organise four social outings a year with my clients to foster engagement and group cohesion.
- Showcase the experiences and achievements of clients by running a client profile on them, with their permission. Plan to feature 1 client every 2 weeks.
- Share with your clients any useful information you have gained from attending industry educational sessions or workshops.
- Ensure to arrive to the training venue 10 minutes early and be set up in in time for your client to arrive so the session can begin.
- Allow an extra 10 minutes post session discuss with your client their experience and to seek feedback on the session delivery.
Developing service standards is crucial for any business, and your personal training business is no exception. Service standards are a set of guidelines that outline how you and your team will deliver services to your clients. These standards serve as a promise to your clients and can help establish a positive reputation for your business.
When developing service standards for your personal training business, consider the needs and expectations of your clients. What are they looking for in a personal trainer, and what do they expect from their training sessions? This could include factors such as promptness, communication, and professionalism. By identifying these needs and expectations, you can create service standards that align with your clients' goals and priorities.
It's also important to consider the values and mission of your business when developing service standards. What message do you want to convey to your clients, and how can your service standards reflect these values? For example, if your business values inclusivity and accessibility, you may want to create service standards that ensure all clients feel welcome and supported during their training sessions.
Once you have identified the needs and values of your clients and business, you can start developing specific service standards. These standards could cover a variety of areas, such as how you greet clients, how you communicate with them during training sessions, and how you handle any issues or concerns that may arise. Your service standards should be clear and concise.
By identifying the needs and values of your clients and business, and creating specific service standards that reflect these priorities, you can help set your business apart and establish a positive reputation in the industry.
REPs NZ has developed a Code of Ethical Practice which should be at the forefront of your daily working practices. You should keep this in mind along with your own minimum standards when developing the business standards you set for yourself.
Learning more about the REPs codes of ethical practice can be a game-changer for your career as an exercise professional. By understanding and implementing these codes in your daily working practices, you can set yourself apart as a trustworthy and reliable professional in the industry. Dive into it, explore its intricacies, and use it to guide your business standards and decision-making processes. With this knowledge at your fingertips, you'll be well-equipped to ensure you are maintaining a degree of professionalism and ethical behaviours that will help build a loyal client base who trusts and respects you.
