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Customer Service Plan "B": Finally Getting It Right!



Author: Bob Esquerre, MA, MES, NSCA-CPT, NASM-CPT, ACE-CES, Jolyn Esquerre
Length: 88 minutes
Published: 2011
Format: DVD

Product Code: 827008112791
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With a member attrition rate that often falls between 35-45 percent, an argument can be made that it is time for the health/fitness industry to stop talking a “good game,” throw out Plan “A,” and after almost three decades of failure, activate Plan “B.” Customer Service Plan “B”: Finally Getting It Right reviews the underlying components of Plan “B”—a strategic blueprint that is based on John McCarthy’s IHRSA 2007 Retention Guide, as well as input from The Harvard Business Review Advisory Council. The DVD also outlines 14 basic steps to achieving a great customer experience.

Among the topics covered:

• Member relationships/member experiences
• 14 steps to a great customer experience: #1—define the club’s brand
• #2—define the club’s value proposition
• #3—identify club members as business assets
• #4—create 4-tier programming infrastructure
• #5—identify & manage club employees as business assets
• #6—rewrite/update employee job descriptions to reflect CRM objectives
• #7—Recruit/train the hybrids & manage how they deliver the club’s value proposition