1. Lesson 3 – Customer care excellence
Professionalism for group trainers

2. Learning objectives By the end of the lesson you will be able to:
Describe the common characteristics of people/ individuals who provide excellent customer care
Describe the features of personal presentation that will make a positive impression on customers
Explain the importance of making a positive first impression on customers
Describe the attitude required when communicating with customers
Describe how to carry out routine customer care tasks in a way that shows consideration for customers
Explain the concept of professionalism

3. Learning objectives By the end of the lesson you will be able to:
Explain the importance of collaborative working in the delivery of an excellent customer experience
Identify ways that a group trainer can positively influence customer retention
Identify ways that a group trainer can build a rapport with customers
Explain the importance of the group trainers making themselves available and approachable to users, for example, being available prior to a class/session
Describe the differences between intrinsic and extrinsic motivators
Identify the personal values of group trainers that motivate others to participate in exercise

4. Experience of customer care
Paired activity
In pairs discuss personal experiences of good and bad customer care (if possible, the tutor should provide a good and bad example of his/her own).
Note – it doesn’t have to be within a health and fitness facility.
There should be a focus on:
What made the experience stand out for being positive/negative?
The speed of the response to the customer’s needs.
The efficiency of response to the customer’s needs.

5. Who delivers excellent customer care?
What individual characteristics and attitudes are required to provide excellent customer care?

6. Poor customer care Video clip
Watch the following video clip and identify as many examples of poor customer care as possible.
Note – tutor to stop the video at 4:16 to allow learners to complete their notes and for a group discussion.

7. Benefits of providing excellent customer care
Group activity
Discuss and list the benefits of providing excellent customer care for both an organisation and an employee (in relation to the role of a group trainer).

8. Benefits of providing excellent customer care
Customer loyalty – repeat business.
Increased sales and profit.
Fewer complaints.
Less money spent on customer acquisition.
Reduces staff absenteeism and turnover.
Improved employee relationships.
Increased opportunity to up-sell.

9. Teamwork
GOOD
BAD

10. Teamwork in customer care
What examples within the role of a group trainer relate to effective teamwork within customer care?

11. Teamwork in customer care
Examples within the role of a group trainer:
Referring a participant who wishes to gain more knowledge/ support in an area that a fellow fitness professional specialises in.
Supporting an instructor by ‘team teaching’ a group exercise class because of larger numbers than expected.
Asking reception staff to support a client with additional information on specialist products/services.

12. First impressions and building a rapport
You have a minimal amount of time to make a good first impression. Consider the following:
Eye contact.
Smiling with sincerity.
Being attentive, focused and listening.
Offering a pleasant, sincere greeting.
Introducing yourself by name.
Using the customer’s name – if known.
Acknowledging the customer even if he/she has to wait.
Finishing the transaction positively.

13. Building a rapport Role play – first impressions and rapport-building
Tutor splits the class into groups of three:
Participant 1 – client.
Participant 2 – group trainer.
Participant 3 – observer.
Tutor gives each group a scenario to ‘play out’ between participant 1 and 2, with the emphasis on first impressions and building a rapport.
Participant 3 observes and provides peer-to-peer feedback.

14. Group trainer responsibilities and going the extra mile
Minimum expectations
Going the extra mile
Supervision of participant’s during classes
Spending time with a participant after the class has finished to work on technique
Welcoming customers politely.
Ask customers how their day was
Providing guidance and support, where appropriate.
Asking customers how their session was and what could be changed to improve it
Responding positively to customers’ needs.
Carrying out research on behalf of a customer.
Maintaining the tidiness and cleanliness of the exercise environment
Remembering a customer’s name and wishing him/her a ‘happy birthday’.

15. Learning review Can you now:
Describe the common characteristics of people/ individuals who provide excellent customer care?
Describe the features of personal presentation that will make a positive impression on customers?
Explain the importance of making a positive first impression on customers?
Describe the attitude required when communicating with customers?
Describe how to carry out routine customer care tasks in a way that shows consideration for customers?
Explain the concept of professionalism?

16. Learning review Can you now:
Explain the importance of collaborative working in the delivery of an excellent customer experience?
Identify ways that a group trainer can positively influence customer retention?
Identify ways that a group trainer can build a rapport with customers?
Explain the importance of the group trainers making themselves available and approachable to users, for example, being available prior to a class/session?
Describe the differences between intrinsic and extrinsic motivators?
Identify the personal values of group trainers that motivate others to participate in exercise