And rude customer service equals lost profits.
Well off to the gym in a few minutes. Not really a New Year’s resolution but something that I need to get back on track with for all the health benefits.
Actually, I am looking forward to it. Joined a new gym that is like a super-charged playground of shiny work-out equipment, classes, health bar, spa…the list goes on.
I more or less stumbled decided on the new gym, spur of the moment, through an experience I had with the previous gym. Really not much of a story, but from a marketing perspective and customer loyalty lesson, it was for me.
I belonged to 24-hour Fitness for one year and a day. Went the other night to find out my membership had expired. Had no clue, no communications from the company had gone out, no special reminders, offers…nothing. So I show up, card in hand and ready to de-stress.
“Wait! Your membership is expired you can’t go in”.
“When did that happen”, I asked.
“Last month” (one day ago) was the curt reply.
“Oh, I never got anything in the mail, email…”
“we don’t send anything”.
Was a bit taken back, but figured I could get a quick complimentary workout and deal with the process again later.
Interesting enough and to my surprise, the person upfront took my card and proceed to cut it in half. “Sorry, your already in the system and you can’t have a complimentary workout, you’ll need to get a new card.”
I was really surprised and insulted. Any loyalty I had with this gym, was gone for good and so was I.
Customer loyalty equals value.
Not only in word of mouth but ongoing revenue. I am actually paying more money at the new gym, but it is worth it if the customer experience is good. Great is even better.
So far so enjoyable.
