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The Two Keys to a Great Customer Experience

Posted By Chris Stevenson, Monday, January 14, 2019
Climbing Gym Customer Experience

A few months ago, I was in Lisbon, Portugal, presenting to more than 1,000 club owners on membership sales. The presentation was about experiential sales and the concept of serving instead of selling. (This great concept will be a future blog topic.)

 

The event was held at the Epic Sana Hotel Lisboa. The hotel completely lived up to its name, delivering an absolutely unparalleled customer experience. I travel a ton, both personally and professionally, and this was by far one of the best hotel experiences I have ever had. The Epic Sana Hotel Lisboa nailed the two fundamental components to a great customer experience: A product or service that efficiently and effectively meets all of your needs, and a product or service that finds opportunities to surprise and delight.

 

Key #1: All of my needs were met efficiently and effectively. I arrived in the morning and my room was ready. Having flown on a redeye for over 14 hours, this was important to me. The reception staff was proactive about informing me of all of the amenities and things to do in the area. The few questions that I did have were answered by the first person with whom I interacted. There was no escalation, the person I spoke to was well-equipped and well-informed. (As a side note, one of the most common complaints from consumers is escalation – wherein a staffer needs the assistance of someone else in order to respond to an inquiry – so make sure you minimize that at your facility through your training program.) My room was cleaned every day as soon as I left it. There were complimentary waters in my room every day. The entire staff was bilingual, so I never had any issues communicating with anyone. Everything that one would expect from a hotel was in order, efficiently and effectively meeting all of my needs.

 

Key #2: The Epic Sana Hotel Lisboa also excelled at finding ways to surprise and delight me. There was literally a surprise and delight around every corner. The TV in my room said, “Welcome Mr. Stevenson,” when I arrived. The room was automated based on my behavior, so when I returned, the room automatically went back to the way I left it. The lights I wanted on, came on; the curtains I wanted open, opened; and the TV turned back on to the station that I left it on, at the volume I had set. The bartender comped me a few drinks over the course of my stay. The housekeeping staff turned down sheets every night and placed a piece of chocolate on the nightstand. To top it off, when I forgot my outlet converter, the hotel staff went and purchased it for me at no charge and delivered it to my room.

 

With all of the traveling that I do, this was one of the best experiences I have ever had at a hotel. All of my basic needs were not only met, they were exceeded, and I was consistently surprised and delighted. I had a great customer experience.

 

Take a few minutes right now and think about your facility. Are you hitting the two fundamental components of a great customer experience? Is it easy and welcoming for your customers to park, enter your facility, buy a membership, climb the way they want to, etc.? Are you doing things like recognizing birthdays and membership anniversaries, memorizing names, anticipating needs, and finding other creative ways to surprise and delight your customers on a regular basis? If not, start brainstorming how you can. If you believe you’re already nailing both of those fundamental keys, brainstorm how you can be even better. As the climbing industry continues to become even more competitive, a great customer experience becomes even more essential.

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer satisfaction  customer service  employee engagement  human resources  leadership  management  staff training 

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If Customer Experience Is Important, Why Aren’t We Good at It?

Posted By Chris Stevenson, Tuesday, December 18, 2018
Climbing Gym Customer Experience

The Customer Engagement Academy (CEA) recently released its Member Engagement in the Global Health and Fitness Industry Survey Report for 2018. It was full of great research and data, but there was one thing that stuck out to me. Based on the survey results, while a majority of clubs felt that member engagement is really important, not very many clubs felt that they were doing a good job at it. Given all of the parallels between the fitness industry and the indoor climbing world, I would venture to guess that some climbing facilities feel the same way. With the increase in the number of climbing facilities and competition, member experience is going to become a huge competitive advantage, if not the most important one. Create a great climbing experience, focusing on the entire customer journey, and you will win. Don’t, and you will lose.

 

So how do we do this? Let’s allow the data to guide us. According to the study, the top three reasons clubs felt they were falling short were lack of human resources, other priorities were taking precedence, and lack of understanding of what needs to be done. Let's break those three things down and talk about how we deal with those challenges.

 

1. Lack of human resources. The best way to deal with this is to simply make sure that all of your staff members, regardless of position, are trained on member engagement. If your entire team is armed with engagement skills, you will dramatically increase your resources. Any time we hire a new team member at Stevenson Fitness, we start the onboarding process with our company story and member experience training. We cover, in-depth, all strategies that enhance the member experience. This includes things like name recognition techniques, body language, luxury language, proper policy enforcement, warm welcomes, fond farewells, and more. We use a combination of lecture, videos, books, articles, power points, and role play to make sure nothing is missed. We also use quizzes to make sure that the information is retained.

 

2. Other priorities taking precedence. If clubs believe that engagement is essential, and the report says they do, you simply have to prioritize it. This isn’t always easy. We tend to let the technical duties of our roles as well as putting out fires get ahead of actively creating a great experience at all times. Members have to come first. The world stops when a member is present. Technical aspects of jobs take a backseat to opportunities for engagement. Communicate that consistently to your team, recognize when they do it well, and evaluate their performance on it. Create a customer-centric culture.

 

3. Lack of understanding of what needs to be done. This is perhaps the easiest challenge to conquer. Go to events like the CWA Summit every year. Attend experience, retention, and engagement-themed presentations. Find an event or two outside of the indoor climbing industry to learn creative approaches you can bring to your business and your industry. Listen to podcasts, read appropriate books, and subscribe to blogs. There are plenty of great resources to show you exactly what needs to be done. Utilize them!

 

Success comes when our behaviors match our priorities. Prioritize member engagement and establish behaviors that support it! Your members will notice, and it won’t take long for your business to see the benefits.

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer satisfaction  customer service  human resources  leadership  management  staff training 

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5 Programs Your Members Wish You'd Offer

Posted By Emma Walker, Monday, December 10, 2018
Climbing Gym Programming

Member engagement is critical in retaining customers, so it makes sense that climbing gyms offer a huge variety of programming to keep their members happy. Some of these programs are climbing-related, while others are focused on cross-training or building community. These five program types have had widespread success at climbing gyms across the country:

 

1. Gym-to-Crag Education

 

If members at Earth Treks Golden want a spot in one of the gym’s Sport Climbing Outside or Self-Rescue classes, they’d better sign up early – these multi-part clinics fill up fast. As more climbers begin venturing outside, educating them about the basics of crag safety (and etiquette) is increasingly important. After members complete a Lead Climbing 101 course (or have equivalent lead climbing and belaying experience), they’re ready to learn the basics from a qualified instructor in a safe environment. Bonus: Monthly members are offered a discount on their class fees.

 

2. Technical Instruction

 

As climbers become more proficient, they continue to need mentorship – and what better place to turn than their local gym, where many of them meet their partners? Bend Rock Gym offers Anchor Building 101 and 102 classes. These sessions are specifically tailored to the conditions climbers will encounter at nearby Smith Rock, but the gym notes that once climbers have learned to set up anchors on bolted climbs at Smith, they can apply that knowledge wherever they climb.

 

3. Speakers and Slideshows

 

Your members might have joined the climbing gym to move around, but if the topic is interesting enough, they’ll sit still for an hour or so. Just ask Eric Wickenheiser, Alaska Rock Gym’s Operations Manager. ARG often hosts local climbers to give talks to the tight-knit Anchorage climbing community on their latest adventures, and even did a live recording of the popular podcast The Firn Line with hometown hero Roman Dial. Events like this are fairly inexpensive to put on, and climbers will remember that your gym is supportive and in tune with the greater climbing community.

 

4. Fitness Beyond Yoga

 

Many gyms offer a variety of yoga classes these days, and at lots of facilities, those classes are packed every day of the week – it makes sense, since yoga is a great supplement to climbing. It follows that members jump at the opportunity to increase their fitness or cross-train in other ways, like Earth Treks’ Mountain Prep: Ski + Snowboard Class, its popular 30-minute “The Burn” and “Core Burn” classes, or Milwaukee-based Adventure Rock’s Olympic Lifting and Partner Yoga classes.

 

5. Adult Climbing Leagues

 

Tons of gyms offer coaching, climbing leagues, and comps for kids up to age 18, but for folks who don’t get into climbing until adulthood, it can be tough to learn the ropes without an experienced friend or mentor. Climbing teams for adults go beyond the two-hour Movement 101 classes many facilities offer and give newbie climbers a chance to meet climbing partners and build community. “It’s a group [members] really get into, and our coaches take the training seriously,” says Boston Rock Gym owner Chris O’Connell, whose members often climb together outside the league. “People love it.”

 

As you evaluate your own program lineup, use these examples to spark new ideas that can be implemented at your organization. The key to success is engaging your membership and customers with experiences that will delight and inspire them!

 

Emma Walker Head ShotAbout Emma Walker

Emma Walker is a freelance writer, editor, and an account manager with Golden, Colorado-based Bonfire Collective. Emma earned her M.S. in Outdoor and Environmental Education from Alaska Pacific University and has worked as an educator and guide at gyms, crags, and peaks around the American West.

 

Tags:  community development  customer experience  customer satisfaction  programming 

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Making Lemons Into Lemonade: A Step-by-Step Guide to Handling Mistakes in Your Organization

Posted By Chris Stevenson, Monday, November 5, 2018
Handle Organizational Mistakes

Mistakes will happen. Nobody is perfect. No matter how hard we try, and how well our companies operate, there will be a time when something goes wrong and we need to take steps to turn lemons into lemonade. And we’re not alone; even the best brands and the most efficient companies occasionally drop the ball. To maintain good standing with our customers, we need to take swift and specific action.

 

To give you an idea of what I’m talking about, I have two examples of customer service experiences I’ve had on recent business trips, one good, one bad.

 

I recently flew to Japan on… let’s call them Airline X. Upon my arrival to this foreign country, after an extremely long plane ride and faced with a major language barrier, I learned that Airline X had lost my luggage. I was to present (ironically on customer experience) in less than 24 hours, and I had no clothes or toiletries. When I called the airline, I was reassured that my luggage would be delivered the next day, that I would be reimbursed for any purchases I had to make, and that my frequent flyer account would be credited for the trip. Though it wasn’t a particularly pleasant experience on the phone, my expectations were set for the situation to be handled reasonably well.

 

In the end, my luggage came late and I was never sent the claims form for reimbursement. While I tried following up a few more times, I was stonewalled and eventually gave up. It seemed like the airline made it intentionally difficult for me to get reimbursed, and to top it off, they never credited my frequent flyer account with the flight miles. They set specific expectations for how the situation would be handled but did not meet those expectations, and then failed to be responsive or follow up. Airline X dropped the ball.

 

A few weeks after that, I flew Airline Y. I had a connection in Detroit and the connecting flight was late. I was bummed but I understood – delays happen. Airline Y, however, did a few things right away. They over-communicated the delay via text and email, keeping me up-to-date. They also apologized several times at the gate, making me feel like they truly understood the inconvenience and took it seriously. Finally, they brought out free beverages and snacks for all of the people who were disrupted by the delay. While a small gesture, it was thoughtful and appreciated. Airline Y did not drop the ball.

 

To keep customers happy, handling shortcomings effectively and efficiently is key. So when the unavoidable happens, there are a few keys to handling mishaps externally and internally.

 

When your company makes a mistake or fails to meet your customers' expectations, follow these steps to communicate with the customer:

  1. Sincerely apologize. Customers will feel heard and appreciated.
  2. Over-communicate. Keep customers in the loop as much as possible. Let them know why the shortcoming happened, what you are doing to remedy it, and what steps you will take to make sure it doesn’t happen again. Providing too much information is NEVER a mistake.
  3. Don't over promise. Make sure you fully deliver on whatever you intend to do to fix the situation. The worst you can do is to fall short on your action plan.

After dealing with the situation externally, you need to take a few steps internally. There is no worse experience for customers than having to deal with the same mistakes over and over again. Here are three things that we do at our facility when we fall short:

  1. Forgive ourselves. It is important to recognize the mistake, but it is unhealthy to dwell on it. Great organizations focus more on the present and the future than dwelling on the past.
  2. Talk through the situation. Look at it from the customer’s perspective. Figure out why it happened and how it happened. Brainstorm ways to prevent it from happening again.
  3. Implement new systems or procedures. Once you’ve collaborated with your team to brainstorm solutions, make a plan to implement them. Provide staff training to prevent the same mistake and similar mistakes from happening in the future.

When your company falls short, and it will happen even to the best of us, take action externally and internally. While no company is perfect, companies that handle mistakes well are healthier inside and out. The best way forward for yourself, your staff, and your customers is always to make lemons into lemonade!

 

Chris Stevenson Head Shot About Chris Stevenson

Chris Stevenson is the owner of Stevenson Fitness, a full-service health club in Oak Park, California. The club’s success is based on providing an unparalleled member experience, which centers on proper staffing, systematic operations, and world-class leadership. This success is reflected in the club’s Net Promoter Score, which is consistently in the high 80s (industry average is in the 40s). Chris is an international speaker who presents viable, applicable lectures that resonate with every audience.

 

Tags:  company culture  customer experience  customer satisfaction  customer service  staff training 

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