If you ever traveled to a foreign country you probably have experienced not being able to communicate the same way you are used to doing at home. The simplest task, like buying gum, turns into a humorous exchange of pointing and nodding your head one way or the other. It can be an extremely frustrating experience. You so desire to have a friend that will be able to help you get acquainted with the lingo and once you hear it a few times it starts to get easier.
It is much the same with a new member deciding to travel to your club and walk through those scary doors of yours into a new and different world. We need to identify this situation and train our staff to speak as an interpretor in this land. By providing an environment where the new member is able to learn the "language" at a comfortable pace, we in effect help them to become comfortable and realize that it is a place they should visit often.
We can all succeed in this goal, by informing our staff of this issue and teaching them to realize and pay attention to the words they use. Sending a member to the fitness floor, or telling them to meet you at the Smith Rack will accomplish more harm then good. Teach them to use common terms, like meet me at the water fountain.
This easy to implement skill will easily have a positive effect in your retention.
Tom
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1 comment:
I've experienced this from the member side. I think it even goes further to include ongoing understandable conversations with members that make them increasingly comfortable with the club. I see all too many club members who use their club membership to the minimum due to their discomfort with not understanding what's there, how to use it, or even what to ask club personnel (especially among men). Member loyalty should increase geometrically with increased comfort and knowledge. So should the amount they are willing to pay the club for services.
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