FLS Enhanced Article

Building Customer Loyalty

By: World Instructor Training Schools (W.I.T.S.)

This information is from World Instructor Training Schools' continuing education course:
Developing Relationships: The Key to Success
. See the full course for additional information on Customer Relationships.
Click Here for more information on this course.

This article covers two topics related to Developing Customer Relationships: Building Loyalty through Ethics, and Delivering High Quality Services. This enhanced article combines "notes" with "instructional video" to learn the information. To review the information for each section, click the video, and then review the notes as the instructor speaks.

Building Loyalty through Ethics

Click the Video to Begin

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    Your own ethical behavior can make or break your reputation.
  2. Ethics refers to individual and group decisions regarding what is right or wrong behavior.
  3. When you act ethically, it builds customer loyalty to your products and services.
  4. Where ethical issues can arise:
    1. Product: Verify the safety or performance of what is promised.
    2. Price: Be honest when determining price. Do not set prices based solely on what your client is willing to pay.
    3. Promotion: Do not encourage clients to purchase more than they need or can afford.
    4. Placement: Have the product or services available as promised.

Click the Video to Begin

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    Ethic values that should be practiced:
    1. Honesty: Be truthful and forthright in dealing with clients.
    2. Responsibility: Take responsibility for your behaviors.
    3. Fairness: Balance the needs of your client with your own business needs.
    4. Respect: Treat everyone with dignity.
    5. Openness: Create transparency with your business.
    6. Citizenship: Give back to your community and be a good corporate citizen.

Delivering High Quality Services

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    Creating quality.
    1. Get to know your clients-not just the information gathered during their fitness assessments. Get to know them as a person.
    2. Listen to your clients. You have two ears and one mouth! Understand what they are feeling and needing to help you create the experience they desire and provide the best service.
    3. Empathize with your clients. Don't judge or try to fix everything. Sometimes people just want to be listened to and understood.
    4. Make every session memorable.

Submitted: September, 2015
By: June Chewning
Fitness Learning Systems
513 367-1251