CSMKSmith

1EVOLVE HEALTH CENTER ◊ CUSTOMER SERVICE MANUAL
INTRODUCTION
Who We Are
Evolve Health Center is more than just a gym with treadmills, dumbbells, and group
exercise classes. We offer customizable membership plans to suit the schedules and needs of our
members. Our cardio equipment includes modern technologies; many of our membership plans
incorporate online fitness coaching by our certified personal trainers; and all of our memberships
include various levels of complimentary child-care services. We want our members and guests to
not only feel welcome and that we care about their wellbeing, but that we understand the
significance of a healthy and balanced life.
Our gym originated by offering fitness consulting services through online memberships.
However, one of the founding members had a vision to expand our services by entering the
fitness center industry. Evolve Health Center was established in September 2013 by a group of
colleagues interested in supporting others with creating and maintaining healthier lifestyles.
We operate our gym in Lakewood, Washington, providing a fitness center that is accessible to
the surrounding communities including Tacoma, University Place, DuPont, Steilacoom, and
military families stationed at Joint Base Lewis-McChord.
Mission
Evolve was founded with a basic goal in mind: to help others achieve their fitness
aspirations; whether it’s learning to eat in a beneficial way, lose weight, or train for a triathlon.
Our mission is to provide a personalized experience for all members and guests through our
knowledgeable associates, top-of-the-line fitness equipment, customized health-conscious meal
plans and membership benefits. Testimonials and success stories submitted by our members
motivate us to remain well-informed of the ever changing developments within the health and
fitness industry. We accomplish our objectives through helping our members and guests reach
their desired fitness potential.
Vision
We want to be acknowledged as the leading privately-owned fitness center in
Washington and ultimately the nation. Although our personal training staff members are certified
through the National Academy of Sports Medicine (NASM), we will ensure that all associates

are educated on the basic fundamentals of sports medicine by July 2015. It is imperative that our
members have access to progressive fitness and health information while utilizing our facility.
Recently, budget cuts in school systems have reduced the funding for physical activities
and sports. Now more than ever, our youth require positive and fun methods to living healthy
lifestyles. In June 2015, we will launch our exciting YouthFit™ program which includes youth-
centered wellness camps, aquatic activities and lessons, and youth sports leagues such as soccer,
tennis, basketball, and track. Our facility houses three separate multi-purpose, full-size basketball
gyms to ensure that youth sessions are regularly available throughout the day.
We are a small business competing against a world of franchise fitness and health
centers. Our members selected our facility out of the various franchise gyms and appointment-
only health centers for a reason: They recognize our commitment to our members, our passion
for assisting in the achievement of health and fitness goals, and our involvement with the health
of future generations. We strive to provide the best service and state-of-the-art equipment. Each
day, we are presented with opportunities to prove our loyalty to our members and guests, and
give them a million reasons to continue to evolve with us.
Our Service Culture
Our success is a result of our organizational culture. The definition of organizational
culture is defined as “shared assumptions and beliefs about the world and their place in it, the
nature of time and space, human nature, and human relationships (Schein, 1992). Some examples
of effective behaviors we strive to accomplish daily include: connecting with internal and
external customers, taking initiative, accepting responsibility, collaboration, remaining member-
focused, possessing a positive attitude, and constantly evolving.
Internal and External Customers
Every day we have a chance to change the lives of our members. Each department and
every employee of Evolve has an opportunity to show appreciation for our customers—both
internal and external. Internal or in-house customers are your co-workers, supervisors, managers,
and vendors. These customers are the essence of our company, and should be respected and
considered to be just as important as our external customers. External customers are your
members and guests—including their family and friends—and vendors as well. Outside
customers should feel as though they are part of our Evolve family, no matter how long they’ve

been with us, or where they happen to be in their health journey or business relationship with our
company.
Initiative
Initiative involves making the decision to take action that will better serve our members
and our company. This is can be something as minor as picking up litter around the property and
something as significant as bringing management’s attention to defective equipment or a need to
replace outdated technology. Here are some tips to influence initiative:
1. Know yourself and seek self-improvement
2. Understand your position and aspire methods to evolve
3. Be technically and deliberately proficient
4. Initiate appropriate actions in the absence of guidelines
5. Set the standard for others
6. Keep leaders informed
Responsibility
Excellent customer service is the obligation of everyone in the company. Each individual
possesses abilities to provide a solution to our members’ needs in various ways. Everyone has
assigned duties and daily expectations; however one of the most important concepts and
contributions to our success is that every individual is responsible for their choices, behaviors,
and actions. We are accountable for correcting mistakes even if the issue did not originally
involve us. Our members expect the best from us and we are responsible for bringing out the best
in ourselves.
Collaboration
Two heads are better than one. We are constantly seeking ways to make life easier for our
members, and having multiple perspectives helps generate diverse options for solutions. Once a
month, each employee spends one hour of a scheduled shift with a different department manager
to brainstorm methods to improve our customer service skills in relation to that specific
department, and the company as a whole. Learn these quotes and refer to them when you see the
opportunity to assist your internal and external customers:
“Teamwork makes the dream work”
“There is no ‘I’ in team; however there is a “Me”; and I am responsible for both.”

Member-Focused
We ultimately help people maintain healthy lifestyles, healthy bodies, and healthy hearts.
Think of our members and guests as the heart, and our fitness center as the body: without the
heart, there is no existence of the body. We need to take care of our members to ensure that they
can rely on Evolve to provide an environment that promotes wellness and balance in life; in other
words, without them there is no reason for Evolve to exist.
A member-concentrated approach does not equate to a focus on sales numbers. We must
listen to member suggestions and respond accordingly to their requests. While we do have
procedures and policies in place to protect our members, the company, and its employees; it is
imperative for us to understand that the phrase “it is not within our policy” does not resolve a
member’s concern. We have provided each employee with the authority to make proper and
innovative decisions to respond to the needs of our members.
Positivity
One positive thought in the morning can set the tone for the rest of your day, and
encourage those around you to be positive as well. We need to remain optimistic in order for our
members to understand that whether they have just started on the road to a healthier life, or
whether they are training for a marathon; a positive mind and body make the hard work seem
exciting and the journey more enjoyable.
Evolve
The health and fitness world is introduced to new diets, weight-loss supplements, and
exercise techniques almost daily. People are frequently seeking ways to better their lives and
overall wellbeing; however, sometimes they may assume that the latest health fad will give them
similar results. This unrealistic expectation can leave damaging effects on the body—physical,
mental, and emotional.
We have created the EVOLVE method, which is an acronym for:
Ethically Valuing Our Life’s Vitality Effectively
This statement means that we have respectable intentions for each member and guest; we
appreciate our body’s health and mind; and we challenge the ever-changing health and fitness
domain by offering a safe, knowledgeable, and beneficial place for people to improve their lives.
Evolve Credo
Service: We provide the highest level of service; we always strive for excellence.

Honor: We hold ourselves to the highest ethical standards; we are transparent and accountable in
what we say and do.
Appreciate: We recognize the dignity and worth of every individual; we treat people with
professionalism and compassion.
Diversity: We embrace all people within our community and our workplace.
EFFECTIVE PROBLEM SOLVING
Conflict Management
There are five different conflict management styles: accommodating, avoiding,
collaborating, compromising, and forcing. Accommodating style users surrenders to the other
party’s demands in order to settle conflict. Avoiding conflict style users simply ignore the
disagreement and prefer to not deal with it. Collaborating conflict style users seek win-win
solutions to conflicts by cooperating with other parties. Compromising conflict style users
resolve disputes through win-lose situations; understanding that to win they must also lose
something they demand. Forcing conflict management style users are aggressive in settling
disagreements.
Conflict will arise and knowing how to properly respond to the disputes is an important
function in providing excellent customer service. Disagreements should not be a negative aspect
of business; however, they should be used as a method to motivate change and to allow others to
view a different perspective. The conflict management style that ensures that all parties are
working together toward a realistic resolution is to collaborate with those involved. Some
guidelines to help you remember how to effectively resolve conflict are below:
 Discuss the conflict immediately. Postponing the situation may cause escalation and can
affect performance.
 Carefully consider your business environment and move the conversation to a private
area that is away from members and the flow of business
 Listen twice as much as you speak. Two of the most important points in communicating
your way through a dispute are: defend your opinion with clarity; and listen the other
person that is speaking, without interrupting them. Doing this allows everyone involved
to completely understand the reason for the discord and to work as a team on a resolution.

 Talk to each other; not about each other. Maintain a healthy business relationship by not
merging work business with personal business. Do not let the way you feel about
someone or how you perceive them, to be the basis for conflict.
 If the issue involves a group, schedule a time that works for everyone to voice their
position on the matter. Do not take sides; however, do respect everyone’s point of view
and reasonable ideas for an outcome.
 Agree to disagree and move forward. Use the conflict and the resolution as learning tools
for future concerns.
Also, the LEAP method is a guide for how to handle conflict.
LEAP: Listen Empathize Apologize Paraphrase
Listen
 Allow the member (or internal/external customer) to express their concern
 Ask the member(or internal/external customer) to tell you how they would like to solve
the problem
 Listen and read between the lines
Empathize
 You don’t have to agree with what the other person is feeling, however you should try to
understand
 Focus on solutions to the problem, not on how the member(or internal/external customer)
is talking to you or answering your questions
 Don’t take the attack personal
 Analyze the situation and ask yourself what the other person is really asking for
Apologize
 A sincere apology is one that is says more than “I’m sorry”
Paraphrase
 Repeat what the other person has told you, using your own words and comprehension
 Ask questions to receive clarity about what the problem is
Dealing with Diversity
When we hear the word diversity, we often think of a blend of people from different parts
of the world. The definition of diversity can be different depending on your source for the

information. The Merriam-Webster dictionary defines the word as: the state of having people
who are different races or who have different cultures in a group or organization. Here at
EVOLVE, we define diversity as: “Acceptance of all groups and individuals.” We are all
different in many ways and identify with various demographics based on our personal
preferences. We are however, all striving for the same ultimate goal: health and wellness.
It is essential to understand that because we are all different, we have different terms of
what is acceptable and what can be considered as offensive mannerisms. Read and educate
yourself on the images below, and additional research, to avoid upsetting a member, guest,
internal or external customer. If someone explains to you that their perception of the gesture is
unpleasant, apologize and educate others around you— in the company and in your personal life
the meaning to a different culture. (Please excuse any offensive language;however,remember these gestures
can insult othersand we want to avoid destroying relationships.)
www.PimsleurApproach.com

Conde Nast Traveler Magazine April 2008

Handling Difficult Situations
Difficult situations occur often, and as mentioned before in the section for Conflict
Management, it is imperative to the business relationship to understand and practice a proper
response and reaction. Difficult customers can be perceived as irritating, challenging,
pessimistic, or hostile people. Here are also other descriptors and some strategies for dealing
with difficult customers:
 Demanding
- Professionalism and respect are characteristics that should always be used when
handling demanding customers. Remember you are dealing with someone who is
a part of Evolve in some way and they are a human being, just like you. Be
assertive and focus on resolving the situation by explaining to the other party
what you can do for them. Accept their suggestions for solutions; however, do so
with confidence and inform the other person that this is a mutually agreeable
decision for this specific instance.
 Indecisive or lacking knowledge about our products and services
- Patience helps these customers realize that you are willing to listen and care about
them and their business relationship with our company. While waiting for these
customers, you may want to ask open-ended questions, recommend different
options, and lead them to a decision based on their answers to your questions.
 Talkative
- Be pleasant and ask specific questions to bring the conversation back to the
intended topic. Also ask closed-end questions to regain control of the discussion.
End the interaction by informing the customer that you have taken enough of their
time you are willing to help again when needed.
 Have a disability
- Be patient and ask what you can help with (offering assistance before knowing
what they actually need, can be perceived as offensive)
 Elderly and needing extra assistance
- Again, be patient and ask what you can help with (offering assistance before
knowing what they actually need, can be perceived as offensive)

 Inconsiderate of others
- Be patiently professional and avoid vindictive behavior
 Complaining about our products or services
- Use the LEAP method from page 6. Remain positive and open to hear about their
concerns. Verify information by paraphrasing and asking additional questions to
ensure clarity. Take action to correct the issue and follow up with the customer.
 Speak English as a second language (Customer Service Skills for Success)
- Be patient and use your resources within the company to be aware of someone
that can translate for you and the member
Service Recovery
We work hard to assure our members that we have their best interest and health benefits
in mind; however, sometimes we will make mistakes and are unsuccessful in effectively meeting
our members’ expectations. This is what we call a service breakdown; and while we do our best
to prevent these instances, they will happen. The steps and information below will help you
understand how to recover from a service breakdown.
1. Be an active listener
- Some issues may not necessarily require corrective action; customers sometimes
people just want someone to hear about their problem; however, make note of the
cause to be proactive
2. Understand the customers’ perspective and the cause for the discontent
- Something trivial to you may be important to them
3. Collaborate with the member to come to an agreeable resolution
- A different outlook can improve service for other customers
4. Sincerely apologize
- Take ownership of the issue
5. Thank the member for communicating their concern
- Make them feel as they are a part of Evolve
6. Follow up with the member
- Reassure the member that their issue has been resolved
7. Inform management of recurring similar issues

COMMUNICATION
Communication Strategy
 Be honest
- If you make a mistake, own the mistake. Take your members’ wellbeing into account and
remember that honesty helps build relationships.
 Response time
- Our members will have plenty of questions and request important information from you.
Your response time to their inquiries should be prompt
 Be prepared to answer questions correctly or guide members to the correct information
- Our members trust our knowledge and expertise. We should be prepared to provide them
with current information that is beneficial to their health journey and never respond with
partial or incorrect information. If you do not know the correct answer, introduce the
member to an employee that does, and take this as an opportunity to learn something
new.
 Get to know your members’ preferences
- Members will respond effectively when their preferred method of communication is used.
Determine their favored communication channel—email, text, phone, or in-person; and
be consistent with their chosen mode unless otherwise instructed
 Educate members
- Do not focus on selling to members. Concentrate more on their needs and accentuate
what service we offer that can solve their problems. When you are introducing our
amenities and website, be sure to explain and demonstrate features to anticipate any
future questions.
 Say no without saying no
- You will have to inform members and guests that there may be amenities that we do not
offer; however, being familiar with the health and fitness industry allows you to
recommend services and/or pieces of equipment that meet their needs and we have right
here at Evolve. Also, offer to provide them with research to prove the comparison.
 Ask for Feedback
- Ask questions that are positively phrased and encourage the member to provide you with
additional information.

It Is What You Say and How You Say It
Communicating effectively includes proper and acceptable verbiage. Below you will find
words and phrases that help express your willingness and ability to help customers. Also there
are phrases and words that can hinder our members trust in our enthusiasm to assist.
Words and phrases to avoid
Our policy prevents… In my opinion…
The word but… The word problem
That’s not my job… Do you understand?
I don’t know… The word no
I can’t/ we can’t… Global terms (always,never, nobody)
You’re mistaken… Profanity or vulgarity
You’ll have to… Are you aware?
I never said… Listen to me…
Guys/ Gals My mistake/ My bad
Words and phrases that add value to business relationships
Please. Thank you.
I can or will… How may I help?
Have you considered? I understand how you feel…
I appreciate… I was wrong
I apologize for… Let me help you with…
You’re right Use of members’ name
Often,many times, some (instead of global terms) What do you think?
May I? However,and,or yet (instead of but)
It’s my (our) fault Situation,issue,concern (instead of problem)
Effectively communicating with members also requires us to be confident in the message
we are delivering.
“Effective communication is 20% what you know and 80% how you feel about what you know.”
-Jim Rohn

Evolving Through Technology
In the world of modern tools, smart phones, and social media, customers demand to have
24/7 access to their favorite businesses. Information technology has transformed the customer
service business—more specifically the health and fitness industry—drastically over the past ten
years. Many large franchise gyms have computers to check in members and occasionally have a
real person at the desk to greet patrons. Some gyms only allow for automated payments from
memberships—this is known as EFT (Electronic Funds Transfer)—and the gyms withdraw the
membership fees from their members’ bank account on a monthly basis. Some even have contact
centers in completely different states to respond to phone calls and emails from members.
We choose to still have a smiling face to greet anyone entering our building; a cheerful
voice answering our phones; prompt and personalized responses to inquiries made via email or
social media; and a variety of accepted payment options.
Members and guests like to help themselves by doing research before making a decision
to join EVOLVE, purchasing health supplements or trying out a new exercise regimen. We
recognize the importance of maintaining up-to-date social media accounts, responding timely
through email, and offering various means of communicating with the staff members. Here are
descriptions of how we integrate technology into communicating with and assisting our members
and guests:
Telephone
Our phones are multi-line systems and can be answered from any location in the facility. Calls
are answered within three rings. This helps to relieve the front desk of having to greet our
members both face-to-face and over the phone simultaneously. Our members appreciate our
focus on their needs and this demonstrates our esteem for excellent service.
E-mail
When a member or guests initially contacts Evolve, they have the option to receive
informational emails regarding our promotions, new class offerings, special events, new staff
introductions, current staff interviews, and almost anything they would like to know at any given
time. However, for security purposes we cannot provide personal or billing information through
e-mail. Please inform members that their complete membership profile can be accessed through
their account on our website and our EVOLVE app.

Social Media
We have a dedicated team of personnel members that monitor our Facebook, Instagram,
and Twitter accounts, as well as our company website. We are only open for business on-site at
designated times; however our social media accounts and website are accessible worldwide 24/7
and these represent Evolve and its family. We also use these channels to keep our followers
informed of our promotions, new class offerings, special events, new staff introductions, current
staff interviews, and any inquiries. However, for security purposes we cannot provide personal or
billing information through social media. Please inform members that their complete
membership profile can be accessed through their account on our website and our EVOLVE app.
EVOLVE App (lication) for Apple and Android
We launched our EVOLVE app in July 2012, and we are constantly developing new
features to add value to the technological experience. Any member with a membership profile in
our system can access their membership card, billing and payment information, and class
schedules through the app.
Tips to remember when communicating through social media and email:
 Remember you are the voice of EVOLVE and remain professional at all times
 Avoid technical or legal language
 DO NOT TYPE IN ALL CAPS; this sends a message in a forceful tone
 Do not provide any billing, private, or personal information about our members, or
yourself
 If a member has questions about how to use Evolve technology, guide them through the
steps and offer to have someone on-site demonstrate the steps as well
Creating Customer Loyalty
A loyal business relationship is built on trust. Our members trust that we care about them
as an individual. They understand that we will respond to their expectations with the most
innovative concepts and knowledgeable employees. In order for our members to continue to
believe in us, we need seek ways to earn and keep their trust.
We do this through getting to know our members on a personal level they are
comfortable with. We have over 2,000 active members and it may not seem easy getting to know
each and every one of them. However, we put forth an effort to ask questions about our members
and their families or careers or interests to establish rapport with them.

We give them more than they expected, through small gestures: if you notice that their
cell-phone arm band was giving them trouble during their visit with us, tell them about the best
one on the market; or if you’re walking out of the facility at the same time as another person, ask
permission to make sure they get into their vehicle safely.
Under promise, over deliver. Avoid making commitments you may have trouble keeping.
Only promise what you know for certain, you can provide. Life happens and sometimes hinders
our good intentions to offer excellent service. Example: If you promise a member that on their
next visit you will bring them your “Clean eating for two” recipe book and after you search your
entire house for it, you remember that you let your friend borrow it last year and she let her sister
in another state borrow it; the member may feel as though you were leading them on, or were flat
out being fake for the sake of their business with us. However, if you know what day the
member will be in next (after you’ve asked them), and know that you saw the book on sale at
Target, ask your manager if there are available funds in the budget to do something special for a
member. If the excess funds are available, purchase the book and have staff members sign hand-
written notes congratulating the member on her pregnancy and offering their assistance in the
future. Just think about how surprised and significant the member will feel.
Treat your members like your family, because they are. Be kind, patient, respectful, a
good listener, helpful, knowledgeable, and fun.
Ready to Evolve?
Please use this manual as a tool to guide you throughout your business journey with us. If
you have questions, concerns, or ideas; communicate with your team members and management
so we can work together to develop new methods to help improve the lives of others through
fitness and health of the mind and body.

References
Conde Nast Traveler's Magazine. (2008, April). Conde Nast Traveler's Magazine, 43(4), 114.
Donovan, C. (2002, July). fema.gov. Retrieved from
http://www.usfa.fema.gov/pdf/efop/efo34088.pdf
Lucas, R. W. (2009). Customer service: Skills for success (4th ed.). Boston: McGraw-Hill.
Merriam-Webster. (n.d.). Diversity - Definition and More from the Free Merriam-Webster
Dictionary. Retrieved from http://www.merriam-webster.com/dictionary/diversity
Morrow, P. (2002, August 2). 8 Keys to Creating a Customer Service Culture. Retrieved from
http://www.inc.com/welcome.html?destination=http://www.inc.com/articles/2000/08/20
028.html
Pimsleur Approach. (2011, October 24). Top 7 Common American Hand Gestures That Can Get
You in Trouble Abroad [Infographic]. Retrieved from
http://www.pimsleurapproach.com/blog/language-learning/the-hand-jive-hand-gestures-
infographic
Ramey, K. (2013, December 4). 5 Ways IT Can Improve Customer Service | Use of
Technology. Retrieved from http://www.useoftechnology.com/5-ways-improve-
customer-service/
Roth, C. (n.d.). 100+ Ways to Create Customer Loyalty in Business | Business Unplugged |
Carol Roth. Retrieved from http://www.carolroth.com/blog/100-ways-to-create-
customer-loyalty-in-business/
Schein, E. (1992). Organizational Culture and Leadership. San Franciso, CA: Jossey-Bass.
Smith, K. (2014). On the Go: Door to Door Sales Manual.
Smith, K. (2014). Personal Change Model, Spring 2014.

CSMKSmith

Recommended

Recommended

More Related Content

Similar to CSMKSmith

Similar to CSMKSmith (20)

CSMKSmith