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  • Amanda Paterson

Customers Pay More For Good Experiences


55% of consumers are willing to pay more for a guaranteed good experience (according to ThinkJar).

Put yourself in the shoes of your customer. What is the experience you provide like for them?

Let's pretend you own a gym. When was the last time you went to a competitor's gym and paid attention to your overall experience there?

 

Even more importantly.... when was the last time you booked a class at YOUR gym and paid EXTRA SPECIAL CLOSE ATTENTION to your overall experience?

 

Let's do a Journey Map exercise together. Let's visit your COMPETITOR'S GYM. Don't pretend to do it. Get off your butt, and go to your competitor's gym.

STEP ONE: BEFORE VISITING THE GYM

Let's pretend you decided 'enough-is-enough-I-need-to-get-fit', and you want to try out a yoga class at ABC Gym. You're a bit overweight, shy about working out in front of others, but are ready to bite the bullet and give it a go.

  • Consider - think about what happened right before you decided you needed to book a workout class. How were you feeling? What were you doing that day? How did you decide on what yoga studio/gym to try first? Write down your findings.

  • You made the decision to book a class. What's the first thing you do? Write it down.

  • How are you feeling during the research/booking process? If you got annoyed during the process, write down what exactly set you off. If you smiled because it was so easy - what made it easy?

  • Your booked class time is approaching and you're on your way to the gym.

  • How was the parking situation?

STEP TWO: DURING YOUR VISIT TO THE GYM

  • As you walk through the front door, notice the sights, sounds and smells. Like? Or not so much?

  • You're inside the front doors. Did someone greet you? Did you know where to go? What to do?

  • How was the interaction with the staff? Was paying easy and seamless? Was there paperwork to fill out? Was there a nice place you could fill out that paperwork? It's your first time at this gym - what have they done to make you feel special and welcomed?

  • Stand off to the side for a few moments. What do you notice about their facilities? Watch people (not too closely though, you creep) - what are they doing? Do they look happy? Are they waiting in line for something?

  • Take the class - how did you feel? Was the space clean? Did you find yourself crammed up to the next ol' gal? Note all the positives and negatives and how they made you feel.

  • Class is over and it's time to go home.

  • What do you feel compelled to do after class? Get freshened up? Have a glass of cold water? Just sit and relax for a few extra moments? Does their facility allow you to do this?

STEP THREE: AFTER YOU LEAVE THE GYM

  • You're done your class and you're feeling great! BUT - You're dreading the drive home (or wherever else you're off to).

  • What do you do immediately after leaving their facility? Note as many thoughts and actions as you can.

  • What did this gym offer to cap off your yoga session and really make this visit the best part of your day?

  • What COULD they have done?

FINAL STEP: PRACTICE THIS AT YOUR OWN FACILITY

Don't tell anyone what you're doing. Just become a patron of your facility. Your staff may think 'what's up'... but, just do it anyway.

Pay attention to what's going on BEFORE, DURING, AND AFTER your experience. Write it down.

What worked really well and made you feel like a million bucks? What annoyed the crap out of you? What made you think "Gee, I wish I had...."

 

With the insights you gather from your competitor's gym, AND YOUR OWN, you just might uncover a diamond in the rough. Providing the WOW experience will make your client's refer you to others.... share photos to their Instagram.... bring friends with them next time.... and become your brand ambassador.

 

This exercise will work for ANY business. The point is to be MINDFUL of your experience. Get off coast mode and pay attention to what you see, feel, hear, smell, etc.

If you try out this exercise in your own line of work, please SHARE your experience with me!

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