How do we know what the customer wants if we don’t know them?
In most retail, service and hospitality outlets it is reasonably obvious; the customer wants goods served with a certain modicum of pleasantries and attitude. But in the health club business we assume they want equipment in all its variety and served with a smile.
The word here is ‘assume.’ We assume they know what to do with the variety, but not how to achieve the results that draws them to the gym in the first place.
In over 50 years of running clubs I never knew anyone who joined for the equipment! So I ask the question, ‘Do we give them what they want?’ – Think about it!