USAT Articles

DEALING WITH DIFFICULT CUSTOMERS AS A CLUB OWNER

DEFINITION

What is a difficult customer? A difficult customer is a disappointed customer. A disappointed customer is a customer whose expectations were not met by the provider or company.

THE SIGNIFICANCE

“So, how does this help you better run your school/club?” It is one thing to know that you have a difficult customer, it is quite another to understand why the customer is difficult and transform that customer into a revenue generating cheerleader!

THE MINDSET

Let’s begin by better understanding the mind of a customer. Customers are odd. They purchase all sorts of things, for all sorts of reasons. However, when they purchase a service, they are buying the experience they have when they USE the item. The service becomes very personal to the customer and the experience is taken in as a reflection of who they are or can become.

Taekwondo is considered a service – A VERY SPECIALIZED SERVICE. What this means is, there is a presumption the customer already has about taekwondo before they ever call or stop by your school. This presumption can be realistic or pure fantasy. This is the first hurdle that you, as a club owner, will face.

THE PLAN

The best way to think about a difficult customer is to understand that they already had expectations of you and the school to help them achieve their goals or dreams before they called or came in. With this in mind, your focus is learning how to manage their expectations and disappointments.

While there are several things you can do to manage customers’ expectations, one effective way to manage a customer is to get to know each one and their expectations before they enroll in your school. Here are a few things to ask of new, and current, students and their parents.

• Why are they curious about taekwondo?
• Why are they considering your school?
• What do they hope to achieve at your school?

These types of questions will help you better understand their motives and expectations and determine how you can best manage their expectations.

THE EXECUTION

It is EXTREMELY important to be consistent with all of your students and parents. This is why each school should have a plan on how to handle every aspect of business ranging from tuition to team development to punishment. This plan should be made clear to everyone and carried out even-handedly by the school. Your customers should feel that you are fair, dependable and caring.

THE REWARD

The reward will be found in the outcome! Healthier, happier, and loyal members who talk with others about how great their experience with your school has been for them are priceless. So do whatever you can to ensure that your customers are happy!

To learn more on how to develop a plan that will help you to effectively deal with difficult customers, call International Sport Achievers at 312-382-8710 or visit www.HighAchiever.net. Classes for club owners are available through USAT. Go to www.USA-Taekwondo.us and click on the International Sport Achievers logo to view the education calendar for 2010-2011, or call 312-382-8710 for more information or to register.