Why sports managers need to know about managing customer expectations

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Fitness & Sport Management Blog

A sporting organisation’s ability to provide customer support can only go as far as its ability to manage – and eventually exceed – the expectations of its clients. The worst thing that a sports club can do is tell a customer that their problem will be resolved one way and then rather offer a contradictory solution or timeline.

In today’s business culture, a successful sports manager should know that customer satisfaction must always be top a priority. Customers now are more knowledgeable and have higher expectations than they ever had before.

In order to achieve success in sport management, it is important for sporting organisations to have an exceptional plan in place in order to be able to effectively manage customer expectations. It can often be the defining factor which makes or breaks an organisation. Quality customer relations practices are vital to the success of any sports club.

How to manage customer expectations

The organisations which do not wait for complaints to come in the door excel at managing customer expectations. They try to anticipate the needs and problems of customers and to set realistic expectations through customer education and communication strategies. Research shows that 40% of complaints come from customers who have inadequate information about a product or a service.

Making use of customer feedback to understand customer expectations and needs, sporting organisations educate their customers and/or the public on what it is possible for them to expect from their services in addition to what obligations and responsibilities their customers have.

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Know how to say no

When it is not feasible to give the customer what they would like it is still possible for a customer to get the feeling that he or she has been heard as well as that they have been treated fairly.  A number of techniques convey concern – calling customers and then telling them the company understands, giving the customer the best explanation they can and being open and honest with customers concerning laws and policies of the sporting organisation.

Being professional as well as considerate of customers enhances their view of the sporting organisation – even when the customer may be disappointed with the result. In a small percentage of instances, it will be required to close a complaint when it is felt that the organisation has done everything that can be done. Recognising that it is not always feasible to satisfy a customer, having procedures in place and trained staff to handle these cases is a key part of an efficient complaint-handling system.

Keep the human touch

Keep the human touch with respect to customer service. Don’t let automation between the frontline employee and the customer. Eye-to-eye contact may be lost with computers.

The key to good customer service, which should be drummed into anyone that deals with sports management, is building good relationships with the people who buy your goods and services. Thanking the customer as well as promoting a positive, helpful and friendly environment will make sure that they leave with a great impression. A happy customer will come back often and is more likely to spend more.

Contact Trifocus Fitness Academy

Are you keen to get into management and love sports? If you do, then you should absolutely consider becoming a sports manager with us! Have a look at, and sign up for, our Sports Management Course today! Follow this link to read more.

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