Provide Quality Service
Guidelines for Personal and Professional
Appearance
A gym or sports club is a recreational
environment for most people
however, for SFR professionals, it is a
workplace.
Therefore, it should be treated that
way, in both actions and appearance.
Guidelines for Personal and
Professional Appearance
PROFESSIONAL GYM ATTIRE
– When operating as a paid SFR professional, the dress code should be a polo shirt, sports
shorts and adequate foot wear for a gym/training environment (no skate shoes, slip-ons,
singlets or training shirts).
PERSONAL HYGIENE
– Trainers are often required to spend plenty of time in close proximity to their customers.
Using mouthwash, brushing teeth, applying deodorant and after shave, perfume or
cologne is recommended.
GROOMING
– Trainers should take pride in their appearance to portray a good image – particularly for a
first impression.
Guidelines for Personal and
Professional Appearance
AVOID THE ‘JUST GOT OUT OF BED’ LOOK
– SFR professionals have a responsibility to be prepared for early
morning sessions.
KEEP FIT
– Trainers should set an example by staying reasonably fit and
keeping active.
Expectations of Professionalism
From An SFR Professional
• TIME MANAGEMENT
– Manage appointment
– Communicate appointment times and changes to clients
• PUNCTUALITY
– Arrive to sessions ahead of time.
– Be ready to go when the client arrives.
• RUN CLIENT-SPECIFIC SESSIONS
– Write programs specific to the needs of individuals
– Don’t recycle programs or use “cookie cutter” routines
– Ensure group programs cater for all participants
Expectations of Professionalism
From An SFR Professional
• RECORD DATA
– Log session feedback and reviews
– Record session outcomes
• MEASURE CLIENT RESULTS
– Track client progression
– Update programs to ensure continual progression
• REMAIN PROFESSIONAL
– Communicate in a professional manner
– Use politically correct terminology at all times
Expectations of Professionalism
From An SFR Professional
KNOW THE BOUNDARIES
– Never make inappropriate comments or advances
– Keep all workplace relationships strictly professional
PLAY CLOSE ATTENTION TO CLIENTS AT ALL TIME
– Avoid all distractions including mobile phones
– Give your full attention to participants throughout the session
Ethics of an SFR Professional
Confidentiality
Personal relationships
Respecting client rights
Discrimination
Working relationships
Professional development
Competence
Referring clients
Keeping client records
Requirements of an SFR Professional
Requirement
Respecting client rights
Definition
To promote and protect the dignity, privacy, autonomy and safety of all people whom they come
in contact with in their professional practice.
Keeping records
To keep records and reports clearly and concisely for the information of clients, professional
colleagues, legal purposes and to record fitness services.
Discrimination
To not discriminate on the basis of ethnicity, culture, impairment, language, age, gender, sexual
preference, religion, political beliefs or status in society.
Working relationships
To respect the needs, traditions, practices, and responsibilities of their own and other professions,
as well as those that constitute their working environment.
Competence
To acknowledge the boundaries of their competence (i.e. to provide services and use
interventions, for which they are qualified through training and experience).
Personal relationships
To refrain from entering into personal relationships, which damage the establishment and
maintenance of professional trust.
Professional development (PD)
To maintain their own level of professional competence and strive to improve and update
knowledge and skills.
Confidentiality
Referring clients
To safeguard confidential information relating to clients in accordance with privacy laws.
To respond to referrals in a timely manner.
Provide Quality Customer Service
A satisfied
customer tells
less people
about the
experience
than a
dissatisfied
customer.
It costs more
to attract a
new customer
than it does to
keep an
existing one.
The average
organisation
never hears
from 96% of
dissatisfied
customers.
Of customers
who register a
complaint,
most will do
business again
if it is resolved
quickly and
effectively.
The Importance of Customer Service
Because there is PLENTY of competition.
• In many cases there will be several choices
for customers (i.e. other gyms, sports
facilities and trainers).
• In order to win (and keep) that customer,
great service should be provided.
The Importance of Customer Service
• Customer satisfaction is important for maintaining a
competitive edge in one of the fastest growing industries
(SFR industry).
• Loyalty and repeat business are driven by customer
satisfaction.
• Customer satisfaction has a positive influence on longterm profitability for a sporting organisation, fitness centre
or any SFR industry professionals (e.g. coaches, personal
trainers).
Customer Service
Good customer service is defined as:
“How customers perceive that an organisation
has delighted them, by exceeding their needs”.
Achieving customer
satisfaction means
understanding customer
needs and going above and
beyond to accommodate
them.
Quality Service
Clientsatisfaction
This is crucial to the success of a business and is
dependent on clearly understanding
requirements.
Client
feedback
Provides a measure of accountability for keeping
staff aware of client satisfaction with service
Client service
This includes enhancing client experience (e.g.
by keeping high standards of appearance and
cleanliness of facilities)
Client-centred
approach
Place the client at the focus of all work
considerations and conduct
Poor Customer Service
Factors which may lead to poor customer service include:
• No service philosophy or standards of service
performance.
• Poor handling of complaints.
• Failure to resolve a complaint to the customer’s
satisfaction.
• Staff given little or no customer service training.
• Staff not empowered to provide excellent customer
service.
• Complaints are often seen as annoyances, when
they can actually be a way to improve.
Examples of Good Customer Service
Knowing customer
needs and
expectations
Smiling
Paraphrasing
Eye contact
Using appropriate
language and
speaking clearly
Knowing when to
refer a customer (e.g.
if the task is outside
of expertise)
Wearing uniform
correctly
‘Going the extra mile’
Being fair to
customers
Well groomed
Cleanliness of
facilities
Delivering on
promises
Good personal
hygiene
Recording customer
data and measuring
results
Being punctual
Seeking and acting on
feedback
CALD Clients
CALD = Culturally and linguistically diverse clients
A Culturally Inclusive Service
Aspects that should be identified with CALD clients include:
•
•
•
•
•
Country of origin and cultural background including ethnicity and religion.
Level of English proficiency or if there is a need for an interpreter.
Religious practices.
Dietary practices.
Migration experience.
Why these factors are important:
• Indication of cultural context; choice of interpreter (if needed).
• To ensure communication is clear.
• Particular times for prayer may be important; religious practices may conflict
with planned sessions.
• May be cultural/religious restrictions on foods consumed; some foods may
have cultural meaning.
• Health status can be affected (e.g. client may have been displaced for a long
period).
A Culturally Inclusive Service
Benefits of creating a culturally inclusive environment:
• Allows participants to feel like they can be themselves
• Participants feel safe, supported and shielded from abuse
• All participants feel encouraged to take part in activities
Want to know more about CALD clients and their
practices?
• Conduct your own research to demonstrate your willingness to learn
and acceptance of the CALD client
• Over time, ask open questions in a non-judgmental or discriminatory
way if you have a good relationship with the client
Cultural Customs Practiced by CALD Clients
Ramadan
• The Muslim religious month of fasting during sunlight hours
• Can impact scheduling sessions to align with eating times
Food Taboos
• Social or religious protocols towards eating and eating preferences
e.g. vegetarianism
• Impacts the provision of nutritional advice
Cultural Customs Practiced by CALD Clients
Dress Codes and Modesty of Clothing
• Some religions require the wearing of clothing that covers certain
body parts, or the entire body (e.g. wearing a hijab or burqa)
• This can impact taking progress photos and body composition tests
Prayer Times
• Some religions stipulate that prayer should be conducted at specific
times throughout the day
• This can impact scheduling sessions
Body Language and Communication
• Some belief systems may discourage direct eye contact
• This can impact how you conduct yourself during sessions and
consults
Communicating with Clients who have Low
English Proficiency
Be aware that you must communicate
through more than words alone.
Be mindful of the following:
• Body language/posture
• Facial expressions
• Tone of voice
• Gestures.
Communicating with Clients who
have Low English Proficiency
LITERACY
• Use explanatory diagrams as well as text; translated information.
SPEECH
• Speak slowly and do not shout.
LISTENING AND OBSERVATION
• Be aware of body language (eye contact).
• Try not to finish their sentences.
• Be comfortable with silences and long pauses.
TIME
• Allow a longer than usual time for a reply when asking questions.
Communicating with Clients who
have Low English Proficiency
GENERAL GREETING, FAREWELLING AND CONVERSING
• Avoid physical contact
• Respect clients personal space and stand at a comfortable distance
• Avoid raising your voice and speak politely
COMMUNICATING WITH BODY LANGUAGE AND GESTURES
• Face towards clients and demonstrate that you’re giving them your
attention
• Be open and upright (not slumped or closed off)
• Communicate with simple gestures where possible (e.g. waving
hello/goodbye, pointing, thumbs up etc)
Communicating with Clients who
have Low English Proficiency
APPROPRIATE LANGUAGE SELECTION
• Avoid slang or complex terminology
• Try to use formal language
APPROPRIATE CLOTHING AND PRESENTATION
• Communicate the need for appropriate attire from clients (e.g.
closed in footwear) by modelling this yourself
• Respect clients rights to wear religious clothing items and adjust
sessions appropriately to ensure safety
Being an Effective Communicator
Empathic Listening – “Seek first to understand”
• Listening with an intent to understand.
• People want to feel like they are being heard and understood.
Good communication occurs through different channels
• Verbal Communication: what you say.
• Non–verbal communication: what you do (gestures, expressions, body
language).
• Written communication.
Tips for listening and questioning
• Keep questions open-ended.
• Try to avoid answering your own questions.
• Wait – do not be afraid of silence as some people need longer to answer a
question than others.
• Show through your gestures, expression and body language, as well as
verbally, that you are genuinely interested in what is being said.
Conflict Resolution
Let the person
have their say.
Reflect their
concerns.
Clarify their
concern.
Identify the
issue.
Suggest a
solution.
Refer an
unresolved
complaint.
Conflict Resolution Method
1. Let the person have their say.
2. Reflect their concerns.
3. Clarify their concern.
4. Identify the issue.
5. Suggest a solution.
6. Refer an unresolved complaint.
Handling Customer Complaints
Provides a measure of accountability for keeping
staff aware of customer satisfaction.
Used for continuous improvement.
Gives the customer an opportunity to express
their opinion.
Allows the trainer to improve their service.
Customer Feedback Form
CLIENT FEEDBACK REPORT FORM
CLIENT DETAILS
Name:
Position:
Signature:
Date:
Time:
Feedback Received:
Customer Requirements:
ACTION TAKEN
COMMUNICATION TECHNIQUES TO CLIENT (E.G. FOR DELAYS/PROBLEMS)

Verbal

Written

Electronic

Other (e.g. audio/video)
Please specify (e.g. hand written; email; taped):

Documentation to support feedback attached (please tick)
RECOMMENDED COURSE OF ACTION FOR ORGANISATION AND/OR CLIENT
Handling Complaints
1. DEAL WITH THE FEELINGS
• Acknowledge how the customer feels.
• Remain calm (at least look like you are calm).
• Do not argue – listen and reflect.
2. DEAL WITH THE PROBLEM
•
•
•
•
•
•
•
Clarify the complaint.
Find out what the customer wants and reflect this.
Be aware of your limitations (know when to refer the complaint).
Suggest alternatives, but only those that can be delivered.
Agree on a course of action.
Refer the complaint (if needed).
Thank the customer for bringing the complaint to the attention of
staff.
3. FOLLOW UP
• Check with the person that the complaint was referred to and
follow up with the customer, if appropriate.
Referring Customer Complaints
If a complaint is beyond the responsibility of
a particular staff member, it must be referred
to a supervisor.
However, remember to:
• Take responsibility.
• Follow up on the
complaint.
• Record the complaint.
Clients at risk of not achieving
a Healthy Lifestyle
People who are
unemployed.
People with a disability,
including mental illness.
People affected by alcohol
and/or substance abuse.
Frail, elderly people.
People from remote
communities.
Basic Counselling Skills
Needed to facilitate various goals and provide basic support when a customer:
• Is disappointed with their assessment results.
• Is having second thoughts about their training program.
• Is having a personal issue (be aware of professional boundaries – refer if
needed).
• Has body image issues (be aware of professional boundaries – refer if
needed).
Recognise the limitations of counselling skills:
• Know when to refer (e.g. to professional counselling organisations):
• Relationship issues.
• Depression.
• Underweight.
• Low self-esteem.
Professional Counselling Resources
LifeLine (13 11 14):
• Lifeline is a non-profit organisation that provides free, 24-hour telephone
crisis support service in Australia. Volunteer crisis supporters provide suicide
prevention services, mental health support and emotional assistance
Psychologists:
• A psychologist is a professional who practices psychology and studies normal
and abnormal mental states, perceptual, cognitive, emotional, and social
processes and behaviour, and can provide counselling to individuals.
Relationships Australia:
• Relationships Australia works in a variety of ways to support respectful
relationships across Australia.