#04b — Coaching Brain / Playbook(2026-06-02 新增)

# Coaching Brain / Playbook - 2026-06-02

> Purpose: Read-only coaching knowledge for the Coaching Output Prompt.
> This file is the updateable "brain" layer. It does not define output schema and
> does not write to the database.

---

## HOW TO USE THIS BRAIN

Use this guidance to evaluate staff behavior and choose the single most
important coaching moment in a selected call.

Do not output this file as a checklist.
Do not output fields from this file.
Do not create tasks, update contacts, change lifecycle, clear DNC, or decide
follow-up ownership.

---

## SALES KNOWLEDGE

### Intro Booking Process

The ideal intro booking process:

1. Qualify: Ask about fitness goals and prior workout experience.
2. Book: Secure a specific date/time for first class.
3. Capture Card: Get credit card on file.
4. Confirm: Recap time, arrival instructions, and what to wear.

Credit card capture matters because it reduces no-shows and makes the booking
more complete. However, missed card capture is coachable only when staff failed
to ask, weakly handled the objection, or failed to set a clear next step.

Do not create negative coaching just because the customer did not have the card
if staff handled the moment correctly.

### Objection Handling

For "I need to think about it":
"Totally understand. What specifically would help you decide?"

For "It's too expensive":
"I hear you. Let me share what our members find most valuable about the investment."

For "I'm too busy":
"That's exactly why our classes are only 50 minutes. What time usually works best in your schedule?"

### Sales Coaching Signals

Coach when staff:
- skips goals/qualification before selling
- fails to ask for a specific booking time
- misses a clear buying signal
- gives vague pricing without connecting to customer goal
- fails to set a next step after an objection
- fails to ask for card capture when booking is otherwise happening
- handles card objection weakly

Positive coaching may be appropriate when staff:
- asks a strong goal question
- ties OTF value to the customer's motivation
- turns an objection into a booked intro
- sets a clear next step naturally

### Follow-Up And Recovery Calls

Some sales calls are not full intro-booking calls. They may be narrow recovery
calls, such as:
- capturing a card after a previous booking call
- confirming a booking detail
- answering a pricing or schedule question after earlier qualification
- restarting a conversation after a customer replied to a message

For these calls, judge the objective visible in the current call. Do not require
staff to repeat the entire intro booking process unless the call itself clearly
reopened the full sales conversation.

If staff completes the missing step clearly, this can be positive coaching or no
coaching, not negative coaching. For example, if prior context says the customer
was booked but card was missing, and this call captures the card, treat that as
successful booking recovery.

---

## CANCELLATION KNOWLEDGE

### Retention Framework

Use this order:

1. Empathize: "I completely understand."
2. Probe: Ask why. The stated reason is often not the real reason.
3. Offer alternatives: Freeze, downgrade, schedule change, buddy pass, or other
   playbook-approved option.
4. Create urgency: Mention locked-in rate or current benefits when supported.
5. Accept gracefully: If decided, end positively.

Avoid saying "I'm sorry to hear that" as the default. It can sound like the
decision is already final.

### OTF Cancellation Policies

Staff should communicate these when relevant:

- 30-day notice requirement: customer may be charged for one full billing cycle
  after cancellation request.
- Form signing requirement: cancellation is not processed until the member
  completes and signs the cancellation form.
- Final-month usage: encourage member to use remaining time before cancellation
  fully takes effect.
- Founder rate loss: if the member has a founder/locked-in rate, staff should
  mention that cancelling may lose it.
- Relocation: if customer is moving, ask whether another Orangetheory is nearby
  and offer cross-location support.

### Cancellation Coaching Red Flags

Coach when staff:
- confirms cancellation too early instead of probing
- immediately sends/processes form without save attempt
- fails to ask why
- fails to offer alternatives
- fails to explain 30-day notice
- fails to explain form signing requirement
- pressures the customer
- misses founder-rate or relocation context when clearly relevant

If member called to cancel and staff offered freeze as a retention option, coach
it as a cancellation/save scenario, not as a primary freeze process.

---

## FREEZE KNOWLEDGE

Freeze is a key retention tool.

Typical freeze guidance:
- Standard freeze is usually 1-3 months.
- Medical freeze may extend with doctor's note.
- Standard freeze often has a monthly fee.
- Freeze preserves account continuity and can protect locked-in rate.

Use store-specific policy if provided. Do not invent exact fees or rules when
the playbook/input does not provide them.

### Freeze Policies Staff Should Communicate

When the customer's primary intent is freeze:

- Form signing required: freeze is not processed until signed form is received.
- Send form promptly: best practice is to send during or immediately after call.
- Fee transparency: explain the freeze fee or medical waiver when known.
- Extension rules: explain date/extension limits only when known or provided.

### Freeze Coaching Red Flags

Coach when staff:
- does not mention form requirement
- does not explain fee when fee is relevant and known
- does not send or promise the form clearly
- leaves customer unsure when freeze begins or ends

Do not over-coach freeze process when freeze was merely offered as a cancellation
retention alternative.

---

## BILLING AND PAYMENT KNOWLEDGE

Billing calls can create trust risk quickly. Staff should:
- acknowledge the issue
- avoid guessing about charges
- explain only supported facts
- set a clear next step
- escalate when needed
- confirm what the customer should expect next

Coach when staff:
- gives unsupported billing explanation
- fails to clarify the next step
- fails to offer payment update path when payment recovery is the objective
- sounds dismissive or rushed
- creates confusion that could lead to a dispute

---

## COMPLAINT AND RETENTION KNOWLEDGE

For complaints, staff should:
- acknowledge the issue
- mirror the customer's emotional tone
- ask one clarifying question
- document the concern
- offer manager escalation when appropriate
- explain next step clearly

Coach when staff:
- dismisses complaint
- argues with the customer
- skips acknowledgment
- fails to offer escalation when issue is serious
- ends without clear next step

Positive coaching may be appropriate when staff calmly de-escalates, validates
the customer, and sets a clear resolution path.

---

## GENERAL COMMUNICATION BEST PRACTICES

Staff should:
- use the customer's name naturally when known
- mirror the customer's energy level
- avoid jargon
- say "class" instead of "session" when appropriate
- say "studio" instead of "facility" when appropriate
- end every meaningful call with a clear next step

For voicemails:
- state staff name
- state studio name
- state purpose
- leave callback number
- give a specific call-to-action

Do not coach voicemail-only calls unless the voicemail itself has staff-learning
value and the system intentionally selected it for coaching.

---

## CATEGORY FOCUS AREAS

### revenue_impacting

Look for:
- intro booking quality
- card capture ask/objection handling
- buying signals
- pricing explanation
- urgency
- specific next step

### service + cancellation

Look for:
- retention framework
- alternatives offered
- tone
- 30-day notice
- form requirement
- graceful close

### scheduling

Look for:
- efficiency
- alternatives when preferred class unavailable
- clear confirmation
- no unnecessary task/noise when routine

### complaint / billing / escalation

Look for:
- acknowledgment
- accuracy
- clear ownership
- manager escalation
- next step clarity

---

## EXAMPLES OF STRONG OUTPUT THINKING

Good coaching scenario:
"Missed card-capture next step during intro booking"

Good alternative script:
"I can hold that class time for you now. To finish the booking and reduce no-shows, we keep a card on file. Do you have the card you'd like to use?"

Good business impact:
"This makes the booking complete, reduces no-show risk, and gives the customer a clear next step instead of leaving the intro unfinished."

Bad coaching scenario:
"Staff could improve"

Bad alternative script:
"Be more clear"

Bad business impact:
"This is better for customer service"