Health clubs radically improved their customer service during 2012, according to results from the sixth annual National call-Focus Survey.

The survey, which tests and scores all aspects of a telephone membership enquiry against industry benchmarks, shows that the national average score had increased by 10 per cent during the year.

Carried out by Leisure-net Solutions, the report also reveals that overall scores across the 70-plus health clubs and leisure centres surveyed had risen to 79 per cent (compared to 66 per cent in 2011).

Scores for answering the phone were up significantly, with 65 per cent picking up within five rings or less.

Mike Hill, Leisure-net managing director, said: "Learning what we're doing right and wrong with our telephone customer service, and how we can do it better, remains a crucial element of our industry's success.

"Our 2011 survey saw operators getting the worst score in call-Focus's six-year history, so it's encouraging to see that the tide is turning as operators realise how vital a sales tool the telephone remains."

The National call-Focus Survey was set up in 2007 as a way of helping operators gauge the success of their telephone enquiry handling.