"The Winning Golf Culture" examines the importance of developing a customer-centric service culture and explores per chapter areas such as:
- The role of the Leader.
- The importance of the Wow factor.
- The Intimacy that exists in pro shop retail that differentiates it from typical retail because of mutual respect for the game.
- The emphasis that should be placed on professional Salesmanship.
- Hiring to this Culture to create a memorable team.
|Fountain Head Country Club|
- The Empathy that your staff projects to the customer's desired experience.
- The First Impression that the customer has of your facility - both visual and emotional.
- The Anticipation and fulfillment of customer's needs.
- This entry will look at the Language and Tone of your brand.
- Hiring to the Culture will be revisited.
This is a concept often mentioned and referred to as the Chick-Fil-A (CFA) way. The "My Pleasure" story (as opposed to "You're Welcome") is attributed to the company's founder, S. Truett Cathy, who was inspired by the Ritz Carlton to treat his customers as though they were at a luxury establishment. The tone created by this attitude is mentioned almost whenever the CFA brand comes up in conversation which, because of their service reputation, is often. If I had to name it for marketing purposes I would call it a "smiling tone." A staff field trip to the local CFA would not be a bad idea even if you don't eat.
The entire area of vocabulary and tone should be discussed as part of the culture and perhaps role-played at staff service meetings. The desire should be to not be scripted but to instill staff with an altruistically personal and conversational tone.
Columnist Michael Hess at CBS news Money Watch focuses on wordplay in his article "The Six Best Words in Customer Service":
- Positive customer service language focuses on actions that can be done.
- Positive customer service language offers choices instead of roadblocks.
- Positive customer service language is helpful and encouraging.
- Positive customer service language includes positive consequences that can be expected.
- Positive customer service language is timely and time bound so customers know when to expect service results.
- Welcome to our facility.
- How can I help?
- I can help you with that.
- Let's get you set up with a locker.
- Let's get you set up for the range.
- I don't know, but I'll find out
- I'll take responsibility for that.
- We appreciate your business.