The Extra Mile – Developing the Culture

3 Creek Ranch

This is a repost of a four part series I wrote a few years ago that broke down service and sales into the arrival, pre-service, shop salesmanship and follow up.

When someone mentions “exemplary service” as often as I do it is quite common to be quizzed about what specifically that phrase means. Does it mean simply being especially nice to customers? The obvious answer is yes, but exemplary implies pushing the envelope, always looking to make the member/ customer’s experience special in new ways without sacrificing anything that has proved itself well received in the past. Thinking outside the box is an important part of the culture that provides this type of service and should be encouraged as soon as a new staff member is brought on board. You never know where the next great idea will come from.

With this as mantra this posting will discuss the first of many hypothetical staff meetings where this attitude of team thinking is fostered. We will open the discussion with a preface on a particular area of the operation per meeting so as to keep everyone’s thought process focused. The introduction by this meeting’s team leader may sound something like this.

“Our customer has pulled his car to the bag drop. An attendant greets those in the car to the facility, assists them with their bags and explains what the next step in the process will be. This constitutes typical service. What can we do to enhance this part of the experience?”

The following ideas surface:

• It would be more personal to (whenever possible) be able to greet this member or customer(s) by name. 

At this point all the different tools that could be used to accomplish this are examined.

It is also important upon arrival to differentiate as much as possible between members/regulars and their guests with a particular warm welcome for the guest.

The best chance at creating a new regular and the most prospective new member is a wowed guest.

• It would be great if the greeter could volunteer not just to direct the customer to the next point of call but to accompany them and introduce them to the shop staff.

This is a nice touch and obviously depending on the operation the next stop could be to meet the caddy, the staff member managing the range or the locker room attendant.

• All of what we are discussing would be more seamless if we offered to valet-park the cars.

The attitude is once you are here we will take care of the mundane stuff and you will only have to remember the experience.

• If we start to valet the cars we could offer to wash and detail them while they play.

This is not as difficult as it sounds as it is subbed out to a contractor, takes a corner of the parking lot, is incredibly well received by most and of course has margin built in for the facility. This idea has the facility adding dollars per round before the customer has left the bag drop.

• Shouldn’t we be inquiring as early as possible if there is a particular beverage we can load into the six –pack cooler on the cart, we don’t have anyone play here who isn’t interested in hydrating or dehydrating as it were?

How many times have you waited until the fifth or sixth hole before the beverage cart makes an appearance? Maybe more to the point, once regulars are aware this service exists there will be no reason to bring your own.

• Should we inquire at arrival whether anyone could use balls, gloves, shoes or apparel so as to plant the seed and get them to the appropriate staff member to best help with their need?

Typically the first staff member exposed to the newcomer is a young person who either takes the bag from the trunk or retrieves it from the bag room and their conversation and social skills are often revealing as to the overall service attitude at the facility. While they should not sound scripted or rehearsed, they could be practiced, at the very least these young people should be at this meeting.

• We think of preparation to play as an opportunity to warm up at the range and to have the rules and peculiarities of the course explained; most people seem disinterested and even put off by me reading this recitation at the first tee, particularly if I am the first staff member to introduce myself and strike up a conversation.

This comment made by the Marshall working the first tee is making the point that while this is probably important to pace of play, etc. no one came here today to listen to the rules, they came for camaraderie, golf and a good time.

• We should explain to customers when they arrive what they need to do to depart. Many people get done playing and are confused as to what to do next. We could explain where they drop the carts or how to retrieve their car. It would also be a good time to invite them to spend some time with us at the 19th. 

Another seed planted and you can’t plant too many as it is really about total dollars per round.

• Shouldn’t we be providing a range attendant to help with the procurement of range balls and cleaning clubs. Maybe this is the fellow who can in a very friendly way mention some of the rules?

But this will probably cost more than we can budget - or maybe not with some vision. The point is that there are no bad ideas at this meeting and the young man who brought this up is obviously on board.

• We are already keeping a personalized golf ball inventory in the member’s locker and our locker room attendant is great at keeping up with the cleaning and polishing of shoes. Let’s suggest to the membership that if they purchase what we will call their locker outfit and turn it in with their shoes at the end of the round we will see to it that it is cleaned, pressed and hanging in the locker the next time they come out to play. It may or may not be what they wear their next round but it is there if needed.

I will not take credit for this idea. Gilbert Taylor runs the locker room at Kinloch and one of my favorite stops in my travels is coffee with Gilbert and sharing ideas.

Kinloch Golf  Club

The following stops along the extra mile will break up staff meeting topics into these areas of the operation; obviously no two facilities would necessarily have the same:

1. Arrival and preparation.

2. Pre-service – During the round – At the break

4. Shop Salesmanship

4. Post-play – Departure – Follow-up

None of the ideas presented at this pretend (Arrival) meeting were earth-shaking but all were thought provoking and would be fruitful at developing that culture that attempts to provide special enough service to be remembered, enjoyed and talked about by the most important part of the equation – the customer. In an effort to set your staff apart from the competition and have members/customers marketing your facility with word of mouth, mock meetings 2, 3 and 4 will take place over the next couple of weeks. The real key is to develop momentum at the meeting. Implementing ideas put forward by employees is as important as paying attention to the comments and criticisms of customers.