Providing frictionless, excellent service to your customers

Frictionless, a definition: happening very easily without anything to make it slower or more difficult. This is one dictionary’s definition of the word frictionless, the word I believe marries well with the idea of excellence in service execution.

As the property leader, you have expectations. Expectations that members will continue to like what you and your team provide. Expectations that your team members show up each day with focus and energy for the work ahead, and expectations that your suppliers will provide the club’s essentials daily, complete and on time.

While these are likely true, these constituents bring their own assumptions. From each side, we create the picture of what quality service looks and feels like. Service excellence can be expected to result from these and other systemic touchpoints. While simply good service is the minimum unwritten expectation, anyone in hospitality leadership knows that delivering memorable service is built on more than cheering and hoping. Much of it results from excellence in hiring, strong coaching, and a recognition program that provides that wonderful sensation of being visible and valued.

As the term frictionless suggests, great service should come without tolls or speed bumps — the feeling that each person is welcomed, no matter their part in the story. Frictionless service makes it easier for golfers to connect to your people, easier to own what you sell, and to feel comfortable anywhere on your property. In this In My Opinion post, I offer three ideas on how to improve that thing we all always expect but rarely receive in full: service excellence. Here are my three thoughts:

Hire men and women who see trash and readily pick it up. Ownership cannot be taught or provided in a two-part course. It takes time to hire those who will succeed with you in the long term, people with passion, who take ownership, not those who aimlessly walk into their roles. Just as top athletes, they are the ones good managers are looking to acquire. They are asked: “What will it take?” vs. simply receiving a vanilla offer letter. When a leader brings on strong team members, more than good things can happen. Prominent, enduring properties hire and then retain great people.

Enter the property each day as you did on your first day. Some days, even as the boss, it pays to play the role of rookie. That inquisitive person who wants and needs to learn everything. When you drive through the gates with a fresh eyes approach, you inevitably uncover new ideas, find things out of place, and realize that connecting to people every day is an essential must in a service excellence strategy. It comes from always inquiring, digging for better solutions.

Create a continuous search and discovery program for every internal barrier to building frictionless service. I continue to suggest that many old club policies may be ineffective. A policy created decades ago to shield the majority against a rogue member no longer there likely has little merit today. Whether you decide to create a review at the end of the year or do ongoing research, I believe it is important to have your managers involved in the process. Included in these invisible barriers may be staff members, maybe newly promoted staff who now hold a bit of sway over people for the first time. Silence is not always golden.

Yes, you have expectations that things will go well today. That attitude certainly involves belief in your people. Think about it: why would any manager micromanage their people? Most people want to do a good job. They come with a can-do mindset. In knowing that every employee is responsible for a life beyond the gates, why would any property leader look to smother passion and enthusiasm? Great results are what you expect. Have you asked team members about their expectations? Speak to and be the example for service excellence. Chances are, one day you will drive in to find ever more smiles and joy throughout the property.

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Jack Dillon writes the In My Opinion posts. Jack is a longtime merchant, operator, and buyer. He is a consultant, author, and speaker. Reach out to learn how Jack can help your team, your club. Today, Jack is also the buyer at the Happiest Place on Turf! Go to www.youdontknowjackd.com or give Jack a call at 407-973-6136. Connect soon, before his calendar runs out of tee times. Jack lives in Orlando.