A SERVICE CRISIS?

We have been told that we are A SERVICE ECONOMY.  When you go out shopping, does the store you are in feel like it is part of this economy?  Service feels poor or at best less than adequate to me, no matter where I shop.  This post is about service….and how to set up your shop to give very real, personal, grand service.  First I believe service is a management issue! I do not blame the folks on the floor for their lack of passion, their lack of knowledge or their poor attitude.  I blame leadership.  Managers need to set and create the standard, and then hold people accountable.  What should great service look like, feel like, and sound like?  What are the steps to building a great service team?  Here are 5 thoughts to creating a great experience for your golfers and guests at your club, moving forward:

1. the absolute key is to hire right!  Interview all of the time.  The Michael Jordan of service may not stop by just when you have an opening.  Always be on the lookout for great service execution.  Hire people who smile, who care about people, and who will do whatever it takes to succeed.  Hiring great is job #1.  Here’s a hint: look beyond the golf industry
2. Have a people development program that works in the real world, for real people, and for your business.  A program must begin day one, be intense for the first 90 days, and then continue as a maintenence program forever more.  In addition to development, we all get off track at times, so we all need reminding.  That is, personal development that becomes about that person, their weaknesses and issues.   You hired these people.  Commit to them, and gain their committment back as well
3. Communicate to an extreme level.  Have meetings that matter.  Have one on ones with every staff member.  Taking their temperature matters.  When you are out in the middle of the commerce, you get a sense of the good and evil.  When it matters, be in the thick of the action
4. Recognize excellence and you will see more of it.  Hold recognition parties for jobs very well done, well done, and almost well done.  Show the people you care about them and they in turn will care about the customer (as long as #1 has been done well).  No matter if they are on board 3 days or 30 years…if they are 19 or 69 people crave recognition and a thank you.  Be overly generous with praise
5. Reward what you want to see.  Everybody needs more money, or a paid day off, or other perks that show them they are important, and that you appreciate the accomplishment.  Set high goals, big standards,  provide tools to hit them, and them create the fun events to reward the winners.  Others will see this and want to excel and win too.

If we are a service economy, and the golf industry certainly is built around people serving people, then we must up our game.  Hire right, never let them down, ask them to contribute, look for their input, make them feel as vital and as valuable as they felt day one……..and you will make each guest feel as if they are your CEO for the day!

Jack Dillon writes the highfive series.  Jack is an advanced speaker, an expert on buying, operations, and service.  Jack lives in Orlando and can be reached at 407-973-6136.  Thank you!