Little things can make a big impact
Customer complaints should be seen as opportunities to improve your quality-control processes.
by Tom McIntyre (editor@clubandresortbusiness.com)
February 2007
Good managers never forget to remind the people in their front lines about doing the little things right. Whether it’s in your golf operation, foodservice, or any other operating area, attention to detail is what will turn an average experience into a memorable one for your members and guests. Conversely, when details are overlooked or ignored, poor results are sure to occur, and you’ll have major issues on your hands.
As a club member myself and frequent visitor to many other properties, here are some of the most effective “little things” I’ve seen that you should stress to your staff:
Remember faces and names. And not just the members’, but spouses and possibly kids, as well. Get your customers talking about themselves. People enjoy talking about their businesses, their golf games, or their families and friends. Hand-written follow-up or thank-you notes are always well-received. There’s a lot of competition for the disposable income of your members or guests, so it’s always nice when you can find sincere ways to show your appreciation. “Move without the ball.” Your staff should learn to anticipate customers’ needs, but they need good training from you to do so. The difference between a reactive staff and a proactive staff comes from effective management leadership and direction. Timely follow-up is critical. Customer complaints should be seen as opportunities to improve your quality-control processes. And remember, the grievances that don’t get aired are the ones that harbor the real problems. Teach all of your department heads to probe, listen, summarize and then review. This is a critical process for learning where you’ve excelled, and where you’ve come up short. Treat everything within your club like it’s fine crystal. Everything you do should be presented well—from newsletters and menus, to monthly statements that are correct and easy to review. And don’t forget your staff’s appearance, of course. “You’ve given me a uniform—now put me in the game!” Get everyone from your staff involved. If employees aren’t actively trying to enhance all facets of your club, replace them immediately. Their approach to members and guests is a direct reflection on you—and your property. I’m sure this list is far from comprehensive—so feel free to drop me a note about other “little things” that you do to improve performance and enhance customer service at your club or resort. We’d like to collect enough of these to post as part of a “Managers’ Basics” section on our Web site, and include in an article in an upcoming issue of C&RB. 
