As clubs gear up for a busy summer season, it’s important to remember the core of our service – delivering exceptional hospitality.
"Great" service does not have to be costly. "Great" service is friendly, attentive, and timely. When we experience great service, we feel satisfied and content.
Five-star service, however, requires a total commitment starting in the boardroom. It necessitates total alignment of facilities, finances, organizational structure, and operational planning. The investment in these areas should be intertwined throughout the club’s strategic plan to ensure that every touchpoint of the member’s experience contributes significantly to the club’s reputation, and referrals to keep the dues line strong.
Five-star service feels like a warm embrace – a consistent and familiar feeling of home. It is personalized greetings, with attentive, friendly, and timely service – and service where every employee is knowledgeable about the entire club, not just their department, and acting for the benefit of the members. These employees are empathetic, compassionate, and helpful, striving to find ways to create magical, subtle, and distinct moments that leave a lasting imprint on members' hearts. They understand their ultimate job title is “memory maker,” not a golf pro, food server, bartender, or fitness attendant.
The Power of Strategic Planning
The key to delivering 5-star service is to weave it into the fabric of a strategic plan. These threads should include key member touchpoints that take service from “great” to “WOW!” These moments inevitably lead club leaders to consider the organizational structure of the club, hours of operation, service standards, compensation packages, recruiting strategies, onboarding consistency, management engagement, learning opportunities, and continuous training. In today’s competitive labor market and because labor cost is often one of the top expenses in a club, investment in human capital will be the key to future success, followed closely by technology investments.
Making a Great First Impression
It is true that you only get one chance to make a first impression. In the private club industry, this is imperative. Finding and hiring the right people for your team can be time-consuming. Your recruiting strategy should reflect the club’s culture every step of the way. A recruiting landing page with images of your team, a compelling club story and testimonial videos of happy employees are all key components to helping a talented person envision themselves at the club as part of your team.
Nurturing a Culture of Excellence
A flourishing club culture serves as the foundation for exceptional service. Engaged leaders at every level are critical for low turnover and to keep employees engaged and happy. Strategic planning embraces the critical role of leadership in cultivating a culture of excellence that permeates throughout the club. Engaged and visionary leaders set the tone; they lead by example and inspire staff to embrace club values and service standards.
In a culture of excellence environment, staff members are encouraged to be proactive, innovative, and solution-oriented. Staff are empowered to deliver personalized service and anticipate members’ needs, thereby making members feel seen and valued. The culture of excellence goes beyond transactions; it transforms member interactions into memorable and cherished experiences.
Unleashing the Power of Intrinsic Motivation through Training
Happy employees create a positive work environment that is palpable to the membership. A club’s strategic plan should invest in continuous training and development to ensure the entire team taps into their intrinsic motivation, to fuel personal, and professional growth. By recognizing and addressing individual aspirations, clubs can nurture and grow a workforce committed to exceeding member expectations.
Intrinsic motivation emerges from a sense of purpose and satisfaction derived from the work itself, and when harnessed, it can become a powerful driving force. Clubs that foster an environment where employees feel valued, respected, and inspired will give their best. When a team is intrinsically motivated, they take ownership of their roles and proactively seek a way to elevate their performance.
Embrace the Journey to Excellence
The journey towards excellence is an ongoing process, but with strategic planning as the guiding force, private clubs can intentionally craft experiences that create unforgettable memories and foster lasting relationships.
Whitney Reid Pennell, president of RCS Hospitality Group, is a celebrated management consultant, educator, and speaker. RCS specializes in strategic planning, operations consulting, food and beverage management, executive recruitment, and training programs. RCS has been recognized fourteen times with BoardRoom Excellence in Achievement Awards, including staff training eight times. RCS continues to offer innovative solutions through RCSUniversity.com, an online virtual training portal for employees and managers. For more information, call (623) 322-0773; or visit www.consultingRCS.com.
