Creating and Leading
A Powerfully Effective Service Culture
Gregg Patterson
General Manager, The Beach Club
Senior Associate, Kapoor and Kapoor Hospitality Consultants
President, The Reflective Experience
“Education defeats a timid unworthy ignorance that obscures our progress…….”
e-mail to: gjpair@aol.com
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Developing and Leading an Excellent Team of Workers
Managers get work done through people---and a manager’s greatest challenge
is to create a service team that delivers the “service experience” consistently
and well to the member community. This seminar will discuss the use of the
“Human Resource Cycle” to build a team of motivated, trained and
enthusiastic employees capable of delivering the quality of service that will
attract and retain members in an increasingly competitive service environment.
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Warm Up---Basics
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The Mission of Club.
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The Mission of Management-------- “getting work done through others.”
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The Club Employee---------the “Bridge” to “Club.”
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The Manager as Preacher, Teacher and Facilitator.
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Principles and practices---the search for S.M.A.R.T. goals.
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The Power of Anecdote---“the parable within”.
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All knowledge is question driven---the power of curiosity.
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Preparing for the “Blink Moment”---You are The Club!!!
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Warm Up Questions
Q= Five examples of great service you’ve known.
Q= “I knew I was at My Club because………..”
Q= “Our service is special because…..”
Q= “Our service is less than it might be
because…”
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Serving “The Big Needs”---Staff and Members!
• Born Empty:
•
•
•
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Lonely.
Scared.
Needing Dignity.
Needing Status.
• Needing------“The Warm Embrace”!
• Needing to know---someone cares.
• Needing------relationships.
• Needing-----------community.
• Needing a “zone of tranquility”---predictable and comfortable.
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Loyalty---And the Employee Role
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Know Me.
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Know my needs, wants and expectations.
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Make my life easier.
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Make my life better.
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Questions about “Needs”
Q= What do we do to make new members feel welcome?
Q= What do we do to make new employees feel welcome?
Q= What do members want / need when they join?
Q= What do staff want / need when they’re hired?
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Service Basics
• Basic Service---defined.
• Value Added Hospitality service---defined.
• Delivering--------hardware and software.
• EIIP---having Hospitality Soul.
• The Reach.
• The Touch.
• The Level III Employee.
• The Daily Service Cycle---warm up / upbrief / coach-mentor / debrief / ponder.
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Questions About “Service Basics
Q= Give five memorable service moments you’ve known of or have
experienced.
Q= What business gives the best service---and what is it that they do
that makes their service so memorable???
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Service Ethics---The Principles
Service People “Give Service” to Members and Staff By:
• Give Happiness.
• Give Dignity.
• Anticipate Needs.
• Keep it Clean---the Big Definition.
• Deliver “the stuff.”
• Have presence.
• See it---then do it.
•
You will be judged---every day!!!
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Questions about “Service Ethics”
Q= Give an example of each of the seven principles of service.
Q= Which of the Service Principles is most often violated---and
why???
Q= What are the roadblocks to great service???
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Relationship Building Tools
• Knowing “what’s needed” to have a relationship.
• “Must Have” Relationships---Management / Staff-----Staff / Staff--Member / Staff.
• Curiosity!!!
• The Reach
• Facilitation---Curiosity, Question, Listen, Expand, Thin Slice.
• Engagement---Know / Goods / Identify / The Moment / Openers / Facilitate / Gracious
Exit / Maintain / Use
• The Touch
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Questions---Relationship Building Tools
Q= What five relationship building tactics should all staff use with
members?
Q= What five relationship building tactics should all staff use with
staff?
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Encounter Mapping
• Identifying Member / Club Service Encounters.
• Auditing “the now”.
• Knowing where “there” is.
• Identifying tactics to get from “here” to “there.”
• Thin slicing the member / club experience.
• Building an encounter map---The Analytical Grid.
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“Encounter” Questions
Q= “Encounter map” a member’s experience with your department.
Q= “Encounter map” a member’s experience with the SPYC.
Q= “Encounter map” an employee’s experience with the SPYC.
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Building The Service Employee---The H.R. Cycle
1. Identify characteristics of “The Good Employee.”
2. Hire potential.
3. Orient---to club and to department.
4. Mentor.
5. Coach.
6. Reflect---Upbrief and Debrief.
7. Counsel---“Alone Time with Pappa.”
8. Commiserate---time to go.
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Questions about the “H.R. Cycle”
Q= Characteristics of
a great employee???
Q= Tactics for motivating employees to stay at the SPYC.
Q= Tactics for motivating employees to perform at a higher level.
Q= What do employees most dislike about working at your club?
Q= What do employees most like about working at your club?
Q= Why do most employees leave your club?
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Strengthening the Service Team
• Building Tribe---team defined.
• The Bond of Sweat.
• Communication as key---satisfying the need for info.
• The “meeting mindset.”
• Facilitation.
• Anecdote as a team building tool.
• Enfranchisement---input before doing.
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Strengthening the Service Team
• The Departmental Upbrief.
• The Departmental Debrief.
• The “Staff Update.”
• The weekly Department meeting.
• Financial Literacy--- “we’re all in it together.”
• The weekly Senior Staff meeting.
• The monthly / quarterly all staff meeting.
• Name games---member and staff.
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Questions--- “Strengthening the Team”
Q= What are the greatest strengths of your department team?
Q= What are the greatest weaknesses of your department team?
Q= What are the greatest strengths of the SPYC team?
Q=What are the biggest weaknesses of the SPYC team?
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Motivating The Team
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People do what’s measured and observed---walk and talk, reviewing the
metrics!
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Motivate to Stay.
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Motivate to Perform at a Higher Level.
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How to “enrich” their experience? (Meaningful Work)
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“Soft “Motivation Tactics.
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“Hard” Motivation Tactics.
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Bill Sanderson’s Big Four:
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–
–
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Involve.
Praise.
Recognize.
Reward.
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Eddie’s Secrets of Customer Service
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Smile.
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Eye Contact.
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Names.
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Focus on the customer---and spend the time to connect.
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Thank-You!
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The Summing Up
• In tough times---Club beats Course.
• Gotta have “stuff” that’s good enough.
• Gotta have “non-stuff” that fills The Big Empty.
• Share stories---Every anecdote a parable.
• Incrementalism works.
• The Groan will never be gone.
• Enjoy the journey----------------23
Reflecting on the Service Experience
1.
What “stuff things” do people want from a “club experience???”
2.
What “non-stuff things” do people want from a “club experience???”
3.
Tell the story-------Five terrible service experiences “from either side of the fence”.
4.
What tactics might you use to “engage” the members when they visit???
5.
What five words best describes your club---and why???
6.
Create a “service encounter map” that you can use to train the service team.
7.
What are the characteristics of a “great club?”
8.
What tactics can be used to strengthen the “employee team?”
9.
What are the characteristics of a “great service personality?”
10. What roadblocks exist to improved service???
11. What tactics can be used to improve service?
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Appendix---Reflections on Service
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Roadblocks to great service.
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Coaching to improved service.
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Communicating to improved service.
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Values of Great Clubs.
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Creating the Service Culture…Roadblocks
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The economy?????????
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The “me” replacing the “them” mindset.
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Turnover.
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The “Next Generation” factor.
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Servants not service thinking.
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Spoiled rotten---expectations of the consuming group.
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MBA-mindsets replacing the Maitre d’-mindsets.
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A fish rots from the head down---------------
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Creating the Service Culture…Coach
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Coaching---my definition!!!
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C.O.A.C.H.
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The Certified Mentor System.
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The Rule of Five.
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Reflective Practicioning.
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The Walk and Talk.
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The “One Foot” Rule.
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The Internal University (B.C.U.).
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Creating the Service Culture…Communicate
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Knowing people as a prelude to real communications---the need to personalize the
message.
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The power of anecdote.
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Great leaders as great story tellers---principles and practices.
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The meeting mindset---facts, ideas, values, emotions.
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Organic and linear meetings.
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Photographs---The Member / Staff Mug Book.
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Creating the Service Culture…Communicate
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The weekly senior staff meeting.
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The monthly all-staff meeting.
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The weekly Board Update.
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The monthly “Contrarian Newsletter”.
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Upbriefs.
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Debriefs.
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Creating the Service Culture…Communicate
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CBWATCH---the walk and talk.
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In-house slide shows and videos.
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Being “the facilitator”…reconciling communications shortcomings
between staffers.
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Club sense stinkers and the “story of the week.”
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Birthday cards.
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Communicating with yourself---the pocket notebook.
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Great Clubs…Defining Success
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Success as a moving target.
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There’s no painting by the numbers.
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Tactical success.
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Strategic success.
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Things.
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Intangibles.
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The Community-Facility Spectrum.
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The Cultural Audit---governance, GSPs, facility, aesthetics, behaviors,
finances, symbols, communications, people.
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Great Clubs Have…Values
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A marketing mentality.
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Enthusiasm for a clearly defined mission statement.
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Exclusivity and privacy.
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Equity thinking amongst members and staff.
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The big definition of hospitality service.
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Great Clubs Have…People
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Club sense amongst members and staff.
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An environment that’s entertaining and fun.
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Continuity.
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A symbiotic management-staff relationship.
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A symbiotic management-board-member relationship.
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Accountability.
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Access to those who are accountable.
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Responsiveness by the accountable to right the wrongs.
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Bonding opportunities.
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Great Clubs Have…Things
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Goods, services, facility and social opportunities appropriate to the core
constituency.
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Quality equal to and beyond member expectations.
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Quality that is delivered consistently.
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Value for the quality received.
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Attention to the details.
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Aesthetic alignment.
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Brand recognition.
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Community spaces and places---the universal solvent.
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