How to view customers, your most important assets

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People are the reason we are in business. No matter how much technology we own, it is about rounds, and the experience we create each day for people, our members and guests. At the same time, we hire to build a solid staff, a team that will work together and hopefully be together for a long time. It seems that no matter how good the economy is, and how many people are employed, this industry called golf continues to be a hard business. Each day we look for the magic, the secret code while each day continues to be a grind as we work to add members and to fill the tee sheet as well as create a meaningful, consistent experiences.

 As you look at your business, take a different view. Because service is our draw and attracting more people to our facility the aim, I suggest you begin to look at every member as a long term appreciating asset. Begin to look at every member over a 10-year period. Because I do not know your numbers, let’s say a membership costs $2,000 per year. Every member has an asset value of at least $30,000 and probably much more over the next 10 years.  f you train your staff to view every member with that value, everyone will begin to see the larger picture of the worth of every service touchpoint. The stakes for creating very special service rises.

 At the same time, I suggest looking at every staff member not as a person with a limited future because of how people move around today, but as a person who can be an appreciating asset for you, for many years to come! We strive for loyal members, and we ask for loyalty from our team. Are we doing all we can as business leaders to serve these people well?  Here are 5 thoughts to the idea of building the idea of appreciating assets:

1)   Teach every employee to treat every member or guest interaction with a 10-year view 

2)   Develop a service and recognition plan for members that shows them your care and interest.  Recognize their birthdays, membership anniversaries, and other key dates

3)   Surprise your members with events and special rewards that create a unique bond

4)   With staff, build long term language into every meeting.  Assume they will grow and stay with your property for a long time

5)   Spend time with every staff member, asking questions beyond the general work stories.  Building a bond of loyalty is about having their back and realizing that your people need your support, and that will always remain a constant.

 People should be treated as long term assets for the business. Whether as a member or an employee, each person plays a valuable part, and is absolutely essential for your business. When we create the attitude of long term, the language changes, the effort changes, and the value proposition definitely changes.  It is time not only to think long term in the boardroom, but also with everything you do with all of the constituents at your club.

Jack Dillon writes the highfive series.  Jack is an expert in the business.  He is a speaker/presenter.  Jack would like to speak at your next meeting.  He can be reached at 407-973-6136.  He lives in Orlando.  Thank you.


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