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Creating and Leading A Powerfully Effective Service Culture

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…….”

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Creating and Leading A Powerfully Effective Service Culture

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  1. Creating and LeadingA 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

  2. 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.

  3. Warm Up---Basics • The Mission of Club. • The Mission of Management-------- “getting work done through others.” • The Club Employee---------the “Bridge” to “Club.” • The Manager as Preacher, Teacher and Facilitator. • Principles and practices---the search for S.M.A.R.T. goals. • The Power of Anecdote---“the parable within”. • All knowledge is question driven---the power of curiosity. • Preparing for the “Blink Moment”---You are The Club!!!

  4. 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…”

  5. Serving “The Big Needs”---Staff and Members! • Born Empty: • 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.

  6. Loyalty---And the Employee Role • Know Me. • Know my needs, wants and expectations. • Make my life easier. • Make my life better.

  7. 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?

  8. 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.

  9. 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???

  10. 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!!!

  11. 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???

  12. 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

  13. 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?

  14. 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.

  15. “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.

  16. 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.

  17. 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?

  18. 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.

  19. 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.

  20. 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?

  21. Motivating The Team • People do what’s measured and observed---walk and talk, reviewing the metrics! • Motivate to Stay. • Motivate to Perform at a Higher Level. • How to “enrich” their experience? (Meaningful Work) • “Soft “Motivation Tactics. • “Hard” Motivation Tactics. • Bill Sanderson’s Big Four: • Involve. • Praise. • Recognize. • Reward.

  22. Eddie’s Secrets of Customer Service • Smile. • Eye Contact. • Names. • Focus on the customer---and spend the time to connect. • Thank-You!

  23. 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-----------------

  24. Reflecting on the Service Experience • What “stuff things” do people want from a “club experience???” • What “non-stuff things” do people want from a “club experience???” • Tell the story-------Five terrible service experiences “from either side of the fence”. • What tactics might you use to “engage” the members when they visit??? • What five words best describes your club---and why??? • Create a “service encounter map” that you can use to train the service team. • What are the characteristics of a “great club?” • What tactics can be used to strengthen the “employee team?” • What are the characteristics of a “great service personality?” • What roadblocks exist to improved service??? • What tactics can be used to improve service?

  25. Appendix---Reflections on Service • Roadblocks to great service. • Coaching to improved service. • Communicating to improved service. • Values of Great Clubs.

  26. Creating the Service Culture…Roadblocks • The economy????????? • The “me” replacing the “them” mindset. • Turnover. • The “Next Generation” factor. • Servants not service thinking. • Spoiled rotten---expectations of the consuming group. • MBA-mindsets replacing the Maitre d’-mindsets. • A fish rots from the head down---------------

  27. Creating the Service Culture…Coach • Coaching---my definition!!! • C.O.A.C.H. • The Certified Mentor System. • The Rule of Five. • Reflective Practicioning. • The Walk and Talk. • The “One Foot” Rule. • The Internal University (B.C.U.).

  28. Creating the Service Culture…Communicate • Knowing people as a prelude to real communications---the need to personalize the message. • The power of anecdote. • Great leaders as great story tellers---principles and practices. • The meeting mindset---facts, ideas, values, emotions. • Organic and linear meetings. • Photographs---The Member / Staff Mug Book.

  29. Creating the Service Culture…Communicate • The weekly senior staff meeting. • The monthly all-staff meeting. • The weekly Board Update. • The monthly “Contrarian Newsletter”. • Upbriefs. • Debriefs.

  30. Creating the Service Culture…Communicate • CBWATCH---the walk and talk. • In-house slide shows and videos. • Being “the facilitator”…reconciling communications shortcomings between staffers. • Club sense stinkers and the “story of the week.” • Birthday cards. • Communicating with yourself---the pocket notebook.

  31. Great Clubs…Defining Success • Success as a moving target. • There’s no painting by the numbers. • Tactical success. • Strategic success. • Things. • Intangibles. • The Community-Facility Spectrum. • The Cultural Audit---governance, GSPs, facility, aesthetics, behaviors, finances, symbols, communications, people.

  32. Great Clubs Have…Values • A marketing mentality. • Enthusiasm for a clearly defined mission statement. • Exclusivity and privacy. • Equity thinking amongst members and staff. • The big definition of hospitality service.

  33. Great Clubs Have…People • Club sense amongst members and staff. • An environment that’s entertaining and fun. • Continuity. • A symbiotic management-staff relationship. • A symbiotic management-board-member relationship. • Accountability. • Access to those who are accountable. • Responsiveness by the accountable to right the wrongs. • Bonding opportunities.

  34. Great Clubs Have…Things • Goods, services, facility and social opportunities appropriate to the core constituency. • Quality equal to and beyond member expectations. • Quality that is delivered consistently. • Value for the quality received. • Attention to the details. • Aesthetic alignment. • Brand recognition. • Community spaces and places---the universal solvent.

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