Archive for the ‘club culture’ Category

Eight Key Basics to Successfully Operating a Private Club

Sunday, November 26th, 2017

The club industry is facing difficult times and while we are all facing challenges, each club faces its own particular problems.  As is usually the case when facing difficulties, this is the time to get back to the basics of our business.  Here are 8 things each club should examine:

1.  Leadership.  Clubs need clear-sighted individuals to guide them through tough times – but not just at the top.  They need strong leaders at all levels of operations.  It’s also important that the leadership styles of club leaders at all levels are congruent.  Different leadership approaches can dilute or damage the General Manager’s service message when it’s not reinforced consistently by all managers and supervisors in both word and deed.

2.  Organizational values and culture of service.  Every employee needs to understand what, how, and why you do what you do.  The basics of what you stand for as an enterprise are of absolute importance.  Defining your values is only the first step.  They must be continually and consistently reinforced to all employees.

3.  Planning.  Haphazard planning results in haphazard operations and equally haphazard performance.  Your club should have a 3 – 5 year strategic plan focused on your competitive position in the marketplace.  The club should have an annual plan for what it expects to accomplish and the General Manager and all Department Heads should have detailed annual work plans.  As important, the requirements of work plans must involve measurable performance parameters.  Detailed benchmarking of all areas of the operation is the easiest and best way to do this.

4.  Benchmarks.  You need to understand the variables of business volume and average sale that underlie all of your revenues.  Without this knowledge you may be lulled by historical levels of revenue when they are actually made up of declining volume, but higher prices and fees.  Benchmarking in detail is also an excellent way to listen to what members are saying with their buying habits.

5.  Accountability.  The club business is too demanding not to hold individual managers accountable for results.  The performance of every manager and supervisor must be measured against their annual work plan and there must be consequences for failing to meet goals.  Poor performing managers degrade the efforts of the rest of the team and drive away good employees.

6.  Employee Turnover.  There is a high cost to turnover and it usually related directly to the quality of the club’s leadership at all levels.  It is particularly costly when you do a good job of training your people.  Do not become the minor league training ground for your competitors – both private clubs and local restaurants.

7.  Training.  There is much for employees to know in serving your members.  You cannot expect that your employees will inherently know what to do unless they are systematically and consistently trained.  Training gives your employees the knowledge and confidence they need.  Confident employees are more apt to engage your members and provide higher levels of service.

8.  Member feedback.  You need to understand what your members think about your club, the products and services it provides, and the service your employees render.  Surveys are an excellent tool to do this, but you must act on the information you receive in intelligent and thoughtful ways to make the most cost-effective decisions in satisfying wants and needs.

Getting back to the basics is a sure way to regain your footing during and after the current seismic shift taking place in our industry.  The good news is, and there’s always a silver lining, that the best leaders and their operations will inevitably rise to the top.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Principles of Employee Relations

Monday, November 13th, 2017
We have spoken frequently about the importance of well-defined values in club operations.  None is more important that the manner in which we conduct our employee relations.  Here is a sample statement of those values.
1.  All employees will be treated with dignity and respect.

2.  We pledge to conduct our employee relations in an honest and straightforward way.  Any necessary criticism or counseling will be conducted in private in a constructive manner with the intention of instructing and correcting rather than blaming.

3.  Every employee contributes to the overall success of our operation.  The only difference among employees is their level of authority and responsibility.  Every employee is important.

4.  The great majority of people want to do their jobs well and take pride in their work.  When an employee fails, it is often a failure of management to properly train or communicate performance expectations.  In other words, we can’t expect employees to do something properly unless we have properly shown them how to do it.

5.  Employees have no idea what goals management has for them unless those goals are communicated.  They have a need and the right to know how their performance is contributing to the achievement of those goals.  Continuous feedback is essential.

6.  Management must make every practical effort to keep employees informed on matters concerning standards, policy, procedures, long range plans, projects, work conditions, and compensation and benefits.  An informed employee is a better employee.  Supervisors should be available at reasonable times to answer questions and hear employee concerns.

7.  Recognition is important to all of us.  If we have the authority to correct, we also have the responsibility to praise.  We cannot have one without the other.

8.  Every one of us has a responsibility to help our fellow employees.  We do not work alone.  Rather we work together for a common purpose.  We owe it to ourselves and everyone we work with to be personally pleasant and mutually supportive.  One unpleasant personality or negative, non-cooperative attitude can ruin the workplace for all of us.

9.  We must empower our employees through meaningful contribution, while striving to make our workplace interesting, challenging, and rewarding. We can do this only by involving employees in decision-making and continual process improvement.  The ideas and energy of our employees are truly the driving force behind any success we may achieve as an organization.

10.  Our workplace must also be pleasant, enjoyable, and even fun.  Too much of our lives are given to work for it to be viewed as a necessary drudgery.  Each employee is challenged to do everything possible within good taste and reason to make their workplace more enjoyable for us all.

When a leader make it clear to all in her organization how employee relations will be conducted, it reduces the problems created by inappropriate and inconsistent treatment by managers.  Just as children get mixed messages when their parents have different approaches to child rearing and discipline, club employees can suffer when their managers have different ways of dealing with staff.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

A Culture of Service

Sunday, September 10th, 2017

We frequently talk about the importance of developing an organizational culture of service.  What exactly do we mean by an organizational culture?

The dictionary defines “culture” as the sum total of ways of living built up by a group of human beings and transmitted from one generation to another.  With a slight modification of this definition we come up with the following working definition of organizational culture.  The sum total ways of working and interacting built up by a group of people within an organization and transmitted from one generation of employees to another.

The major benefit of establishing an organizational culture is that once adopted by the majority of people in an organization the culture takes on a life of its own and permeates the workplace.  As normal turnover takes place, new hires quickly learn that to be accepted in their new surroundings, they must embrace the culture and make it their own.  In the absence of a culture developed and disseminated by the organization’s leadership, a culture will arise on its own, usually fostered by a vocal few and often cynical and at odds with the purpose of the organization.

So how do you create a culture in your organization?  First, you have to define clearly and succinctly the aims of your organization and what it aspires to be.  These are most often found in Mission and Vision Statements.  Beyond these basic statements of intent, one must clearly spell out standards of behavior and performance.  These can be in the form of Guiding Principles, Operating Standards, Leadership Principles, Service Ethic, Principles of Employee Relations, Organizational Values, Service Pocket Cards, a Code of Professional Ethics, or any other formal statements describing the “What, How’s, and Why’s” of how organizational business should be conducted.

Yet publishing such principles and statements, no matter how inspirational and well-written, will only foster employee cynicism if the values are not enthusiastically embraced by the organization’s leadership.  On the other hand, when leadership demonstrates their commitment to the organization’s values by their daily example, employees will do likewise.

With well-defined values and the enthusiastic example of leaders, the ground has been prepared for the fruits of organizational culture, but just as in growing a garden, preparing the soil is only the first step.  The real work for a successful harvest is the daily tending – watering, fertilizing, pruning, weeding, and pest control.  In the case of an organizational culture, it is daily reinforcement at every opportunity with all employees that continues to focus individual attention on the values that underlie everyone’s efforts.  In some cases, it’s publicly recognizing an employee for embracing and utilizing the values in their work relationships or service rendered to members.  In other cases, it’s privately correcting an employee who has ignored or transgressed the culture.  In extreme cases, it’s terminating the employee who refuses to accept the group norm.  The key is to continually remind employees of the organization’s values and elevate them from words on a page to an animating spirit that permeates every aspect of the organization and its work.

From the process of continually accentuating and reminding one achieves a breakthrough similar to that described in Jim Collins’ book, Good to Great.

Sustainable transformations follow a predictable pattern of buildup and breakthrough.  Like pushing on a giant, heavy flywheel, it takes a lot of effort to get the thing moving at all, but with persistent pushing in a consistent direction over a long period of time, the flywheel builds momentum, eventually hitting a point of breakthrough.”

This breakthrough is reached when the organization achieves a critical mass of employee buy-in.  Though the process of establishing an organizational culture requires patience and persistence as well as leadership and example, when breakthrough is achieved, the culture takes over and is self-sustaining – with the employees holding the bar high and policing their own ranks.

In such an organization, employees understand what must be done and how.  Motivation and morale are sky-high as employees are empowered by their participation and contribution.  The leader, relieved of the burden of constantly following behind employees to ensure they are doing the right things, can focus on strategic issues and the future of the organization.

The importance of a well-defined and promoted organizational culture cannot be overemphasized or underestimated in its impact on quality, performance, and member service.  The only thing that can screw it up is for the leader to fail to show an ongoing interest or set an uncompromising example of the organizational culture and its values.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Super Service Employees

Monday, July 12th, 2010

For those of us who eat out with any regularity, we’ve all had the experience, unfortunately too rarely, of being waited on by what I call a “super server.”  From the moment she approaches the table we know we’re in for a treat.  Sparkling with personality, she overflows with knowledge about the food, beverages, and accompaniments.  She immediately sizes up our interest in engagement and calibrates her contacts accordingly.  She speaks with confidence and authority, questioning us regarding our preferences and without hesitation recommending what she thinks we’ll enjoy.  The best of the best can unerringly take and serve orders without benefit of pen and dup pad – an ability that never ceases to amaze me.

Such extraordinary individuals are worth their weight in gold.  Not only do they serve with flair and expertise, but they sell, thereby increasing the average check, while making a distinctly favorable impression of competence and professionalism that brings diners back again and again.  This is true in restaurants and just as true in private clubs where members appreciate the recognition and special touches that a super server adds to the dining experience.

Far more frequently, we’ve experienced the norm of service – undertrained, inexperienced employees who may understand the basics of service, but little more.  Often lacking in knowledge, personality, and attitude, their service may meet minimum expectations but seldom inspire the diner to sample the extras – appetizers, desserts, wines, and specialty drinks – that the kitchen works so hard to create and which enhance the overall dining experience.  If truth be told, these employees are doing no service to their employers and in many cases are doing outright harm by driving customers away.

The often repeated maxim for employers “to hire for personality and train for technique” encompasses a basic truth.  Attitude, personality, and engagement seem to be inborn skills and are difficult to teach.  While training can provide service skills and knowledge, thereby increasing a server’s confidence and maybe even engagement skills, the best service employees posses an indefinable quality that is difficult, if not impossible, to replicate.

Given the dearth of these extraordinary service employees, they should be recognized and compensated for the rare skills they possess.  Too often though, their presence on an employer’s staff is viewed as simple good fortune with little or no effort made to differentiate them from the common herd.  The result is that in short order they move on to greener pastures where their talents are more fully appreciated.  When this happens the loss to the establishment is often more than can be appreciated at the moment.  Not only has the employer lost a super server, but a money-maker, an ambassador, and an example for less accomplished co-workers.

And everything said about food servers applies as much to super service employees in retail, activities, golf, tennis, administration, and other areas of the club.

What can clubs do to attract and retain Super Service Employees?  By analyzing and considering the wants and needs of super service employees, it is possible to set up programs to attract and retain them.  In simplest terms it boils down to respect, status, meaningful work, and enhanced compensation.  In particular I would focus on the following:

  • Establishing consistent Service-Based Leadership at your club.  The underlying premise of Service-Based Leadership is leaders at all levels who recognize the essential task of serving all constituents, including employees.  Weak or self-serving managers will drive them away.
  • Implementing employee empowerment which is a natural extension of Service-Based Leadership.  Empowered employees are enlisted as partners in the club’s effort to improve the operation and provide high levels of service.  Super service employees want and need this enhanced participation and contribution.
  • Improving communications with employees.  All employees, but especially the super service ones, want to know what is going on and how the operation and direction of the club affects them.
  • Mentoring employees.  Curious and intelligent, super service employees appreciate the time and effort made in giving them the big picture and a deeper understanding of the workings of the club.
  • Creating “master” service positions that recognize higher skill levels and greater knowledge.  The job descriptions for these positions must clearly lay out those distinguishing skills, characteristics, and duties that warrant more responsibility and higher compensation.  Such master positions can then become the aspiration of new or less accomplished employees.
  • Creating a clear career path of knowledge, skill development, and certification which allows other employees to set their sights on the more highly regarded and compensated master level.
  • Assigning master level employees the task of teaching and training those who aspire to the higher level.  Such tasking serves the super service employees’ need for participation and contribution while improving the overall skill level of other employees.
  • Challenging super service employees to engage in creative project work such as taking a larger role in training, creating more effective training programs, formulating and executing member relationship management strategies, and establishing a “wow” factor program for members.
  • Recognizing and rewarding super service employees.  Ensuring they know they are appreciated.  This not only serves their needs, but demonstrates to other employees their value, thereby motivating others to follow their example.  Rewards should also be tangible, such as:  higher pay based on their higher levels of performance, incentive opportunities, preference in scheduling, and educational opportunities.
  • Providing benefits to all employees based on well-defined employment statuses, i.e., full time, part time, and seasonal or temporary.  At a minimum benefits should include holiday pay for designated holidays, vacation time, personal/sick time, health benefits, and retirement benefits.

As an industry we can no longer view employees as a disposable asset, which is what we do when we view ongoing turnover as a cost control measure.  Operating small, stand-alone hospitality organizations with multiple businesses, high levels of service, and lean management staffs covering long hours and weeks is too difficult a task to do without a stable, competent workforce.  When we view labor as a disposable, easily-replaceable commodity, we condemn ourselves to high levels of turnover with its attendant training costs, turmoil, and loss of organizational continuity.  High levels of turnover must be viewed as a critical organizational and leadership failure that is damaging in all ways to the club’s mission and operation.

None of these solutions is easy to implement and will certainly add costs to the club, but I believe the current employment paradigm is far more damaging to a club’s success and remains a significant “hidden” cost of operations.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers — those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Our Need to Serve

Monday, June 28th, 2010

Jim Collins says that people “want to be involved in something that just flat-out works,” but I believe it is something more.  I believe that people have a great need to connect with or serve something larger than themselves.  Whether it’s building a skyscraper, embarking on a campaign to eradicate hunger, working on the design of an award-winning advertising campaign, or even dressing in favorite NFL team colors and attending all the home games – people need to connect to a larger purpose or endeavor.

Great leaders understand this basic human need and have the ability to create that connection for their followers; unfortunately, not always to good purpose-witness Hitler’s rise to power and spell-binding hold on the German people or, in recent times, the illusion of success created by the leaders of ENRON before its financial collapse.

But the connection I am talking about need not be a life-altering cause or event.  Most of us live rather uneventful lives.  While our need is to earn a living and support our families, an astute leader recognizes the opportunity to create something out-of-the-ordinary – a special enterprise that performs better than others and is a source of purpose and pride for all.

In connecting people to the challenge of creating something special, the leader feeds the employees’ need to do something beyond self while advancing the purpose of the enterprise.  All that is necessary is for the leader to frame the challenge in terms of shared goals.  In the service industry this is a fairly simple task.  Our purpose is to serve.  The quality of our service encourages customers and repeat business, which in turn ensures the success of the enterprise for the owners, and, ultimately, the job security and advancement opportunities of everyone involved.

Throughout my career, I have met many eager, enthusiastic young people, some just starting out their adult lives and relishing the opportunity of their first jobs.  Unfortunately for most, their youthful idealism is crushed pretty quickly by the realities of the workplace, particularly when they are not well-led, when they are not properly trained or supported, and when they are treated as if they didn’t matter.

At the same time, I’ve heard managers complain about the poor state of the labor pool and their inability to find decent employees who have commitment to their jobs.  Listening to such complaints I have to wonder what steps these individuals have taken to motivate their employees, to provide training and meaningful work experiences, to connect their workers’ labors to a larger effort.

To expect that the wide variety of applicants for positions will inherently know and understand a leader’s vision and the values that underlie the enterprise’s efforts is foolish.  All employees, whether first-time job seekers or those who have worked in a variety of jobs and settings, need the vision of connecting to a larger purpose, and they need a Service-Based Leader who can provide them the meaningful employment that serves their greater needs.

Excerpted from Leadership on the Line – The Workbook.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers — those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Attending to the Basics in an Organized and Disciplined Way

Monday, February 8th, 2010

I received a phone call a couple of weeks back from an industry colleague who belongs to a private club.  He said he was serving on a committee to look for ways to increase membership and revenues, while cutting costs.  While I mentioned a couple of ideas, I launched into my familiar pitch that almost any club could benefit from attending to the basics of the business in an organized and disciplined way.

Most of us recognize that our business is not rocket science.  The basics of what we do are well-known to any club professional.  What makes our jobs so challenging is the sheer volume of things that must be attended to daily in a detail and people-intensive business.  Unless a club operation is well-organized and its managers highly disciplined, it operates in a state of barely-controlled chaos interspersed with periods of downtime.  The challenge for all is to transition quickly from storm to calm back to storm while remaining focused on long term goals, ongoing projects, and continual process improvement.  The solution is to organize the club so that most things happen routinely and that managers at all levels be highly disciplined in approaching their duties and efforts to improve the operation.

The great majority of private clubs suffer from similar problems rooted in the same underlying causes:

  1. Standalone operations with limited resources and few economies of scale.
  2. Clubs operate multiple businesses — food and beverage, golf, tennis, aquatics, retail, recreation, and the major maintenance effort involved in golf course operations.  The knowledge and skill set to operate clubs efficiently is large and complex, and especially challenging for lean management teams working long hours and weeks.
  3. The club business is both labor and detail-intensive requiring significant ongoing training, yet without the necessary resources to adequately provide it.  As a result most clubs operate from oral tradition and service complaints are a continuing issue.
  4. Most clubs operate without a written operations plan made up of detailed standards, policies, and procedures which, as Jim Muehlhausen says in his book, The 51 Fatal Business Errors, requires managers to reinvent the wheel every day.
  5. The hospitality industry as a whole and clubs in particularly offer relatively low wage jobs, limited benefits, and challenging working conditions.  As a result high levels of staff turnover are common, particularly among line employees.
  6. Older clubs with aging memberships and outdated facilities find it challenging to find the right mix of facilities and activities to attract new members.
  7. In most markets, there is ample competition for the members’ discretionary spending — and often from operations that offer limited well-designed and executed products or services; whereas clubs must be all things to all members.
  8. In a sense, club members are a “captive” audience and can quickly grow bored or dissatisfied with the same old events and activities.  A club staff, without the ability or resources to provide frequently changing “wow” factor events, will often hear the comment, “What have you done for me lately?”
  9. In some clubs ever-changing boards offer little continuity of direction.

Given these and other specific challenges that vary from club to club, it is absolutely imperative that club managers organize their operations in detail.  My own list of requirements includes:

  1. Leadership and management training for all managers and supervisors with an aim of having consistent and disciplined, service-based leaders taking disciplined actions (the benefits of which are discussed by Jim Collins in Good to Great, Why Some Companies Make the Leap . . . and Others Don’t).
  2. Well-defined and consistently reinforced organizational values and culture of service.
  3. A written operations plan made up of standards, policies, and procedures — absolutely critical for human resources and accounting, and fostering organization and discipline in club departments.
  4. Communicate thoroughly with members through a variety of tools and techniques, including newsletter, members only website, management calling programs, and General Manager’s letters.  Understand members’ wants and preferences by taking the pulse of the membership with an annual online survey and monthly surveys of smaller subsets of members.  Analyze member spending habits and purchases to determine individual likes and dislikes, as well as popular and unpopular club initiatives and offerings.
  5. Provide ongoing, thorough training of managers and employees.  This coupled with service-based leadership and a constantly reinforced culture of service will foster employee empowerment — and as John Tschohl, President of the Service Quality Institute says, “Without empowerment, an organization will never be a service leader.  Empowerment is the most critical skill an employee can master and a company can drive in order to lure and keep customers.”
  6. Use Tools to Beat Budget or some other means of real time tracking of revenues, payroll, and other expenses to quickly spot and intervene to correct operational under-performance.
  7. Benchmarking of all areas of the operation to establish the norms of the operation.  The value of benchmarks tracked over time is immense and includes establishing realistic goals for future periods, establishing measurable accountabilities for managers, and easing the preparation and improving the accuracy of future budgets.
  8. Detailed planning, both strategic and tactical, at all levels of the operation and a habit of Continual Process Improvement.
  9. Thorough work planning and performance reviews, coupled with a policy of strict accountability for performance.  This requires developing measurable performance criteria for all managerial positions.
  10. A membership marketing plan based upon the realities of the marketplace and requiring weekly call and action reports from the membership director.  Recognizing that satisfied members are the best recruiters of new members, involve hand-picked members in the membership sales effort.

Each of these necessities, while challenging, will improve the organization and discipline of the club while fostering consistently higher levels of service.  The resulting efficiency and service of a well-run club will make it easier to attract members, which improves dues and revenues and ultimately better positions the club in the marketplace.

Many of the tools and resources to implement the initiatives mentioned here are available on the Club Resources International website — most at no charge.  Currently the website has 1,550 high quality, fully integrated resources available — and more being added all the time.  Come explore the site and see for yourself!

Next Week:  Creating Measurable Accountabilities

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers — those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Training Strategies: Planning and Preparation

Monday, January 25th, 2010

Over the last two weeks we’ve maintained that a lack of training is the Achilles heel of club operations.  Without formal and consistent training, a great number of clubs suffer from high employee turnover, member complaints about poor service, lack of organization, and generally inefficient operations — all of which have a negative impact on member satisfaction, recruitment, and retention, and ultimately the bottom line.

Here are some of the strategies to design and field a more robust, formal training program for both line employees and management:

1.   Start with a plan.  As with any major project, there must be a plan.  Things to consider when planning include:  goals, program requirements, training principles, impacted positions, priorities, budget, timelines and milestones, curricula by position, equipment and supplies, resources and materials, benchmarking, administration and documentation, annual certifications, plan and implementation review, and designated responsibilities.

Tip:  Check out the sample Club Training Plan on the Club Resources International (CRI) website for ideas.

Tip:  Start small and grow.  You don’t have to do everything at once.  Pick key member-facing positions with the greatest number of employees to get your biggest bang for the buck.  But don’t forget the importance of manager/supervisor training.  In the long run a well-trained, knowledgeable, consistent, and disciplined management team will be far more valuable to your success than anything else.

2.   Appoint a Training Manager to shepherd the project.  Assign this responsibility to an existing department head.  This individual will draft and present the plan, oversee its implementation, and report directly to the General Manager on plan progress and developments.

Tip:  The training initiative must have the absolute and enthusiastic support, backing, and “will to make it happen” of the General Manager or it won’t go anywhere.

3.   Charge each department head with the task of developing a curriculum outline for each position in his or her department.  These are the topics that employees in any given position must be familiar with.  Much of this information should be written, but some must be communicated or taught by other means, such as demonstrations, videos, DVD’s, etc.  In addition to the “what” (curriculum topics by position), the outline should also include “who” must learn the material, “when” it must be learned, and “how often” it must be taught for material that requires ongoing refresher training, such as sexual harassment, safety training, sanitation, and others.

Tip:  For service skills positions, the standard four-step training process of “Tell-Show-Do-Review” can be improved upon by Jim Sullivan’s 7-step process:  1.  Say What:  explain what will be covered, 2.  Say Why:  explain why the information is important, 3.  Show How:  demonstrate the correct way, 4.  Detail Variables:  since service is situational, discuss acceptable variations, 5.  Guided Practice:  rehearse skills together, 6:  Spaced Repetition:  repeat the skills training over time until each employee “gets it,” and  7.  Teach Back:  have employees teach back lesson as an instructor.

4.   Charge the designated Training Manager with developing club-wide training topics.  Usually this would be done in cooperation with the HR Manager, Safety Manager, or other subject matter experts.  Club-wide topics include an overview of club amenities, facilities, and operation; member rules; employee rules and work-related policies; organizational culture; club operating systems; legal and liability issues; and leadership development.

Important point:  Keep in mind that while much of the information employees and managers must know is similar; there is often a different thrust to the material.  For example, line employees must know what to do if they feel they are being sexually harassed, while managers must understand the nuances of what constitutes sexual harassment, how to avoid it, and what to do if reported to them.

values-2Tip:  Many of these topics have been covered in materials found on the CRI website, for example:  Organizational Values, Readings in Basic Leadership and Management, Leadership on the Line, Managers Handbook, Employee Handbook, Club Safety Plan, and Training-on-the-Go (such as F&B Training-on-the-Go, Safety-on-the-Go, HR-on-the-Go, Values-on-the-Go), and Daily Huddle topics.

5.   New hire training starts with basic information such as job descriptions, performance expectations, club orientation and departmental orientations (they are different, though covering some of the same topics for reinforcement), employee handbook, and managers’ handbook.  Any plan to provide a more formal approach to training must include a review of, or if not already in place, the development of such documents to ensure they cover all pertinent topics and are fully integrated, that is, they are consistent and reinforcing.

Tip:  Again, a good starting point for these documents is the material on the CRI website.  Follow the links above to check out the material.  Download or purchase the material and customize it for your own use.

Other Tips:

  • Experience has shown that critical information provided in small doses over time (hence the training-on-the-go material) is the best way to provide ongoing training at the lowest cost. Instead of specially scheduled, on-the-clock training sessions, some sort of pre-shift meeting for every department and shift is an excellent way to do this. The key here is to have a pre-developed, organized system of material, so that managers can take advantage of such meetings without having to jump through hoops to find and develop topics. Keep in mind that once such material is developed, it is available for future use with little or no effort.
  • Because of the one-time intensity of developing or gathering training material, this project should be done during the club’s “off season.” But to maximize the effectiveness of this limited time, the initial planning and timelines should be completed prior to the slow season to ensure that everyone “hits the ground running” when things slow down.
  • Training resources can be found anywhere. The advent of the Internet and search engines makes it relatively easy and convenient to find training material for almost any topic or position. Some will be free and some will cost, but once department heads determine topics, they should begin searching for relevant material.
  • Presenting the material in a professional manner is key! Do not hand your employees a 3-ringed binder filled with odd sheets of copied information. Efforts must be made to eliminate contradictory terminology and information written by different authors. Spend the time and effort to present it professionally — each topic should be presented in a common format with appropriate context, segue, and without extraneous information. You wouldn’t present such a jumble of information to your members, and you shouldn’t do it to your employees who you depend upon for your success.

As an aside:  the beauty of the Internet material is that is can be copied, pasted, and edited in your own formatted documents.  Also, when preparing training material, don’t forget to develop quizzes.  They can be used for formal comprehension testing or during informal teaching Q&As by supervisors.

  • Developing and fielding training information is an ongoing process. Review material over time, adding to it and improving it as you go. Ask employees to give you feedback on the adequacy and effectiveness of the material — ultimately they are the best judges of what’s useful and what’s not.

Developing a comprehensive training plan and program is probably one of the most challenging things your club will do, but the time, cost, and effort is well worthwhile.  Over the long haul, the effort you put into developing the professionalism of your staff and improving the quality of service at your club will have far reaching positive effects on member satisfaction and your bottom line.

Next Week:  Training Tools and Execution

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers — those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Employee Empowerment

Monday, December 28th, 2009

The aim of Service-Based Leadership is to empower employees at all levels to think and act in alignment with your club’s values as they serve the needs of all constituencies—boards, members, and other employees.  Ultimately, employee empowerment is the end result of Service-Based Leadership.

Instead of the traditional view that employees are easily replaceable elements in an organization, people who must be trained to do narrow, well-defined tasks and who must be closely watched and supervised at all times, the concept of empowerment says that today’s more educated and sometimes more sophisticated employees need and want to contribute more to their employer and workplace.  Yet many clubs marginalize their employees by refusing to listen to them and by failing to let them contribute to the enterprise in any meaningful way.

Further, highly successful clubs who engage their employees in developing work processes and continual process improvement have discovered that these empowered employees make indispensable partners in delivering service.  Not only do they have a greater stake in the enterprise and are more fully committed to and responsible for their work, they actually equate their purpose and success with that of their club.

What is Employee Empowerment?

So what are empowered employees and how can they help your club meet its Mission and Vision?  In the simplest terms empowered employees are viewed as full-fledged partners in your quest for high levels of quality and service.  They are encouraged to think, act, and make decisions on their own based on guidelines defined by the club.

Leaders must understand that empowerment is not something bestowed on employees like some magical gift from management.  The leaders’ role is to establish both the environment and atmosphere where employees feel their empowerment and are emboldened to make decisions, knowing they have the support and backing of their leaders.

The major role that leaders make in empowering their employees is to create a culture where employees are valued and recognized as vital resources of the enterprise.  They must also understand that to be successful with employee empowerment, employees must fully sense the club’s commitment to such empowerment; simply saying that employees are empowered, does not make it so.  Leaders at all levels must do more than talk the talk.

While employee empowerment may be seen as a desirable practice by management, it ultimately comes about only with the recognition by employees that they are empowered.  This means that the focus of leaders must not be on what employees are doing to achieve empowerment, but on what they themselves are doing to promote and enable it.

Excerpted from Leadership on the Line – The Workbook.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Guiding Principles and Operating Standards

Monday, November 2nd, 2009

Back in June I blogged about a Culture of Service and the need for constantly reinforced organizational values.  Among those values I suggested the need for principles and standards to guide the enterprise.  Here’s one attempt to define the underlying values of an organization:

GUIDING PRINCIPLES: Principles that guide the conduct of our business!

  • Proactive leadership with service-based philosophy. Our leadership is active and engaged, while strictly adhering to service-based leadership principles (per Leadership on the Line).
  • Forward-thinking, professional expertise. Our professional knowledge should not only be up-to-date, but should be constantly looking ahead for cutting edge concepts and practices.
  • Proven management and operating systems. We utilize proven management practices and operating systems to efficiently organize and operate our club.
  • Sound planning and effective implementation. All of our projects and tasks must be planned thoroughly and implemented completely.
  • Innovative programs, continually reviewed. We offer innovative programs and we continually review them to make improvements.
  • A commitment to staff development and empowerment through formal, ongoing training. We operate in a detail intensive business and can only achieve excellence by thorough training and retraining.  Employees must be empowered to succeed and to solve member/guest issues whenever encountered.

OPERATING STANDARDS: Standards that form the basis for our operations!

  • Our vision and goals are articulated.  Our Club Strategic Plan lays out the long term goals for the operation.  Club Annual Goals are prepared as guides and targets for accomplishment.  We put them in writing to formally commit ourselves to their accomplishment.
  • We are uncompromising in our commitment to excellence, quality, and service.  To serve the highest echelons of our community, we have to set and commit to the highest standards.
  • Authority and responsibility are assigned and accountability assured.  Managers are assigned both the authority and the responsibility to direct their areas of the operation according to our highest standards.  These individuals are held accountable for their results.
  • We embrace innovation, initiative, and change while rejecting the status quo.  We seek continual improvement in all aspects of our operations.
  • Standards are defined, operations are detailed in written policy and procedure, and we seek continual improvement of products, services, programs, and operating systems.  Written standards (or the expected outcome of our “moments of truth”) for our products and services are detailed in written policies and procedures.  We seek continual improvement in these.
  • Member/guest issues are resolved politely and promptly to their complete satisfaction by our empowered employees.  No explanation needed.
  • Constant communications and feedback enhances operations and service, while problems and complaints are viewed as opportunities to improve.  We can never communicate too much or too well.  Informed employees are better employees.  Problems brought to our attention allow us to focus on solutions.
  • We benchmark revenues and sales mixes to evaluate members’ response to products, services, and programs, and we benchmark expenses, inventories, and processes to ensure efficiency and cost effectiveness.  We must pay close attention to what our members are telling us by their spending habits.  Benchmarking and analyzing expenses, inventories, and processes help us be more efficient.
  • We ensure clean, safe, well-maintained facilities and equipment while safeguarding club assets.  A good bottom line is only one measure of our effectiveness; we must also take care of all club facilities and safeguard their assets.
  • We acknowledge each operation as a team of dedicated individuals working toward common goals and we recognize the ultimate value of people in everything we do.  While each employee has his or her own duties and responsibilities, every member of our staff is important and works toward the common goal of understanding and exceeding the expectations of our members and guests.  Ultimately our business is about people and they must be valued and respected wherever and whenever encountered.

By themselves such statements have little value.  But by the  consistent example of management and the constant reinforcement to all employees these values are elevated to an animating spirit that permeates the organization.

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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Service the Ritz-Carlton Way

Monday, August 31st, 2009

I recently had the opportunity to attend a one-day training seminar at the Ritz-Carlton Leadership Center in Chevy Chase, MD, to learn how they provide their “legendary service.”  The seminar was eye-opening and impressive.  The Ritz-Carlton Hotel Company is a management company that operates 61 properties worldwide for the Marriott hotel chain.  As most of you know, they serve the international luxury market and are celebrated for their high service levels and attention to detail.

While the instructor provided ample handouts to explain and illustrate the Ritz-Carlton way, I took over fifteen pages of notes.  I shall try to summarize the main elements of how they consistently provide such high level service.

First, Ritz-Carlton has a well-defined corporate culture of service built upon:

  • Mission and Vision statements,
  • Key Success Factors, revised and refined each year, and
  • What they call their “Gold Standards Foundation,” which is made up of the following:  The Credo, The Motto, The Three Steps of Service, The Service Values, and The Employee Promise.

The company culture is so important to Ritz-Carlton that they review aspects of it every day, every shift, in every property worldwide during what they call their “Daily Line Up.”  By this discipline all employees from the CEO and President down to each line employee are constantly reminded of their “reason for being.”

Second, Ritz-Carlton has devised a new hire screening process that focuses on 11 basic talents and every position in the company is indexed on how much of each talent that position needs.  For example, a housekeeper position needs high levels of “exactness” (attention to detail) because there are over 150 items or details that must be checked in every room every day; on the other hand, front desk and guest service employees need high levels of “relationship/engagement” skills to interact and engage guests in a multitude of ways.

The hiring process with Ritz-Carlton can take up to eight separate phone and face-to-face interviews to ensure they hire people with the right set of talents for the positions they seek.  One impressive element of the interview process is that specially-trained line employees conduct the first telephone screening interview to ascertain the candidates “Talent Index.”  If the candidate does not meet certain minimum levels in this interview they are eliminated from consideration.

The success of their screening process can be seen by their employee turnover rate.  When they first started the company in 1983, they experienced a 73% turnover rate.  Last year, it was 23% with 15 of that 23% being voluntary resignations for a variety of reasons.

Third, Ritz-Carlton invests in training.  Each new employee receives a two-day orientation which is heavy on company culture and values, then 20 days of on-the-job skills training for their position.  The trainers of the skills training are line employees who have been trained to train and who derive prestige and a higher compensation level for their role as trainers.

On day 21 of the initial training period, each employee without exception receives a recap of the values and culture, benefits enrollment, training in guest recognition and how to handle difficult guests.  The end of the day is a celebration of their completion of the initial training.  Finally, they are asked to fill out a questionnaire to ensure that the promises made to them at the outset of training have been kept.

Leaders are responsible for ensuring that all employees are certified in their positions.  Employees must be certified within 21 to 30 days of their orientation.  As Ritz-Carlton says, “We never want to practice on our guests.”

Each year, line employees receive 320 hours of ongoing and refresher training.  Leader/Managers receive 250 hours of training per year.

At the end of an employee’s first year, on day 365, each employee has a one-day refresher session designed to “psychologically engage” with employees and “figuratively hire” them all over again.  At the end of this day, they receive their one-year service pins.

Fourth, the company trains and empowers each employee to solve problems.  Any Ritz-Carlton employee can spend up to $2,000 a day per guest to solve problems and, not to just satisfy their guests, but to wow them with outside-the-box service.

Here’s an example:  an international guest at the Ritz-Carlton, Washington DC, checked out and flew to NYC to catch an international flight.  Upon arrival at JFK airport, he realized he had left his overseas flight tickets at the hotel.  He called the Ritz-Carlton in a panic.  The desk clerk with the OK of her supervisor and the hotel GM, took a flight to NY and personally delivered the guest’s tickets in time to catch his plane.

Fifth, Ritz-Carlton is heavily invested in benchmarking all areas of their operation to include conducting random surveys of guests each thirty days.  The results of their ongoing measurements of processes and guest feedback are used for continual improvement of their products and services.

Sixth, Ritz-Carlton has designed a proprietary software and database package called “Mystique,” to record guest preferences.  Each property has two designated individuals, the Mystique Manager and Mystique Coordinator, who have access to this confidential database.  Every employee carries a pad of “Guest Personal Preference Communiqués” with them at all times.  Any time an employee notices a personal preference of a guest or overhears a guest mentioning some detail that would enable the company to better serve them, the employee fills out and submits the communiqué to the Mystique staff, who enter the information in the database.  This system, designed to better help the company personalize their service to individual guests, is a central part of their building a strong service identity and a loyal base of clientele.

Overall, I was impressed with the thoroughness of the Ritz-Carlton systems; their training, treatment, and empowerment of their employees; and the degree to which everyone from the highest executive to the most recently hired line employee is dedicated to service – not just to their guests, but to each other in the performance of their duties.  As one employee said during our late-afternoon Q&A with line employees from the Washington DC property, “I’ve never worked anyplace where I feel like I’m such an integral part of the team, where my ideas and input matter so much, and where I feel like I’m part of a big, caring family.”

While there are clearly aspects of the Ritz-Carlton way that are beyond our reach in the private club business due to budgetary constraints and economies of scale, there is also much we can learn from them – probably the most important being their absolute dedication to high levels of service and their “will to make it happen.”

 

Thanks and have a great day!

Ed Rehkopf

This weekly blog comments on and discusses the club industry and its challenges. From time to time, we will feature guest bloggers – those managers and industry experts who have something of interest to say to all of us. We also welcome feedback and comment upon the blog, hoping that it will become a useful sounding board for what’s on the minds of hardworking club managers throughout the country and around the world.

Club Resources International – Management Resources for Clubs!

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