More Than Service With a Smile

The phrase, “The customer is always right,” is somewhat of a golden rule across all service industries. It’s also a phrase that has been hotly debated over the years. Whether it’s a literal or figurative philosophy depends on who you ask on any given day. But what I do know for sure is that the customer is always IMPORTANT. Regardless of what industry you’re in or what kinds of products and services you sell, your customer is the most crucial part of your business.

As a person who has spent nearly a lifetime in the service industry, I have learned that a significant part of our success comes from our customer service philosophy. A customer service philosophy is a shared mission for your support team, a set of guiding principles that ensure you’re upholding your core values with every customer interaction.

While it’s understandable that some businesses focus heavily on reducing expenses and maximizing profit, it’s disappointing to see that the customer often gets lost in the shuffle. It’s counterintuitive, considering that our customers are our lifeblood. 

There’s a long list of why some companies fail at customer service, and WGM has always aimed to avoid the pitfalls. The top reasons for failing the customer include:

1. Failing companies don’t define customer service goals.
2. Failing companies put good people in the wrong jobs.
3. Failing companies treat customer service like a department.
4. Failing companies don’t value the customer’s time.

 Now, more than ever, the human element is so crucial in this time of rebuilding. It makes no sense to push the customer away when society is just beginning to see the light at the end of the pandemic tunnel.

 WGM has always looked to enhance the customer and member experience at every facility in our portfolio. Each facility outlines its service goals. It’s so much more than lip service. We can’t just go out and say, “Let’s give ‘em great service!” We are clear about what excellent service is, what it looks like, and what the customer should experience every time they utilize a WGM golf course.

 WGM also focuses on its teams. There are plenty of fantastic people out there. However, some just might not be suited for a service-oriented position. We hire and employ more than just bodies. We hire for skill, tact, and personality that fits our company’s culture and the culture of each of our courses.

 Customer service isn’t only one department. Customer service requires participation from the entire team. Each customer interaction from the greeter at the door, to the hostess at the stand, to the bartenders, outside service staff, grounds and greens, and Golf Pros requires buy-in from start to finish. We believe in the product we are selling. And that product is the consummate golfer experience.

 And lastly, WGM values the customer’s time. As many of you already know, I am the daughter of a retired Two-Star General. In the military, you pull no punches with time. My father taught me long ago to be late is to be disrespectful. If you are late or behind in response to a customer, it gives the impression that you believe they aren’t important or that your time is more valuable.

This is why we are looking forward to debuting new concepts and service formats that focus on our customers. We’ve renovated spaces for enhanced speed and quality in food and beverage. We’ve also purchased additional equipment and beverage carts to service increased demand on the golf course. Gateway National is about to open Bud’s Bar in early May. It will be a full-service kitchen located on the golf course and named after one of Gateway National’s long-tenured and most valued employees. Innsbrook new Par car a food truck fully equipped with a kitchen opens in May. Exciting things are happening.

At the end of the day, WGM’s service philosophy comes down to our vision and values. Our vision includes achieving our goals one day at a time. Coming fresh off the Masters Tournament, we envision even more participation in the sport of golf. It’s a safe, outdoor sport that people across all walks of life can enjoy. And these people are our lifeblood. Our customers.