More Than Just Good Service
Do you love a good story? Each time a guest, member, or even a member of your staff connects with your business, they are in a story. Sometimes, if the customer is passionate enough about the experience – especially if the story is bad - they relate that to anyone who will listen, and will also post it online!
Think about a place you’ve been where there has been a distinct effort made to curate the customer experience. Disneyland, The Masters, and this amazing desert place in Savannah, Georgia which is honestly called ‘Better Than Sex’, are a few notables of my experience. In these examples, from the Micky Mouse shaped tortilla chips, to the birds chirping in blooming rhododendrons, to the real acting majors they hire from SCAD to dramatically introduce the desserts, the experiences were exceptional. People are consistently raving about their experiences - not just because of great greens, but because of the service, culture, and attention to detail.
In today’s experience economy, good service is expected. It’s no longer a differentiator—it’s the baseline. What truly sets clubs apart is the ability to create meaningful moments. This is where the role of management becomes vital. A well-trained management team is the engine that powers the guest experience. They don't just manage tee sheets and payroll—they shape the energy, values, and expectations that trickle down to every frontline interaction.
So, what do guests and members really want—and how can strong leadership make it happen?
Let’s delve in
1. To Be Recognized and Remembered
Whether it’s their first visit or their hundredth, guests want to feel like they’re more than a tee time. Personal greetings, remembering names, and small touches like asking about a guest’s last visit go a long way.
Great management ensures this isn’t left to chance. Through strong onboarding, clear service standards, and repetition, leaders build a team that knows what VIP treatment looks like—and delivers it consistently.
2. A Seamless, Stress-Free Experience
From bag drop to the first tee, the golfer’s journey should feel effortless. That means clear signage, staff who offer help without being asked, and processes that reduce friction.
These touch points are orchestrated by effective managers. With the right training, golf leaders can analyze bottlenecks, map the guest journey, and create systems that ensure no guest ever has to ask twice.
3. A Sense of Belonging
Especially for private clubs, members aren’t just buying access to a golf course—they’re buying a community. Guests and members alike want to feel like they fit in, that their presence matters, and that they’re welcomed as part of the culture.
Managers trained in emotional intelligence and communication lead by example. They don’t just manage— they connect. And they empower their teams to extend that same sense of welcome to every guest.
4. Memorable Moments
People don’t remember every hole—but they remember the story. The starter who was able to advise well and create enthusiasm. That impromptu quick drink that turned their wives picking them up because the atmosphere was so engaging. Or when a staff member made a child feel special. These types of things come from well-motivated, well trained staff.
These moments become culture when managers talk about them, celebrate them, and coach their team to notice opportunities.
5. Staff That Care
Kindness. Enthusiasm. Service with a smile. It sounds basic, but it’s often the make-or-break difference between a forgettable round and a standout experience.
And who inspires that attitude? The managers who model it. Through GIG leadership modules, podcasts, articles and other educational material or templates, clubs can help department heads can learn how to lead by example and build a positive, proactive work environment—where service isn’t forced, it’s felt.
The Role of Storytelling in Golf Service
Storytelling is a secret weapon. When staff understand and share the “why” behind what makes your club or course special.
- It builds emotional connections. People remember how they felt more than what they paid.
- It turns staff into ambassadors. When team members know the club’s values and history, they can share those stories naturally.
- It enhances loyalty. Guests who feel known and understood are more likely to return—and to bring friends.
Leadership again plays a role here—training supervisors and managers to share origin stories, course legends, and special guest memories makes storytelling part of your club’s identity.
- Share the story of your founding.
- Tell new guests about your signature hole.
- Let long-time staff teach the inside traditions.
How to Train for Storytelling
You don’t need to script your team. But you can:
- Teach them about the club’s founding, legacy, or notable members
- Encourage them to share positive guest stories at pre-shift meetings
- Create “story prompts” like: “Ask a guest where they’re from and share something personal back.”
Some clubs have even included storytelling challenges in staff training: "Tell us about a time you helped make someone’s day.” The best stories are shared on internal boards, staff shout-outs, or social media.
A Global Best Practice
Luxury brands like Ritz-Carlton are famous for empowering employees to spend up to $2,000 to solve guest problems without a manager’s approval. But what makes the brand memorable isn’t just the spend—it’s the stories that come from it. You don’t need to spend $2000, but maybe $25 or $50 is more in line with your budget?
Final Thought: Service Is the Job. Story Is the Magic.
By investing in leadership development and management training—not just for your frontline staff but for the people setting the tone—clubs and courses can create experiences that guests don’t just enjoy, but remember.
Tools like Golf Industry Guru help clubs build leadership confidence, deliver consistent training, and share service culture across every level of the organization.
Because in the end, what we want more than giving them 18 great holes, is a reason for them to come back.
For more information on how the Golf Industry Guru Academy can help you and your staff, deliver the defined experience that you want them to have, give us a call.
