Why customer service is a fitting topic at the performance school.
Usually, on the second day of the Master or Intro class, I’ll start getting into bending. When I introduce the four different angle bending machines, it always starts with the easiest and begins to get more complex and detailed. Of course, rounding out the four would be the Mitchell Steelclub Signature Angle Machine. Even though we finish with hands-on tools by the end-of-the-day Wednesday, the angle machines continue to be a focus through the fitting portion, with the Signature leading the pack.
Most of the guys and gals that roll through the Mitchell Golf Performance School are industry professionals and/or hobbyists looking to start their own business. One thing we talk about incessantly when kicking things off is customer service.
One prime example: if I get a referral and all the customer needs is just a re-grip, they’re still getting “the works”. I measure everything with the Clublength Ruler Tool Kit followed by the Tour Gauge Swing Weight Scale. Grips get cut, clamps get changed, and I’m now onto the DigiFlex 2.0 Frequency Meter. Lastly, I’m checking lofts and lies through any of the four angle machines. Think of it as a courtesy check when you take your car in for service. Oil change aside, they’re checking tire pressure, fluids, tread, and other red flags.
In today’s day and age, with same-day drone shipping available, waiting is not part of our current mindset of “immediacy.” Showing customers change in real time is the best form of customer service.
When I fit a client, and I need to alter ball flight, I’m not saying, “Hey, be right back; I’ll go bend this two degrees upright” as I sprint down the hallway, up the stairs, and into the build shop or wherever your machines are stored. Meanwhile, your customer is aimlessly hitting balls and getting tired for five minutes.
No, the angle machine is with me in the hitting bay. It’s more like, “Alright, sir, let’s get this two degrees upright. Come check this out.” He or she gets a break from hitting, sees your expertise in action, and buys into your credentials as a fitter.
Some fun time and seeing real-time fitting in action.
My last business trip was to Los Angeles. In between Baltimore and Chicago, I had four days to kill. My hometown Guardians were also there taking another series from the Dodgers. Urban Golf Performance featuring Collin Morikawa and Matt Blois is based there, plus Patrick and I recently sold to The City Golf in Koreatown. So as the kids say: “wheels up!”
When I landed (and hit up the nearest In ‘N Out, of course), I Uber’d to both locations and saw the best customer service in action. UGP had a Signature in the lobby, The City had a Steelclub Angle and a TourGauge Putter Machine next to their demo matrix and hitting bay. Not on the other side of the building. Not in a storage closet or boiler room. But out in the open ready to interact with customers in real time.