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Higher Up Podcast
A podcast that aims to empower individuals in various aspects of their lives, including business, church, school, and personal growth. The goal is to inspire listeners to make a positive impact on those around them, helping them reach their full potential and strive towards greatness. The show features practical tips, real-life stories, and insightful conversations with experts in their fields, all geared toward lifting others up and creating a world where everyone can thrive.
The hosts, Benji and Brady Wilson, are accomplished entrepreneurs in the business world. Their mission is to empower listeners in every aspect of their lives, from business to personal growth. They seek to inspire others to make a positive impact on the world by sharing their own life experiences and having conversations with other successful guests. Together, they explore living a Higher Up life!
Higher Up Podcast
Ep.027: Customer Service at the Masters
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What can a $1.50 pimento cheese sandwich teach us about world-class customer service? A lot if you're at the Masters Tournament.
In this episode, we unpack what Augusta National gets right about the customer experience, from spotless restrooms to screen-free serenity, and how those small details add up to something unforgettable. Benji shares his firsthand experience attending the Masters, and we explore how intentional, friction-free service turns everyday moments into stories worth sharing.
If you're a business leader, team builder, or care about creating meaningful moments for others, this one’s for you. Season Three of Higher Up starts here with a masterclass in service excellence from one of the most exclusive events in the world.
Season Three Kickoff
Speaker 1all right. Well, benji brady, hey guys, welcome back in. Hey, we've had a little bit of a break. Hopefully our people haven't left us. But, um, look, the two of y'all have been so busy. We've had storms in Kentucky that your teams have been helping with. We've just had life going on end of the year. It's just been crazy for everybody, but we are here and officially starting season three, so I don't know we're doing like 15 episodes a season. We'll see.
Speaker 2Who knows? I mean we had 10 and 15 adds up to 25. This may be a 25. I'm only kidding this won't be a 20, but season three, it's gonna be fun technically, we're in episode 26.
Speaker 1We're 26 episodes. We were uh joking a little bit before as well. We're like you know what? Brady has to be 100, the reason that we're here? Because his uh abundancy over scarcity issue, ish um episode is over a thousand. Oh yeah, downloads. So brady's awesome.
Speaker 2You bring in the heat man bring it, bring it and whatever it takes. I want to say you know, yeah, we have taken a little break and, um, we just appreciate you guys very much. I mean, we still have people downloading Adam, we, we surpassed the 7,500 downloads big. I see people on you know the different podcast feeds and all and they're like hey, I got 10 episodes and I got this and we were like man, we finally hit the 7,500. What a, what a, a mountain to climb. But we're there and we we can't do it without you. Lots of people sharing and on social and sharing the feed of podcast or whatever. Again, remember, if you're tuning in for the first time, you can download any platform you got. You can always go to higheruppodcastcom.
Speaker 1Next achievement is $10,000. We'll get there. That's big. We'll get there with our listeners. Help, we got it. We got it. Last I checked we're about 50 over 7,500. So we're getting there, yeah.
Speaker 3Maybe the 10,000th download gets a higher up branded coffee mug I got it.
Speaker 1I'm still waiting on mine.
Speaker 2I got it. Yeah, me too. Me too, actually, speaking of guys. So I'm glad you mentioned that we do have a little merch shop up on the website, all right, so we still got to get some more stuff up there, but you can order a coffee mug if you want, can.
Speaker 1I go purchase something right now, while we're doing the episode, you can.
Speaker 2HireUpPodcastcom. You can do it right now. Click the merch shop and do it. It'll send it wherever you want. I do want to let you guys know that the proceeds there's not we don't have much in there for that. So, just so you know, if there is any, we're going to be donating it to charity anyway. So, um, whatever that is, you know, feel free to feel free to order. You can order a hoodie, you can order a shirt, whatever, but man, we got I'll tell you, adam, we got a. This is going to be a really fun episode starting out the new season.
Speaker 1I'm really excited about this well, this, this one is really we were joking as as well that this is kind of your episode. This is your topic. This is actually big for you because I know you are a Masters lover. You love everything Masters.
The Masters Experience
Speaker 1I know Masters Weekend, as long as I've known you, I mean you guys even you know you order the food kit that comes in so y'all can feel what it. You know, have masters at home, which is, by the way, marketing totally aside from that is phenomenal, oh yeah, oh yeah. It's such a phenomenal way to do it, but it's a really big deal for you guys. Y'all love it. Your whole family loves it. I see your, I see your family posts about it for you guys, obviously, sarah's photographer love Sarah's photographer, love all the stuff that the masters put out when it comes down to this beautiful stuff.
Speaker 1But, um, well, the biggest things and this and what was really cool is I noticed that a lot this year on social media. Um, I don't know if you caught it as well they talked a lot about the customer service and what it's like, and, um, I even saw ESPN post some things because, um, when Rory won it, nobody's taking a picture in the background, which, in today's age. Oh yeah, unheard of, unheard of. And that was one of the things that was cool I remember seeing and this is just one of the things with customer service but they don't allow phones, and it was really neat to see people just in the moment.
Speaker 1Right, we're in an age where we want to capture the moment. Let somebody's job be in the moment. Ken Griffey Jr, by the way, killed it, oh, killed it, killed it, but just things like that. So that was something that was neat this year that I felt like was a theme on social media was the customer service, and I feel like for our team, team Wilson, customer service, our customer journey, has something that we've been focusing on this year, and so I think this will be a great thing for you to kind of dive into and share a little bit with Brady and I what, what, what kind of happens at the masters customer service.
Speaker 2Yeah, and and and obviously we're gonna, we're gonna turn this into part of the part of your business. You know, whatever you may be in, what field you're in um, towards the end. But the masters has, as Adam said, it's been huge for for me for years. Brady watches it every year. Our my family has all bought into it every year, uh, which I don't know how we got our kids into it, but they're into it. But so we got, just so you guys know you can go to the masterscom and anyone can enter your email address for lottery tickets. It's free to enter, doesn't cost anything.
Speaker 2I started doing this in 1999 every year. So right after the Masters finishes, which is most of the time, it's in April. Okay, sometimes it ends in March, just depending on when they do it, and there was the one year they did it in November due to COVID. They had to push it forward. But see, I know too much about the Masters, but the Masters. So the cool thing about the Masters is again 1999, entered the lottery pick.
Speaker 2I tried to get tickets to the Masters for 20 years and finally in 2018, finally in 2018, I was about to give up doing it because I thought it was a hoax and I actually entered again and when you go to enter, it'll say you can enter for two tickets for the practice rounds or, excuse me, four tickets for the practice rounds and two tickets for every day of the tournament. Now, you're not going to get all those tickets. It's essentially a lottery. Only so many people get in. So I actually got two tickets. Most people say the first time you ever get in, you get a four ticket option to a practice round. You don't get a tournament day round. I got two tickets to the Saturday round for 2019. And it happened to be the year that Tiger Woods won the masters this last time.
Speaker 3Now.
Speaker 2I was a part of when Tiger had the 2005 on TV shot on 16 impossible shot. Um, most people don't understand about the masters. When you go, there's not a blade of grass out of place. We actually went, sat on hole 13. We actually walked every hole until we got to 13. We sat there, waited for Tiger to come through and then we followed him in. The place is amazing, the food is amazing, but, most importantly, the customer service is amazing.
Speaker 2This place, you cannot fathom the shots, the reason they call it the Masters. You cannot fathom the shots, the reason they call it the Masters. These professionals that are playing this game cannot even see the flag that they're hitting. At most of the time, most of the shots are blind shots. They are hitting at a target somewhere in the sky or a tree or a limb or whatever. It's unbelievably amazing. But the cool thing about the Masters is the customer service.
Speaker 2Okay, so I'll give you a couple of things. When you go to buy food at the Masters, a pimento cheese sandwich is $1.50. A barbecue sandwich is $2. A drink is $1. It is the most reasonable rates of anything you can get and this food is really, really good. Now I will say that they got egg salad, which Sarah loves. Egg salad I like the pork. The pimento cheese is fantastic. I'm not so sure that the egg salad is not made by um, by someone in Birmingham, because it tastes the same as some of the restaurants we go to and, who knows, maybe they just white label it, put the masters on it.
Speaker 2But the cool thing about that is the way they get you in through the lines so fast and even the restrooms. When the men line up to use the restrooms the line is so long but you are in and out as soon as you're done using the restroom guys, they have someone come clean it like quickly, oh Lord, and then they're waving the next person in. It's that fast of service. When you go to the pro shop they sell. I was told I don't know if this is true on a website or something they sell like a million dollars every 10 minutes or something during the Masters. Now again, I don't know if that's true, but they only let 50 people in at a time.
Speaker 2But those 50 people. When they let 50 people in at a time, but those 50 people, that, and when they let 50 people through the five minute clock hits, 50 more people are through. When you buy your stuff, you can take it next door. They will hold your items. Because, again, you can't have phones. You can't like. If you walk up to the gate with a phone, you're they're not, they're banning you for life. You can't even get in anymore. So you, you drop your when do they put everything?
Speaker 1Do you have to leave it in your car?
Speaker 2No, they have a locker, probably like a locker. It's a locker room. They give you a ticket, a voucher, and then when you come back, when I say, you give them your voucher and they have your stuff there within less than a minute. It is that fast of service.
Speaker 1But you keep your wallet and everything, obviously, yeah.
Speaker 3So, benji, are you? Are you telling me that the the the line to the men's restroom is like the Chick-fil-A drive-thru?
Inside Augusta's Customer Service
Speaker 2I promise you, I'm not, I'm not exaggerating you, I'm not. I promise you guys, it is. It's exactly like that. Like you they are, they are waving you through fast and as fast as you can finish the restroom. I hate to say it this way. Whether you're standing guys or sitting guys, it doesn't matter. I didn't go to the women's restroom, but I can only imagine it's the same type of service over there. I'm glad you did not, but I will promise you it is that fast, as soon as you're done, that restroom is clean. It is clean for you to use it. So, really, really neat.
Speaker 2So you know, getting into the honestly, it's just so simple. To Adam, you mentioned it was social media. It's just so simple. The way they have the setup done. The concessions are affordable. They focus on value and experience.
Speaker 2The branding, as you mentioned, is first class. Um, everyone knows the music to the masters. It's that same theme every year. Everyone knows and you know it's not just about the golf tournament, it is for the people that are playing and they call them patrons.
Speaker 2By the way, I learned this about golf at the Masters they don't call it the back nine, so you have most people call it the front nine, that you Front nine, the back nine and the back nine. They call it the second nine and they will actually penalize you if you're a broadcaster or whatever. If you call it the back nine, it's called the second nine. Everything has a rhyme or a reason to the masters. So what is their secret? Honestly, it's just their attention to customer feelings. It's all about the customer experience, to your point. For those four days and I'll even give you the practice rounds for those four days if you're at the tournament, there is no phone. Life is simple. You can hear the birds chirping, you can feel the wind blowing, you can see the people next to you. There's no talking, there's no, it's all about watching the literal masters play this game. That is just.
Speaker 3It's earth shattering, to be honest with you I mean, if you, if you really, if you really think about it, though, it's a really cool picture because you know, kind of going back to, uh, our last episode, talking about people first, I mean, the masters seems like like they do it better than anybody and something to look up to in a world that we're on our phones, we're on our computers, we've got TV, we've got YouTube, we've got podcast, even though you should be listening to this podcast, but we're just so. We live in a society that's so distracted and you know, even my wife and I were talking about it the other day is it's when you get in front of people and you just turn off all the distractions and you get to know who people are and really interacting with them. It sounds like the Masters does that on purpose is take out all the distractions, take out all the noise, and you get back to nature, you get back to simplicity, you get back to what really matters and, at the end of the day, what really matters is people.
Speaker 2Yeah, that's a great point's a great point. I mean, it is about the people and you know, you could, um, right, you could probably tie most of our core values as you mentioned the last two to what the masters does, um, their, their experience. You know, I just I'm I'm speechless because I've been there and it's, it's just, it's just amazing. So here's a couple of things what we, what can we apply? Okay, how can we apply the masters to what we do in our everyday business, everyday life? All right, so, augusta plans, from the time that you pull up to park to the time that you, by the way, you're actually parking on fairway, uh, most of their parking lots are not actual paved parking lots, they actually you're parking in a field. They take this grass, this, this turf, it, it, and it looks like turf. That's where you park, okay, and so, from the time you park to the time you come back to your car, it's about the journey, from the time you go in the gate, the way things look, the way things feel, the way things smell, the way things appear to you. It's about the customer experience. So, in your business, if the master's has gone to this length, how can we map our customer journey to be something similar.
Speaker 2Now again, every business is different, but their first touch point is how can I help you, how can I? What's your experience like when you're here today? What can I do to make it the best experience it possibly can be? You sense that in all the people Brady just mentioned, all the people make it happen. I mean, I can't tell you how many hundreds of people are probably there that are either probably volunteering to be honest with you. And then what are some of the needs and friction points that we can avoid? All right, and again, we talked about the restroom thing. How many times you go into a public restroom and you're like, oh man, I got it. I don't even want to use the bathroom. You know, you don't feel like that at the masters. Everything they have they've thought out and it's well documented. I'm sure they have SOPs we couldn't even imagine, or, honestly, maybe simple SOPs for that matter.
Speaker 3Well, I mean and to and to that point, I mean, think about if you're, if you're on the road, and let's take, let's take just the restroom thing. Okay, I mean, this may be going overboard, but when I, when I'm, when I'm on a long trip and and we've got to go, you know yeah, yeah for sure, then I'm looking for one or two places. I'm either looking for marathon yeah, because I know they got clean restrooms and the, the, like the creme de la creme which is there there's not as many of them, but I'm looking for Bucky's. There you go, you know, because you know the experience. You know, typically, what you're going to get.
Speaker 3I'm probably not going to the shell station. You know what I'm saying, right, but that's, that's the. That's the type of thing that they take pride in and and you, I know you've been to a couple of different tournaments, but the golf tournaments, but the masters, really stands out because of the experience that you had and you talk about it and and people hear about it and it makes them want to, you know, get on the lottery. It makes them want to go to the tournament, it makes them want to go to experience what it's like, so they can have the same experience that you did.
Speaker 2Yeah, it's how do you, how do you to your point, how do you make the ordinary feel extraordinary when you go through that line you're not just going through the line, a concession stand line feel like an honor. It's not a transaction. They're not worried about that. You know, hey, this is going to cost you, boom, boom, boom, boom. They're trying to make you feel like it's an honor to have been there and buy the food. And it's not a steak dinner, guys, it's a barbecue sandwich. It's an egg salad, pimento cheese sandwich.
Creating Extraordinary from Ordinary
Speaker 2It's simple. How do we take our basic, just basic, services? Okay, when any business probably has this scheduling, invoicing, follow up, how do you add a little bit of flavor to that to not just make it about scheduling a job, invoicing, follow-up? How do you add a little bit of flavor to that to not just make it about scheduling a job, invoicing, a project, following up? How do you give it that extra customer service touch I know some people probably use handwritten notes some warm greetings, unexpected kindness, maybe it's a video from someone just thanking him for work, whatever that is, make it extraordinary. I think, adam, we were talking about it on one episode a while back about I think it was Nick Saban, you know making. He takes ordinary things and makes them extraordinary right, whatever those basic things are. So it's really really cool.
Speaker 1So tell me this, as you're talking more for our listeners what do you guys feel like is something that maybe recently, especially with the core values and really pushing those, as we've talked about that in the last season what is something that you two feel like is a process or a customer service that y'all have been working on with the team recently that gives that master's touch? Is there anything right now that you guys are doing from the start, whether it's beginning or the end of the job? What's something that y'all are doing that you feel like gives that touch for customers?
Speaker 2Well, I'll let Brady talk about that because again, he mentioned coffee with the CEO in the last episode or two. Some of the things we're doing and we're going to talk about this in Lesson 3 in a minute but he can talk about even with our core values and how we are reminding our teams of that on a constant basis.
Speaker 3I know that because you can talk about things one time like, hey, we need to be better at customer service, we need to be better at this, and then it just kind of goes to the wayside and it's something that's got to be constantly shared. I think we've talked about this, but for you leaders out there, you know you may be a part of a C-suite, you may be a CEO, you may be a CFO, you may be a CTO, whatever those C-suite letters are, but I will tell you that you're also a CRO. Okay, and a CRO. You may have never heard of it, but you are the chief reminding officer, and so a chief reminding officer is constantly reminding people of what those important things are in your organization. And I'll give you a I wish I'd have had my camera yesterday, and so I'm sitting in my office. My office is at the front of our building. It's got windows in front.
Speaker 3We had a customer that came and I think they were picking up a packet for their packout or something. I don't remember exactly what it was, but the customer walks outside, goes to get in her car, and then one of our employees was coming into the building and her name is Misty and she's one of our production technicians and you should have I don't know what was said, but you should have seen the embrace that happened. The customer and Misty like locked each other and went and just gave each other this huge hug. And it's hard to hear through the window. Yeah, yeah, but they're giving each other this huge hug. It's like oh.
Speaker 3I'm so glad to see you. You know, I'm just here picking up something that's not something that you can teach, right, that's something that you're embodying with what you are communicating as a leader. I mean, and I do have a picture of this next one. But two days ago I'm walking around the office a little bit and I saw one of our team members that was taking out the trash. Now, it's a simple thing, right? And I said, hey, just having a conversation, no-transcript.
Speaker 3Whatever their core values are is, they are sharing these items or these things with their employees, their team members, and it just starts to become an ingrained thing that you don't have to tell them to do something. They're just going to do it because it just it's natural, it's it's the little things that, going back to Nick Saban you know he says a lot of times it's the little things are are the easiest things that people don't do. Well, you know. So if you can, if you can take the little things and really do the little things well, then those really become the ordinary things that become extraordinary.
Building Trust Through Consistency
Speaker 2Yeah, that's great. And you mentioned our team, brady. Lesson number three empower every team member, and we talked about this with volunteers at Augusta. But they just don't volunteer. They own the guest experience. So think about this in your business, whatever business you might be in how do you own the customer experience, not just the transaction? That was a big thing that hit home for me when we were dialing in the notes for this episode. Train our team to think like host, not just workers. Train our team to think like host, not just workers. What does the process do? And to your point, adam, if you went to a restaurant, let's say, and you ordered whatever you would normally order, let's just say it's a steak and you're like, hey, I would like that medium. If it came out medium rare, what are you probably going to do?
Speaker 1I probably would just eat it. I'll be 100 you're. You're a medium rare guy I, I would just feel bad being like, hey, I don't like that, I I've even, I've even joked, because my dad's the type of guy that would send something back. And I, I always, I I'm a pleaser, I'm like you know, I don't know. I I mean, if it came out too much, I don't know if I would send it back, just because, again, I understand things happen, I guess. But that's just me, but you know, I totally killed your point.
Speaker 3No, no, it's great though. Adam, are you scared that somebody's going to spit on your steak? Is that it?
Speaker 1I will not confirm nor deny, but that does cross my mind from time to time.
Speaker 2No, the thing is, it's a great point, though Some people are just like that, Some people just want to. You know, hey, I know it's not a problem, I'll just deal with it and that's okay. There are some people that are like, look, if I go to this restaurant because, again, I'm a consistency guy, I go to these same places a lot of times If the consistency becomes inconsistent, I'm like whoa, wait a minute, you know what is this. But something's off?
Speaker 2Yeah, At the masters, they own the experience. And how can we help make sure? If one thing goes wrong in our business, one process gets messed up, then the process. We try to correct it. Obviously, every everyone would, but sometimes we get off track and we just well, that just happened. No, we need to fix the problem. But if we can continue to train and empower our team, To empower our team members.
Speaker 3Yeah, we got several of them. Yeah, I mean People first, people first. Yeah, relentless execution. Pursue excellence, pursue excellence.
Speaker 2That's what I was getting. Pursue excellence, own it, pursue excellence, pursue it and give them permission to solve the problems, but serve generously, give them, empower them, right Lesson number. So lesson number four we got two more, we'll be finished, but consistency builds trust. Consistency At the Masters, everything feels the same. It's pristine, it's polished. Let's be honest, the bathrooms are polished. Okay, pristine, polished and perfect. When they cut that grass, there is not a blade and I'm not exaggerating a blade of grass out of place. It looks like they're hitting off of turf.
Speaker 2Consistency, consistency, because if you can get a customer to come to the Masters, if me, as a customer, go to the Masters, guess what I want to do next year? I want to go back, I want to go back, I want to go back and I'm ultimately going to tell other people you got to go to the masters. If you're not even a golf fan, you got to go to the masters and build systems that let your customer service shine consistently excuse me, consistently, no matter the day or who's on that shift. So consistency, big big thing there on that shift. So consistency, big big thing there.
Speaker 2And then, last but not least, create stories, not just service. This was really, this was really neat. People leave the masters telling stories, not just saying, man, that was good, that was a good golf tournament. They leave telling stories. And if you have customers that are, that are big advocates for you in your business or your church or your whatever they're going to want to use your service and that's what creates that customer experience. When you go above and beyond even the smallest details, you give your customers a story to tell other people.
Speaker 1Yeah, yeah Well, and to cap it off of that, I feel like that's something that we've worked really hard over the past few years, especially with reviews doing that, because it gives customers an avenue to share those stories and then for anyone that's a business owner like, celebrate those stories Like you don't just when we get those reviews in that aren't just like, hey, I loved you know, bob, jim and Jerry, they were awesome.
Speaker 1But when you get those reviews that are like man, we had this, we had one, um a few weeks ago, um, that came in and it was actually back from um. I want to say it was around like, uh, valentine's day or something, and the lady was like we had this happen. We had this water damage on Valentine's Day. We had something we were doing with my husband and this happened and it sidetracked everything. And then we went through this and we went through the reconstruction site and she just praised everything. But she shared how it gave them something to experience, and something I've heard our Birmingham operations manager share with his team on meetings when they do Fridays, is reminding them that customer service, especially in our industry, is something they may only experience one time.
Speaker 3So why?
Creating Stories, Not Just Service
Speaker 1not give them that best experience? Best because I mean, yes, god forbid, you hope you don't have more than one water damage or fire or something happening in your home. But I mean, yes, god forbid, you hope you don't have more than one water damage or fire or something happening in your home. But I mean, the majority of our customers potentially are a one-time thing, maybe multiple, but let's make sure that one time is memorable, from the conversations to how they do it. And I got to witness that this past week.
Speaker 1I went with one of our monitoring techs and I went around with him and just watching him call the customers before say, hey, I am on my way, my ETA is this Just want you to know so you'll be ready when I get there. And what was really cool was he's built a rapport with some of them. They were like, hey, I'll be here, just walk in, do what you got to do if you need me, and sure I kid you not. Like some of them. We got there and I was like, hey, man, do you need to knock or anything? They're like, no, I said we've, we've built a relationship. And um, and I heard him on the phone like, hey, come on in. When you get here I'm working, I'll be in my office, but if you need me you know where my office is come find me. So it's just neat to see that yeah, that customer rapport.
Speaker 1It's a customer rapport because they met this individual on the first time when this happened. But hearing him have that conversation with the customer hey, come on in, do this I mean to me that's a big deal to just tell someone that you really only know him for a little bit, that you've built a trust with them. You talked about that building trust with your customer and sure enough, it was just neat to sit and just kind of watch and capture him doing that and that was just monitoring, yeah, and I know that's a big part of what we do, but that was just one facet of what happens with someone who goes through a whole process. So it's neat and awesome to see that you're doing that from all sides and you're talking about that. They're buying in, it's something they're doing and giving them that customer experience and it will go a long way.
Speaker 2Yeah, go a very long way. Brady, you got any closing thoughts?
Speaker 3No, you were talking about consistency. You know we've said this on the show before, but you know James Clear says that you don't rise to the level of your goals, you fall to the level of your systems. That you don't rise to the level of your goals, you fall to the level of your systems.
Speaker 3And you know, in the ServPro world we have lots of different acronyms, but one of our acronyms is SYSTEM and it just stands for saving yourself time, energy and money. So we can talk about the customer experience, we can talk about you know the things that we need to do, but you have to marry those or combine those with good systems so that the system it's almost like the good marriage of process and people. You can have good people without good processes, you can have good processes without good people. But when you bring those two things together then there's some magic that really happens.
Speaker 2Yeah, and so, as we close this out, just keep this in mind. If you remember nothing else we talked about enter the lottery for the masters, go to themasterscom. So, whether you're running a service business, leading a team or just starting out, you can learn a lot from this master's experience. Excellence, consistency and care Never go out of style. We just want to thank you, guys, for tuning in today. As always, you can connect on social media. Uh, at higher up podcast, you can go to higher up podcastcom. Find your favorite platform, subscribe there. Uh, you can also order some merch if you'd like. But, uh, don't forget, leave us, leave us a review. Adam Adam likes that. Leave us a review, send us a text. We would love to give some episode, episode, uh, in the future. So, as always, guys, go out there and choose to live a higher up life. See you next time.
