Ep.027: Customer Service at the Masters
The Masters golf tournament stands as one of the most prestigious sporting events in the world, but what truly sets it apart isn't just the golfers' skill or the iconic green jackets – it's the extraordinary customer experience provided to every patron who walks through those gates. In the latest Higher Up Podcast episode, we explored valuable lessons businesses can learn from Augusta National's legendary approach to service.
Augusta National has perfected the art of making ordinary experiences feel extraordinary. From the moment patrons park their cars (on perfectly maintained grass lots) to the time they leave, every touchpoint is meticulously designed to enhance the customer journey. The hosts shared a fascinating insight: at The Masters, a pimento cheese sandwich costs just $1.50, a barbecue sandwich $2, and drinks are $1. These affordable prices aren't about maximizing profit – they're about maximizing experience and accessibility.
What truly stands out is the tournament's complete ban on mobile phones. In today's hyperconnected world, Augusta National creates an environment where people are fully present, focused on the moment rather than capturing it. This deliberate choice allows patrons to engage with nature, each other, and the sport itself in a way rarely experienced in modern life. When Rory McIlroy won this year, social media buzzed about how remarkable it was to see a crowd with no phones in the background – just people experiencing the moment.
The efficiency of service at Augusta National is legendary. The restroom experience, often overlooked in customer service discussions, exemplifies their commitment to excellence. Lines move with astonishing speed; facilities are cleaned immediately after each use. The pro shop manages massive crowds with a precise system – allowing only 50 people in at a time, with purchases held for later pickup. These thoughtful systems eliminate friction points and enhance the overall experience.
Augusta National demonstrates that customer service isn't just about transactions – it's about creating memorable stories. The staff doesn't merely perform tasks; they own the entire guest experience. This ownership mentality transforms ordinary interactions into extraordinary moments that patrons eagerly share with others. As the podcast hosts noted, "People leave The Masters telling stories, not just saying it was a good golf tournament."
For business leaders, the application is clear: how can you train your team to think like hosts rather than workers? How can you empower every team member to own the customer experience? The podcast hosts shared how they've implemented similar principles in their own business, emphasizing consistency across all customer touchpoints and celebrating team members who go above and beyond.
One particularly powerful lesson is the importance of consistency in building trust. At Augusta National, nothing feels out of place – from the immaculate grass to the polished facilities. This consistency creates confidence and trust, making customers eager to return and recommend the experience to others. As one host explained, "If you can get a customer to come to The Masters once, they want to go back, and they're ultimately going to tell other people."
The episode concluded with a profound insight: "Excellence, consistency, and care never go out of style." In a world of rapidly changing technology and business models, these fundamental principles remain timeless foundations for exceptional customer service. Whether you're running a service business, leading a team, or just starting out, creating memorable experiences through attention to detail and genuine care for customers will always set your organization apart.
By examining what makes Augusta National's customer service so exceptional, we can all find ways to elevate our own approach – transforming ordinary business interactions into extraordinary experiences that customers eagerly share with others.
Chapters:
0:00 Season Three Kickoff
3:34 The Masters Experience
9:57 Inside Augusta's Customer Service
17:00 Creating Extraordinary from Ordinary
22:12 Building Trust Through Consistency
27:50 Creating Stories, Not Just Service
Augusta National has perfected the art of making ordinary experiences feel extraordinary. From the moment patrons park their cars (on perfectly maintained grass lots) to the time they leave, every touchpoint is meticulously designed to enhance the customer journey. The hosts shared a fascinating insight: at The Masters, a pimento cheese sandwich costs just $1.50, a barbecue sandwich $2, and drinks are $1. These affordable prices aren't about maximizing profit – they're about maximizing experience and accessibility.
What truly stands out is the tournament's complete ban on mobile phones. In today's hyperconnected world, Augusta National creates an environment where people are fully present, focused on the moment rather than capturing it. This deliberate choice allows patrons to engage with nature, each other, and the sport itself in a way rarely experienced in modern life. When Rory McIlroy won this year, social media buzzed about how remarkable it was to see a crowd with no phones in the background – just people experiencing the moment.
The efficiency of service at Augusta National is legendary. The restroom experience, often overlooked in customer service discussions, exemplifies their commitment to excellence. Lines move with astonishing speed; facilities are cleaned immediately after each use. The pro shop manages massive crowds with a precise system – allowing only 50 people in at a time, with purchases held for later pickup. These thoughtful systems eliminate friction points and enhance the overall experience.
Augusta National demonstrates that customer service isn't just about transactions – it's about creating memorable stories. The staff doesn't merely perform tasks; they own the entire guest experience. This ownership mentality transforms ordinary interactions into extraordinary moments that patrons eagerly share with others. As the podcast hosts noted, "People leave The Masters telling stories, not just saying it was a good golf tournament."
For business leaders, the application is clear: how can you train your team to think like hosts rather than workers? How can you empower every team member to own the customer experience? The podcast hosts shared how they've implemented similar principles in their own business, emphasizing consistency across all customer touchpoints and celebrating team members who go above and beyond.
One particularly powerful lesson is the importance of consistency in building trust. At Augusta National, nothing feels out of place – from the immaculate grass to the polished facilities. This consistency creates confidence and trust, making customers eager to return and recommend the experience to others. As one host explained, "If you can get a customer to come to The Masters once, they want to go back, and they're ultimately going to tell other people."
The episode concluded with a profound insight: "Excellence, consistency, and care never go out of style." In a world of rapidly changing technology and business models, these fundamental principles remain timeless foundations for exceptional customer service. Whether you're running a service business, leading a team, or just starting out, creating memorable experiences through attention to detail and genuine care for customers will always set your organization apart.
By examining what makes Augusta National's customer service so exceptional, we can all find ways to elevate our own approach – transforming ordinary business interactions into extraordinary experiences that customers eagerly share with others.
Chapters:
0:00 Season Three Kickoff
3:34 The Masters Experience
9:57 Inside Augusta's Customer Service
17:00 Creating Extraordinary from Ordinary
22:12 Building Trust Through Consistency
27:50 Creating Stories, Not Just Service
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