Undercover Boss Visits SDSU

Stephen Cloobeck, founder and chairman of Diamond Resorts International and the only “boss” to appearon CBS’s “Undercover Boss,” shared insight with San Diego State University business and hospitality students on March 28.

Sharing the keys to success

Cloobeck discussed his experiences on the show — along with his transition from a would-be surgeon to a successful real estate developer and hospitality executive. He spoke to a small group of students at SDSU’s Lavin Entrepreneurship Center and a group of business students in Professor Beth Chung’s organizational behavior class.

One of the key elements to business success, according to Cloobeck, is treating staff as the company’s most important asset. “Without them, I can’t deliver my product,” he said.

Cloobeck said the other most important element to business success is the climate of outstanding customer service, which is why his e-mail address is readily available to every client.

“I’ve gotten 200 to 400 e-mail messages a day since ‘Undercover Boss,’” Cloobeck said.

Unique customer experience

Professor Alex DeNoble, the director of the Lavin Entrepreneurship Center, hosted Cloobeck. The two met in an unusual way — when DeNoble and his family visited a Diamond-managed resort in Sedona, Ariz., last year they had problems checking in.

The resort manager was not only able to accommodate the family, but also made their weeklong experience very special, DeNoble said.

Cloobeck, who created “The Meaning of Yes” as a concept of customer service excellence, has his picture with his e-mail address near the front desk of every Diamond resort.

When DeNoble e-mailed his experience to Cloobeck, he was pleasantly surprised to see that Cloobeck personally responded with his telephone number the next day.

Reality television star

David Palmer, president of Diamond Resorts, encouraged Cloobeck to be on the show "Undercover Boss" because of his devotion to create a climate of utmost satisfaction.

In a January episode of "Undercover Boss," Cloobeck donned a wig and glasses.  He worked closely with four different employees at Diamond Resorts.  The experience led him to make several upgrades.

When the company acquired new properties during the year, Cloobeck went undercover again to see the transition from the perspective of a guest at the resort. That episode aired in November of last year.

Good insight

While Cloobeck may receive hundreds of messages a day, the message he gave the SDSU students was to work hard and strive for excellence.

“It’s not often you get an industry heavyweight like Mr. Cloobeck to take time from his busy schedule to offer his expertise to our top business students and for that, we are truly grateful,” DeNoble said.

“Even more importantly, the students are left with first-hand knowledge on how Mr. Cloobeck’s dedication to his customers, his staff and to his profession have made his resorts the best-of-the-best and they are qualities which the students hope to emulate as they embark on their own careers.”

Cloobeck said it was an honor to spend the day with some of SDSU's students.

“While it’s always a privilege for me to work with young professionals and empower aspiring entrepreneurs, this experience was particularly noteworthy as I was surrounded by an ambitious group of individuals who shared my passion for hospitality, which was truly something special," he said.