Having had the misfortune to connect with The South African Butler Academy, and its Recruitment Head Adriaan Coetzer last week in respect of their graduate Hettie Novacovic, we have done more homework on this dishonourable and unprofessional butler training and recruitment body based in Cape Town.
A phone call to Coetzer, to chat to him about Mrs Novacovic’s short-lived employment with us, was professional and honest, Coetzer agreeing that Mrs Novacovic had acted unprofessionally by not arriving for work without giving notice, was late for work twice in four days, did not follow instructions about the breakfast serving time or any other instructions for that matter, did not own up to damages she caused to our property which cost us a call-out fee for the pool company, did not want to interact with our guests over breakfast (one couple asked her to leave the table, something we have not experienced in our 17 years of operation!), she refused to shake hands to welcome our new guests, was unable to manage the housekeepers, left to go home midway during guest check-in training, prepared a dreadfully kitsch table for our wedding anniversary guests we wanted to spoil (contrary to my request of how I wanted it to be made special for them), was closed off to any communication with guests and ourselves, documented (unbeknown to us at the time) everything she had seen and learnt with us in the four days on her iPad, and generously took a coffee and a breakfast break herself while the rest of the staff were focused on getting the rooms ready for the new arriving guests. Coetzer agreed that appointing her was a liability for most potential employers, as she has a husband on pension, who has to be ’employed’ too, but may not earn any income so as to not lose his pension! He accepted that Mrs Novacovic’s poor work ethic was a very negative reflection on the SA Academy of Butlers and its training standards! She was dishonest about the rate she quoted for her daily fee, quoting the most qualified butler fee of R800 per 12 hour day, and therefore we reduced her hours to 8h00 – 14h00. While Mrs Novacovic was not appointed via Guild Recruitment, the placement arm of the SA Butlers’ Academy, Coetzer welcomed the feedback telephonically.
Coetzer promised to have a chat with the butler graduate, having a meeting with her later in the day. The e-mail response was one of a changed person, making wild unproven allegations, and disputing any weaknesses of Mrs Novacovic, to which he had agreed earlier in the day, which earned him a Sour Service Award! Mrs Novacovic had replied to our Gumtree advertisement for a half day assistant for Whale Cottage Camps Bay, sharing that she was annoyed by Guild Recruitment taking so much of her fee for their placement fee of 20% on the advertised butler rates. She was therefore applying for jobs directly, and not via the SA Butler Academy recruitment service, an important part of the Academy’s misleading marketing to attract students.
The SA Butler Academy website (and its Facebook page) is riddled with typing errors, and is over-written with extravagant exaggerated claims:
* It is a ‘non-profit’ training establishment – yet they charge R19500 for local students, and €5000 for international students inclusive of accommodation!
* It is aimed at ‘hospitality candidates‘, who have a ‘desire to step into a lavish world of Wealth and Fortune‘ – yet Mrs Novacovic has no clue of the hospitality industry!
* Its Principal is ‘world renowned’ Newton Cross, but a Google search only provides links to his Academy’s website! Cross has trained as a butler in the UK, worked on some cruise liners, at Fancourt in George, and at Clarendon House in ‘Fresnay’ (sic)! It is claimed that he has worked for Nelson Mandela, Thabo Mbeki, Michael Schumacher, Tiger Woods, Bill Clinton, and ‘George Senior Bush (sic)’.
* Butler student applicants should be fluent in English, but neither the Academy’s website, its Facebook page, nor Mrs Novacovic’s writing reflects this fluency!
* The ‘Academy is the finest in the world’, and ‘the finest Private Sector training institute in the world and most certainly in South Africa’, but these claims are not substantiated on the website!
* The Academy ‘is World renowned for our modern approach to Butler Service in private households, resorts, exclusive yachts and passenger liners‘. Again, no substantiation is offered.
* The Mission Statement is the ultimate in exaggeration by the Academy, no substantiation reflected in its website or via Google: “The Academy is tantamount with professional Butler training which prides itself on the highest form of dedicated Butler Training. At The South African Butler Academy you will be taught how to run an effective modern private estate or household with grace and professionalism not just and estate but also a Yacht, Hotel Butler department and Boutique Resorts. The Academy course is 8 weeks of intense Butler training governed by experienced celebrity Butlers who are qualified as professional Butlers. The Academy will provide you with all the skills and certification to perform Butler duties. Our Training standards are exceptionally high and admired by International press and media. We are the world’s number one leading Butler Academy and the apex of all estates and households. Become part of SABA and celebrate service” (our underlining).
* The logo (provided cheekily by the Academy yesterday) reflects five stars – however the Academy is not graded by the Tourism Grading Council, and its use of the stars is therefore unlawful, SA Tourism having decreed that the star quality denotion is exclusive to the Tourism Grading Council!
It is the claim “We are proud to have a legacy in the market as our clients are kept confidential and above all “disclosure” is our highest priority” (our underlining). Clearly they may have meant ‘discretion’ or ‘non-disclosure’, which ironically is the most dishonest of all the SA Butler Academy claims, with it publishing the slanderous feedback of Mrs Novacovic on its website, reflecting the unprofessional nature of the Academy and its graduates. Any potential employer of a SA Butler Academy graduate should fear that ‘discretion’ is not guaranteed by The SA Butler Academy or its graduates, and in particular by Mrs Novacovic.
Discretion is the most direct association one would have with a butler, and it is reflected in the Florida-based Institute of Modern Butlers’ Professional Butler Code of Ethics, which highlights Integrity, Confidentiality, Service, Lawful Behaviour, Dedication, Personal Development, Respect, Professional Relationship, and Promotion. The SA Butler Academy and its graduate Mrs Novacovic have breached this international Code of Conduct in a number of respects. Interesting is that the SA Butler Academy does not have a Code of Conduct!
At a cost of R19500 for an 8 week course, it would appear that The SA Butler Academy students themselves are being taken for a ride, as this time period is not long enough to teach any student the full theoretical spectrum of hospitality, customer service, staff management, table service, silver service, etiquette and protocol, security, home automation, interpersonal management skills, culinary training, household management, and executive housekeeping, all elements of The SA Butler Academy curriculum, and certainly not at a practical level!
Mrs Novacovic made no effort to learn my job, which she was meant to take over, lurking in the kitchen and washing the dishes most of the time, the most expensive dishwasher we have ever employed! Our staff are served breakfast during the course of our very busy mornings, prepared by our chef, a different egg type daily, which Mrs Novacovic enjoyed too, and they are provided with lunch too. I love writing this blog, and do so mainly at night, as there is no way that I could do it justice in writing it while sitting in a busy Reception dealing with the guests that we accommodate daily, e-mail enquiries and correspondence having priority during the day. We deny Mrs Novacovic’s false and libellous allegations, deplore her attempts to discredit ourselves, our staff, and our guests, and reserve our rights to take action against Mrs Novacovic and the SA Academy of Butlers for defamation.
Needless to say, we would warn any potential butler student, and any potential employer of a butler via The SA Butler Academy’s Guild Recruitment, against any dealings with The SA Butler Academy!
POSTSCRIPT 27/2: We have received feedback from a number of our blog readers and past guests that their comments in support of ourselves have not been allowed on the SA Butler Academy blog, another proof of its unprofessionalism and one-sided presentation of information!
POSTSCRIPT 4/3: The SA Butler Academy has taken note of our comments about its exaggerated claims and spelling errors, having removed all the quotes we featured in the above blogpost. Profiles of the owner Newton Cross and his partner Adriaan Coetzee have been removed. An attempt has been made to remove the illegal use of the five stars in its logo!
POSTSCRIPT 4/7/17: We were summonsed early this year by the SA Butler Academy with an intermediate interdict, demanding the removal of this Blogpost, four years after I wrote it. This came after a written request by the Butler Academy that I remove the Blogpost, which I was not prepared to do. Last week the judge hearing the case rejected the Butler Academy demand. I am extremely grateful to my superb advocate, for this outcome. The Butler Academy is threatening a further legal case, to claim compensation for alleged defamation, a case which is likely to be heard in 2018.
See the Blogpost of 29 December 2020 below, which summarises the misleading Marketing allegations against the SA Butler Academy, and which confirms that we won the court case brought against us by the Academy in 2017, in attempting to have this Blogpost removed. It remains on the first page of Google, causing the Butler Academy huge harm due to the negative picture which I have painted about the Butler Academy, and about its untruths.
POSTSCRIPT 29/12/20: On Sunday 27 December 2020 Carte Blanche broadcast an 11 minute insert on the Marketing misrepresentation of the SA Butler Academy, a program which was instigated by its former 2019 Singaporean student Lin Yang, who is trying to get a refund on her 2019 course fees after being expelled by the Academy on her third day of the course, due to alleged lateness, a tireless warrior in this battle of the past 18 months. She and I, as well as an anonymous student, were interviewed by Carte Blanche presenter Derek Watts, as was Newton Cross and Braam West from the SA Butler Academy. The program left the viewer with the impression that what I had learnt in 2013, when I wrote this Blogpost about the misleading marketing of the Butler Academy, is still true today! The link below contains a link to the Carte Blanche insert, as well as my summary of the SA Butler Academy misrepresentation story as told by myself and Lin Yang, with another anonymous student too.
Carte Blanche exposes SA Butler Academy Marketing deception, first exposed on WhaleTales Blog in 2013!
Chris von Ulmenstein, WhaleTales Blog: www.chrisvonulmenstein.com/blog Tel +27 082 55 11 323 Twitter:@Ulmenstein Facebook: Chris von Ulmenstein, My Cape Town Guide/Mein Kapstadt Guide Instagram: @Chrissy_Ulmenstein @MyCapeTownGuide
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