If made to an employee? Strong discipline and public reprimand. Termination is the proper remedy, though that is hard to do at residential private clubs. Ditto if directed at another member or a guest. Any abuse of an employee, guest or other member, have speech or not, should be accounted for. By and large reprimands should be public.
As to general crude or bigoted speech, it depends somewhat on the circumstance, but it should always be accounted for in some way, even just crude profanity in a setting where others can't avoid hearing. An exception could be a comment made only within the hearing of a small group engaged in conversation, which should be self policing. But if that conduct persists it should be accounted for officially.
Examples: Within recent memory Secession in Beaufort finally cracked down on some crude and carousing members whose conduct at the club and within the City of Beaufort was really out of control. Several years ago Fox Chapel Goff Club suspended some members whose children were being repeatedly abusive to staff. A letter was circulated to members, not naming the suspended parties but everyone knew who they were. The membership widely approved the FCGC board action. I'm sure the staff did too.