Customer Experience is a Key Component in Golf Course Management
By Frank Longabucco – Keiser University College of Golf Professor and PGA Certified Professional
A key component of golf course management is the customers’ experience. Golf operators are in the hospitality industry. Creating a positive customer experience at your facility will drive repeat business, differentiate you from the competition, add to member retention, and increase rounds of golf. All these factors lead to increased revenues.
Why Customer Experience Matters in Golf
Positive customer experiences matter in the golf industry because people want to feel welcome when visiting a golf facility. Just as you invite friends into your home, you want the customer to feel welcome and comfortable and enjoy their experience. Golfers who enjoy their experience will be loyal customers.
Competitive Edge and Differentiator
Engage with golfers to find out a little about them. It all begins with knowing the customer’s name! One way to engage with the customer is to ask about their golf game, what they thought of the condition of the golf course, or about a pin position on hole #3. Tell the customer a little about yourself. You might find you have much in common. This will help build lasting relationships and differentiate you from the competition.
Well Maintained Facility
A key component of the customer experience is a well-maintained facility. This includes the restaurant, clubhouse, golf course, and pro shop. It is highly recommended to always walk your property with a pen and paper, taking notes as to what needs to be done to improve the area. Constant monitoring, evaluations, and improvements to keep the facility top-notch.
Enhancing Customer Experience on the Golf Course
A top concern for golf patrons and club members is the condition of the facility. A close second is the pace of play on the golf course. The pace of play should be under four hours on most days. Golf professionals are the educators of the facility’s expectations. If the leadership expects a four-hour round of golf, then this will become the norm at your facility. Inspect what you expect! Lastly, the beverage cart should be available for golfers at least three times per round. All staff should be trained and coached to provide a welcoming atmosphere for all golfers.
Off-Course Amenities that Improve Experience
The clubhouse should provide golfers with everything they need to enjoy the day. This might include locker rooms, showers, and shoe-cleaning services. Of course, the Food and Beverage operation needs to be spot on. Good food and great service, as well as a view of the golf course, are minimum requirements. The pro shop needs to be fully stocked with what the customer needs. Know your customer so you can buy right. The practice facility is a major amenity to attract and retain golfers. The driving range needs to have nice grass, good range balls, and mats at the back of the range. Be smart and keep the range open as late as possible to attract and retain golfers. The practice facility should have a large putting green and practice chipping green with a bunker. All these amenities improve the golfers’ experience, make them feel welcome, and build long-term relationships.
How to Track Customer Experience in Golf
Surveys can help you identify any flaws in your customer service. Each area of the facility is separated and evaluated, including the food and beverage department, the condition of the golf course, practice facilities, and all other areas of the facility. Any of the areas or departments that fail to provide the customer service expected leads to the loss of members/golfers. Identifying strengths and weaknesses is important to management. Managers should also speak with customers regularly. Asking what they liked most about the facility and what they think could be improved. Managers’ observations are also important to recognize areas the customer experience can be improved. Once an area for improvement has been identified, a written plan is needed to tackle the issue. This plan could include hiring, training, seminars, role-playing, or other ways to improve. Once the plan is implemented, it’s time to re-evaluate and see if we have improved. The cycle never ends! Hire the right people for the job. I suggest hiring for attitude first.
Learn more!
Want more tips? If you want to take your game to the next level, contact our team at Keiser University’s College of Golf & Sport Management today. With our dedication and experience, we can elevate your game to new heights together. Give us a call today at 888-355-4465.
