That is where Europe’s leading golf customer service and training provider comes in, 59club.
Through member and visitor surveys, mystery shopper audits and staff training, 59club provides the information and the platform for golf clubs to increase revenue and profits and to exceed customer expectations.
A recent study conducted by the company indicates that nearly 90% of customers are dissatisfied with the levels of service they receive in golf and leisure industries, which is a damning statistic.
More importantly, most of these people would rather play or join another club that offers better levels of service, even if poorer facilities are provided.
“It only takes one bad experience to send your golfer away to your competitor and do untold damage to your reputation and profits,” said Simon Wordsworth, chairman of 59club.
“Golf is much more than a simple 18 holes of golf, it’s an experience. It can be memorable from start to finish.
“You may or may not be the best golf course in the area but you can definitely achieve, deliver and then maintain outstanding customer service.
“It is the people that build reputations.”
59club was established in 2007, and it was originally set up with the aim of simply providing clubs and venues with the ability to improve and maintain standards for their customers that exceed their expectations.
This, in turn, will not only satisfy members but will help to increase numbers at the club and boost revenues.
59club believes that customer service is the most important aspect for golf clubs in attracting new members and holding onto existing members.
The company provides golf marketing and customer service training sessions, with managers from hundreds of clubs and golf groups praising the ‘winning formula’.
“It was a great pleasure to attend the roadshow and connect with so many managers who are striving to achieve great things for their club,” said Stuart Leech, manager of Formby Golf Club.
“As a club manager their sales & service process will assist us at Formby to advance by fine-tuning our own delivery.
“I encourage fellow BIGGA members to take notice of what 59club are doing within our industry and how their measurement tools and service principals can assist us all to do better.”
59club continues to emphasise the importance of each individual member and visitor, and how crucial it is to value the opinion of those visiting their golf club.
The level of detail that the organisation deals in helps to highlight the areas of poor process and indicates how the customer wishes this to improve.
Langland Bay Golf Club in South Wales is another club that has benefited from the services of 59club.
“It is important to give each member what they want out of their membership,” said Andrew Minty, Director of Golf at Langland.
“59club provided relevant, independent and confidential feedback in a very clear, concise and accurate way for members to complete.
“I now have a really good feel for what our members truly want from our club.”
The golf industry’s top clubs and resorts from around the world travelled to The Home of Golf, for the 9th annual 59club awards.
Winners included The Belfry, host of the Ryder Cup in 2002, as Ultimate Golf Resort of the year, and Golf Membership Sales Team of 2019 going to Breadsall Priory.