Born in the pandemic as a way to help clubs compare notes on how they were dealing with the latest Covid restrictions, our fortnightly survey has become essential reading for club managers all over the world.
Our Evolvement – to the world
For better or for worse, 2020 was certainly a year to remember. Covid was running rampant across the globe with shutdowns and uncertainty being experienced by everyone. Leaders of our industry were doing their best to stay open while abiding by government rules and regulations. Changes in operations were fast and furious and the need for information sharing was at an all-time high. In large, golf, an activity played outdoors and in small numbers per se, remained open but with many and regular adjustments.
How were other clubs dealing with positive cases? Were they allowing players to touch flagsticks, ball washers and rakes? How far apart were clubs scheduling tee times? How often were they communicating with players and by what channels and platforms? Enter Club Study.
Club Study brought decision makers together by taking their questions, framing them into a short, quick-to-answer bi-weekly survey (never exceeding 10 questions). Within a week the data was redistributed into a two-page report that was informative and easy for the network to digest. At first, Club Study was seen as a short-term initiative, suggesting it was nice to have the data to make informed decisions during what was a difficult time. We considered that survey fatigue could set in, or the questions would begin to run out, but as Covid waves came and went, Club Study grew and blossomed.
New questions unrelated to Covid procedures came in. General managers were taking questions they may have previously asked their peer group and now they were sending them our way. Questions arose on policies, finance, staffing, facilities and even compensation – and we were up to the challenge.
The data that many national governing bodies were generating on a year-to-year basis was now being delivered by Club Study twice a month in bite-sized doses. The ability to collate questions that general managers would receive from their members or board and use Club Study’s growing community for reliable information was of huge value.
Does this sound familiar..?
Member to GM: “I played XYZ club last week and they’re not increasing their fees next year, giving their members a break for once.”
GM to Member: “That’s interesting. We participate in an industry research programme and, because of that study, we know that the average club is looking at a 5.5% increase in dues/subscriptions next year, sir.”
A big part of what club operators do is cater to the vocal minority. We know they will never be silenced and, in a strange way, that may be a good thing but having the data to stop them from spreading erroneous gossip, or rebalancing that opinion, is certainly handy.
Today, Club Study continues to bring curious club managers and industry professionals from all over the world together with the same bi- weekly survey model. Whether you’re interested in how much others are increasing their annual fees for the season, departmental staff turnover rates, how many clubs are permitting denim, or even what time club leaders come and go from day-to-day, the topics are vast, and the information comes quickly.
The process is simple. Questions can be requested at any time and we issue a ‘last call’ to our network every other week. They create the basis of the 10-question/2–3-minute survey, with the results generated a week later and posted in our members’ side of our website clubstudy.ca. Participants can include the industry data in board reports, and with their staff or ownership group, keeping everyone ‘in the know’.
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
59club’s data indicates quality of course outperforms its cost.
Green fee rates are rising and membership numbers are holding their own. That’s great – but to guarantee repeat and referral business, it’s imperative that the experience and service match the prestige of the course. Especially when the #2 reason for choosing the venue is the visitor’s ‘previous experience’.
Our go-to informant is the CST (Customer Service Tracker). This asks three vital questions to determine a satisfaction rating, justifying the likelihood of future success:
• Did your experience represent value for money?
• Did we offer a warm, welcoming and friendly experience?
• How likely are you to recommend us?
If we apply these three filters, the global average sits at 93%. The best of the best, the podium performers, receive a resounding 98% average.
That sees 59club properties top the charts – their golfers are satisfied and ultimately will go on to recommend the venue!
Furthermore, visiting golfers responding to the sole question ‘based on your experience, how likely are you to return to play golf in the future?’ provide a 92% and 98% average respectively.
Set up your very own Golf Visitor Experience survey, include our CST tracking questions and watch your business grow.
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
Monitoring the habits of your members more closely will tell you there are club members who habitually visit three times a week come rain or shine. And then there are those transient members who dip in and out – and you’ve no idea why.
59club survey insights collected from exiting members worldwide shows that the #1 reason for members relinquishing their membership globally is ‘having not visited the club as often as they wanted to’. That’s more than double the #2 factor, ‘the quality/condition of the course’ or at #3, ‘the fee being perceived as too high’.
As operators, we must make it our business to know how often members are playing and why.
Do the maths: if you don’t see value for money when equating their cost per round, you can guarantee a member is already mentally preparing to leave. What could we have done sooner to rescue them?
A good retention and servicing plan is all you really need to address low users – but first you need to monitor usage. And for that you need the data.
Top 3 reasons for exiting members
51.5% didn’t visit the club as often as they would have liked
24.7% unhappy with course quality/condition
23.8% fee perceived to be too high
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
It doesn’t seem to matter whether you’re in the USA, Canada, UK or Australia, the largest departmental turnover of employees is experienced in Food & Beverage.
The data below is taken from a recent international report, indicating that F&B front-of house generated the highest change in personnel.
67% F&B (FOH)
14% Turf
14% Golf Ops
Data collected from our global Club Study community. Join us at clubstudy.ca
What may be a little surprising to some from these figures is the agronomy team (Turf) matching Golf Operations’ as the second-highest turnover per department.
In some areas, we are also seeing F&B back-of-house continue to turnover at a higher rate than desired.
So how do I retain my workforce?
While there isn’t an out-of-the-box solution, one practice we’re seeing that works in all areas of the business in addressing employee retention, is the use of staff surveys. These are simple, small quarterly surveys with five to 10 questions to solicit employee feedback in a broader sense.
They give a sensitive and proactive approach to gauging the temperature of the team, and allow for a holistic view from the perspective of each individual.
Management teams are telling us they enjoy this pragmatic approach, and their staff are more comfortable sharing their feelings through this neutral line of communication.
This is an interesting topic, and within our upcoming issues, we’re really excited to share more findings and practical solutions from our podium performers and the Club Study community. For now, gather the data and let it guide your next steps.
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
The PGA can confirm the renewal of its long-standing partnership with 59club, marking 15 years of collaboration since the first agreement in 2010. The new three-year agreement reinforces the shared commitment to elevating industry standards and supporting both PGA Members and PGA Branded Properties worldwide.
Founded in 2008 by PGA Master Manager Simon Wordsworth, 59club has grown into a global leader in performance management, supporting over 1200 Golf & Leisure Clubs, Spa’s, Hotels, Retail establishments and F&B outlets worldwide. Their team includes Directors and PGA Members Mark Reed, Matt Roberts, Andy Etherington, and a network of regional managers. Together, they help venues improve customer satisfaction, sales performance, and staff development.
59club’s expertise is demonstrated through services such as satisfaction surveys, mystery shopper audits, financial comparison tools, and employee training. Underpinned by its “Measure. Train. Support.” philosophy, this integrated approach ensures venues gain a clear understanding of their performance, are equipped to develop their teams and are continuously supported to improve. By benchmarking against both industry averages and ‘podium’ data – drawn from the world’s highest-performing properties – venues can track where they stand and are guided towards sustained progression.
Excellence is recognised through 59club’s Annual Regional Service Excellence Awards, where venues are awarded bronze, silver, and gold flag designations alongside individual and team accolade. This culminates in a Global Awards Ceremony, bringing together regional champions to reveal the prestigious Signature Collection, Global Managers of the Year, and those venues and leaders that achieve Eminent Collection status.
Over the past 15 years, 59club has become a trusted partner for The PGA, sharing a vision of excellence within golf club management. They continue to provide PGA Members with educational opportunities and insights to enhance their performance, customer experience and operational efficiency.
Duncan Rougvie, Head of Commercial at The PGA, said: “We’re excited to be renewing our partnership with 59club, a relationship that still feels as progressive and aligned today as it did on day one.
“Founded by PGA Members, their deep understanding of golf operations runs through everything they do, and that credibility really matters to our network. As we continue to expand our portfolio of PGA Branded Properties globally, working with the 59club ensures those venues are supported to deliver a true gold standard of service and performance.
“Beyond that, the value they bring to our wider membership through education, insight and collaboration is second to none, whether through shared content, events or hands-on development. It’s a partnership built on raising standards, and one we’re proud to be continuing.”
Matthew Voyle, General Manager at Bowood – one of many of 59club’s clients and a PGA Golf Course and Academy – added: “Working with 59club has been a game-changer for how we run the resort day-to-day.
“The feedback is honest and straightforward, highlighting both our strengths and areas where we can improve. While it’s not always easy to hear, it’s exactly what drives us to improve.
“What’s made the biggest difference is the impact on our team. The feedback is so clear and actionable that it’s easy for everyone across departments to take ownership. This has been especially helpful in areas like the booking journey and hotel service, where those touchpoints fall outside the golf operation but still play a huge role in the overall guest experience. It’s helped us deliver a more consistent, cohesive experience across the entire resort.”
For PGA Members, 59club offers access to leading surveys and mystery shopper audits that provide detailed service performance analysis. Members can also take advantage of various professional development opportunities, including masterclasses, educational content in PGA Monthly, digital resources via PGA Learn and recognition through the Annual Service Excellence Awards.
PGA Branded Properties benefit from up to four mystery shop visits per year, alongside tailored analysis to identify areas for improvement. Bespoke staff training and access to 59club Mentor – an online training and asset management portal – helping properties enhance customer satisfaction and performance, supporting them in maintaining their PGA Branded Property status.
Simon Wordsworth, Founder and CEO of 59club concluded: “We’re proud to continue our partnership with The PGA, built on a shared commitment to raising service standards across the golf industry.
“From supporting PGA Branded Properties to delivering insight, benchmarking, and education for PGA Professionals, this collaboration continues to evolve with the modern game.
“Today’s PGA Professional is taking on broader, more commercially focused roles, and our mystery shopping programmes, satisfaction surveys, and performance tools provide the support they need to thrive.
“We’re also delighted to have The PGA fully behind our global intern initiative, uniting clubs worldwide with top level talent and to accelerate the education, development and real-world business experience of the next generation of PGA Professionals.”
Exclusive Offer for PGA Members
As part of the renewed partnership, a limited number of PGA Members will have the opportunity to access a complimentary 59club Mystery Shopper audit. Designed to provide detailed insight into service delivery and commercial performance, the audit supports PGA Members in identifying strengths, opportunities and areas for development. Each audit is tailored to the individual business, covering areas such as retail, coaching, custom fitting, visitor experience, membership sales and food and beverage performance.
Availability is limited to the first 15 PGA Members. Secure your complimentary audit today by contacting your regional 59club manager here. Limited to 15 PGA Members. To find out more about 59club, visit their website at https://www.59club.com/
59club verkündet die Gewinner der ersten globalen Service Excellence Awards
Gewinner aus 22 Ländern bei den globalen Benchmark-Awards der Hospitality-Branche ausgezeichnet
Seit über einem Jahrzehnt setzt 59club den Standard, wenn es um die Messung und Auszeichnung exzellenter Kundenserviceleistungen in den Bereichen Golf, Freizeit und Hospitality geht. Im Jahr 2025 erreichte diese Reise einen historischen Meilenstein: Mit der Premiere der ersten globalen Service Excellence Awards – einer besonderen Feier, die die weltweit besten Anlagen und führenden Branchenvertreter unter einem Dach zusammenbrachte.
Austragungsort war das legendäre Belfry Hotel & Resort vom 25. bis 27. August. 300 geladene Gäste aus 120 Anlagen in 22 Ländern machten die Veranstaltung zu einem globalen Gipfeltreffen der Exzellenz. Unterstützt wurde das Event von den globalen Partnern Turtleson, Pacesetter Technology, Global Talent Solutions, Power Tee, Zen Golf, Banbury Litho, Caddy Clubhouse und Studio Graphene sowie weiteren Event-Partnern der Global Awards. Die dreitägige Veranstaltung kombinierte spannende Golf-Wettbewerbe, erstklassige Weiterbildung, wertvolle Networking-Möglichkeiten und die mit Spannung erwartete Preisverleihung.
Alle Auszeichnungen basieren ausschließlich auf den Ergebnissen des unabhängigen Mystery-Shopping-Programms von 59club – der vertrauenswürdigsten und objektivsten Bewertungsmethode weltweit, wenn es um Vertrieb, Service-Etikette und Kundenerfahrung geht. Jede Ehrung spiegelt daher echte operative Spitzenleistungen und ein kompromissloses Engagement für Kundenzufriedenheit wider.
Die Feierlichkeiten begannen mit der Verleihung der Global Manager of the Year Awards, die die visionärsten Führungspersönlichkeiten der Branche in den Mittelpunkt rückte. Diese Persönlichkeiten verkörpern höchste Professionalität, Leidenschaft und Innovationskraft – und setzen weltweit Maßstäbe für Service-Exzellenz.
Global Golf Manager of the Year: Steven Young, Fairmont Banff Springs Golf Club (Kanada) Global Golf Operations Manager of the Year: Franco Botha, Jumeirah Golf Estates (VAE) Global Retail Manager of the Year: eGolf Megastore – Al Hamra Golf Club (VAE) Global Superintendent of the Year: Mike Bush, St Mellion Estate (England) Global Food & Beverage Manager of the Year: Jade Henderson, The Lakes Golf Club (Australien)
Mit der Einführung der Signature Collection wurden 25 der weltweit renommiertesten Anlagen ausgezeichnet. Jedes dieser Häuser steht für weltweite Service-Exzellenz, die in allen Bereichen des Kundenerlebnisses höchste Standards setzt. Die Collection, geordnet nach Marktsegmenten, spiegelt die Vielfalt der Branche wider und umfasst:
Private Clubs: The Dutch (Niederlande), JCB Golf & Country Club (England), Cataraqui Golf & Country Club (Kanada), Shaughnessy Golf & Country Club (Kanada), The Royal Automobile Club (England)
Kommerzielle und Semi-Private Clubs: The Els Club, Dubai (VAE), Saadiyat Beach Golf Club (VAE), Abu Dhabi City Golf Club (VAE), Dubai Hills Golf Club (VAE), Yas Links Abu Dhabi (VAE), Jumeirah Golf Estates (VAE), Emirates Golf Club (VAE), Ballybunion Golf Club (Irland), Gullane Golf Club (Schottland), Golf At Goodwood (England)
Destination Clubs: The Grove (England), Mount Juliet Estate (Irland), Dubai Creek Golf & Yacht Club (VAE), Finca Cortesin (Spanien), Rockliffe Hall (England)
Multi-Course Destination Clubs: Costa Navarino (Griechenland), Gleneagles (Schottland), The Belfry Hotel & Resort (England), Fairmont St Andrews (Schottland), Foxhills Club & Resort (England)
Die Eminent Collection gehört zu den prestigeträchtigsten Auszeichnungen des 59club und wird nur an Anlagen und Führungskräfte verliehen, die mindestens fünf Jahre in Folge konstant exzellente Leistungen erbracht haben. Diese seltene Ehrung ist jenen vorbehalten, die nicht nur den Gipfel des Kundenservice erreicht, sondern diesen auch nachhaltig gehalten haben – eine bemerkenswerte Leistung in der globalen Hospitality-Welt.
Sieben neue Führungskräfte wurden in die Eminent Collection aufgenommen: Carmen Laguna Aguilar (Son Muntaner – Spanien), Eddie Devane (Mount Juliet Estate – Irland), Gary Johnson (The Mere Golf Resort & Spa – England), Gordon Simpson (Gullane Golf Club – Schottland), Joel Westwell (The Grove – England), Mark Addison (JCB Golf & Country Club – England) und Matthew Perry (Emirates Golf Club – VAE).
Auch die Liste der Eminent Collection Properties 2025 wurde erweitert: Gullane Golf Club (Schottland) und Hanbury Manor, Marriott Hotel & Country Club (England) wurden neu aufgenommen und reihten sich in die Riege der bestehenden Clubs ein, die ihren Status erfolgreich verteidigt haben, darunter: Club de Golf Alcanada (Spanien), Dubai Creek Golf & Yacht Club (VAE), Emirates Golf Club (VAE), Foxhills Club & Resort (England), Frilford Heath (England), Gleneagles (Schottland), Son Muntaner (Spanien), Jumeirah Golf Estates (VAE), Mount Juliet Estate (Irland), Rockliffe Hall (England), Saadiyat Beach Golf Club (VAE), The Belfry Hotel & Resort (England), The Celtic Manor Resort (Wales), The Els Club, Dubai (VAE), The Grove (England), The Mere Golf Resort & Spa (England) und Yas Links, Abu Dhabi (VAE).
Simon Wordsworth, Gründer & CEO von 59club, sagte: „Dieses historische Zusammentreffen hat nicht nur die herausragendsten Leistungen in den Bereichen Hospitality und Clubmanagement gewürdigt, sondern auch einen neuen globalen Maßstab für Exzellenz im Kundenservice gesetzt – eine Feier der Besten von heute, morgen und für die kommenden Jahre.“
59club, the global leader in customer service benchmarking and training for the golf and leisure industry, is proud to announce a strategic partnership with Power Tee®, the premier automated teeing system trusted by golf facilities around the world.
This collaboration brings together 59club’s industry-leading performance analytics and training expertise with Power Tee’s cutting-edge technology to elevate the modern practice experience. The partnership will provide golf venues with a powerful, integrated solution designed to enhance customer satisfaction, increase operational efficiency, and drive revenue growth.
Power Tee’s automated systems are celebrated for delivering consistent, seamless practice sessions, allowing golfers to focus on improving their game without distraction. Now, with 59club’s data-driven insight and training tools layered into the experience, facilities can raise the bar on both service delivery and customer engagement.
Simon Wordsworth, CEO of 59club, commented: “We are thrilled to partner with Power Tee. Their commitment to innovation aligns perfectly with our mission to drive excellence in customer service. 59club is all about touch points — whether it’s staff interaction or technology. We aim to work with suppliers who enhance the overall experience, and Power Tee certainly delivers on that. We’re excited to work together to educate and support the industry.”
Matt Foley, Managing Director at Power Tee®, added: “Over the past 29 years Power Tee® has thrived in exceeding expectations for range users and range owners alike. Power Tee® has grown engagement and grown revenues in all 21 countries it has been installed in (to date). Working with 59club is a natural fit for both companies as we have been intertwined throughout both of our solo journeys. Simon featured in one of our first videos at The Belfry, Matt Roberts and Will Hewitt have both worked with us on the ground, so it is a wonderful opportunity to work with them all again. Our technology is designed to elevate the practice experience for golfers of all abilities. Partnering with 59club allows us to go beyond the physical product — helping venues create a full-circle service experience that meets the high expectations of today’s golfers.”
This strategic alliance underscores both companies’ shared dedication to advancing the golf industry through innovation, insight, and service excellence. Facilities that embrace this integrated approach can expect improvements in guest satisfaction, increased usage of practice areas, and stronger team performance.
Leading customer service and performance management specialists 59club have announced a new global partnership with Global Talent Solutions, marking a significant step forward in the development of future talent within the golf and hospitality industries.
Simon Wordsworth, Founder and CEO of 59club, commented:
“We have been looking to partner with a ‘Talent’ business that reflected our company goals for a long time, and ever since meeting Sean & Hilly, it became obvious that Global Talent Solutions are exactly the right fit. Their deep understanding of the Club & Hospitality industry honed through hands-on experience at premium 59club venues is invaluable.
“Our partnership will enable some of the best talent in the industry to spread their wings and grow, while also collaborating with us on the development of 59club’s new internship program.”
This internship initiative is designed to give young, aspiring professionals the chance to gain invaluable experience by working across a variety of 59club venues over a three- to four-year period. The program will immerse participants in diverse roles, cultures, and management styles, shaping the next generation of golf and hospitality leaders.
Global Talent Solutions are already actively engaged with 59club, supporting recruitment across multiple regions. In the United States, they are working alongside Mark Reed, 59club Co-Founder and General Manager of 59club USA, to help source top-tier talent for a number of vacant positions. Simultaneously, 59club MEA, under the guidance of Mark Bull, is also leveraging the partnership in its search for new regional managers to support growth across the Middle East and Africa.
“It was important for us that our partner had deep networks within the world’s expanding golf and hospitality economies,” Wordsworth continued. “This partnership opens the door to an exciting and purposeful development pathway for young professionals.”
Reflecting on the long-term value of such initiatives, Wordsworth added:
“Over 25 years ago, during my time at The Belfry, I launched a similar initiative that helped shape the careers of individuals like Chris Trott, Richard Barker, Daryll Evans, and Nicky Lawrenson, amongst many others. Just imagine the kind of professional we could develop today — someone who has spent several years immersed in different cultures and leadership styles — and the value they would bring to the global golf industry, to 59club, and to our clients.”
Sean Plunkett, Director of Global Talent Solutions, also expressed his enthusiasm for the partnership:
“We are beyond excited to announce our partnership with 59club globally and together are poised to make a significant impact on the industry. This partnership will not only empower us to help their client clubs by connecting exceptional talent with incredible opportunities but also support 59club to enhance an exciting new internship program. By providing young professionals with the unique chance to work across various venues and cultures that will provide a valuable foundation for their careers to thrive. We’re confident we can help shape the next generation of leaders in the golf and hospitality sectors by our shared values of customer service, training and support.
“Global Talent Solutions offers tailored recruiting solutions to the Club & Hospitality
Pacesetter Technology, a leading innovator in mobile technology for private clubs, has announced a strategic partnership with 59club, the industry’s customer service management specialist. The collaboration is driven by a shared mission: helping clubs elevate their customer experience through cutting-edge technology and data-driven insights.
By integrating Pacesetter’s advanced mobile solutions with 59club’s industry-leading analytics and training programs, this partnership will set a new standard for club operations and customer experience. Club leaders will gain real-time access to key performance data, training materials, and access to industry events, enabling them to make more informed decisions and deliver exceptional service.
“I am so excited to start this partnership with Pacesetter,” said Simon Wordsworth, Founder of 59club. “Their product and aspirations match exactly what 59club is all about. Over the next few years, the mobile experience delivered by Pacesetter will dramatically change the way our clients interact with 59club. We will be able to support our venues as they strive for excellence by providing mobile access to results, events, training materials, and much more. In addition, 59club will look to support Pacesetter clients with the data they need to be the best club for their members, and the best employer possible. This partnership is just a perfect match—two companies at the top of their fields, striving for better.”
Pacesetter Technology’s innovative mobile solutions are already transforming club experiences, enhancing personalization, and streamlining operations. By joining forces with 59club, clubs will have unprecedented access to both cutting-edge technology and world-class training resources, allowing them to raise service levels and drive member and guest satisfaction.
“We’re thrilled to partner with 59club,” said George Stavros, CEO of Pacesetter Technology. “Our technology, coupled with the deep industry knowledge and training from the team at 59club, is a perfect fit. Aligning our shared values exponentially helps us both raise the bar on the member experience.”
This partnership underscores both companies’ long term commitment to innovation and service excellence, ensuring that golf clubs & resorts have the tools and insights necessary to thrive in a competitive landscape. For more information about Pacesetter Technology, visit www.pacesettertechnology.com. To learn more about 59club, visit www.59club.com.
11 mars 2025 – Pacesetter Technology, leader de l’innovation en technologie mobile pour les clubs privés, a annoncé un partenariat stratégique avec 59club, spécialiste de la gestion du service client dans l’industrie. Cette collaboration est motivée par une mission commune : aider les clubs à élever leur expérience client grâce à des technologies de pointe et des insights basés sur les données.
En intégrant les solutions mobiles avancées de Pacesetter avec les programmes d’analyse et de formation de 59club, leaders du secteur, ce partenariat établira un nouveau standard pour les opérations des clubs et l’expérience client. Les responsables de clubs auront accès en temps réel aux données de performance clés, aux matériels de formation et aux événements du secteur, leur permettant de prendre des décisions plus éclairées et de fournir un service exceptionnel.
« Je suis ravi de commencer ce partenariat avec Pacesetter », a déclaré Simon Wordsworth, fondateur de 59club. « Leur produit et leurs aspirations correspondent exactement à ce que représente 59club. Au cours des prochaines années, l’expérience mobile offerte par Pacesetter transformera la manière dont nos clients interagissent avec 59club. Nous pourrons soutenir nos établissements dans leur quête d’excellence en fournissant un accès mobile aux résultats, événements, matériels de formation, et bien plus encore. De plus, 59club s’engage à soutenir les clients de Pacesetter avec les données nécessaires pour être le meilleur club pour leurs membres et le meilleur employeur possible. Ce partenariat est tout simplement parfait—deux entreprises leaders dans leurs domaines, visant toujours plus haut. »
Les solutions mobiles innovantes de Pacesetter Technology transforment déjà les expériences des clubs, améliorant la personnalisation et rationalisant les opérations. En s’associant avec 59club, les clubs auront un accès sans précédent à la fois à des technologies de pointe et à des ressources de formation de classe mondiale, leur permettant d’élever les niveaux de service et de satisfaire les membres et les invités.
« Nous sommes ravis de nous associer à 59club », a déclaré George Stavros, PDG de Pacesetter Technology. « Notre technologie, combinée à la profonde connaissance du secteur et à la formation de l’équipe de 59club, est un ajustement parfait. L’alignement de nos valeurs communes nous aide exponentiellement à élever ensemble le niveau de l’expérience des membres. »
Ce partenariat souligne l’engagement à long terme des deux entreprises envers l’innovation et l’excellence du service, garantissant que les clubs de golf et les stations balnéaires disposent des outils et des insights nécessaires pour prospérer dans un environnement concurrentiel.
11. März 2025 – Pacesetter Technology, ein führendes Unternehmen für mobile Technologien in Privatclubs, hat eine strategische Partnerschaft mit 59club, dem Spezialisten für Kundenservice-Management in der Branche, bekannt gegeben. Die Zusammenarbeit verfolgt ein gemeinsames Ziel: Golfclubs dabei zu unterstützen, das Kundenerlebnis durch modernste Technologie und datengestützte Erkenntnisse zu optimieren.
Durch die Integration der fortschrittlichen mobilen Lösungen von Pacesetter mit den branchenführenden Analyse- und Schulungsprogrammen von 59club setzt diese Partnerschaft neue Maßstäbe für Clubbetriebe und das Kundenerlebnis. Clubmanager erhalten in Echtzeit Zugriff auf wichtige Leistungsdaten, Schulungsmaterialien und Branchenveranstaltungen, wodurch sie fundiertere Entscheidungen treffen und erstklassigen Service bieten können.
„Ich freue mich sehr über diese Partnerschaft mit Pacesetter“, sagt Simon Wordsworth, Gründer von 59club. „Ihr Produkt und ihre Visionen passen perfekt zu dem, wofür 59club steht. In den kommenden Jahren wird das mobile Erlebnis von Pacesetter die Art und Weise, wie unsere Kunden mit 59club interagieren, grundlegend verändern. Wir werden unsere Partner noch besser unterstützen können, indem wir mobilen Zugang zu Ergebnissen, Veranstaltungen, Schulungsmaterialien und vielem mehr bieten. Gleichzeitig wird 59club Pacesetter-Kunden mit den relevanten Daten versorgen, die sie benötigen, um der beste Club für ihre Mitglieder und der beste Arbeitgeber zu sein. Diese Partnerschaft ist eine perfekte Verbindung – zwei Unternehmen an der Spitze ihrer Branche mit dem gemeinsamen Ziel, immer besser zu werden.“
Die innovativen mobilen Lösungen von Pacesetter Technology revolutionieren bereits das Cluberlebnis, verbessern die Personalisierung und optimieren Betriebsabläufe. Durch die Zusammenarbeit mit 59club erhalten Clubs einen einzigartigen Zugang zu modernster Technologie und erstklassigen Schulungsressourcen, mit denen sie ihren Service weiter steigern und die Zufriedenheit von Mitgliedern und Gästen nachhaltig verbessern können.
„Wir freuen uns sehr über die Partnerschaft mit 59club“, sagt George Stavros, CEO von Pacesetter Technology. „Unsere Technologie, kombiniert mit dem tiefgehenden Branchenwissen und den Schulungen des 59club-Teams, ist die perfekte Ergänzung. Unsere gemeinsamen Werte helfen uns, das Erlebnis für Clubmitglieder auf ein neues Niveau zu heben.“
Diese Partnerschaft unterstreicht das langfristige Engagement beider Unternehmen für Innovation und Service-Exzellenz und stellt sicher, dass Golfclubs und Resorts die notwendigen Werkzeuge und Erkenntnisse erhalten, um in einem wettbewerbsintensiven Umfeld erfolgreich zu sein.
Die Nominierten für die 59club European Service Excellence Awards wurden heute bekannt gegeben. Zahlreiche führende Golf- und Hospitality-Anlagen aus ganz Europa haben es auf die Shortlist geschafft. Die Gewinner werden während der zweiten Ausgabe der prestigeträchtigen Preisverleihung am Donnerstag, den 27. März 2025, im Ombria Algarve bekanntgegeben.
Die renommierten Auszeichnungen des 59club ehren herausragende Anlagen, Teams und Einzelpersonen in der globalen Golf- und Hospitality-Branche, die konsequent außergewöhnliche Kundenerlebnisse für Mitglieder und Gäste bieten.
Der Auswahlprozess bleibt unparteiisch und basiert auf Ergebnissen eines detaillierten und objektiven Mystery-Shopping-Programms. Dieses Programm bewertet sorgfältig die Erlebnisse von Mitgliedern, Besuchern und potenziellen Mitgliedern in den Bereichen Golf, Greenkeeping, Einzelhandel sowie Food & Beverage.
Service-Exzellenz im Fokus
Auch in diesem Jahr haben Europas führende Golfresorts und Mitgliederclubs erneut zahlreiche Nominierungen erhalten. Zu den Spitzenreitern gehören Costa Navarino und das Le Touquet Golf Resort, die für ihr Engagement, erstklassigen Service zu bieten, besondere Anerkennung erfahren haben. Weitere renommierte Anlagen wie Camiral Golf & Wellness, The Dutch, Finca Cortesin, The Scandinavian und Terre Blanche zeichnen sich durch ihre Beiträge zur Branche und ihr Engagement für ein herausragendes Kundenerlebnis aus.
Die Auszeichnungen würdigen zudem individuelle Spitzenleistungen, indem sie die besten Food & Beverage Manager, Retail Manager, Greenkeeper, Golf Operations Teams und Golf Manager des Jahres ehren. Darüber hinaus rückt die Zeremonie herausragende Einzelmomente entlang der gesamten Customer Journey ins Rampenlicht, wobei regionale Preise für außergewöhnliche Leistungen in Europa Süd, West, Zentral und den Nordischen Regionen verliehen werden.
Eine unvergessliche Nacht der Auszeichnungen
Die glanzvolle Preisverleihung, die von den 59club Branchenpartnern – Turtleson Apparel, Club Car und Golf Genius – unterstützt wird, endet mit der Verleihung der 59club Bronze-, Silber- und Gold-Flaggen. Diese Auszeichnungen werden an Resorts und Mitgliederclubs verliehen, die herausragende Leistungen sowohl im Kundenservice als auch in der Qualität ihrer Anlagen gezeigt haben.
Simon Wordsworth, CEO von 59club, äußerte seine Vorfreude auf die Veranstaltung:
“„Die Service Excellence Awards bieten die Gelegenheit, die außergewöhnlichen Leistungen unserer Kunden und ihrer Teams zu feiern. Es ist inspirierend zu sehen, wie diese Anlagen weiterhin den Maßstab für Exzellenz in unserer Branche setzen. Wir freuen uns darauf, ihre Erfolge mit ihnen zu teilen und sie auf ihrem Weg zu noch größeren Höhen zu unterstützen.“The Service Excellence Awards provide an opportunity to celebrate the incredible achievements of our clients and their teams. It is inspiring to see how these venues continue to set the standard for excellence in our industry. We look forward to sharing in their success and supporting them on their journey to even greater heights.”
Für die vollständige Liste der Nominierungen siehe unten.
59CLUB EUROPE „SERVICE EXCELLENCE“ AWARD NOMINIERUNGEN (in alphabetischer Reihenfolge):
Food & Beverage Manager des Jahres:
Audrey NICOL (Golf de la Grande Bastide); Cédric RAVAZ (Le Touquet Golf Resort); Jean BADÉA (Golf de Servanes); Joris LARIGALDIE (Costa Navarino – Dunes & Hills); Kersti KUUS (Estonian Golf & Country Club); Nicole EBNER (Costa Navarino – Bay); Rutger SMITS (The Dutch)
Cédric LE VÉZIEL (Le Touquet Golf Resort); Daniel LÜTTGER (Golf Club St. Leon-Rot); Ignacio SOTO (Finca Cortesin); Lucas PIERRÉ (Le Golf National); Paul O DONOGHUE (The Dutch); Russell ANDERSON (The Scandinavian)
Golf Operations Team des Jahres:
Camiral Golf & Wellness; Costa Navarino; Old Course Vilamoura; Finca Cortesin; Terre Blanche; The Dutch
Golf Manager des Jahres:
David ASHINGTON (Costa Navarino); Flavio PAPA (Camiral Golf & Wellness); Joaquin MORA BERTRAN (Infinitum); Jose Ignacio OLEA ZORITA (Finca Cortesin); Kristoff BOTH (Club de Golf Alcanada); Phil HELSBY (The Dutch)
59CLUB EUROPE „SERVICE EXCELLENCE“ AWARD NOMINIERUNGEN – Herausragendes individuelles Erlebnis (in alphabetischer Reihenfolge):
Europa Süd – Herausragendes individuelles Food & Beverage Erlebnis:
Castro Marim Golfe Country Club; Costa Navarino – Bay; Costa Navarino – Hills; Ombria Algarve; Son Muntaner; Son Quint
Europa Süd – Herausragendes individuelles Retail-Erlebnis:
Costa Navarino; DETAILS – Laguna; Golf de Andratx; La Hacienda; Pula Golf
Europa Süd – Herausragende individuelle Golfplatz-Präsentation:
Camiral Golf & Wellness – Stadium Course; Club de Golf Alcanada; Finca Cortesin; Marco Simone; Pirin Golf Resort; Son Muntaner
Europa Süd – Herausragendes individuelles Golf Operations Team:
Aphrodite Hills; Camiral Golf & Wellness; Costa Navarino; Old Course Vilamoura; Ombria Algarve
Europa Süd – Herausragendes individuelles Golferlebnis:
Aphrodite Hills; Camiral Golf & Wellness; Club de Golf Alcanada; Costa Navarino; Finca Cortesin
Europa West – Herausragendes individuelles Food & Beverage Erlebnis:
Golf de Servanes; Le Touquet Golf Resort; Opio Valbonne Golf Resort; Royal Palm Marrakech; The Dutch
Europa West – Herausragendes individuelles Retail-Erlebnis:
Golf de la Grande Bastide; Le Touquet Golf Resort; Opio Valbonne Golf Resort; Royal Palm Marrakech; Terre Blanche
Europa West – Herausragende individuelle Golfplatz-Präsentation:
AA Saint-Omer Golf Club; Golf de Chantilly – Vineuil; Le Golf National – L’Albatros Course; Lyon Salvagny Golf Club; Terre Blanche – Le château; The Dutch
Europa West – Herausragendes individuelles Golf Operations Team:
Golf de Sainte Baume; Le Touquet Golf Resort; Opio Valbonne Golf Resort; Terre Blanche; The Dutch
Europa West – Herausragendes individuelles Golferlebnis:
Golf de Roquebrune; Le Golf National; Le Touquet Golf Resort; Terre Blanche; The Dutch
Europa Nordic – Herausragendes individuelles Food & Beverage Erlebnis:
Aalborg Golf Klub; Esbjerg Golfklub; Estonian Golf & Country Club; Ljunghusens Golfklubb; Stensballegaard Golf
Europa Nordic – Herausragendes individuelles Retail-Erlebnis:
Aalborg Golf Klub; Esbjerg Golfklub; Estonian Golf & Country Club; Pickala Golf; The Scandinavian
Europa Nordic – Herausragende individuelle Golfplatz-Präsentation:
Aalborg Golf Klub; Esbjerg Golfklub – Marbæk By Norsea Course; Kytäjä Golf – South West Course; Ljunghusens Golfklubb; Miklagard Golf; The Scandinavian – Old Course
Europa Nordic – Herausragendes individuelles Golf Operations Team:
Aalborg Golf Klub; Esbjerg Golfklub; Estonian Golf & Country Club; Linna Golf; Pickala Golf; The Scandinavian
Europa Nordic – Herausragendes individuelles Golferlebnis:
Aalborg Golf Klub; Esbjerg Golfklub; Estonian Golf & Country Club; Ljunghusens Golfklubb; The Scandinavian
Warten Sie nicht länger – melden Sie sich jetzt an und sichern Sie sich Ihren Platz für dieses unverzichtbare Event: https://shorturl.at/RPm2Y
59club, the leading provider of customer experience benchmarking and improvement solutions for the golf, leisure, retail, and hospitality industries, is excited to announce the expert appointment of Chris Geraghty as its new Managing Partner for 59club Asia.
Geraghty’s experience with signature Troon managed properties, in North Africa, Bahrain, and Asia plus time spent with Stella Di Mare Hotels & Resorts in Egypt and De Vere Hotels in the UK speaks volumes for the impending impact Geraghty is set to make as he takes the reigns in driving 59club’s operations across the region.
Boasting a collection of accolades – including four 59club Gold Flag Awards shared between two properties (The Royal Golf Club & Vattanac Golf Resort) also having historically claimed a Silver Flag during Vattanac’s first year of partnering with 59club, and personally receiving the enviable 59club Asia Golf Manager of the year title in 2023 – there is no denying the impact that Geraghty will have on customer service standards in the region as he works closely with all 59club affiliate properties to manage change, increase reputation and improve club profitability.
Of the announcement Geraghty said; “Joining 59club to lead the Asia region is extremely exciting. The opportunity to support Hospitality Business Owners, Management Companies, General Managers, and their respective teams throughout Asia deliver higher levels of service through globally gathered quantitative data, ongoing training, and measurement of results is an incredible prospect.
“Guest expectations in Asia are among the highest I’ve seen throughout a global career, and to be able to share my track record of providing exceptional levels of service with hospitality leaders in over 10 countries to exceed guest expectations is going to be fundamental to the ongoing success of 59club in the region. Thanks to the hard work of the previous management team, 59club Asia is in a fantastic position and I’m very much looking forward to getting started in 2025”.
Of the appointment Simon Wordsworth, 59club Founder & CEO said; “We are delighted to welcome Chris to the team, what an incredible asset for 59club and the clubs in the region to benefit from his expertise, experience and passion. We owe a huge debt of gratitude to Araya Singhsuwan for helping to establish our brand in Asia and to James Shippey of Absolute Golf Services for their unwavering support. We look forward to continuing to support our affiliate properties in the region and in welcoming new venues to the 59club network attracted by their desire to excel.
For all enquiries about 59club’s Mystery Shopping, Satisfaction Surveys, and Training & Education opportunities in Asia simply reach out to chrisg@59club.com
De nouveaux golfs et leaders du monde du golf et de l’hôtellerie ont été accueillis dans la « Eminente Collection » de 59club lors de deux événements exclusifs, organisés au Park Hyatt, Dubai Creek, et au Belfry Hotel & Resort, respectivement les 19 et 21 novembre 2024.
Ces cérémonies conviviales ont rassemblé les membres actuels, les équipes régionales de 59club et les partenaires de l’industrie, notamment Club Car, Reesink Toro et Turtleson, pour célébrer l’intégration des nouveaux membres dans la prestigieuse Collection.
Glenn McNaughton (Long Ashton Golf Club), Jack Heginbotham (Long Ashton Golf Club), Kristoff Both (Club de Golf Alcanada) et Matt Sandercock (Mount Juliet Estate) ont eu l’honneur de recevoir ce titre enviable, rejoignant les trente et une personnalités déjà distinguées par le Statut “Eminent” depuis la création de cette reconnaissance en 2022.
Le Club de Golf Alcanada, The Els Club (Dubaï), Frilford Heath, Jumeirah Golf Estates, The Mere Golf Resort & Spa et Mount Juliet Estate figurent parmi les dernières propriétés à avoir atteint le label d’excellence “Eminent”, répondant ainsi aux critères rigoureux qui le définissent.
Avec l’accueil officiel des nouveaux venus, la collection d’élite des propriétés reconnues pour leur engagement envers l’excellence du service client, couvrant le réseau international de 59club en 2024, comprend désormais The Belfry Hotel & Resort ; The Celtic Manor Resort & Spa ; le Club de Golf Alcanada ; le Dubai Creek Golf & Yacht Club ; l’Emirates Golf Club ; Forest of Arden ; Foxhills Club & Resort ; Frilford Heath ; Gleneagles ; Golf Son Muntaner ; Jumeirah Golf Estates ; The Els Club (Dubaï) ; The Grove ; The Mere Golf Resort & Mount Juliet Estate ; Rockliffe Hall ; le Saadiyat Beach Golf Club ; le Trump International Golf Club (Dubaï) ; et Yas Links (Abu Dhabi).
« Ensemble, nous avons placé la barre très haut en matière d’excellence. C’est un honneur de retrouver ceux que nous considérons comme les meilleurs parmi les meilleurs. Je suis impatient d’accompagner d’autres directeurs et établissements vers l’excellence dans le secteur du golf, en dépassant les attentes des clients et en obtenant les résultats qui en découlent. Pour tous les membres du réseau 59club, les possibilités sont infinies, et lorsque nous penserons avoir atteint nos limites, nous les repousserons encore et toujours. »
Simon Wordsworth, CEO de 59club
Créée en 2022, la « Eminente Collection » honore l’excellence du service client démontrée sur une période d’au moins 5 ans. Les désignations de Flag 59club, les prix individuels et d’équipe contribuent tous à définir la norme mondiale d’excellence “Eminente”.
Cette reconnaissance, unique dans son secteur, est impartiale, indépendante et objective, un véritable symbole d’honneur pour les lieux et les personnes qui offrent constamment un service client de premier ordre, validé par le rigoureux programme de clients mystères de 59club.
The Belfry Hotel & Resort The Celtic Manor Resort Club de Golf Alcanada Dubai Creek Golf & Yacht Club The Els Club, Dubai Emirates Golf Club Foxhills Club & Resort Frilford Heath Gleneagles Golf Son Muntaner The Grove Jumeirah Golf Estates The Mere Golf Resort & Spa Mount Juliet Estate Rockliffe Hall Saadiyat Beach Golf Club Trump International Golf Club, Dubai Yas Links, Abu Dhabi
Andrew Whitelaw Angus Macleod Anna Darnell Barney Coleman Bernat Llobera Brad Gould Casper Schonfeldt Chris Eiglaar Chris Fitt Chris May Chris Reeve Clinton Southorn Craig Haldane Francisco de Lancastre David Fraser Liston Gary Silcock Glen McNaughton Houssem Belabed Jack Heginbotham Jacques Hobson Jason Adams Jim McKenzie MBE Jonathan Wyer Kristoff Both Club Matt Aplin Matt Sandercock Phillip Chiverton Rob Rowson Scott Fenwick Sean Graham Simon Howell Stephen Hindle Stephen Hubner Stuart Collier Tom Hughes
Die besten Golf- und Hospitality-Anlagen sowie Führungspersönlichkeiten wurden 2024 mit Eminent-Status ausgezeichnet.
Die neuesten herausragenden Golf- und Hospitality-Anlagen sowie Führungspersönlichkeiten wurden in die renommierte „Eminent Collection“ von 59club aufgenommen. Die Auszeichnungen erfolgten im Rahmen zweier exklusiver Veranstaltungen, die am 19. und 21. November 2024 im Park Hyatt Dubai Creek und im The Belfry Hotel & Resort stattfanden.
Bei den feierlichen Zeremonien trafen bestehende Mitglieder der Eminent Collection auf regionale 59club-Teams sowie Branchenpartner wie Club Car, Reesink Toro und Turtleson, um die Neuzugänge gebührend willkommen zu heißen.
Zu den Führungspersönlichkeiten, die mit dem begehrten Titel ausgezeichnet wurden, gehören Glenn McNaughton und Jack Heginbotham (Long Ashton Golf Club), Kristoff Both (Club de Golf Alcanada) sowie Matt Sandercock (Mount Juliet Estate). Sie reihen sich ein in die Gruppe von 31 Führungskräften, die seit der Einführung des Programms im Jahr 2022 geehrt wurden.
Auch auf der Seite der Golf- und Hospitality-Anlagen gibt es namhafte Neuzugänge: Club de Golf Alcanada, The Els Club Dubai, Frilford Heath, Jumeirah Golf Estates, The Mere Golf Resort & Spa und Mount Juliet Estate wurden für ihre herausragenden Leistungen ausgezeichnet. Diese neuen Mitglieder erweitern die exklusive Sammlung von Anlagen, die für ihre herausragende Servicequalität und ihr Engagement für Exzellenz stehen.
Die Elitekollektion von Properties, die 2024 innerhalb des internationalen Netzwerks von 59club für ihre außergewöhnlichen Kundenservices geehrt wurden, umfasst nun auch The Belfry Hotel & Resort, The Celtic Manor Resort, Club de Golf Alcanada, Dubai Creek Golf & Yacht Club, Emirates Golf Club, Forest of Arden, Foxhills Club & Resort, Frilford Heath, Gleneagles, Golf Son Muntaner, Jumeirah Golf Estates, The Els Club Dubai, The Grove, The Mere Golf Resort & Spa, Mount Juliet Estate, Rockliffe Hall, Saadiyat Beach Golf Club, Trump International Golf Club Dubai und Yas Links Abu Dhabi.
Simon Wordsworth, CEO von 59club, erklärte:
„Gemeinsam haben wir die Grenzen dessen, was Exzellenz bedeutet, neu definiert. Es ist ein Privileg, erneut mit den Besten der Besten zusammenzukommen. Ich freue mich darauf, weitere Manager und Anlagen dabei zu unterstützen, im Golfgeschäft zu brillieren, indem sie die Erwartungen ihrer Kunden übertreffen und die Früchte ihrer Arbeit ernten. Innerhalb des 59club-Netzwerks gibt es keine Grenzen – und wenn wir diese erreichen, werden wir gemeinsam neue Höhen erklimmen.“
Hintergrundinformationen zur „Eminent Collection“
Die Eminent Collection wurde 2022 ins Leben gerufen, um langjährige Standards in der Kundenservice-Exzellenz zu würdigen, die über einen Zeitraum von mindestens 5 Jahren erbracht wurden. 59club-Flag-Designationen sowie individuelle und teambezogene Auszeichnungen fließen in die globale Benchmark für Exzellenz ein.
Die Anerkennung erfolgt unabhängig, objektiv und ohne subjektive Bewertungen – die einzige Auszeichnung ihrer Art in der Branche, die als wahres Ehrenabzeichen für jene Anlagen und Persönlichkeiten gilt, die während der rigorosen Mystery-Shopper-Programme von 59club beständig höchste Kundenservicestandards liefern.
Vollständige Liste der Eminent Collection-Anlagen (alphabetisch): The Belfry Hotel & Resort; The Celtic Manor Resort; Club de Golf Alcanada; Dubai Creek Golf & Yacht Club; The Els Club, Dubai; Emirates Golf Club; Foxhills Club & Resort; Frilford Heath; Gleneagles; Golf Son Muntaner; The Grove; Jumeirah Golf Estates; The Mere Golf Resort & Spa; Mount Juliet Estate; Rockliffe Hall; Saadiyat Beach Golf Club; Trump International Golf Club, Dubai und Yas Links, Abu Dhabi.
Vollständige Liste der Eminent Collection-Führungspersönlichkeiten (alphabetisch): Andrew Whitelaw; Angus Macleod; Anna Darnell; Barney Coleman; Bernat Llobera; Brad Gould; Casper Schonfeldt; Chris Eigelaar; Chris Fitt; Chris May; Chris Reeve; Clinton Southorn; Craig Haldane; Francisco de Lancastre David; Fraser Liston; Gary Silcock; Glenn McNaughton; Houssem Belabed; Jack Heginbotham; Jacques Hobson; Jason Adams; Jim McKenzie MBE; Jonathan Wyer; Kristoff Both; Matt Aplin; Matt Sandercock; Phillip Chiverton; Rob Rowson; Scott Fenwick; Sean Graham; Simon Howell; Stephen Hindle; Stephen Hubner; Stuart Collier und Tom Hughes.
The Finest Properties & Leaders Iconised with Eminent Status in 2024.
The latest properties and leaders from the world of golf & hospitality have been welcomed into 59club’s ‘Eminent Collection’ at two exclusive events, hosted at Park Hyatt, Dubai Creek; and at The Belfry Hotel & Resort on the 19th and 21st of November 2024, respectively.
The intimate ceremonies brought existing members, 59club’s regional teams and industry partners in Club Car, Reesink Toro & Turtleson together to welcome the newcomers into the prestigious Collection.
Glenn McNaughton (Long Ashton Golf Club), Jack Heginbotham (Long Ashton Golf Club), Kristoff Both (Club de Golf Alcanada) and Matt Sandercock (Mount Juliet Estate)were amongst the Leaders who were awarded the enviable title, with the newcomers joining thirty-one existing individuals who were honored with Eminent Status in previous years since its formation in 2022.
With Club de Golf Alcanada; The Els Club, Dubai; Frilford Heath; Jumeirah Golf Estates; The Mere Golf Resort & Spa and Mount Juliet Estate the latest Properties recognised for having met the demands synonymous with the Eminent benchmark of excellence.
With the newcomers officially welcomed, the elite collection of Properties iconised for their commitment to customer service excellence spanning 59club’s international network in 2024 now includes The Belfry Hotel & Resort; The Celtic Manor Resort; Spa; Club de Golf Alcanada; Dubai Creek Golf & Yacht Club; Emirates Golf Club; Forest of Arden; Foxhills Club & Resort; Frilford Heath; Gleneagles; Golf Son Muntaner; Jumeirah Golf Estates; The Els Club, Dubai; The Grove; The Mere Golf Resort & Mount Juliet Estate; Rockliffe Hall; Saadiyat Beach Golf Club; Trump International Golf Club, Dubai; and Yas links, Abu Dhabi.
“Together we’ve pushed the boundaries and set the ceiling for what excellence is all about. It’s a privilege to come together once again with the people we are proud to call the best of the best. I sincerely look forward to supporting other managers and venues to excel in the Business of Golf, ultimately by exceeding customer expectations and reaping the rewards. The sky’s the limit for everyone within 59club’s network, and when we start to reach the limit, we’ll all continue to push a whole lot more”
Simon Wordsworth, 59club CEO
The ‘Eminent Collection’ was established in 2022 to honor long-serving standards of customer service excellence delivered over a minimum of 5 years; with 59club Flag Designations, along with individual and team accolades, all contributing towards the global Eminent benchmark of excellence.
Recognition is unbiased, independent, and non-subjective, the only industry award of its kind, symbolizing a true badge of honor for those venues and people consistently delivering the finest levels of customer service, during 59club’s vigorous mystery shopper program.
The Belfry Hotel & Resort The Celtic Manor Resort Club de Golf Alcanada Dubai Creek Golf & Yacht Club The Els Club, Dubai Emirates Golf Club Foxhills Club & Resort Frilford Heath Gleneagles Golf Son Muntaner The Grove Jumeirah Golf Estates The Mere Golf Resort & Spa Mount Juliet Estate Rockliffe Hall Saadiyat Beach Golf Club Trump International Golf Club, Dubai Yas Links, Abu Dhabi
Andrew Whitelaw Angus Macleod Anna Darnell Barney Coleman Bernat Llobera Brad Gould Casper Schonfeldt Chris Eiglaar Chris Fitt Chris May Chris Reeve Clinton Southorn Craig Haldane Francisco de Lancastre David Fraser Liston Gary Silcock Glen McNaughton Houssem Belabed Jack Heginbotham Jacques Hobson Jason Adams Jim McKenzie MBE Jonathan Wyer Kristoff Both Club Matt Aplin Matt Sandercock Phillip Chiverton Rob Rowson Scott Fenwick Sean Graham Simon Howell Stephen Hindle Stephen Hubner Stuart Collier Tom Hughes
Vic Aliprando est Vice-Président Senior du réseau TPC. Propriété du PGA TOUR, le réseau TPC comprend 29 golfs de premier plan conçus par des architectes de renom.
Quel est le meilleur conseil que vous ayez jamais reçu ?
J’ai grandi en Pennsylvanie, j’avais envie de travailler loin de chez moi et j’ai fini par faire un stage de 20 mois au Mississippi pour la société Arnold Palmer Golf Management. J’y ai rencontré de très bonnes personnes, et un directeur général en particulier a été mon premier mentor. Il m’a pris sous son aile et a toujours été là pour moi. Je me souviens d’un conseil qu’il m’a donné : “N’oublie jamais de sortir les poubelles.” À l’époque, je n’en comprenais pas le sens. Mais avec le temps, j’ai réalisé qu’il voulait dire qu’il ne faut jamais se considérer supérieur aux autres. L’hospitalité est la clé de notre succès, et je veux aider mon équipe, sans hésiter à retrousser mes manches pour travailler sur n’importe quel projet.
PGA Tour/TPC Network est une marque mondiale associée à l’excellence. Comment essayez-vous de transmettre cela dans vos opérations ?
Notre premier club a ouvert ses portes en 1980, ce qui nous confère une longue histoire de standards et de résultats exceptionnels. Dès le départ, les dirigeants ont établi des normes d’excellence dans le secteur du golf, et nous nous efforçons continuellement d’améliorer et de perfectionner nos services.
Nous sommes actuellement en train de créer une nouvelle mission et de redéfinir certaines expériences que nous souhaitons offrir à nos membres et invités. Notre objectif est de leur offrir un style de vie digne d’un joueur du PGA Tour.
Qu’observe-t-on actuellement sur le marché des clubs privés ?
La moitié de nos clubs sont privés et les autres sont accessibles au grand public. Le secteur des clubs privés se porte toujours bien, et nous commençons à voir un retour à des niveaux similaires d’avant la pandémie, bien que nous n’en soyons pas encore tout à fait revenus. Les ventes d’adhésions ont ralenti, mais c’est une décision stratégique de notre part.
Certains de nos clubs atteignent leur capacité maximale, nous devons donc nous concentrer sur le remplacement des membres qui partent. Le secteur du golf se porte très bien en général, et nous continuons d’entendre cela à travers l’industrie. Nous encourageons nos clubs à chérir les golfeurs actuels et à les inciter à continuer de pratiquer ce sport.
Quelle est votre ambition en partageant votre marque avec des propriétés non détenues mais soigneusement sélectionnées ?
Nous avons en réalité trois types de structures différents au sein de notre réseau. Nous possédons et exploitons 11 des 29, nous exploitons cinq autres sous licence pour d’autres propriétaires et les 13 restants sont uniquement sous licence. L’avantage est d’apporter la crédibilité de la marque à leur propriété.
Je discutais avec le propriétaire du TPC Danzante Bay, qui n’est pas golfeur et qui possède plusieurs complexes au Mexique, mais seulement un avec un golf. Il discutait avec un ami passionné de golf et celui-ci lui a demandé s’il irait dans un complexe de golf au Mexique, et il a répondu peut-être. Puis il a demandé ce qu’il en penserait si c’était un TPC, et la réponse a été un oui catégorique, car il savait que ce serait excellent. Cela a été un déclic, la marque apporte une crédibilité et une garantie de très hauts standards.
Quels sont les bénéfices que retire TPC des audits de clients mystères 59club ?
Nous avons un processus de vente qui repose fortement sur les relations interpersonnelles et nécessite de poser de nombreuses questions. Le processus de 59club s’y prête parfaitement. Ce qui nous manquait, c’était d’évaluer la performance de nos vendeurs. C’est là que 59club intervient avec ses audits mystères.
Les auditeurs se présenteront en tant que membres potentiels ou invités pour évaluer nos performances et nous fournir un rapport détaillé dans les semaines qui suivent.
Ce rapport complet, incluant des photos du site, examinera divers critères, depuis le premier appel téléphonique jusqu’à l’expérience de jeu sur le parcours, en passant par l’évaluation de l’expérience de déjeuner à la fin du parcours.
Comment calculez-vous le retour sur investissement des services 59club ?
Nous avons récemment eu le cas d’un nouveau vendeur qui ne posait pas suffisamment de questions relationnelles. Nous avons donc fait appel à 59club pour une formation complète au processus de vente. Cette personne a rapidement compris et est devenue l’un de nos meilleurs vendeurs. La même chose s’est produite avec un deuxième membre du personnel.
Tant que je serai là, je continuerai à travailler avec 59club, car nous avons tellement confiance en vos processus que nous les considérons comme inestimables.
• Présentation de plus de 150 clients • Données mondiales • Entretiens exclusifs • Mise en avant de nos partenaires • Rencontrez nos équipes régionales
Fort de son expérience en tant qu’ancien Directeur du Golf, Chris Eigelaar dirige le Belfry Hotel & Resort depuis 2020. Le complexe hôtelier, réputé pour son parcours du Brabazon, seul parcours au monde ayant accueilli 4 Ryder Cups, est actuellement en pleine transformation grâce à d’ambitieux travaux de rénovation.
Décrivez nous le Belfry et les projets en cours ?
Nous disposons d’un peu plus de 300 chambres, de nombreux bars et restaurants à travers le resort. Nous disposons également d’importantes installations pour les événements et les conférences, ainsi que de trois parcours de golf exceptionnels, dont le célèbre Brabazon.
Nous employons environ 800 personnes. Une partie de mes responsabilités consiste à superviser le développement actuel. Nous investissons 80 millions de livres sterling dans la construction de 149 chambres supplémentaires, d’un espace de conférence de 600 places et, sur un site séparé, d’un club de loisirs.
Il s’agit de gérer les projets tout en veillant à ce que l’entreprise continue de fonctionner et que nous atteignions nos objectifs en termes de chiffre d’affaires et de satisfaction client.
Quels sont les défis de la gestion d’une grande entreprise avec de tels travaux en cours ?
Nous avons initié en octobre dernier un vaste chantier de rénovation, touchant l’ensemble de notre établissement. Les chambres, notre hôtel principal et les couloirs du Brabazon Bar ont été entièrement repensés. Cette entreprise, particulièrement délicate en raison de son impact sur notre cœur de métier, a nécessité une communication rigoureuse et une gestion fine des flux de clients.
Parallèlement, nous avons lancé un projet d’envergure encore plus importante, soutenu par un investissement de 80 millions de livres sterling. Réparti sur deux sites distincts et confié à deux entreprises différentes, ce chantier requiert une coordination sans faille afin d’éviter toute perturbation pour nos clients.
Dès le début, nous avons mis l’accent sur une image soignée, en interdisant la présence de personnel en tenue de chantier dans les zones fréquentées par notre clientèle. Grâce à une communication proactive avec nos équipes et nos partenaires, nous avons réussi à limiter les nuisances et à maintenir un haut niveau de satisfaction client.
Ce type de projet complexe exige une rigueur constante et une attention soutenue aux détails. Il a fallu plusieurs semaines pour établir un dialogue clair avec les entreprises en charge des travaux et s’assurer qu’elles comprenaient parfaitement nos attentes.
Comment embrassez vous le changement ?
Nous avons mis l’accent sur l’innovation en encourageant activement nos collaborateurs à proposer et à adopter de nouveaux modes de fonctionnement. Cette démarche, initiée trois à six mois avant le lancement de notre projet de développement, a permis de fédérer nos équipes autour d’un objectif commun.
Tout au long de cette période, nous avons maintenu un dialogue transparent avec nos 800 employés en organisant régulièrement des réunions d’information. Notre volonté était de les associer pleinement à ce projet qui allait impacter l’ensemble de l’entreprise. En les écoutant et en prenant en compte leurs retours, nous avons su les rassurer et les motiver.
Cela va t-il impacter votre position sur le marché ?
Notre priorité première est de consolider notre clientèle existante. Fort d’un taux de fidélisation de 70% pour les conférences et événements, nous souhaitons approfondir nos relations avec nos clients actuels avant de nous tourner vers de nouveaux marchés.
En augmentant notre capacité d’accueil, pour le moment limité à 280 personnes, nous ouvrons de nouvelles perspectives. Nous ciblerons ainsi des événements de plus grande envergure, notamment en renouant le dialogue avec d’anciens partenaires. Notre message sera clair : « Le Belfry s’est agrandi pour mieux vous servir ».
Stratégiquement, nous identifions de belles opportunités pour attirer des événements d’envergure à Londres et à Manchester. Notre ambition n’est pas de détourner des événements des autres lieux de la région, mais bien de capter de nouveaux marchés et d’enrichir l’offre événementielle des Midlands.
Quelles leçons pouvez-vous partager concernant le processus de planification ?
Nous savons qu’il y aura des imprévus et que rien ne se déroulera parfaitement. Il s’agit d’un programme de développement de 18 mois, qui comprend également six mois de rénovation. Ces deux années de transformations ont exigé de ma part et de mon équipe une grande agilité. Nous avons dû nous adapter en permanence aux contraintes liées aux travaux et aux aléas extérieurs, tout en faisant preuve de résilience.
Et puis, le plus important c’est de parler, de partager les frustrations, de partager les défis entre nous, de se rassembler et de s’assurer que nous le réalisons et que nous nous améliorons en tant qu’équipe
• Présentation de plus de 150 clients • Données mondiales • Entretiens exclusifs • Mise en avant de nos partenaires • Rencontrez nos équipes régionales
Chris Eigelaar ist Resort Director von The Belfry Hotel & Resort. Zuvor war er als General Manager tätig. Das Resort in Warwickshire mit dem weltberühmten Brabazon Golfplatz wird derzeit umfassend modernisiert.
Was passiert im The Belfry?
Der Freizeitclub hat über 3.000 Mitglieder. Es gibt umfangreiche Veranstaltungs- und Konferenzmöglichkeiten sowie drei fantastische Golfplätze, darunter den legendären Brabazon. Wir beschäftigen rund 800 Mitarbeiter. Ein Teil meiner Aufgaben besteht darin, die laufenden Entwicklungsprojekte zu überwachen. Derzeit investieren wir 80 Millionen Pfund in den Bau von 149 zusätzlichen Zimmern, einem Konferenzraum für 600 Personen und einem neuen Freizeitclub auf einem separaten Gelände.
Es geht darum, diese Projekte zu managen und gleichzeitig sicherzustellen, dass der Betrieb reibungslos weiterläuft. Außerdem müssen wir unsere Ziele in Bezug auf Gästebindung, Umsätze und letztlich Kundenzufriedenheit erreichen.
Welche Herausforderungen gibt es beim Betrieb eines Großunternehmens mit solchen Projekten?
Im Oktober letzten Jahres haben wir mit einem Renovierungsprogramm für die Zimmer begonnen. Dabei wurden unser Hauptgebäude, die Gästezimmer, die Korridore der Brabazon Bar und weitere Bereiche des Resorts renoviert. Das war eine große Herausforderung, da es das Herzstück unseres Resorts betraf.
Der Schlüssel lag in der Kommunikation – im Verstehen der Gästewege und der Steuerung der Besucherströme. Das Renovierungsprojekt lief von Oktober bis März. Gleichzeitig läuft unser größeres Entwicklungsprojekt, das eine Investition von 80 Millionen Pfund umfasst.
Dieses Projekt wird von zwei unterschiedlichen Bauunternehmen durchgeführt, die jeweils von verschiedenen Seiten Zugang zum Resort haben. Dadurch gibt es keine Überschneidungen auf dem Gelände. Von Anfang an haben wir klar kommuniziert, dass keine Warnwesten im Parkplatzbereich sichtbar sein dürfen. Es ist in Ordnung, wenn sie bei der An- oder Abreise zu sehen sind, aber innerhalb des Resorts sollen Gäste keine Warnwesten bemerken.
Bisher hatten wir das Glück, dass die Bauarbeiten den laufenden Betrieb nur minimal beeinträchtigt haben. Das liegt vor allem an meinem Management-Team und der hervorragenden Kommunikation mit unseren Kunden und internen Teams. Trotzdem erfordert es viel Zeit und Mühe, Störungen auf ein Minimum zu reduzieren. Die größte Herausforderung ist es, konsequent in unseren Erwartungen zu bleiben.
Zu Beginn haben mein Team und ich regelmäßig die Baustelle besucht, um sicherzustellen, dass die Bauunternehmen unsere Anforderungen verstehen. Es war wichtig, diese Standards schnell zu definieren und konsequent durchzusetzen.
Wie gehen Sie mit dem Wandel um?
Wir haben uns stark auf Innovation konzentriert und waren offen für Veränderungsvorschläge. Diese Offenheit haben wir unserem Team bereits drei bis sechs Monate vor Beginn des Projekts vermittelt. Während des gesamten Prozesses haben wir alle 800 Mitarbeiter regelmäßig eingebunden und sie über Fortschritte und kommende Änderungen informiert.
Dazu gehörten regelmäßige Mitarbeiterversammlungen und Briefings, um sicherzustellen, dass es nicht nur Entscheidungen der Führungsebene sind, sondern alle im Unternehmen einbezogen werden. Dabei hören wir auch auf Feedback und reagieren auf Herausforderungen oder Anregungen aus der Belegschaft.
Durch die Erweiterung wächst das Resort um 30 %. Wird sich dadurch Ihre Marktposition verändern?
Unsere oberste Priorität ist es, unsere bestehenden Kunden zu halten. Derzeit kommen 70 Prozent unseres Konferenz- und Veranstaltungsgeschäfts von Stammkunden. Bevor wir neue Zielgruppen ansprechen, möchten wir sicherstellen, dass unsere aktuellen Kunden uns treu bleiben und wir sie auf die Reise mitnehmen.
Mit den neuen Kapazitäten können wir größere Veranstaltungen ausrichten – aktuell liegt unsere maximale Kapazität bei 280 Personen. Dadurch erschließen wir neue Marktsegmente. Einige unserer bisherigen Geschäftspartner, die uns verlassen haben, weil sie größere Veranstaltungsräume benötigten, möchten wir zurückgewinnen. Dieses Projekt ist auch für sie gedacht – auf ihre Bedürfnisse abgestimmt.
Besonders durch unsere zentrale Lage sehen wir die Möglichkeit, größere Veranstaltungen aus Städten wie London oder Manchester in die Midlands zu holen.
Unser Ziel ist es nicht, anderen Veranstaltungsorten in Birmingham oder den Midlands Konkurrenz zu machen. Vielmehr wollen wir neue Veranstaltungen und Kunden gewinnen, die bisher noch nicht in die Region kommen.
Welche Lektionen können Sie aus dem Planungsprozess weitergeben?
Wir wissen, dass nicht alles reibungslos verlaufen wird und es immer wieder Herausforderungen geben wird. Das gesamte Entwicklungsprogramm dauert 18 Monate, einschließlich sechs Monaten Renovierungsarbeiten. Insgesamt stehen uns zwei Jahre voller Veränderungen im Resort bevor.
Für mich und mein Management-Team war es entscheidend, flexibel zu bleiben und schnell auf Herausforderungen zu reagieren – sei es durch Bauarbeiten, Dritte oder unvorhergesehene Ereignisse. Dabei war es wichtig, Probleme offen anzusprechen, Frustrationen zu teilen und als Team Lösungen zu finden.
Gemeinsam konnten wir sicherstellen, dass wir nicht nur unsere Ziele erreichen, sondern uns als Team auch kontinuierlich verbessern.
Andy Siddall is the Director and Co-Founder of Robincroft Consulting. For 20 years he held leadership roles within both educational environments and professional sport as an elite cricket coach and he has worked as a personal performance coach since 2015.
Personal performance coach Andy Siddall explains his theory behind Deliberate Leadership and how it can help you to achieve your business goals
If you are anything like me that question will annoy you! This is because leadership is so complex and dynamic we shouldn’t be looking to categorise people into boxes and one particular style, but instead recognise that the leaders who possess the most skills and flexibility of styles will be the most effective.
The style of leadership adopted by leaders can significantly impact their team’s motivation and performance, and we will all have natural tendencies for one style over another, a default as it were. But when it comes to the styles that leaders adopt a lot goes into the mix.
Naturally there is their personality, the impact of their cultural background and their experience to consider. Add to this their mindset and the time and space they are in, who they are leading, what needs to be achieved and in what timeframe, and of course, what is at stake.
Plenty has been written on leadership styles and a quick internet search will present you with various links and infographics on the subject. So, for this article, we won’t be duplicating a version of these or muddying the water with lots of approaches, but will list Daniel Goleman’s Six Styles of Leadership as a consideration point:
At Robincroft, we believe in leadership effectiveness and being able to make a positive impact is what it’s all about. With this in mind you may want to consider doing these three things:
1: Reflect on the culture, behaviours and outputs of those you lead. What’s good? What’s not? What needs to be different?
2: Reflect on your own leadership behaviours. What style do you spend most of your time in? Consider how those you lead would describe it, and answer the question of ‘what is it like to be led by you?’
3: Consider what the benefits could be if you adopted different approaches. What skills may you need to develop in order to be more effective?
It’s remarkable how many successful professional sports teams across the globe have had a similar mantra plastered across the walls of their changing room:
‘What does the team need from me now?’ The aim? To impact the decision making and behaviour.
As leaders we urge you to embrace a style of what we call Deliberate Leadership and to adopt a similar mantra by constantly asking yourself: What does my business/team need from me now? Or what does this person need from me now?
Deliberate Leadership is a style that requires both conscious thought and conscious action. It requires you to have a quality assessment of those you lead, which allows you to make quality decisions of what they need.
Deliberate Leadership is both purposeful and flexible, transitioning between styles and approaches depending on what’s required.
Deliberate Leadership is having both a clear intention in our approach and being clear where our attention needs to be to achieve the desired results while helping us grow and develop our employees. Leadership is complex, so don’t just do it – do it deliberately!
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
Vic Aliprando is the Senior Vice President of TPC Network Operations. Owned, operated, and licensed by the PGA TOUR, the TPC Network comprises 29 premier private, resort and daily fee golf properties designed by elite architects.
I grew up in Pennsylvania, wanted to work away and ended up in Mississippi on an internship for 20 months for Arnold Palmer Golf Management company. Met some great people, one General Manager there really was my first mentor, and he wrapped his arms around me and took me under his wing. I always remember this one comment: ‘Never forget to take out the trash.’ At the time I didn’t understand what he meant. It means to never think that you above doing any of the jobs. Hospitality is why we’re so successful and I want to help our staff and I’m not afraid to roll up my sleeves and work on any project.
PGA Tour/TPC Network is a global brand associated with excellence. How are you trying to transfer that down through the operations?
Our first club opened in 1980 so we have a long history of standards and deliverables. Back at the beginning the leadership really set the standard for excellence in the golf business and we’ve continued to try and elevate and improve things as we’ve gone by.
We’re now in the midst of creating a new mission statement and tweaking some of the experiences that we’re trying to deliver at some of the clubs. It’s all focused on delivering a PGA Tour player’s lifestyle to our members and guests.
“We have a sales process in all areas of our business and that has always been very relationship driven and requires asking a lot of questions and 59club’s process is a perfect match for that”
Vic Aliprando
What is happening in the private member clubs’ marketplace place for you?
Half of our clubs are private and half of them are daily fee clubs. The private club business is still really good and we’re starting to see some attrition return back to pre-pandemic levels, we’re still not there, and membership sales have slowed down – but frankly we have slowed it down.
We’ve been reaching some capacity levels at some of our clubs, so we’ve had to work to sell only enough to fulfil the attrition that is actually left. The golf business is in a very good place, and we continue to hear that industry wide. I continue to speak to our clubs about the need to wrap our arms around these people who are playing golf, we need to keep them playing the game.
What are you trying to achieve in ‘sharing your brand’ with non-owned but carefully chosen properties?
We really have three different structures within our clubs. We own and operate 11 of the 29, we license and operate five more for other owners and the remaining 13 are purely licence-only clubs. The benefit is getting the credibility that the brand brings to their property.
I was talking to the owner of TPC Danzante Bay, he’s not a golfer and he owns a number of timeshare resorts throughout Mexico but only one with golf. He was talking to a friend who was a big golfer and he asked whether he would travel to a golf resort in Mexico and he said maybe. Then he asked what if it was a TPC and then it was an absolute yes as he knew that it would be great. That flipped a switch, there is credibility and an awareness of very high standards.
What does the TPC Network gain from 59club’s mystery shopping products?
We have a sales process in all areas of our business and that has always been very relationship driven and requires asking a lot of questions and 59club’s process is a perfect match for that. What we weren’t doing is measuring how our salespeople were delivering this and that’s what 59club can do for us with the mystery shoppers.
They will visit as a prospective member or guest and give us a clear scorecard on what we are doing and not doing, and we’ll get the results within weeks.
They will give us a comprehensive review, including images of the property, and test various standards from the initial phone call through to playing the course and analysing the conditioning, all the way to measuring the lunch experience at the end of the round.
How do you calculate the ROI on 59club’s services?
We have had a recent instance where we had a new salesperson and we found that there weren’t a lot of relationship-style questions being asked. So, we utilised 59club to go through a full training of the sales process, that person quickly got the hang of it, and they became one of our top salespeople. And a similar thing happened with a second member of staff.
I’m not going to let them go for as long as I’m in the chair, we’re so confident in their processes, it’s invaluable.
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Vic Aliprando ist Senior Vice President für die TPC Network Operations. Die TPC-Netzwerkmarke gehört zur PGA TOUR und umfasst 29 führende private, Resort- und Tages-Golfanlagen, die von renommierten Architekten entworfen wurden.
Was ist der beste Ratschlag, den Sie je erhalten haben? Ich bin in Pennsylvania aufgewachsen und wollte in die Ferne, also habe ich ein 20-monatiges Praktikum in Mississippi bei der Arnold Palmer Golf Management Company gemacht. Dort habe ich großartige Menschen kennengelernt, darunter auch einen General Manager, der wirklich mein erster Mentor war. Er nahm mich unter seine Fittiche, und eine seiner Aussagen hat mich besonders geprägt: „Vergiss nie, den Müll rauszubringen.“ Damals verstand ich das noch nicht ganz, aber es bedeutet, dass man sich nicht für zu gut halten sollte, um auch die einfacheren Aufgaben zu übernehmen. Gastfreundschaft ist unser Erfolgsrezept, und ich bin immer bereit, die Ärmel hochzukrempeln und überall mit anzupacken.
Die PGA Tour und das TPC-Netzwerk stehen weltweit für Exzellenz. Wie vermitteln Sie diese Standards in der Praxis? Unser erster Club wurde 1980 eröffnet, und seitdem haben wir eine lange Tradition in der Schaffung hoher Standards und Qualitätsvorgaben. Die damalige Führung hat den Maßstab für Exzellenz im Golfgeschäft gesetzt, und wir haben seither versucht, diesen kontinuierlich weiterzuentwickeln und zu verbessern.
Derzeit erstellen wir eine neue Mission und passen einige unserer Erlebnisse in den Clubs an, um unseren Mitgliedern und Gästen den Lebensstil eines PGA-Tour-Spielers näherzubringen.
„Wir haben in allen Geschäftsbereichen einen verkaufsorientierten Prozess, der auf Beziehungen aufbaut und viele Fragen erfordert. Der 59club-Prozess passt perfekt dazu.“
Was passiert derzeit im Markt der privaten Mitgliederclubs? Die Hälfte unserer Clubs sind private Clubs, die andere Hälfte sind Tagesclubs. Der Markt für private Clubs ist weiterhin sehr stabil, und wir sehen, dass die Mitgliederfluktuation sich langsam wieder auf das Vor-Pandemie-Niveau einpendelt, auch wenn wir noch nicht ganz dort angekommen sind. Die Mitgliederakquise hat sich verlangsamt – was teilweise daran liegt, dass wir dies bewusst gesteuert haben.
In einigen unserer Clubs haben wir Kapazitätsgrenzen erreicht und beschränken deshalb die Neumitgliederzahl so, dass wir nur die tatsächliche Fluktuation auffangen. Die Golfbranche entwickelt sich insgesamt gut, und wir hören diese positive Entwicklung auch von anderen im Markt. Wir ermutigen unsere Clubs, die neuen Golfer langfristig an das Spiel zu binden.
Was möchten Sie mit der „Teilung Ihrer Marke“ in nicht firmeneigenen, aber sorgfältig ausgewählten Golfanlagen erreichen? Wir haben drei verschiedene Strukturmodelle in unseren Clubs. Wir besitzen und betreiben 11 der 29 Clubs, 5 Clubs betreiben wir für andere Eigentümer unter Lizenz, und die übrigen 13 sind reine Lizenzclubs. Der Vorteil für die Partner ist, dass sie von der Glaubwürdigkeit und dem Renommee unserer Marke profitieren.
Ich sprach mit dem Besitzer von TPC Danzante Bay, einem Timeshare-Resort-Besitzer in Mexiko, der kein Golfer ist und lediglich ein Resort mit einem Golfplatz betreibt. Als er einen befreundeten Golfer fragte, ob dieser in ein Golfresort in Mexiko reisen würde, zögerte dieser. Doch als er hörte, dass es ein TPC-Club sei, war er sofort überzeugt, da er die hohen Standards kannte, die damit verbunden sind.
Was gewinnt das TPC-Netzwerk durch die Mystery Shopping-Produkte von 59club? Wir haben in allen Geschäftsbereichen einen verkaufsorientierten Prozess, der auf Beziehungen aufbaut und viele Fragen erfordert. Der 59club-Prozess passt perfekt dazu. Was uns bisher fehlte, war eine Messung, wie unsere Verkaufsmitarbeiter diesen Prozess umsetzen, und genau das ermöglicht der 59club mit seinen Mystery Shoppern.
Diese treten als potenzielle Mitglieder oder Gäste auf und geben uns einen klaren Bewertungsbogen, was gut läuft und wo Verbesserungsbedarf besteht. Die Ergebnisse erhalten wir in wenigen Wochen.
Die Bewertung umfasst eine ausführliche Analyse, einschließlich Bildern der Anlage und Tests zu Standards vom ersten Telefonkontakt bis hin zur Golfrunde und der Analyse des Platzzustands sowie einer Bewertung des Lunch-Erlebnisses am Ende der Runde.
Wie berechnen Sie die Rendite auf die Dienstleistungen des 59club? Kürzlich hatten wir den Fall, dass ein neuer Vertriebsmitarbeiter zu wenige beziehungsorientierte Fragen stellte. Wir nutzten den 59club für ein umfassendes Training im Verkaufsprozess, woraufhin der Mitarbeiter diesen schnell verinnerlichte und einer unserer besten Verkäufer wurde. Eine ähnliche Situation gab es mit einem weiteren Mitarbeiter.
Solange ich in meiner Position bin, werde ich 59club nicht missen wollen – wir sind von ihren Prozessen überzeugt, sie sind für uns unverzichtbar.
De l’Emirates Golf Club à Dubaï, où il a été un précurseur en adoptant les méthodes 59club, Andrew Whitelaw a rejoint l’Aronimink pour y occuper les postes de Directeur Général et COO en prévision du PGA Open 2026.
Andrew Whitelaw, Directeur Général et COO d’Aronimink
Parlez-nous un peu plus d’Aronimink
Il s’agit d’un club de golf traditionnel américain où le golf est la principale activité. La structure de gouvernance est assez typique, avec un conseil d’administration composé d’un président, d’un secrétaire, d’un vice-président et d’un trésorier. Nous avons 14 comités qui participent à la gestion du club.
C’est un modèle de gouvernance moderne et avant-gardiste. Notre conseil d’administration est tourné vers l’avenir et nous sommes en plein milieu d’une rénovation de 30 millions de dollars de l’ensemble de la propriété, comprenant des rénovations du club-house et une modernisation de certains de nos installations de golf ainsi que de nos espaces sportifs et de loisirs.
Nous avons une nouvelle Académie de golf qui est maintenant terminé. Les membres sont fantastiques, ils aiment vraiment ce club et ils sont très impliqués et passionnés par tout ce qui concerne Aronimink. Le parcours est exceptionnel, ce qui est essentiel, et constitue le fondement de toutes nos activités. Nous sommes un parcours sur lequel les voiturettes sont interdites et tous ceux qui l’ont joué témoignent de la qualité irréprochable de son entretien. Visuellement, il est magnifique et c’est certainement l’une des plus belles créations de Donald Ross.
Que se passe-t-il actuellement dans les étapes de planification pour le PGA Open 2026 ?
Dans le cadre de son programme d’accompagnement des futurs sites hôtes, la PGA of America a étroitement collaboré avec les clubs hôtes potentiels ces trois dernières années. Ces échanges nous ont permis de bénéficier de leur expertise et de mieux comprendre leurs besoins.
Le mois prochain, les équipes de la PGA seront sur place pour finaliser les préparatifs. Les ventes d’hospitalité sont déjà en cours. Notre priorité absolue reste l’obtention des autorisations nécessaires auprès des autorités locales pour garantir le bon déroulement de cet événement d’envergure. Ce sera une grande année pour Philadelphie ; c’est le 250e anniversaire des États-Unis, la Coupe du monde de la FIFA se déroulera dans la ville cette année-là. Le PGA Open marquera donc le début de cette série d’événements prestigieux.
Comment calculez-vous le retour sur investissement avec 59club ?
Notre partenariat avec 59club a débuté il y a près de 15 ans à l’Emirates GC de Dubaï. Cette collaboration nous a permis de mettre en place un système d’évaluation rigoureux de la qualité de nos services, axé sur la satisfaction client. En identifiant les points forts et les points faibles de nos opérations, nous avons pu mettre en œuvre des actions correctives et améliorer continuellement l’expérience de nos membres et invités.
Cette approche s’est avérée particulièrement efficace, comme en témoigne l’obtention du Gold Flag à Trump Dubai dès la première année de mise en place du programme lors mon arrivée en 2026. Puis, nous avons fait la même chose a Portmarnock en 2019.
Quel est le meilleur conseil que l’on vous a donné ?
La clé d’une communication efficace, c’est l’écoute active. Avant de répondre, assurez-vous d’avoir bien compris la question. Évitez les réponses hâtives qui peuvent nuire à votre compréhension. En début de carrière, montrez votre engagement en prenant des initiatives. Ne vous contentez pas de faire le strict minimum, allez au-delà de vos responsabilités. Cette attitude proactive vous permettra de vous démarquer et de progresser rapidement.
Parmi tout ce que 59club fait, que préférez-vous le plus ?
Impossible d’être partout lorsque l’on travaille dans l’opérationnel. Il est impossible d’être à la place de chaque membre, invité ou joueurs. C’est pourquoi j’apprécie particulièrement la perspective unique que 59club nous offre. Grâce à leurs évaluations, nous bénéficions d’un regard extérieur et impartial sur notre prestation de service. Ces retours nous permettent d’identifier les points forts et les axes d’amélioration, et ainsi de garantir une expérience client optimale. Car c’est bien connu : un client satisfait est un client fidèle.
En fin de compte, c’est ce qui nous permet de fidéliser notre clientèle et de renforcer notre réputation.
• Présentation de plus de 150 clients • Données mondiales • Entretiens exclusifs • Mise en avant de nos partenaires • Rencontrez nos équipes régionales
Fort de plus de 26 années d’expérience au Golf National, hôte de la Ryder Cup et des Jeux Olympiques, Philippe Pilato, directeur général, témoigne de l’impact significatif de 59club sur l’amélioration de la qualité des services offerts par le club et souligne comment cette approche peut être bénéfique pour l’ensemble du golf français.
Racontez nous les prémices de votre collaboration avec 59club
Jusqu’en 2016, notre clientèle était principalement française. L’organisation de la Ryder Cup a marqué un tournant, nous amenant à servir une clientèle de plus en plus internationale environ 2 ans avant la tant attendue compétition. Or, nous avons rapidement constaté que nos procédures n’étaient pas adaptées à ces nouvelles exigences.
Les évaluations initiales menées par 59club ont confirmé nos craintes, révélant notamment des difficultés à satisfaire les attentes de notre clientèle étrangère. Pour remédier à cette situation, nous avons déployé des efforts considérables en matière de formation du personnel et de partage des bonnes pratiques.
Quels outils utilisez-vous principalement et comment ?
Afin de mieux comprendre les attentes de notre clientèle variée (abonnés, joueurs occasionnels, visiteurs internationaux, etc.), nous utilisons les outils 59club. Grâce à l’analyse de l’expérience visiteur et aux sondages my59, nous avons pu identifier les besoins spécifiques de chaque segment de clientèle et ainsi adapter nos services en conséquence.
Nous avons mis l’accent sur nos atouts : les parcours de golf et le pro shop. En parallèle, nous avons cherché à combler nos lacunes, en particulier en termes de service client. Étant donné les contraintes économiques en France, nous avons dû optimiser nos ressources humaines. C’est pourquoi nous avons concentré nos efforts sur l’accueil en pro shop, premier point de contact avec nos clients et moment clé de l’expérience client.
Qu’en est-il à l’heure actuelle ?
Depuis 2016, grâce à 59club, nous avons opéré un véritable changement de culture au sein de nos équipes. En nous concentrant sur la formation de notre personnel à un accueil centré sur le client, nous avons constaté une amélioration de 50% de nos résultats, notamment sur la partie « Accueil ». Auparavant, nos employés avaient tendance à adopter une attitude plus égocentrée. Nous avons réussi à inverser cette tendance en leur montrant que le client est notre priorité absolue.
Cette focalisation sur le client, mise en place dès 2016, est devenue une évidence et cette démarche, ancrée dans nos pratiques quotidiennes, a permis d’améliorer considérablement notre performance en matière d’accueil. En nous concentrant sur les besoins et les attentes spécifiques de chaque golfeur, nous avons renforcé notre relation avec eux et justifié leur choix de venir au Golf National.
Si vous aviez un conseil à donner, quel serait-il ?
Pour reprendre ce que nous avons pu mettre en place au Golf National, nous avons formé notre équipe à adopter une vision globale du parcours client, allant bien au-delà de l’accueil à la réception. Le rôle de la réception va bien au-delà d’un simple accueil et d’un sourire ; il s’agit d’offrir une expérience client complète, en prenant en compte tous les aspects du parcours, du parking au premier tee.
En incitant nos collaborateurs à adopter une vision d’ensemble et à travailler en synergie, nous avons considérablement amélioré notre performance globale.
Quel est votre regard sur le marché français et l’approche globale par rapport au service client ?
Je pense qu’il faut que l’on arrive à professionnaliser le service que l’on offre aux golfeurs et je n’hésiterai pas à recommander les services de 59club pour aller dans ce sens car c’est ce dont nous avons besoin en France. J’ai récemment visité un club de golf avec trois collègues du Golf National. J’ai été surpris de constater que les trois personnes à la réception nous ont complètement ignorés, sans un seul mot d’accueil. Dire bonjour est pourtant la chose la plus simple au monde.
Le problème ne réside pas dans les individus, mais plutôt dans la gestion des équipes. Les collaborateurs ont besoin de directives claires et d’une formation adéquate pour offrir un service client de qualité. Trop souvent, les golfeurs arrivent, on leur prend leur carte bleue, on leur débite 50€ puis on les envoie sur le parcours et on pense que le travail est terminé. Or, le service client dans le golf va bien au-delà de cela. En France, il existe un réel besoin de formation continue pour le personnel d’accueil des clubs de golf qui, souvent, ne sait pas vraiment comment agir et quoi faire.
Un dernier mot Philippe ?
Travailler avec 59club m’a personnellement aidé à me focaliser sur les aspects clés de la gestion d’un golf. C’est un outil “magique” qu’il a contribué à élever le Golf National là où il en est aujourd’hui. Et je suis convaincu qu’il pourrait apporter un bénéfice similaire à de nombreux autres directeurs de golf en France.
• Présentation de plus de 150 clients • Données mondiales • Entretiens exclusifs • Mise en avant de nos partenaires • Rencontrez nos équipes régionales
Chris Eigelaar is Resort Director at The Belfry Hotel & Resort. He has been in the role since 2020, having previously been General Manager. Home of the world famous Brabazon course, the Warwickshire property is going through a significant upgrade.
What is happening at The Belfry?
The leisure club has just over 3,000 members. There are extensive events and conference facilities and three amazing golf courses, one being the iconic Brabazon. We employ about 800 people. Part of my overall responsibility is overseeing the current development. We’re investing £80 million into building an additional 149 bedrooms, 600-seater conference space and, on a separate site, a leisure club.
It’s about managing the projects plus ensuring the business keeps ticking over and we continue to hit our targets from a guest satisfaction, revenue and, ultimately, client perspective.
What are the challenges of running a largescale business with such work going on?
We started our bedroom refurbishment programme in October last year. We refurbed our main hotel, the bedrooms, our Brabazon Bar corridors in the resort and that was fairly challenging because it was affecting our main hub.
It was all about communication – understanding guest flow and really managing the volume of guests coming in. The project ran from October until March and we’ve got the larger scale project happening – the £80 million investment.
It’s managed by two different contractors, both accessing the resort from two different areas. There is no movement and no crossover in the resort. One thing we said from Day Dot was we want no high-vis jackets walking around the car park for our guests to see. It’s fine if they see on arrival, or departure, but as soon as you’re in the main resort you don’t want to see any high-vis jackets. We’ve been very fortunate that, to date, we’ve had minimal impact from a normal delivery perspective. But it’s entirely up to my management team, and the great communication we have with our clients and with our internal team, to ensure we mitigate as much disruption as we possibly can. It’s not easy. It takes a lot of time and effort, but the real challenge is you need to be consistent in your expectations.
There was that first month of myself, my team, walking around ensuring the contractors understand what we expect and making sure we lay that down as quickly as possible and be consistent in asking the same questions and ensuring they deliver.
How do you embrace the change?
We were very focused on the innovation piece. We were very open to people offering change and accepting change and that’s the journey we took our team on three to six months before this development happened. Throughout, we’ve kept all 800 staff members involved in what is happening, what is coming, having town hall, having briefings, to ensure it’s not just what we do as a leadership group.
It affects everybody in the business and it’s ensuring we listen to them if there are any challenges. You’ll be 30% bigger with the development.
Will that change your position in the market?
Our number one priority is retaining our current clients. We retain 70 per cent of our conference and event business. Before we start understanding our new customer base, it’s about retaining the current and taking them on a journey with us.
We will be able to host larger events – our current large capacity is 280 – so we will be fishing in a different pond because of size and scale. Some of our current corporate partners who have outgrown us, and potentially utilise bigger event spaces, we need to have conversations with them to say, ‘come back to The Belfry’. We are building this for you because you said, ‘we need something bigger’.
The crucial thing for us, from a location perspective, is we know there are opportunities to attract key events in London or Manchester.
It’s not about taking anything away from current venues in the Birmingham and the Midlands area – we are very keen to go and find new business and new events that are not currently visiting the Midlands.
What lessons can you share from the planning process?
We know there are going to be some curveballs, and nothing will go entirely smoothly. It’s an 18-month development programme, which includes six months of refurb as well. It’s two years of a lot of changes happening around the resort. It was all about myself, my management team, being agile and adapting as quickly as we can to any challenges given to us or set by construction or third parties and facing it head on. And then it’s talking about it, sharing frustrations, sharing any challenges with one another, coming together and ensuring we deliver it and improve as a team.
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The Viya app allows consumers to book golf and leisure activities across hundreds of venues in Dubai. We asked Julian Danby, Viya’s Director – International Business, to explain how it is driving global business.
What is Viya and its role within your organization?
Viya is our dynamic golf lifestyle loyalty and rewards app, launched in Dubai in 2020 under the umbrella of Dubai Golf. Viya was initially designed to enhance the experience for our golfing community and has since evolved into a powerhouse platform spanning nearly 200 venues. Beyond golf clubs, it now includes leading restaurants, beach clubs, gyms, and a variety of activities like fitness classes, personal training, marinas, and spas. Customers can seamlessly book and pay for services through Viya while earning and redeeming points.
Think of it as your all-access pass to living the good life while earning and splurging points between rounds. I am responsible for redefining Viya to suit international markets and roll out the product globally.
This exciting venture involves adapting Viya’s versatile platform to resonate with diverse cultures and preferences worldwide.
We’re not just aiming to expand geographically; we’re crafting tailored experiences that cater to the unique tastes and expectations of global users. It’s about enhancing accessibility and ensuring that, whether you’re in Dubai or London, Viya remains your ultimate golfing companion.
Who owns Viya and how has it impacted your business?
Viya is proudly owned by Dubai Golf, a leading entity under the Dubai government managing iconic properties such as Emirates Golf Club and Jumeirah Golf Estates.
The impact of Viya on our business has been transformative, especially evident in our recent expansion into Abu Dhabi. Taking charge of venues like Yas Links and Saadiyat Beach Golf Club, Viya quickly became instrumental in driving revenue.
A standout example is Yas Acres, where Viya facilitated a remarkable 70% of our monthly green fee revenue within just four months of operation.
How do you measure Viya’s success, and what metrics are crucial?
Success for Viya hinges on customer loyalty and engagement metrics. We gauge this through repeat visits, customer referrals and of customer spend habits.
“The impact of Viya on our business has been transformative, especially evident in our recent expansion into Abu Dhabi”
Was it challenging to onboard partners to Viya’s concept?
Fortunately, our established golf facilities in UAE provided a strong foundation and a compelling case for potential partners. As Viya expanded to encompass leisure and lifestyle options, it quickly gained traction in the market.
Clubs and vendors recognized that being part of Viya meant offering excellent value and attracting a dedicated customer base. Viya became the word on the lips of every golfer and their close network of friends, and as such we had vendors knocking on our door wanting to be a part of it.
How do you evaluate the return on investment from your collaboration with 59club?
The return on our investment with 59club is evident in improved staff retention, enhanced service delivery, and the consistent delivery of exceptional experiences. While it’s challenging to quantify in purely financial terms, the value lies in our ability to maintain high standards and implement innovative ideas.
What’s the best advice you’ve received and how does it resonate in your work?
The best advice I received from my dad was: “If a job is not worth doing properly, it is not worth doing at all.” This mantra drives our commitment to excellence in planning, execution, and ensuring we have the right resources and team in place to deliver exceptional results.
It’s the same ethos that lights up our game with 59club, pushing us to wow our customers by reinforcing our dedication to exceed customer expectations and achieve operational excellence.
You’ve collaborated with 59club extensively. Why is this partnership crucial?
Our partnership with 59club, spanning more than a decade, has been pivotal. 59club provides invaluable training and customer feedback that enhances our operational standards. By benchmarking against other clubs internationally, 59club helps us continually raise the bar that keeps our F&B and Golf operations running smoother than a ball on a glassy green
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59club continues to expand its presence in the DACH region and is excited to announce a new partnership with the renowned Golf-Club Pfalz. Known for its stunning landscape and outstanding golfing experience, the club is setting new benchmarks with this collaboration, aiming to further enhance the satisfaction of its members and guests.
At the core of the partnership is the regular analysis of the entire Golf Visitor Experience, combined with tailored training programs for the club’s team. These targeted measures will ensure that Golf-Club Pfalz remains at the forefront of customer service excellence.
Axel Rohr, Vice President of Golf-Club Pfalz, expressed his enthusiasm about the collaboration:
“We are very excited to enter this partnership with 59club to further refine the experience for our members and guests. Through regular evaluations of our services and targeted training for our team, we aim to ensure that Golf-Club Pfalz continues to offer first-class customer service and remains one of the top clubs in the region.”
With the tools and insights provided by 59club, Golf-Club Pfalz will be able to conduct a detailed analysis of its Golf Visitor Experience, maintain high service standards, and uncover new opportunities for development. The goal is to strengthen operational processes while ensuring that all guests and members consistently receive the best possible service.
Neil Lubbock, Director of Golf at Golf-Club Pfalz, added:
“We are proud to create an environment that combines the best of our golf course with top-notch service. With the support of 59club, we can take our service to an entirely new level and further enhance the golfing experience at our club.”
James Jewell, Managing Director of 59club Central & East, commented on the new partnership:
“Golf-Club Pfalz shares our commitment to service excellence, and we are very excited to support them on their journey. We are confident that our partnership will position the club as a leader in customer satisfaction in Southern Germany and beyond.”
As 59club continues its expansion in the DACH region, this partnership highlights the growing demand for outstanding customer service in the golf industry. With a unique combination of tailored guest experience analysis and targeted team training programs, Golf-Club Pfalz is set to strengthen its position as one of Germany’s best golf clubs.
For more information on 59club and its services, click here.
For more information about Golf-Club Pfalz, click here.
59club baut seine Präsenz in der DACH-Region weiter aus und freut sich, eine neue Partnerschaft mit dem renommierten Golf-Club Pfalz bekannt zu geben. Der Golf Club, der für seine atemberaubende Landschaft und das herausragende Spielerlebnis bekannt ist, setzt mit dieser Kooperation neue Maßstäbe, um die Zufriedenheit seiner Mitglieder und Gäste weiter zu steigern.
Kern der Partnerschaft ist eine regelmäßige Analyse der gesamten Golf Gasterlebnis-Reise, begleitet von maßgeschneiderten Trainingsprogrammen für das Clubteam. Diese gezielten Maßnahmen sollen sicherstellen, dass der Golf-Club Pfalz in Sachen Kundenservice weiterhin an der Spitze steht.
Axel Rohr, Vizepräsident des Golf-Club Pfalz, zeigt sich begeistert von der Zusammenarbeit:
“Wir freuen uns sehr, diese Partnerschaft mit 59club einzugehen, um das Erlebnis für unsere Mitglieder und Gäste weiter zu verfeinern. Durch regelmäßige Überprüfungen unserer Dienstleistungen und gezielte Schulungen unseres Teams wollen wir sicherstellen, dass der Golf-Club Pfalz auch in Zukunft erstklassigen Kundenservice bietet und zu den besten Clubs der Region gehört.”
Mit den Tools und Einblicken von 59club kann der Golf-Club Pfalz seine Golf Gasterlebnis-Reise detailliert analysieren, seine Servicequalität auf hohem Niveau halten und neue Möglichkeiten zur Weiterentwicklung nutzen. Ziel ist es, die operativen Abläufe zu stärken und gleichzeitig sicherzustellen, dass alle Gäste und Mitglieder stets den bestmöglichen Service genießen.
Neil Lubbock, Golfdirektor des Golf-Club Pfalz, ergänzt:
“Wir sind stolz darauf, eine Umgebung zu schaffen, die das Beste aus unserem Golfplatz und einem erstklassigen Service vereint. Mit der Unterstützung von 59club können wir unseren Service auf ein völlig neues Niveau heben und das Golferlebnis bei uns noch weiter ausbauen.”
James Jewell, Geschäftsführer von 59club Central & East, kommentierte die neue Partnerschaft:
“Der Golf-Club Pfalz teilt unser Engagement für Service-Exzellenz, und wir freuen uns sehr, sie auf ihrem Weg zu begleiten. Wir sind überzeugt, dass unsere Partnerschaft den Club in Süddeutschland und darüber hinaus zu einem Vorreiter in puncto Kundenzufriedenheit machen wird.”
Mit der stetigen Expansion von 59club in der DACH-Region unterstreicht diese Partnerschaft die wachsende Nachfrage nach erstklassigem Kundenservice in der Golfbranche. Dank der einzigartigen Kombination aus maßgeschneiderten Kundenreisen-Analysen und gezielten Team-Trainingsprogrammen wird der Golf-Club Pfalz seine Position als einer der besten Golfclubs Deutschlands weiter festigen.
Für weitere Informationen zu 59club und seinen Dienstleistungen klicken Sie hier.
Für weitere Informationen zu Golf-Club Pfalz klicken Sie hier.
Location: Spain including Balearic & Canary Islands (remote with travel)
Closing Date: NA
59club
A Global leader in the provision of service analysis, offering Financial Benchmarking, Mystery Shopper Audits, pioneering Survey and Feedback Software & Staff Training within the Golf, Leisure, Spa, F&B and Hotel Industries.
Market leading software and assessment criteria provides the resources to improve and maintain ‘sales & service’ etiquette, in turn increasing customer satisfaction, revenue & profits in the process.
59club was established in 2007, with a Head Office based in the UK. We are now operating in Continental Europe, the Middle East, Asia, United States, Canada and Australasia. The EU South is based in the Costa del Sol, Spain.
The Role
This role is an exciting opportunity for an experienced Manager to join 59club Europe South, supporting and growing a portfolio of partner venues who are looking to develop their business and the processes behind what they do. The Country Manager is the face of our business, a great communicator and educator, confident in the analysis and presentation of data with the ability to proactively source new opportunities and forge lasting relationships.
Main Duties and Responsibilities
• Proactively manage relationships, contracts and outcomes with key stakeholders
• Creation and delivery of bespoke training content to partner venues
• Seek opportunities to develop the footprint of 59club within primarily within Golf, Spa & Leisure
• Manage a portfolio of existing clients in line with 59club account management protocol
• Support 59club in the creation of content and product development
• Ensure the accuracy and timely presentation of monthly venue reports
• Train, Support and Monitor the work of 59club Testers to ensure delivery of agreed programme
• Support the effective delivery of 59club events and 59club attendance of industry events
• Inspire, motivate and engage customers to maximize opportunities for collaboration
• Adhere to 59club account management procedures, CRM protocol and database controls
• Drive brand awareness within the country and wider region through key marketing strategies
Person Specification
The ideal candidate will possess the majority of attributes listed below:
• A passion for Hospitality and a background working within the industries supported by 59club
• A working knowledge of the 59club Benchmarking Criteria
• Excellent communication and presentation skills (both written and verbal)
• A working knowledge of Resort and Club Operations
• A track record of delivering KPI’s including financials and business development
• Experience in the creation and delivery of training programmes
• Skilled in managing, administering and presenting large quantities of data
• Willingness to travel to meet the needs of the business (including overnight)
• Driving Licence essential
• The candidate must speak both Spanish and English fluently
Application Process
To apply for this role, please complete the short form below attaching a copy of your CV. For any additional questions, please contact Lee Mathew Waggott – General Manager 59club Europe South (lee@59club.com)
For more information about 59club, please visit www.59clubeurope.com
Die globalen Experten für Kundenservice-Management, 59club, haben heute ihre Partnerschaft mit der führenden Sportbekleidungsmarke Turtleson bekannt gegeben, mit Blick auf das Jahr 2025.
Die Partnerschaft basiert auf einer gemeinsamen Leidenschaft, die Golfbranche weiterzuentwickeln und zu modernisieren. Turtleson ist bekannt dafür, klassische Sportbekleidung für den modernen Lebensstil neu zu interpretieren, während 59club weltweit für die Verbesserung der Kundenerlebnisse und die Steigerung der Verkaufsleistung in der Golf- und Gastgewerbebranche steht.
Mit regionalen Niederlassungen in den USA, Kanada, Großbritannien & Irland, Europa, dem Nahen Osten & Afrika, Asien, Australien & Neuseeland sowie Korea, musste das globale Erscheinungsbild von 59club eine moderne Marke widerspiegeln, gleichzeitig aber den regionalen Teams die Flexibilität bieten, kulturelle Besonderheiten zu berücksichtigen.
Simon Wordsworth, CEO von 59club, sagte zur Partnerschaft: „Wenn unsere Teams unterwegs sind, möchten wir, dass sie in der Menge auffallen und wahrgenommen werden – das hat uns an Turtleson angezogen. Ihre anspruchsvollen Farbpaletten und modernen Schnitte setzen den Maßstab für Qualität, Stil und Vielseitigkeit. Unsere Uniform ist ein Spiegelbild unserer Marke, unserer Werte und unseres Engagements für exzellente Standards in der Branche. Für uns ist Turtleson der perfekte Partner, um uns weltweit zu begleiten, während wir weiterhin positive, wirkungsvolle Schritte unternehmen und neue Märkte erschließen.“
Seit 2011 stellt Turtleson hochwertige Golf-Lifestyle-Bekleidung für Privatclubs, Resorts und spezialisierte Herrenausstatter auf der ganzen Welt her. Bekannt für ihre faszinierenden Kollektionen und ihren herausragenden Service hat sich Turtleson als führender Bekleidungspartner in Nordamerika, Europa, Südafrika, Australien und Neuseeland etabliert.
Greg Oakley, CEO von Turtleson, fügte hinzu: „Bei der Suche nach potenziellen Partnerschaften suchen wir nach Unternehmen und Marken, die eine ähnliche Vision teilen. Nach dem Treffen mit Simon und dem Team von 59club war uns sofort klar, dass dies das Unternehmen ist, mit dem wir zusammenarbeiten möchten. 59club ist weltweit als Standardmaß für Qualität im Service bekannt, und auch bei Turtleson arbeiten wir jeden Tag hart daran, in unseren Märkten den Maßstab für Qualität und Service zu setzen. Es scheint einfach eine natürliche Partnerschaft zu sein.“
59club the global customer service management specialists have today announced their partnership with leading sportswear brand; Turtleson as they head into 2025.
The partnership has been forged with a shared passion for advancing and modernizing the golf industry, with Turtleson famed for reimagining classic sportswear for modern lifestyles, and 59club synonymous for elevating customer experiences and driving sales performance across the global golf & hospitality industry.
With regional divisions spanning the USA, Canada, UK & Ireland, Europe, the Middle East & Africa, Asia, Australia & New Zealand and Korea; 59club’s global uniform needed to reflect the modern brand whilst affording regional teams the flexibility to accommodate cultural nuances.
Of the partnership Simon Wordworth CEO of 59club said “When our teams take to the road, we want them to stand out in the crowd and be noticed, that’s what attracted us to Turtleson. Their sophisticated color palettes, and modern tailoring sets the bar for quality, style, and versatility. Our uniform is a reflection of our brand, of our values and our commitment to excelling standards in the industry. For us Turtleson are the perfect fit to accompany us around the world as we continue to make positive impactful strides as we enter new markets.”
Since 2011, Turtleson has crafted premium golf lifestyle apparel for private clubs, resorts, and men’s specialty stores around the world. Known for their captivating collections and exceptional service, Turtleson has earned its place as a leading apparel partner in North America, Europe, South Africa, Australia, and New Zealand.
Greg Oakley, CEO of Turtleson added “When exploring potential partnerships, we look for companies and brands that share a similar vision. After meeting Simon and the 59club, we realized right away this was company we wanted to be associated with. 59club is known throughout the world as the standard measure of quality service and at Turtleson we work hard everyday to set the benchmark for quality and service in our markets, it just seems like a natural fit”.
For stockists & more information visit turtleson.com or call Anneke Self on (423) 217-4950 or email her: anneke@turtleson.com
For advice regarding 59club’s Customer Service Management solutions please visit 59club.com or reach out to your local 59club Manager
Andrew Whitelaw led operations at Emirates Golf Club in Dubai – the first property in the region to work with 59club. He is now General Manager and Chief Operating Officer of the 2026 PGA Championship venue Aronimink.
Andrew Whitelaw, Aronimink General Manager and Chief Operating Officer
Tell us about the set-up and model at Aronimink?
It is a traditional American country club and golf is the primary function of the club. The governance structure is fairly typical, with a board of governors – including a President, Secretary, Vice President and Treasurer. We have 14 committees and they are involved in the running of the club. It is a modern governance model and is progressive. We have a forward looking board and we are in the middle of a $30m renovation of the whole property with clubhouse renovations and an upgrade of some of the golf facilities as well as our sport and leisure areas.
We have a new golf learning centre which is now finished. The membership are fantastic, they really love this club and they are very involved and passionate about everything Aronimink. The course is incredible, which is important, and is the basis of everything we do – we are a walking-only course and everybody who plays it will say that the conditioning is as good as you are going to see anywhere. Visually it is stunning and it is most definitely one of Donald Ross’s finest creations.
What is happening now in the planning stages for the 2026 PGA Championship?
The PGA of America have a future sites programme, so for the last three years we have been going to events and meeting the committees who are running all these tournaments from their clubs’ perspectives and learning from their experiences.
The PGA will come on site in the next month and hospitality sales have already started. Our main priority at the moment is working with the local townships or various permits that we need to host such a large event. It is a big year for Philadelphia; it is the 250th anniversary of the United States, the FIFA World Cup is in town that year and the PGA Championship will kick it all off.
How do you calculate a return on investment when working with 59club?
Nearly 15 years ago we started working with 59club at the Emirates GC in Dubai and it was an important piece of how we improved our service at the property. In those days we were focused on customer satisfaction and understanding how we could improve the service side at every touchpoint. We weren’t using 59club to deliver a return of investment or upselling, our main use was to identify gaps
in our service and drive engagement and satisfaction among members and guests. When I moved to Trump Dubai in 2016 we introduced mystery shopping and training and achieved Gold Flag status in the first year. We did the same thing at Portmarnock in 2019.
What’s the best piece of advice you’ve had?
Listen carefully and understand what is being said to you before you reply. A lot of people jump in with a response before they completely understand what they are being asked a lot of the time. You don’t always have to be the first person to speak. I have found that invaluable. Also, when you are starting out, always try and do more than you have been asked and take on things that maybe you weren’t asked to do.
Out of everything that 59club do, what do you like the most?
You can’t be everywhere all the time and, when you work in operations, you don’t always experience what the member or guest experiences. I like the view you get of the personal experience of individuals who understand golf who are then able to give you an unbiased view of every aspect of the service journey. If you get the service at a level where it needs to be people are going to return, they are going to come more often and enjoy their experience more. For me this is the key part of the 59club product although there is so much more to what they offer which is of value.
• Featuring over 150 service providers • Global Insights • Education • Industry Interviews • Partner Features • Meet your regional team
59club’s commitment to elevate Sales & Customer Service across the entire golf & leisure industry, has seen the Customer Experience Management Specialist launch the industry’s first independent B2B magazine, concentrated solely on excelling standards, service optimization and elevating club profitability.
With operations spanning the UK & Europe, Middle East & Africa, Asia, the USA, Canada, Australia & New Zealand and Korea, 59club are perfectly positioned to become the authentic voice of the global golf business, something their clients, associates and those on the inside have been championing for decades.
Thousands of affiliate properties have benefited from the customer service insights and data collected through 59club’s extensive mystery shopping program and real-time customer satisfaction surveys. And now, the eagerly anticipated Insights Magazine will act as a platform to share that wisdom and education with a wider audience, as the new publication fills the void and counteracts any misinformation that the industry has suffered.
Simon Wordsworth, 59club founder & CEO, said; “With opening rates of digital magazines falling, engagement in that digital space can be very difficult and in general any interaction is short lived. We don’t want to be ‘read today, forgot tomorrow’, we’ve just got too much to share for that.
“I wanted us to produce a high quality and informative piece of work that simply ‘lingers longer’in a venue, to remain open at point of interest with the reader, affording them the time and perspective to make positive changes within their business based on fact and understanding. In addition, there are more people within the club/organisation to educate and stimulate discussion. For that reason, digital alone just wouldn’t do for us.
“We can see from our Club Study results what is on our managers minds and the Insights Magazine will allow us to discuss these topics with the trade and other influencing factors.”
The global edition of the aptly named ‘Insights’ magazine will be hard mailed four times per year to club’s within 59club’s immediate and growing network, a digital counterpart is also available to download on mass.
The first edition celebrates the best operators in the world having achieved 59club flag status for excelling Customer Service standards and also features the elite Leaders and Properties within 59club’s Eminent Collection – the list to end all debates, as those included truly are the industries finest service providers.
Subsequent issues are driven by live industry data, as 59club’s universal intel uncovers the truth behind visitor perception, member satisfaction, onboarding processes, attrition behaviours, and event management, right the way through to the Club Study survey results that are posted every two weeks.
The magazine will also delve into the success and life-lessons shared by some of the greatest operators and most celebrated properties in the world of golf & hospitality. The final publication of the year, will always review the annual customer experience wins & losses, seeking predictions and forecasting for the future.
Each edition will be informative, educational and focus on insights that you can’t find anywhere else, it’s a guard-down approach to excel.
Read the Insights Magazine now, and for more information about 59club and the lasting change they can bring to the overall success and profitability of your club, simply visit 59club.com and reach out to your regional 59club Manager.
Building on the momentum of its recent expansion into the DACH region, 59club is delighted to announce its second prestigious partnership with Das Achental, one of Germany’s finest golf courses. This collaboration signals an ongoing commitment to excellence in customer service within the region’s golf industry.
Das Achental, renowned for its stunning natural setting and first-class facilities, has decided to work with 59club to further refine its high quality standards and enhance the overall golfing experience for its members and guests.
Simon Hangel, Golf & Leisure Manager at Das Achental, expressed his enthusiasm for the new partnership:
“Das Achental is looking forward to the joint partnership with the renowned 59club to further advance the high quality standards on our golf course Das Achental and to optimise the golfing experience for our guests. We have been looking for a long time to take our golf course to the next level and integrate feedback more efficiently into our daily work. In 59club, we have found a partner who lives service excellence just as much as we do.”
The partnership will enable 59club to conduct its renowned satisfaction surveys aimed at gathering detailed feedback from members and guests about their experience. These surveys will provide valuable insights into customer satisfaction, allowing Das Achental to measure its performance against local, regional and global standards and identify areas for improvement.
James Jewell, Director of 59club Central & East, commented on the new partnership:
“We are delighted to welcome Das Achental to the 59club family. They join a prestigious group of golf facilities worldwide that are committed to achieving the highest standards in customer service and operational excellence. We look forward to working closely with Simon, Tobias and the team at Das Achental to push the boundaries of what can be achieved in the DACH region.”
As 59club continues to expand its presence in the DACH region, the success of its partnerships with world-class clubs such as Das Achental and Golf Club St. Leon-Rot demonstrates the growing demand for superior customer service and operational efficiency standards within the golf industry. The proven impact of 59club’s services, including significant improvements in customer satisfaction, emphasises the value of this collaboration.
For more information about 59club and its services, visit www.59club.com
About Das Achental:
Achental is a first-class golf, hotel and spa resort in the heart of Chiemgau in Bavaria. The resort is renowned for its stunning 18-hole championship golf course, which is seamlessly integrated into the natural landscape and offers golfers of all abilities a challenging yet enjoyable experience. In addition to its world-class golf facilities, Das Achental offers luxurious accommodation, fine dining and a state-of-the-art wellness centre, making it a top destination for relaxation and recreation. With a commitment to excellence and a passion for hospitality, Das Achental endeavours to provide an unforgettable experience for all its guests.
About 59club:
59club was founded in the UK in 2007 and is now the market leader in the provision of bespoke performance measurement and management programmes for the golf, leisure, spa, events, F&B and hospitality industries with ten territorial divisions around the world: UK & Ireland (Head Office), Asia, USA, Canada, Middle East & Africa (MEA), Western Europe, Southern Europe, Scandinavia, Central & Eastern Europe, Australia and New Zealand.
The company’s premise is to raise service standards to a new level in a number of industries through the collection of primary data – mystery shopping, customer satisfaction surveys and business metrics – and the implementation of strategic training and development solutions.
59club’s ultimate goal is to improve the customer experience and revenue performance of its clients by optimising their approach to customer service and sales. By identifying where the strengths and weaknesses lie through analysing raw consumer data, 59club can help establishments implement sustainable change for the benefit of their members, guests, staff and revenue.
For further information please contact James Jewell, 59club Europe Central & East james.jewell@59club.com
Aufbauend auf der Dynamik seiner jüngsten Expansion in die DACH-Region freut sich 59club, seine zweite renommierte Partnerschaft mit Das Achental bekannt zu geben, einem der besten Golfplätze Deutschlands. Diese Zusammenarbeit signalisiert ein kontinuierliches Engagement für Exzellenz im Kundenservice innerhalb der Golfbranche der Region.
Das Achental, bekannt für seine traumhafte Naturkulisse und erstklassige Angebote, hat sich entschieden, mit 59club zusammenzuarbeiten, um seine hohen Qualitätsansprüche weiter zu verfeinern und das gesamte Golferlebnis für seine Mitglieder und Gäste weiterzuentwickeln.
Simon Hangel, Golf & Leisure Manager im Das Achental, äußerte sich begeistert über die neue Partnerschaft:
“Das Achental freut sich auf die gemeinsame Partnerschaft mit dem renommierten 59club, um auf unserem Golfplatz Das Achental die hohen Qualitätsstandards weiter voranzutreiben und das Golferlebnis für unsere Gäste zu optimieren. Wir haben lange danach gesucht, unseren Golfplatz auf das nächste Level zu heben und Feedback effizienter in unsere tägliche Arbeit zu integrieren. Im 59club haben wir einen Partner gefunden, der Service-Exzellenz genauso lebt wie wir.“
Die Partnerschaft ermöglicht es 59club, seine renommierten Zufriedenheitsumfragen durchzuführen, die darauf abzielen, detailliertes Feedback von Mitgliedern und Gästen über ihre Erfahrungen zu sammeln. Diese Umfragen werden wertvolle Einblicke in die Kundenzufriedenheit liefern, wodurch Das Achental seine Leistung im Vergleich zu lokalen, regionalen und globalen Standards messen und Verbesserungsbereiche identifizieren kann.
James Jewell, Direktor von 59club Central & East, kommentierte die neue Partnerschaft:
“Wir freuen uns, Das Achental in der 59club-Familie willkommen zu heißen. Sie treten einer angesehenen Gruppe von Golfanlagen weltweit bei, die sich der Erreichung der höchsten Standards im Kundenservice und in der betrieblichen Exzellenz verschrieben haben. Wir freuen uns darauf, eng mit Simon und dem Team im Das Achental zusammenzuarbeiten, um die Grenzen dessen, was in der DACH-Region erreicht werden kann, zu erweitern.”
Während 59club seine Präsenz in der DACH-Region weiter ausbaut, zeigt der Erfolg seiner Partnerschaften mit erstklassigen Clubs wie Das Achental und dem Golf Club St. Leon-Rot die wachsende Nachfrage nach überlegenen Kundenservice- und betrieblichen Effizienzstandards innerhalb der Golfbranche. Die nachgewiesene Wirkung der Dienstleistungen von 59club, einschließlich signifikanter Verbesserungen der Kundenzufriedenheit, unterstreicht den Wert dieser Zusammenarbeit.
Für weitere Informationen über 59club und seine Dienstleistungen besuchen Sie www.59club.com
Über Das Achental:
Das Achental ist ein erstklassiges Golf- und Freizeitzentrum im Herzen des Chiemgaus in Bayern. Das Resort ist bekannt für seinen atemberaubenden 18-Loch-Championship-Golfplatz, der nahtlos in die natürliche Landschaft integriert ist und Golfern aller Spielstärken ein anspruchsvolles und dennoch angenehmes Erlebnis bietet. Neben seinen erstklassigen Golfeinrichtungen bietet Das Achental luxuriöse Unterkünfte, gehobene Gastronomie und ein hochmodernes Wellnesscenter, wodurch es zu einem Top-Ziel für Entspannung und Erholung wird. Mit einem Engagement für Exzellenz und einer Leidenschaft für Gastfreundschaft bemüht sich Das Achental, allen seinen Gästen ein unvergessliches Erlebnis zu bereiten.
Über 59club:
59club wurde 2007 in Großbritannien gegründet und ist heute Marktführer bei der Bereitstellung von maßgeschneiderten Leistungsmessungs- und Managementprogrammen für die Golf-, Freizeit-, Spa-, Veranstaltungs-, F&B- und Hotelbranche mit zehn territorialen Abteilungen auf der ganzen Welt: Großbritannien und Irland (Hauptsitz), Asien, USA, Kanada, Naher Osten und Afrika (MEA), Westeuropa, Südeuropa, Skandinavien, Mittel- und Osteuropa sowie Australien und Neuseeland.
Die Prämisse des Unternehmens ist es, durch die Sammlung von Primärdaten – Mystery Shopping, Umfragen zur Kundenzufriedenheit und Geschäftskennzahlen – und die Implementierung strategischer Schulungs- und Entwicklungslösungen die Servicestandards in einer Reihe von Branchen auf ein neues Niveau zu heben.
59clubs oberstes Ziel ist es, die Kundenerfahrung und die Umsatzleistung seiner Kunden zu verbessern, indem wir ihren Ansatz für Kundenservice und Vertrieb optimieren. Indem 59club durch die Analyse von Rohdaten der Verbraucher erkennt, wo die Stärken und Schwächen liegen, kann das Unternehmen den Einrichtungen helfen, nachhaltige Veränderungen zum Nutzen ihrer Mitglieder, Gäste, Mitarbeiter und Einnahmen umzusetzen.
Für weitere Informationen kontaktieren Sie bitte James Jewell, 59club Europe Central & East james.jewell@59club.com
In die Eminent Collection werden die leistungsstärksten Häuser und Führungskräfte aufgenommen, die über einen langen Zeitraum hinweg die höchsten Standards im Kundenservice erreicht haben.
Die Berechtigung zur Aufnahme in die Eminent Collection basiert ausschließlich auf den Leistungen im Rahmen der 59club Service Excellence Awards, die über einen Zeitraum von mindestens fünf Jahren vergeben werden. Einzel- und Teamauszeichnungen sowie die Auszeichnung von Immobilien mit der Flagge tragen alle zur Eminent Benchmark of Excellence bei.
59club’s spotlight shines as the 2023 Eminent Collection is announced.
The latest properties and leaders from the world of golf & hospitality have been welcomed into 59club’s ‘Eminent Collection’ at two exclusive events, hosted at Trump International Golf Club, Dubai; and at Wentworth Club, England on the 21st and 23rd of November 2023, respectively.
The ‘Eminent Collection’ was established in 2022 to honor long-serving standards of customer service excellence delivered over a minimum of 5 years; with 59club Flag Designations, along with individual and team accolades, all contributing towards the global Eminent benchmark of excellence.
Recognition by 59club is unbiased, independent, and non-subjective, the only industry award of its kind, symbolizing a true badge of honor for those venues and people consistently delivering the finest levels of customer service,during 59club’s vigorous mystery shopper program.
The intimate ceremony, saw 59club welcome nine industry ‘leaders’ who join twenty-two individuals honored with Eminent Status in 2022. The newcomers receiving the enviable Eminent titles were; Casper Schonfeldt, Discovery Land Dubai; Chris Eigelaar, The Belfry; Chris Fitt, Moor Park; Clinton Southorn, Troon; Francisco de Lancastre David, Finca Cortesin; HoussemBelabed, Gleneagles; Jason Adams, Rockliffe Hall; Matt Aplin, Goring & Streatley; and, Scott Fenwick, Gleneagles.
With only one new property having met the demands synonymous with the Eminent Collection in 2023; as Saadiyat Beach Golf Club join twelve existing ‘properties’ from within 59club’s international network. The elite Collection now represents The Belfry Hotel & Resort;TheCeltic Manor Resort; Dubai Creek Golf & Yacht Club; Emirates Golf Club; Forest of Arden; Foxhills Club & Resort; Gleneagles; Golf Son Muntaner; The Grove;Rockliffe Hall; Saadiyat Beach Golf Club; Trump International Golf Club, Dubai; and Yas links, Abu Dhabi.
Of the honors, Simon Wordsworth, 59club CEO said; “What an incredible celebration of ‘excellence’! The Collection all came together to welcome our newcomers to this elite group of industry champions, whilst we honored our existing members for a second term. The Eminent Collection is the ultimate accolade we can bestow on any venue or individual, and it remains 59club’s honour and privilege to continue to shine a light on the people who are shaping the direction the industry continues to take, by maximising the experience that every single customer can enjoy.”
59club’s signature partner; Club Car once again extended their commitment to the Collection, in true reflection of their devotion to honor customer service excellence; with both Reesink Toro & Golf Genius also aligning their brands with this unique portfolio of industry professionals.
The Belfry Hotel & Resort The Celtic Manor Resort Delta by Marriott, Forest of Arden Dubai Creek Golf & Yacht Club Emirates Golf Club Foxhills Club & Resort Gleneagles Golf Son Muntaner The Grove Rockliffe Hall Saadiyat Beach Golf Club Trump International Golf Club Dubai Yas Links Abu Dhabi
Andrew Whitelaw, Aronimink Golf Club Angus Macleod, The Belfry Anna Darnell, The Grove Barney Coleman, Burnham & Berrow Bernat Llobera, Arabella Golf Mallorca Brad Gould, The Grove Casper Schonfeldt, Discovery Land Dubai Chris Eigelaar, The Belfry Chris Fitt, Moor Park Chris May, Dubai Golf Chris Reeve, The Belfry Clinton Southorn, Troon Craig Haldane, Gleneagles Francisco de Lancastre David, Finca Cortesin Fraser Liston, Forest of Arden Gary Silcock, Murrayshall Houssem Belabed, Gleneagles Jacques Hobson, The Belfry Jason Adams, Rockliffe Hall Jim Mckenzie MBE, Celtic Manor Jonathan Wyer, Rockliffe Hall Matt Aplin, Goring & Streatley Phillip Chiverton, The Grove Rob Rowson, Forest of Arden Scott Fenwick, Gleneagles Sean Graham, Foxhills Simon Howell, Forest of Arden Stephen Hindle, Worsley Park Stephen Hubner, Jumeirah Golf Estates Stuart Collier, Stoke Park Tom Hughes, The Belfry
59club is all about detail & data, and our technology plays a vital part in all of that, providing you with the ability to collect survey data direct from 1-1 survey invitations, or the simplicity of a well-positioned QR code or shareable link. We’ve also made some loyal friends along the way via mutual clients, and working together we can generate even more intelligence, while eradicating human error – that’s right, today we’re opening your eyes to CRM & POS hook-ups!
For the average golf & hospitality business, that simply means each time member and guest data is entered into your software, 59club’s survey platform will ‘auto-invite’ the customer to complete the venues bespoke satisfaction survey based on their recent encounter. For example; having joined the club, paid to play, visited the spa or F&B outlet, attended a golf club fitting appointment, made a retail purchase, or having relinquished their club membership.
The functionality can even track a customer’s experience at significant landmarks during their journey, auto generating a ‘series’ of questionnaires, in sequence at set intervals, as programmed by the venue; measuring a new member’s experience over a set timeframe, or even a ‘get into golf program’ as a guide.
Over the years we have managed integrations with a number of the leading CRM & POS providers globally on behalf of our mutual clients.
Most recently we have been linked with Lightspeed; a global innovative ePOS system, and we have also delivered integrated surveys for many clients with the help of other leading providers such as Concept, EZLinks, imaster.golf and Premier Software, all with the ultimate goal of supporting our shared clients to maximise the intel they receive from their customers.
With technology always at the ready, and a wealth of flexible survey templates that cover all areas of the hospitality industry, club staff can save valuable admin time, with elements of human error also eradicated, as the POS & CRM takes over. That means more time to spend on analysing the data, utilising the industry specific benchmarking comparisons, and ultimately; on the important parts of customer experience – spending time with the customer and subsequently around planning improvements!
And while our survey platform is all algorithms, metrics and values, there’s no bots here! We are human, with expert servicing teams located in 9 international regions – from ideation and build support, to launch assistance, data analysis & next-level advice – when you need us, we are with you every step of the way.
We’ll even support your CRM & POS provider with all the necessary’s tech-talk to maximise your data-capture. So, what are you waiting for? Talk to us about your provider, and let’s get you hooked-up and away to go.
Never again will you make decisions blindly or be left wondering why… because you’ll have the hard and fast data at your fingertips, as we open your eyes to the wonderful world of wisdom…
As always; reach out to your regional 59club Manager for more information and to get started…
WARNING!!! Please be assured that 59club will guide you through the process of becoming a tech wizard – no former data-geek experience necessary – full 59club support provided, we have an open API, we’re friendly like that, and we’ll even manage the integration process with your CRM & POS provider as required.
The greatest thing about golfers is that they like to play in groups. No one likes to play golf alone and that gives us a huge advantage, whether that’s a monthly seasoned away day, or an annual group of 40+ visiting golfers, we want them to choose to visit us, right?! But are we consistently hitting all the high notes during their enquiry? After all, they’re probably canvasing a few other venues for the best rates.
But does rate really matter?
To some, absolutely! Rate may be everything – but when you consider;
Value = Experience less Cost, it’s the experience that we really need to pitch, and that’s where excellent customer service and call management will always win, but how do you know what to pitch?
Well, I’ll let you in to a little secret – it all comes down to following a solid sales process – none of this wishy-washy stuff – and at 59club we’re experts at mapping out the perfect journey, so here’s some helpful hints & tips, just for 10.
Phone rings – so where do you start?
1. Has the group been before?
2. What’s their previous experience, where did they visit; what did they enjoy; and what are the most important factors to ensure a successful event?
3. Discuss their previous budget and typical spend.
4. Sniff out the competition; who are we up against, have they made other enquiries, have they been given any package prices?
5. Discuss the frequency of the event?
6. Data collection – name, email, number, address, how did they hear of us, what prompted them to call – we want it all…
7. Event data – date, times, number of golfers and their level of flexibility
8. Establish the parameters of their budget?
9. Understand the event specifics – and boy there’s a lot of technicalities to cover here, from F&B requirements, on-course services, and prize tables, to golf clinics and leaderboards.
10. Demonstrate that you truly value their business.
Promotion begins…
Then it’s a simple case of delivering a ‘tailored’ promotion to exceed expectations; as you discuss the venue, your product and your USP’s – demonstrating added value along the way!!! And please ALWAYS give more…
Sales close & Follow up…
Finally, you start your ‘sales close’ and agree your follow-up protocol, because we’re going to be proactive with our next steps. Whether that’s still attempting to convert the business, offering to hold space, or issuing a personalized proposal; or simply providing pre-visit advice having secured the booking.
Yes, the rate may be high on a specific day or time, but by simply understanding the flexibility of your group; you may well be able to come up with an alternative tee time to help shape a great package for them. That’s what group golf is all about, keeping the group happy, and if we can be seen to value their business, tailoring our offering to accommodate them, tweaking this and that to give them the very greatest experience for their buck, then we are hard to beat!
Stop thinking of golf as a solid flat rate – how can it be, when there are so many SPECIFICS to navigate with the group organizer, and added extras that may well cost you nothing, but make the group feel like a million dollars.
If you start out with a solid sales process, designed to glean the information necessary to over-pitch your offering, then you’re on to a winning formula.
Ask your regional 59club manager about our Group Golf Sales audits, education and survey tools. There really is a better way to do things, and we are here to help guide you through initiating that sales process…
From the second an employee arrives for work, and even before they’ve slipped their coat off and settled into their daily duties, there are customers waiting to be supported & served, and we expect that interaction to be delivered with a smile and genuine interest to help. (As well as hitting all the high notes within our Mystery Shopper audit criteria)
On the whole, performance is true to form, but from time-to-time standards slip – employees may feel the pressures of their role, they may feel undervalued, they may have unknowingly inherited bad traits from other team members – and slowly that smile becomes strained.
The customer may not even notice the difference in behavior at first, but over time it starts to show, you may even hear customers speaking of the uncharacteristic behavior of their favorite employee.
“Motivate them, train them, care about them, and make winners out of them… they’ll treat the customers right.And if customers are treated right, they’ll come back.”
J. Willard Marriott, American entrepreneur, businessman and founder of the Marriott Corporation
To consistently deliver exceptional service, you must nurture your people, inspire their behavior, support them with the right tools and training to perform well within their role, predict their needs, and listen to their woes.
With so many customers to serve and departments to oversee, time often slips away, and every good intention becomes lower down the priority order, but it doesn’t need to be that way.
Just like your customers, there is also a ‘need’ to survey your employees, and for that matter we created a bundle of HR Survey Templates, to make analyzing employee wellbeing that much easier, whether they are an existing employee, new recruit or a leaver.
There’s a whole load of pre-set questions for you to include – as always, we try and take the guess work away, but there’s also the freedom to add any custom questions to your surveys – you’re always able to do that within any of our golf & hospitality templates, you can even make a survey entirely of your own if you prefer.
What always captivates me with the inclusion of a templated question, is the ability to compare your own outcomes with the global industry & podium set averages, that’s what fascinates me the most. How other employees’ experiences, preferences, willingness and loyalty compares to yours, and what you can take from the wisdom of stepping out of your own four walls.
The venue will also be able to identify what motivates individuals, and how they can support continued growth within their employees existing role, also providing clarity and vision over personal career progression.
There may be other survey providers out there – heck one google search and you can find a ton of them! But what you don’t get from any of them is the specialized industry expertise, the flexibility, and the miniscule analytical data that only 59club is synonymous for.
We aren’t just here as a survey provider like some of our competitors are, or as a mystery shopping company either, we are here for the greater good. We don’t just help you to spot flaws or celebrate excellence with you, we give you the solutions to perfect experiences.
Circling back to Mr. Marriott, our very own mantra is cut from the same cloth, we exist solely to help you to motivate your team, to care about them, to train them, and every year we make winners out of them. Your people are the foundation to achieving customer service excellence, that’s the business we are all in, and we’re all in it together!
The Human Resource Survey Templates are free to use within your Survey Platform, they address all areas of the employment roster – from measuring the New Employee Experience, general Employee Satisfaction, plus an Employee Exit Survey.
So, while we’ve got your attention, take some time out today, look into the HR Survey Suite. Give us a call if you prefer, and let’s set some time aside to prioritize employee wellbeing, as we look forward to enjoying the perks of increased customer service delivery.
59club’s ‘Eminent Collection’ celebration is set to return this fall, as we continue to recognize the finest properties & leaders across the world of golf & hospitality, for their unwavering dedication to Customer Service Excellence.
With exclusive events taking place at Trump International Golf Club, Dubai, and at Wentworth Club, England on the 21st and 23rd of November 2023 respectively; 59club are delighted to announce that their signature partner; Club Car has once again extended their commitment to the Collection; with both ReesinkToro & Golf Genius also aligning their brands with this unique portfolio of industry professionals, as the 2023 inductees are set to be announced.
Eligibility into the ‘Eminent Collection’ is based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with 59club Flag Designations, all contributing towards the Global Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.
In 2022, just twelve ‘properties’ from within 59club’s international network had achieved the required benchmark synonymous with the Collection, with a further twenty-two ‘leaders’ honored with Eminent Status.
Of the impending celebrations, Simon Wordsworth, 59club CEO said;
“The ultimate accolade 59club can bestow on any venue or individual is to grant them entry into The Eminent Collection.The calculation is fair, transparent, objective, and open to all industry professionals, and by design showcases individuals and venues who not only invite independent scrutiny, but who then deliver outstanding and consistent performances across a minimum of five years.
“It is my honour and privilege to continue to shine a light on the people who are ultimately shaping the direction the industry continues to take, by maximising the experience that every single customer can enjoy.”
As the wider industry waits on bated breath for the 2023 announcement to be made later in November; 59club are preparing to host a full house, as the entire Collection reconvenes to officially welcome the newcomers as they join this elite group of industry champions.
For more information about the Eminent Collection, or to learn about 59club and their plight towards elevating service standards and profitability across the golf & hospitality industry; please visit www.59club.com
Dans le monde compétitif de la gestion des clubs de golf et des country clubs, rester à la pointe du progrès exige une combinaison de dévouement, de stratégies innovantes et d’utilisation des bons outils.
Aujourd’hui, nous vous présentons les observations d’un leader de l’industrie qui fait des progrès dans la gestion de l’expérience des membres. Il s’agit de Jason Hanna, directeur de l’exploitation du Credit Valley Golf and Country Club, au Canada. Nous parlons de sa vision, du rôle transformateur de 59club dans leurs opérations et de l’avenir des clubs de golf dans la région.
La voie du visionnaire
Sous la direction de Jason, Credit Valley vise à rehausser ses normes de service aux membres en “ créant des moyens de mesurer nos progrès d’une année à l’autre et en effectuant des analyses comparatives avec des clubs semblables dans notre marché “. Cela permet de s’assurer que les normes et les attentes du secteur sont respectées ou dépassées.
Jason souligne l’importance des services d’analyse comparative de 59club, qu’il qualifie “d’outil inestimable, non seulement pour les directeurs de club, mais aussi pour les comités et les conseils d’administration, afin de mieux comprendre les normes de l’industrie”.
Améliorer l’expérience des clubs
Credit Valley se concentre sur l’amélioration des vestiaires et des opérations hors golf. Elle a trouvé un allié en la personne de 59club, dont le logiciel d’enquête et les audits de clients mystères ont trouvé un écho auprès de l’équipe du club, principalement en raison de leur précision. Cela a permis de réaliser des évaluations plus précises, de rationaliser les communications internes et d’enrichir la formation du personnel.
“L’analyse comparative et les enquêtes ont joué un rôle déterminant dans la définition des objectifs. Jusqu’à présent, nous avons utilisé les modèles d’enquête RH exclusivement pour le personnel afin d’avoir une idée de leur confort à l’approche d’une saison chargée, ainsi qu’une méthode d’évaluation entre collègues avec notre équipe de direction, qui s’intègre dans leurs évaluations. Nous allons également étendre l’utilisation des enquêtes à l’efficacité du conseil d’administration et des comités”, explique Jason. Cette approche sur mesure a été essentielle pour comprendre les aspects uniques de Credit Valley et favoriser l’amélioration continue.
Cap sur l’amélioration continue
Lorsqu’on lui a demandé comment il comptait exploiter les données, Jason a indiqué que les informations recueillies avaient déjà contribué à façonner ses plans opérationnels, en particulier en ce qui concerne la motivation du personnel.
Il souligne également le rôle des enquêtes mystères dans l’évaluation de l’expérience des clients : “Le fait de recevoir en temps voulu un rapport complet couvrant tous les domaines d’interaction au sein du club permet à la direction de procéder à des ajustements en temps réel ou d’approfondir ses recherches dans les domaines où les résultats sont inférieurs aux normes.”
Influence du secteur et prévisions
En tant que leader de l’industrie du golf, Jason pense que les idées de 59club contribueront de manière significative à la croissance des clubs de golf au Canada, en particulier dans la région du Grand Toronto, qui compte environ 20 % de la population du pays et un grand nombre de clubs de haut de gamme.
“La mise en œuvre de nouvelles opérations ou de nouveaux logiciels peut parfois être décourageante, mais en travaillant avec 59club, la mise en œuvre de nouveaux protocoles et services devient assez routinière”
Il conseille aux autres clubs de golf qui envisagent un partenariat avec 59club : “En raison de la capacité à construire des services autour des besoins spécifiques et des particularités, 59club permettra de recueillir des données et de mesurer les normes de service dans n’importe quel club”.
Credit Valley envisage de poursuivre l’intégration de ces services de gestion des performances, notamment en ce qui concerne les enquêtes de satisfaction des membres sur des aspects ciblés des équipements du club et les évaluations mystères supplémentaires dans d’autres domaines de l’entreprise, tels que l’accueil des membres. Selon Jason, la formation et l’assistance régulières de 59club feront de cette démarche une promenade de santé.
“La mise en œuvre de nouvelles opérations ou de nouveaux logiciels peut parfois être décourageante, mais en travaillant avec 59club, la mise en œuvre de nouveaux protocoles et services devient assez routinière”, a déclaré Hanna. “59club nous accompagne à chaque étape, non seulement en nous aidant à lire et à interpréter les données des évaluations mystères, mais aussi en nous recommandant et en nous aidant avec les plans d’éducation et de formation de nos employés, ainsi qu’en fournissant un soutien opérationnel.
Le partenariat entre Credit Valley Golf and Country Club et 59club est synonyme de progrès et de perspectives d’avenir. Avec une vision d’amélioration, les bons outils mis en place et un engagement à l’égard de l’excellence du service, l’avenir semble prometteur pour Credit Valley et l’industrie canadienne des clubs de golf dans son ensemble.
Le monde de la gestion des clubs de golf et des country clubs, tel qu’il est observé à travers l’objectif de Jason, est un monde d’innovation incessante, d’amélioration continue et de dévouement inébranlable à l’égard de l’excellence du service. Alors que nous nous dirigeons vers l’avenir, ces observations témoignent du pouvoir de transformation de la collaboration et de la volonté de progrès qui caractérisent des leaders comme Jason Hanna et des organisations comme le Credit Valley Golf and Country Club.
Le golf a connu des changements significatifs au cours des dernières décennies, tout comme les personnes qui le pratiquent. Autrefois stigmatisé pour son caractère étouffant et élitiste, le golf montre aujourd’hui des signes de rajeunissement, d’ouverture et d’accessibilité pour les joueurs de tous niveaux.
Par conséquent, ce que l’on attendait d’un terrain de golf par le passé – en termes de service à la clientèle et d’expérience des joueurs – évolue à la même vitesse. En d’autres termes, l’époque où l’on ne s’intéressait qu’à l’état du parcours de golf touche à sa fin.
Bernat Llobera reçoit son prix Eminent Collection en 2023, remis par le directeur général du 59club Europe Sud, Lee Mathew Waggott.
Dans ce coup de projecteur 59club sur le service, nous nous rendons à Majorque, en Espagne, pour rencontrer Bernat Llobera, Directeur du golf d’Arabella, qui souligne l’importance d’offrir un service client exceptionnel dans tous les domaines. Il utilise les services de pointe de 59club pour évaluer objectivement l’expérience de ses clients, favoriser l’amélioration continue et établir une culture du service à l’échelle du club sur ses trois parcours de golf situés sur la plus grande île d’Espagne.
“Nous voyons aujourd’hui qu’il ne s’agit pas seulement d’avoir un parcours en bon état. Il s’agit d’un voyage, d’une expérience complète”. – Bernat Llobera.
Pour Bernat Llobera, l’identification des opportunités de croissance – pour les revenus et les opérations de service – commence par la compréhension de l’expérience du point de vue du joueur. La collaboration avec 59club a rendu cet objectif infiniment plus facile grâce aux services réguliers d’évaluation mystère d’Arabella Golf.
“Les évaluations de 59club sont des atouts incroyablement précieux car elles fournissent le point de vue d’un client qui ressemble à une véritable expérience d’invité”, a déclaré Llobera. “Les informations objectives fournies par 59club sont bien plus précieuses que les évaluations internes. L’avantage supplémentaire est que nous pouvons nous comparer nous-mêmes, nos trois parcours, et les comparer aux références plus larges du secteur. Une fois que nous avons identifié les domaines à développer, les services de formation et d’éducation de 59club nous permettent d’apporter des améliorations à nos systèmes et protocoles très rapidement”.
M. Llobera ajoute que l’identification et la résolution des problèmes dès qu’ils surviennent ne représentent que la moitié de la bataille. L’engagement en faveur de l’amélioration continue doit être la force motrice des changements apportés aux protocoles de service à la clientèle.
“Lorsque nous recevons les résultats de notre audit, nous nous asseyons immédiatement pour en discuter en groupe”, a déclaré Llobera. “Nous examinons tout, des commentaires aux images en passant par les évaluations objectives, et nous commençons à identifier les tendances et les solutions à long terme, ce qui ne serait pas possible si chaque membre de l’équipe n’était pas totalement engagé.”
Cet engagement en faveur de l’amélioration à Arabella Golf et les formations régulières dispensées par 59club ont permis de créer une culture du service à la clientèle au sein du club. Des sessions de formation des employés sont organisées chaque année sur de nombreux aspects du service d’accueil, notamment les compétences téléphoniques, les options de vente incitative et les protocoles de vente au détail.
“Nous voyons aujourd’hui qu’il ne s’agit pas seulement d’avoir un parcours en parfait état. Il s’agit d’un périple, d’une expérience complète.”
“Les membres de notre équipe adorent les séances de formation”, a déclaré M. Llobera. “Il est évident que chacun les prend au sérieux et s’efforce de s’améliorer. Le retour d’information de l’équipe est que 59club connaît et comprend les subtilités de l’entreprise, et d’après ce que je sais, il
n’y a rien qui puisse être comparé à ce qu’offre 59club. Plus récemment, les sessions de formation de 59club ont permis d’améliorer notre service de réservation, qui constitue souvent la première impression du client.
Un autre objectif pour Llobera cette année ? Décrocher quelques prix.
“Nous sommes extrêmement fiers que nos trois établissements aient été récompensés lors des derniers Prix d’excellence en matière de services, Son Muntaner étant en tête avec un drapeau d’or”, a déclaré M. Llobera. “Cela nous encourage à continuer à travailler dur. En fin de compte, ce sont les membres de notre équipe qui créent un parcours de golf incroyable pour nos clients, et il est donc particulièrement gratifiant de voir toute l’équipe reconnue pour son engagement et son travail.”
Arabella Golf, Majorque – Parcours Son Vida, Trou n° 16
Le proverbe dit que les grands managers montrent l’exemple, et 59club n’hésite pas à souligner que Llobera a récemment été invité à faire partie de la 59club Eminent Collection, rejoignant ainsi seulement vingt-deux managers répartis sur le territoire mondial de 59clubs – et le tout premier en Europe – ayant atteint cette référence internationale d’excellence, qui reconnaît les meilleurs individus qui mènent l’industrie dans le domaine de l’expérience du client.
L’éligibilité à l’Eminent Collection repose uniquement sur les résultats obtenus dans le cadre des Service Excellence Awards de 59club. Les récompenses individuelles et collectives, ainsi que les désignations des établissements, contribuent toutes à l’obtention de l’Eminent Benchmark de l’excellence, qui mesure les performances sur une période minimale de cinq ans.
L’expérience du golf en Espagne est valorisée par des directeurs tels que Llobera, qui recherchent l’analyse et le retour d’information pour aider leur équipe à renforcer leur proposition sur le marché. Le conseil qu’il donnerait à d’autres directeurs de clubs en Europe et dans l’ensemble du paysage golfique est que “la large gamme de services et de solutions de 59club améliore l’activité et, par conséquent, les résultats. Grâce à leur expérience personnelle, ils comprennent les opérations de golf et le secteur de l’hôtellerie mieux que quiconque que nous avons rencontré auparavant ; ils sont d’un grand soutien et se spécialisent dans le service à la clientèle ; je les recommande vivement, ainsi que leurs services”.
The game of golf has seen significant changes over the past few decades and so have the people who play it. Once stuck with the stigma of being stuffy and elitist, golf is now showing signs of getting younger, more inclusive and available to players of all abilities.
As a result, what was expected of a golf course in the past – in the way of customer service and player experience – is changing at the same rapid rate. In phrase: the days of focusing only on turf conditions are coming to an end.
Bernat Llobera receiving his Eminent Collection award in 2023, presented by 59club EU South General Manager Lee Mathew Waggott
In this 59club Spotlight on Service, we head to Mallorca, Spain to catch up with Bernat Llobera, Area Golf Director at Arabella Golf who echoes the importance of providing exceptional customer service across the board, and uses 59club’s industry leading services to objectively evaluate their customer experience, drive continuous improvement, and establish a club-wide culture of service across their three golf properties on Spain’s largest island.
“We see nowadays that it is not only about having a course in great shape. It is about a journey, a full experience.” – Bernat Llobera.
For Llobera, identifying growth opportunities – for revenue and service operations – begins with understanding the experience from the player’s perspective. Working with 59club has made that objective infinitely easier through regular mystery shopping services at Arabella Golf.
“59club’s evaluations are incredibly valuable assets as they provide a client’s perspective which resembles a real guest experience,” said Llobera. “The objective insights provided by 59club are far more valuable than internal assessments. The ‘extra bonus’ is being able to compare ourselves, our three courses, and the ability to compare this to the wider industry benchmarks. And once we have identified areas for growth, 59club’s training and education services allow us to make improvements to our systems and protocols extremely quickly.”
Llobera went on to say identifying and fixing problems as they arise is only half the battle. A commitment to continuous improvement must be the driving force behind changes to customer service protocols.
“Once we receive our evaluation results, we immediately sit down to discuss them as a group,” said Llobera. “We look at everything from comments and images to objective ratings and begin to identify trends and long-term solutions, something that wouldn’t be possible if every team member wasn’t completely committed.”
That commitment to improvement at Arabella Golf, and regular training through 59club has created a culture of customer service at the club. Employee training sessions are completed every year in many aspects of hospitality service, including phone skills, upselling options and retail protocols.
“We see nowadays that it is not only about having a course in great shape. It is about a journey, a full experience.”
“Our team members love the training sessions,” said Llobera. “It’s clear to see that everyone takes them seriously and strives to improve. The common feedback from the team is that 59club knows and understands the intricacies of the business, and from what I know, there is nothing that can be compared to what 59club offers. Most recently 59club training sessions have been instrumental in improving our reservations department – often the first impression with your customer.”
Another goal for Llobera this year? Pick up a few awards.
“We were extremely proud of all three of our properties’ recognition at the most recent Service Excellence Awards, with Son Muntaner leading the way with a gold flag,” said Llobera. “It encourages you to keep working hard. Ultimately, our team members are the ones who create an incredible golf journey for our guests, so it’s especially gratifying to see the entire team recognized for their commitment and hard work.”
Arabella Golf, Mallorca – Son Vida Course, Hole 16
The age old saying goes, ‘that great managers lead by example’; and 59club are quick to point out that Llobera was recently invited into 59club’s Eminent Collection, joining only twenty-two managers spanning 59clubs global territory – and the very first in Europe – having achieved this international benchmark of excellence, which recognises the finest individuals who are leading the industry in the customer experience realms.
Eligibility into the Eminent Collection is based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.
Golf experience in Spain is being elevated by managers such as Llobera who seek analysis and feedback to support their team to strengthen their proposition in the marketplace. The advice that he would give to other club managers in Europe and across the wider golfing landscape is that “59club’s wide range of services and solutions improve the business, and therefore, the bottom line. Through personal experience they understand the golf operation and the hospitality industry better than anyone we have met before; they are a great support specialising in customer service; I highly recommend them and their services.”
In the world of club operations, having the right people, in the right places, behaving in the right way is paramount to success. A customer only has to receive one bad experience to disassociate themself with a brand or organisation, while spreading news of that poor experience far and wide.
To some, the notion of reinvesting surplus back into operations specifically to educate and develop the team may seem groundbreaking, but could it potentially become the standard for future budgeting?
Now, imagine we shift our perspective slightly and ask: what if a ‘specific portion’ of your overall revenue is dedicated to staff training and development in your budgeting process, just like McDonalds, Starbucks and other enormous global companies earmarks a particular amount for advertising each year?
Although training and development have always found a place in your annual expense report, how can you be certain that your investment is enough, and how can you be sure that it’s paying dividends?
Over the past three years, Club Study has conducted multiple surveys via its industry network to understand the investment trends in staff training and development.
Interestingly, the Club Study industry peers report that their investment seems to have slightly dipped since 2021, as seen in the graphic below.
Surprisingly, these numbers seem rather underwhelming for something so crucial to club operations. Observing the expenditure as an absolute dollar value, however, changes the narrative.
A club with a $3 million turnover will spend less than $30k on average on training & development. Given the financial constraints that club budgets often have to grapple with, including break-even targets, slim profit margins, and increasing inflation, this amount suddenly seems justifiable, even generous to some. But can we really justify increasing this budget?
In the wake of a recent increase in club activities and longer wait lists, many clubs may not see the immediate need for investing more in staff training. The decision-making process is typically reactive rather than proactive, and clubs often prioritize preventing losses over seeking gains. But wouldn’t you agree that the clubs investing more than 2% in staff training probably enjoy a more robust staff culture, leading to better relationships, longer staff tenures, and an overall happier environment? Ultimately, selling and servicing customers to better degrees.
We are pleased to report that we have seen an increased appetite for staff training in recent times, with many 59club clients who receive ‘mystery shopping’ audits investing heavily in training, probably for the same reason they are challenging the golf industry by delivering some of the finest customer experiences in the world of golf.
59club handles enormous quantities of live data and insights, so much so that we are the only authority in golf who can go out on a limb and make such bold accusations about global CX benchmarks and industry trends.
Surprisingly, these numbers seem rather underwhelming for something so crucial to club operations.
Just as we support our clients to understand their customers, we know our clients and we know them very well, and we can whole-heartedly confirm that they take education extremely seriously – so much so that we have witnessed a 166% increase in the number of training sessions delivered by the 59club UK team between 2021 & 2022.
Taking it back to the wider industry, the Club Study network reports that the largest proportion of development dollars is spent on middle management. So, where exactly do these training dollars go? The most logical answer seems to be conferences, organised by various associations and governing bodies at national and regional levels. Conferences can provide inspiration, reflection, and innovative ideas, not to mention the fantastic networking opportunities and the fun that they provide.
Yet, it remains hard to precisely calculate the ROI from these events.
The crux of the matter when justifying expenditure lies in quantifying the return on investment (ROI) from training and development, which is no easy task. If we don’t measure it, it’s likely to be overlooked.
To quantify improvement in training and development, we need a benchmark. This is where “mystery shopping” comes in. As an unbiased, ground-level measure of your customer service, it provides the perfect service benchmark. After a period of conducting such audits, you’ll have a robust dataset highlighting your strengths and weaknesses, confirming (or disproving) your suspicions.
So, what’s next? The answer is simple: Train! Use the data, celebrate the successes, and develop strategies to address the weaknesses. Department-specific training, consistent programming, and building an ongoing relationship geared to enhance club culture, audit after audit, will make a world of difference.
Your focus should always be on measuring. Once you start doing that, you’ll start viewing training as an investment that yields a return. This brings us back to the heart of the industry: relationships.
As the world continues to blaze the digital frontier, there are now more ways than ever to book a tee time or make a dinner reservation at your club. At face value, that’s a good thing. Additional ways to sell tee times and restaurant covers mean more ways to make your club more accessible and potentially profitable.
But new digital pathways also create opportunities for digital missteps. Mainly, customers want to know their credit card information is secure and they want to know when you have reserved their spot – whether that be for a tee time booking, a dinner reservation or even a treatment at the health spa. And if you’re not providing a written record of their place on your tee sheet or a table at your restaurant, customers may start to feel uneasy about the entire process.
More importantly, an inquisitive written confirmation – which we’ll discuss below – eliminates common customer service problems and opens additional upsell opportunities at your club and restaurant.
Golf Visitor Experience Mystery ShopperInsights:
The global golf industry failed to request an email address during 40% of all tee time reservations made during 2022.
17% of all email confirmations went astray; either the incorrect email address was recorded, or possibly never sent.
Only 56% of golfers ever received their booking confirmation…
What’s the point?
The initial purpose of a written confirmation is to acknowledge the correct date and time of the reservation. Simple. The bare minimum.
If you ordered a widget from Amazon without a confirmation of the purchase, you would be left wondering if Amazon is, in fact, fulfilling the order. That kind of digital misstep creates enormous uncertainty and is unlikely to be the first impression you want to convey to your customer.
With email fields being mandatory, most online tee-time and restaurant booking engines provide immediate and automated written confirmation, allowing customers sight of their booking details and the opportunity to spot any potential errors. When the reservation is booked over the phone the duty of collecting the email address sits with the reservations agent. According to Matt Roberts, 59club’s Director of Training & Education, the absence of a written confirmation can lead to uncertainty and potentially some level of confrontation, not to mention the potential loss of revenues.
“If you’re taking the reservation by phone, it’s imperative to take the customer’s email address and ensure it is correct by repeating it back to your guest to avoid errors. From our experience, you would be amazed at how many people show up at the wrong time or even on the wrong day. This leads to an awkward conversation at the check-in counter trying to figure out how the error may have occurred.”
Additional Components
“Mycustomerhasbooked, mysoftwaregeneratedanimmediatewrittenconfirmation, ormystaffhaveaccesstosend a ‘templated’email. Doneanddone. Right?” Not exactly. For many places around the world, golf and secondary revenue channels like restaurants and bar are seasonal. Operating hours, menu items, club dress code and practice facility access and other large parts of the overall golf experience can change and be different from week to week. How often do you rehash the templated message? – and does it contain everything you’d expect?
Small additions to a written confirmation with updated restaurant hours, dress code or practice facility access, for example, ensure customer expectations match your club’s operations. According to Roberts, clubs who don’t include this information in their written confirmation are leaving themselves open to poor customer experience.
“Everything in the written confirmation has to match the customer expectations,” said Roberts. “The last thing you want to happen is someone arriving at your club expecting to eat breakfast and the restaurant is closed or wishing to hit some balls prior to play and it just happens to be that one day the range is closed for maintenance!
Worse yet, and the one that can cause confrontation, is when a player arrives wearing an outfit outside of the club’s dress code policy. The staff are now faced with an undesirable dilemma: do I make a concession to this one visitor and risk others perceiving this as special treatment, or do I force this customer to purchase attire from the club shop to then adhere to the dress policy? A bad experience either way. Both are avoidable with an informative written confirmation.”
Revenue generation
Asking questions or providing additional information within the written confirmation also creates upselling and subsequent marketing opportunities. A common example is the promotion of a golf cart/buggy if one hasn’t been reserved at the call stage. Just by offering a link or a contact to the consumer for them to be able to reserve prior to arrival is imperative for increasing revenue. It also allows the club to prepare this hire item for the arrival of the guest.
Any operator will tell you that the whole check in experience can be busy, but then throw in additional needs of the customer, such as buggy hire, club rental, use of a caddy, or even a personalized gift that the club wasn’t aware of, will lead to more time servicing the guest’s needs and a delay in an already busy operation.
Multiple course operators can also promote the options of an upgrade or highlight other courses within a group. The booking confirmation can also promote elements such as accommodation either on-site, or at other local establishments that offer preferential rates when booked via the club.
And, let’s face it, the opportunities to upsell are endless, when you consider other services and facilities such as high-ropes, custom-fitting, score card marking, leisure & spa usage, private dining etc that can be accessed either on the day, or that may tempt a future return to the club.
Directions or a link to an interactive map, potential transfers and how to book them as well as any information about how to access the club are always useful for any visitors who may be unfamiliar with the area.
Finally, and possibly the most important, are the Terms and Conditions of the club which are there to provide clarity on payment and cancelation, pairing up policy, bad weather and course closures must also be included within the confirmation. You will always be in a more comfortable position, when facing any confrontation, if your T’s and C’s are set in place.
Of course, this is just the tip of the proverbial iceberg when it comes to customer service at your club, and your fellow 59club manager can guide you through industry best practices.
Alors que le monde continue de franchir la frontière numérique, il existe aujourd’hui plus de moyens que jamais de réserver un départ ou un dîner dans votre club. À première vue, c’est une bonne chose. Des moyens supplémentaires de vendre des heures de départ et des couverts au restaurant signifient plus de moyens de rendre votre club plus accessible et potentiellement plus rentable.
Mais les nouvelles voies numériques créent également des risques de défaillance. Principalement, les clients veulent savoir que les informations relatives à leur carte de crédit sont sécurisées et ils veulent savoir quand vous avez réservé leur place – qu’il s’agisse d’une réservation d’horaire de départ, d’une réservation de dîner ou même d’un traitement au spa. Et si vous ne fournissez pas de trace écrite de leur place sur votre liste de réservation ou à une table de votre restaurant, les clients peuvent commencer à se sentir mal à l’aise par rapport à l’ensemble du processus.
Plus important encore, une confirmation écrite, dont nous parlerons plus loin, élimine les problèmes courants de service à la clientèle et ouvre de nouvelles possibilités de vente dans votre club et votre restaurant.
L’expérience des visiteurs dans le domaine du golf : les clients mystères :
L’industrie mondiale du golf n’a pas demandé d’adresse électronique pour 40 % des réservations de départ effectuées en 2022.
17% de toutes les confirmations par e-mail se sont égarées ; soit l’adresse e-mail a été enregistrée de manière incorrecte, soit elle n’a jamais été envoyée.
Seuls 56% des golfeurs ont reçu leur confirmation de réservation…
A quoi cela sert-il ?
L’objectif initial d’une confirmation écrite est d’attester que la date et l’heure de la réservation sont correctes. C’est simple. Le strict minimum.
Si vous commandez un gadget sur Amazon sans confirmation de l’achat, vous vous demanderez si Amazon honore bien la commande. Ce genre d’erreur numérique crée une énorme incertitude et n’est probablement pas la première impression que vous souhaitez donner à votre client.
Les champs du courrier électronique étant obligatoires, la plupart des moteurs de réservation de restaurants et de départs en ligne fournissent une confirmation écrite immédiate et automatisée, ce qui permet aux clients de voir les détails de leur réservation et de repérer toute erreur potentielle. Lorsque la réservation est effectuée par téléphone, c’est à la personne chargée de la réservation qu’il incombe de collecter l’adresse électronique. Selon Matt Roberts, directeur de la formation et de l’éducation chez 59club, l’absence de confirmation écrite peut être source d’incertitude, voire de confrontation, sans parler de la perte potentielle de revenus.
“Si vous prenez la réservation par téléphone, il est impératif de prendre l’adresse électronique du client et de vous assurer qu’elle est correcte en la répétant à votre client afin d’éviter les erreurs. D’après notre expérience, vous seriez surpris du nombre de personnes qui se présentent à la mauvaise heure ou même le mauvais jour. Cela entraîne une conversation embarrassante au comptoir d’enregistrement en essayant de comprendre comment l’erreur a pu se produire”.
Services additionnels
“Mon client a réservé, mon logiciel a généré une confirmation écrite immédiate, ou mon personnel a accès à l’envoi d’un courriel ‘modèle’. C’est fait, c’est fait. N’est-ce pas ? Pas exactement. Dans de nombreux endroits du monde, le golf et les activités secondaires telles que les restaurants et les bars sont saisonniers. Les heures d’ouverture, les menus, le code vestimentaire du club, l’accès aux installations d’entraînement et d’autres éléments importants de l’expérience globale du golf peuvent changer et être différents d’une semaine à l’autre. Combien de fois devez-vous répéter le message type ? – et contient-il tout ce que vous attendez ?
De petits ajouts à une confirmation écrite indiquant les heures d’ouverture du restaurant, le code vestimentaire ou l’accès aux installations d’entraînement, par exemple, permettent de s’assurer que les attentes des clients correspondent aux activités de votre club. Selon M. Roberts, les clubs qui n’incluent pas ces informations dans leur confirmation écrite s’exposent à une mauvaise expérience client.
“Tout ce qui figure dans la confirmation écrite doit correspondre aux attentes du client”, précise M. Roberts. “La dernière chose que vous souhaitez, c’est que quelqu’un arrive dans votre club en espérant prendre un petit-déjeuner et que le restaurant soit fermé, ou qu’il souhaite frapper quelques balles avant de jouer et qu’il se trouve que le practice est fermé pour cause d’entretien !
Le pire, et qui peut provoquer une confrontation, c’est lorsqu’un joueur arrive en portant une tenue qui n’est pas conforme au code vestimentaire du club. Le personnel est alors confronté à un dilemme indésirable : dois-je faire une concession à ce visiteur et risquer que les autres perçoivent cela comme un traitement de faveur, ou dois-je obliger ce client à acheter une tenue dans la boutique du club afin de respecter le code vestimentaire ? Dans les deux cas, il s’agit d’une mauvaise expérience. Les deux cas peuvent être évités grâce à une confirmation écrite donnant ces précisions”.
Générer des revenus
Le fait de poser des questions ou de fournir des informations supplémentaires dans la confirmation écrite crée également des opportunités de vente incitative et de marketing ultérieur. Un exemple courant est la promotion d’un chariot de golf ou d’une voiturette si il n’a pas été réservé au moment de l’appel. Le simple fait d’offrir un lien ou un contact au consommateur pour qu’il puisse réserver avant son arrivée est impératif pour augmenter les recettes. Cela permet également au club de préparer cet article de location pour l’arrivée du client.
N’importe quel gérant vous dira que le processus d’enregistrement peut être très chargé, mais si l’on y ajoute les besoins supplémentaires du client, tels que la location d’un buggy, la location de clubs, l’utilisation d’un caddy ou même un cadeau personnalisé dont le club n’était pas au courant, il faudra passer plus de temps à répondre aux besoins du client et à retarder une opération déjà très chargée.
Les directeurs de plusieurs parcours peuvent également promouvoir les options de surclassement ou mettre en avant d’autres parcours au sein d’un groupe. La confirmation de réservation peut également promouvoir des éléments tels que l’hébergement sur place ou dans d’autres établissements locaux qui offrent des tarifs préférentiels lorsqu’ils sont réservés par l’intermédiaire du club.
Et, ne nous voilons pas la face, les possibilités de vente incitative sont infinies, si l’on considère les autres services et installations tels que le sur-mesure, le marquage des cartes de score, l’utilisation des installations de loisirs et du spa, les repas privés, etc. qui peuvent être accessibles le jour même ou qui peuvent inciter à revenir au club.
Un itinéraire ou un lien vers une carte géographique interactive, les transferts possibles et la manière de les réserver, ainsi que toute information sur la manière d’accéder au club sont toujours utiles pour les visiteurs qui ne connaissent pas bien la région.
Enfin, et c’est peut-être le plus important, les conditions générales du club sont là pour clarifier les modalités de paiement et d’annulation, la politique de jumelage, le mauvais temps et les fermetures de parcours doivent également figurer dans la confirmation. Vous serez toujours dans une position plus confortable, face à toute confrontation, si vos CGV sont en place.
Bien entendu, il ne s’agit là que de la partie émergée de l’iceberg proverbial en ce qui concerne le service à la clientèle dans votre club, et votre partenaire 59club peut vous guider à travers les meilleures pratiques de l’industrie.
Last year, 59club announced its commitment to become carbon neutral across its global operations by 2030, and is unbelievably excited to have taken a huge step on that journey, with its UK & Ireland business now officially accredited with achieving neutrality in 2022.
To help guide them through the transition to carbon neutral, 59club found solace in the services provided by “Neutral Carbon Zone (NCZ)” – a leading consultancy, management and certification platform.
“Strategically we decided to start with the UK business as it is our most mature business. If we can achieve carbon neutral here, we know we can share best practice and achieve it in our Asia, Australia, Canada, European, MEA, Nordic & USA businesses.” said Simon Wordsworth, Founder and CEO of 59club.
Over the last 16 months, Alan Stenson & Krys Stanton from NCZ supported Will Hewitt, Andy Etherington and the 59club UK team to adopt NCZ’s three scope structure to tackle the key areas of emissions, by creating strategies for every emission line, either at the company’s cost or simply behavioural changes within the business.
59club even went further than ‘required’ to help its team members tackle their own carbon emissions through their personal travel and home energy use.
“We reviewed emissions directly generated by the company’s activities, emissions that are indirectly generated by energy purchased by the company, and lastly emissions that arise from organizational activities, but from sources owned or controlled by other organizations.
“It’s taken time simply because of the complexity of our business, as it’s not just our office and our people, but all the emissions created by our mystery testers and auditors as they move around the UK & Ireland, the events that we host such as the annual awards ceremony, client golf days, the servers that our software runs on…the list could just go on.” continued Wordsworth.
The business even went further than ‘required’ to help its team members tackle their own carbon emissions through their personal travel and home energy use.
To date, 59club’s UK & Ireland division has completed the first phase of its pledge, having received the results of a recently commissioned carbon footprint assessment, which measures the carbon emissions generated by the organisation’s activities. The assessment is the critical first stage of a comprehensive and commercially focused carbon management plan. The measurement of 59club’s carbon emissions follows the internationally recognised standard ISO-14064-1:2006.
Wordsworth added; “As we progress through this journey, will start to change company buying decisions to ‘fellow green businesses’ who are positively seeking neutrality – where we stay, where we eat, who we buy from etc.”
Achieving Carbon Neutrality by 2030 across 59club’s Global Operations
“For 59club, the pursuit of excellence extends beyond exceptional customer service; it encompasses a responsibility towards our planet. Today, we proudly reaffirm our commitment to achieving carbon neutrality across our global operations by 2030. With this effort, 59club is dedicated to creating a brighter future, where exceptional experiences coexist with a greener world.
“Today’s announcement marks an important milestone in 59club’s journey towards global carbon neutrality. We firmly believe that every long journey begins with a first step, and this commitment to becoming carbon neutral across our entire global operations by 2030 is just the beginning.”
Wordsworth concludes; “Some of our operations that cover huge geographical areas are going to find this really difficult whilst still trying to grow and be profitable, but we believe this is an absolute necessity for the preservation of our planet. Over the coming decades, we will continue to forge ahead, implementing innovative measures and collaborating with partners worldwide to ensure a sustainable future. We have always tried to be amongst the first/early movers, tried to be creative and innovative and this journey allows us to flourish, playing our part to inspire positive change for generations to come.”
L’année dernière, 59club a annoncé son engagement à devenir neutre en carbone pour l’ensemble de ses activités mondiales d’ici 2030. Nous sommes incroyablement heureux d’avoir franchi une étape importante sur ce chemin, avec ses activités au Royaume-Uni et en Irlande désormais officiellement accréditées pour avoir atteint la neutralité en 2022.
Pour les guider dans la transition vers la neutralité carbone, 59club a trouvé du soutien dans les services fournis par “Neutral Carbon Zone (NCZ)” – une plateforme de conseil, de gestion et de certification de premier plan.
“D’un point de vue stratégique, nous avons décidé de commencer par les activités au Royaume-Uni, car il s’agit de nos activités les plus matures. Si nous parvenons à atteindre la neutralité carbone ici, nous savons que nous pourrons partager les meilleures pratiques et y parvenir dans nos entreprises d’Asie, d’Australie, du Canada, d’Europe, de la région MEA, des pays nordiques et des États-Unis”, a déclaré Simon Wordsworth, fondateur et PDG de 59club.
Au cours des 16 derniers mois, Alan Stenson et Krys Stanton de NCZ ont aidé Will Hewitt, Andy Etherington et l’équipe de 59club UK à adapter la structure en trois volets de NCZ pour s’attaquer aux principaux domaines d’émissions, en créant des stratégies pour chaque ligne d’émission, que ce soit aux frais de l’entreprise ou simplement par des changements de comportement au sein de l’entreprise.
59club est même allé plus loin que ce qui était “requis” en aidant les membres de son équipe à s’attaquer à leurs propres émissions de carbone par le biais de leurs déplacements personnels et de leur consommation d’énergie à la maison.
“Nous avons examiné les émissions directement générées par les activités de l’entreprise, les émissions indirectement générées par l’énergie achetée par l’entreprise et, enfin, les émissions résultant des activités de l’organisation, mais provenant de sources détenues ou contrôlées par d’autres organisations.
“Cela a pris du temps en raison de la complexité de notre activité, car il ne s’agit pas seulement de nos bureaux et de notre personnel, mais aussi de toutes les émissions créées par nos testeurs mystères et nos auditeurs lorsqu’ils se déplacent au Royaume-Uni et en Irlande, les événements que nous organisons tels que la cérémonie annuelle de remise des prix, les journées de golf des clients, les serveurs sur lesquels fonctionnent nos logiciels… la liste est encore longue”, poursuit M. Wordsworth.
L’entreprise est même allée plus loin que ce qui était “nécessaire” pour aider les membres de son équipe à réduire leurs propres émissions de carbone par le biais de leurs déplacements personnels et de l’utilisation de l’énergie à domicile.
À ce jour, la division britannique et irlandaise de 59club a achevé la première phase de son engagement, après avoir reçu les résultats d’une évaluation de l’empreinte carbone récemment commandée, qui mesure les émissions de carbone générées par les activités de l’organisation. Cette évaluation est la première étape cruciale d’un plan de gestion du carbone complet et commercialement ciblé. La mesure des émissions de carbone de 59club est conforme à la norme internationalement reconnue ISO-14064-1:2006.
M. Wordsworth a ajouté : “Au fur et à mesure que nous progresserons dans cette voie, nous commencerons à modifier les décisions d’achat des entreprises en faveur d’autres entreprises vertes qui recherchent positivement la neutralité – où nous logeons, où nous mangeons, auprès de qui nous achetons, etc.
Atteindre la neutralité carbone d’ici 2030 dans l’ensemble des activités mondiales de 59club
“Pour 59club, la recherche de l’excellence va au-delà d’un service à la clientèle exceptionnel ; elle englobe une responsabilité à l’égard de notre planète. Aujourd’hui, nous sommes fiers de réaffirmer notre engagement à atteindre la neutralité carbone dans l’ensemble de nos opérations mondiales d’ici à 2030. Grâce à cet effort, 59club s’engage à créer un avenir meilleur, où des expériences exceptionnelles coexistent avec un monde plus vert.
“L’annonce d’aujourd’hui marque une étape importante dans le parcours du 59club vers la neutralité carbone mondiale. Nous croyons fermement que tout long parcours commence par un premier pas, et cet engagement à devenir neutre en carbone pour l’ensemble de nos opérations mondiales d’ici 2030 n’est qu’un début.”
M. Wordsworth conclut : “Certaines de nos activités, qui couvrent d’immenses zones géographiques, vont trouver cela très difficile tout en essayant de se développer et d’être rentables, mais nous pensons qu’il s’agit d’une nécessité absolue pour la préservation de notre planète. Au cours des prochaines décennies, nous continuerons à aller de l’avant, en mettant en œuvre des mesures innovantes et en collaborant avec des partenaires du monde entier pour garantir un avenir durable. Nous avons toujours essayé d’être parmi les premiers, d’être créatifs et innovants, et ce voyage nous permet de prospérer, en jouant notre rôle d’inspirateur d’un changement positif pour les générations à venir.”
In the ever-evolving world of golf club and hospitality management, being a successful manager involves juggling multiple roles. In the whirlwind of these responsibilities, there isn’t enough time to play guessing games about your member or guests’ needs. The best way to learn what your customers want at your club? Ask them !!!
Over the years, we have witnessed a significant shift in customer behaviour within our Survey Software. What started out with aspirations of becoming the most comprehensive pick & mix survey tool in the golf & hospitality industry, has inspired a new-age of club managers who stretch beyond the realms of typical club surveys, to solicit feedback on a whole host of areas to help inform their decision making and the direction the club chooses to take.
Some of those uses border on being radical – a phrase that doesn’t usually appear in the context of Customer Service Management or in Golf in general… but then again, we’ve always been a magnet for those in the industry who like to do things better, and in doing so we like to support them to behave a bit differently…
So, what exactly are these new radicals up to?
They’re putting the club’s destiny in the hands of their members, guests and employees, they’re not just seeking opinion, they’re making instant ‘data-driven’ decisions to help guide the most suitable offering for their customers without prejudice and based on science.
A new age of club managers are delivering surveys for a whole multitude of reasons, some even to establish where their members would prefer grant monies to be spent – on the course, or in the clubhouse?
We’ve seen a club make their entire stock selection based on responses to a simple ‘one question’ survey to establish which brands members would prefer to see in the pro shop – giving different supplier options to both male & female members.
Many clubs are now turning to their members requesting feedback on the club’s competition calendar in an attempt to increase participation, with others collating data to help shape their social events calendar, based on likes and dislikes from previous years, whilst ascertaining interest on potential new themes.
There are so many daily decisions that as managers we face, but the new-age of club managers are involving their members, guests and employees, after all it’s their club and we need them to enjoy it to the absolute maximum, if we want to secure their loyalty.
We’ve always been a magnet for those in the industry who like to do things better, and in doing so we like to support them to behave a bit differently…
We’ve witnessed members inspire seasonal menu changes, and on occasion beer and wine suppliers being switched to the delight of those thirsty members. And then there’s a whole bunch of clubs who made member driven changes to their tee-sheets.
There’s so many survey templates to choose from, and so much data to gain and take inspiration from, but there’s one that remains a favorite, always topping the usage charts – and that’s the new member survey. Designed to ensure all newbies are integrated into the club community from day one. Some club managers go one step further using the intelligent software to send their new members a ‘series’ of surveys at specific landmarks during their first three months at the club – monitoring their journey into club life, and addressing any weaknesses along the way.
But let’s not forget the most important people within your business – your employees!!! Forward thinking managers are gathering critical data from the HR survey template bundle, to analyse new and existing employee’s satisfaction levels, along with finding out why some chose to leave.
We’ve noticed a huge shift from being reactive to pro-active, and that in itself is pure 100 percent karat gold, gone are the days of making assumptions of what will sell in the shop, or what events members may enjoy attending, or why suddenly a loyal group of members went AWOL.
The best way to learn what your customers want at your club?
Ask them!!!
Big shout out to all our radical customers – you know who you are!
And if you’re just starting out on your journey with us – let us guide you to get the best out of your customers, and to give the best back.
In the competitive world of golf and country club management, staying ahead of the curve requires a combination of dedication, innovative strategies, and utilizing the right tools.
Today, we bring you insights from an industry leader who’s making headway in optimizing member experiences, Jason Hanna, COO of the Credit Valley Golf and Country Club in Canada. We talk about his vision, 59club’s transformative role in their operations, and the future of golf clubs in the region.
The Visionary Path
Under Jason’s stewardship, Credit Valley aims to grow its member service standards by “creating means to measure our progress year over year and benchmarking with similar clubs in our market.” This ensures they’re either meeting or exceeding industry standards and expectations.
Jason highlights the significance of 59club’s industry benchmarking services, calling them “an invaluable tool, not only for club managers but for committees and Boards to better understand industry standards.”
Striking a Better Club Experience
Credit Valley is focusing on enhancing locker room and outside golf operations. They’ve found an ally in 59club, whose survey software and mystery shopping audits has resonated with the club’s team, mainly due to its granularity. This has facilitated more accurate evaluations, streamlined internal communications, and enriched staff training.
“Benchmarking and surveys have been instrumental in setting targets. We have used the HR survey templates exclusively on staff to date in order have a sense of their comfort heading into a busy season, and a peer assessment method with our management team that folds into their appraisals. We will also be expanding to use surveys for Board and committee effectiveness,” Jason shares. This bespoke approach has been pivotal in understanding Credit Valley’s unique aspects, and driving continuous improvement.
On Course for Continuous Improvement
When asked how they intend to capitalize on data, Jason expressed that the information gathered has already contributed to shaping their operational plans, especially around staff engagement.
He also emphasizes the role of mystery shopping services in evaluating customer experiences, stating, “Receiving a timely, comprehensive report covering all areas of interaction at the club allows management to make real-time adjustments, or seek further inquiry into areas performing below standard.”
Industry Influence and Future Forecasts
As a leader in the golf industry, Jason believes that 59club’s insights will contribute significantly to the growth of golf clubs in Canada, particularly in the Greater Toronto Area, that holds about 20% of the nation’s population and many of the top-tier clubs.
“Implementing new operations or software can be daunting at times, but working with 59club makes implementing new protocols and services fairly routine,”
He advises other golf clubs considering a partnership with 59club; “Due to the ability to build services around the specific needs and nuances, 59club will capture data and measure service standards at any club.”
On the horizon for Credit Valley is further integration of these performance management services, especially in terms of member satisfaction surveys on targeted areas of the club’s amenities and additional mystery shopping across other areas of the business such as member onboarding. According to Jason, 59club’s regular training and support will make this a walk in the park.
“Implementing new operations or software can be daunting at times, but working with 59club makes implementing new protocols and services fairly routine,” said Hanna. “59club is with us every step of the way, not only helping us read and interpret mystery shopping data, but also recommending and helping us with our employee education and training plans, as well as providing operations support, they are always focused on identifying opportunities for growth.”
The partnership between Credit Valley Golf and Country Club and 59club paints a picture of progress and promise. With a vision to improve, the right tools in place, and a commitment to service excellence, the future seems bright for Credit Valley and the Canadian golf club industry as a whole.
The world of golf and country club management, as observed through Jason’s lens, is one of relentless innovation, continuous improvement, and unwavering dedication to service excellence. As we navigate the future, these insights serve as a testament to the transformative power of collaboration, and the drive for progress that defines leaders like Jason Hanna and organizations like Credit Valley Golf and Country Club.
“We are pleased to introduce our first official clothing partner at 59club Nordic – J.Lindeberg!” General Manager at 59club Nordic Sebastian Czyz says. “We are extremely proud welcoming Joakim Ågren and the entire J.Lindeberg family to 59club Nordic. J.Lindeberg has been a partner with 59club UK for many years, and we look forward to further expand the partnership, and to create and share exciting stories in the Nordic countries.”
J.Lindeberg first launched in the summer of 1996, in Stockholm and New York simultaneously. Their founder, Johan Lindeberg, had a desire to challenge conventions and an idea to modernize the golfing fashion landscape, leaving the stale and the conservative behind.
“The history behind J.Lindeberg and the mindset of why Johan Lindeberg founded it, is very intriguing” Sebastian Czyz says. “A shared desire and vision for the game, yet in different areas, we believe this partnership is a great match. 59club Nordic exists with the sole purpose of supporting and guiding the high end and ambitious golf clubs to deliver the ultimate customer experience for their members, guests and employees. In order to do so, a mindset like Johan Lindeberg is valuable – a mindset who wants to challenge the current state; a mindset who is willing to think differently and a mindset who wants to excel.”
“At J.Lindeberg, we partner with companies with shared values. We have had a long-lasting relationship with 59club UK, due to our similar vision and desire for the entire industry. The fact that we have 59club Nordic in our own backyard now, just makes it even that more exciting. We look forward to partner with 59club Nordic and join them on their journey to support golf clubs in the Nordic region,” Scandinavia Wholesale Manager Joakim Ågren says.
Los establecimientos y líderes con mejor rendimiento, que han alcanzado los más altos estándares de excelencia en el servicio al cliente a lo largo de muchos años, son invitados a formar parte de “The Eminent Collection”.
La elegibilidad se basa únicamente en los logros obtenidos en los Premios de Excelencia en el Servicio de 59club, evaluando el desempeño durante un mínimo de 5 años. Los reconocimientos individuales y de equipo, junto con las distinciones de establecimientos, contribuyen a establecer el Referente de Excelencia entre los excelentes, midiendo el desempeño durante un mínimo de 5 años.
Estabelecimentos e líderes de alto desempenho, que alcançaram os mais altos padrões de excelência no atendimento ao cliente ao longo de muitos anos, são convidados a fazer parte de “A Coleção Eminente”.
A elegibilidade é baseada exclusivamente nas conquistas obtidas nos Prêmios de Excelência em Serviço da 59club, avaliando o desempenho ao longo de um mínimo de 5 anos. Reconhecimentos individuais e de equipe, juntamente com distinções de estabelecimentos, contribuem para estabelecer o Padrão de Excelência entre os excelentes, medindo o desempenho ao longo de um mínimo de 5 anos.
The very best performing properties and leaders, having achieved the highest long-serving standards of customer service excellence are invited into The Eminent Collection.
Eligibility is based solely on achievements across the 59club Service Excellence Awards, measuring performances over a minimum of 5 years, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence.
A case Study exploring global New Member Onboarding trends
In the modern landscape, data stands as the pivotal cornerstone guiding our actions and shaping our strategies. It offers insight, reveals patterns and uncovers hidden opportunities.
In short, data becomes our road map. Insights collected from our recent multi-national survey of new club members reinforces not only the importance of data collection in this industry, but also how action – or in this case, inaction – can create a mismatch between Member needs and Club operations.
Out of more than a thousand global respondents to the member onboarding survey, a striking 80 percent cited “lose weight or get in shape” as the primary motive for joining the health club. This clearly signals a profound desire among members to prioritize their fitness journey and take proactive steps towards health and wellness.
However, there exists a disconnection in the club’s member service ecosystem, indicated by other data points from the survey. A sizable 82 percent of the respondents disclosed that they had not received a new member welcome call within 5 days of joining the club, and only 47 percent received any type of health & fitness induction with the personal trainer, with 40 percent failing to even receive a fitness class schedule.
This data demonstrates a significant gap in communication and service delivery that can hinder members from realizing their wellness goals. It paints a stark contrast between what members expect and what they experience.
Data is a powerful tool, but it’s only as valuable as the action it inspires. What can we, as industry leaders and club managers, do with this data? How can we turn these insights into effective strategies?
Firstly, this data suggests a crucial need to improve communication with new members, ensuring they are well informed about the fitness services available to them. This should involve a personalized welcome call, with an invitation to attend a face-to-face meeting with the personal trainer and / or operations manager, to provide all the necessary items and advice to help them integrate instantly into club life. This simple act of proactive engagement can not only facilitate their fitness journey but also build a stronger rapport, promoting a sense of belonging within the club community from day one.
Secondly, the importance of implementing a comprehensive and structured onboarding program for new members. This should start with a new member initiation meeting, this could include guided tours, allowing the club to emphasize the various fitness services, the different fitness classes or group activity programs and to make introductions to other employees within the fitness team as well as like-minded members, those of a similar ability, or members with relatable fitness goals.
Subsequent appointment scheduling – should not be overlooked, employees should as part of their regular service calls attempt to engage new members in health assessments, equipment inductions, fitness programs and future goal settings, with appointments set aside for regular reviews – and perhaps a complimentary session with a personal trainer. The goal is to provide an enriched experience that encourages members to actively utilize the club’s fitness offerings, and engage with fellow club members and the wider fitness team, whilst serving them to meet their goals.
Lastly, feedback mechanisms should be put in place to continuously gather member input. These might include regular surveys and service calls where members can share their experiences and ideas. This ongoing data collection not only helps to identify any areas needing improvement, but also to anticipate changing member needs, fostering a responsive and adaptable club environment.
This example is a wake-up call for clubs to re-evaluate and reinforce their new member engagement strategies. It’s a clear testament to the importance of effective communication, a well-structured onboarding process, and ongoing feedback collection. By embracing data and taking the appropriate action, clubs can bridge the service gap, enhance member satisfaction, and ultimately, help members succeed in their fitness journey. After all, data is a tool, and its power is realized only when it’s put into action.
If you are ready to measure your member experience and develop a structured onboarding process for your new golf and leisure club members, then help is at hand…
Our New Member Integration Survey, Member Retention Survey and Member Exit Survey Templates will deliver the data to support you to tailor your offering throughout your entire member life cycle.
And you can follow the education lessons within 59club’s Mentor platform, or request for one of the 59club training managers to guide you through the various training modules.
Together we can build a successful member integration and retention strategy for your club, ensuring members feel welcome, connected, and valued, with the purpose of encouraging them to visit more often, enter into club life, refer friends and family and linger-longer whilst they are at the club.
We are thrilled to share some great news about our founder, Simon Wordsworth, who was recently recognised as the latest PGA Member to achieve PGA Master Manager status. This announcement comes from the Professional Golfers’ Association itself, marking a new milestone in Simon’s illustrious career and adding another feather to his cap.
The PGA Master Manager status is an accolade of the highest order, recognising Simon’s significant contribution to the golf industry and his immense expertise in club management. He is one of only sixty one PGA members to have been granted this honour.
Our founder has always been a forward-thinker, a trailblazer who has ceaselessly worked towards promoting the golf industry’s best practices. He founded 59club back in 2008, with a vision to revolutionize golf management and service excellence. Under his leadership, we have grown from a handful of clubs in the UK, to a multi-national brand and industry leader with divisions and operations on five continents.
Reflecting on his achievement, Simon shared, “It’s incredibly humbling to receive this recognition. I’m passionate about delivering excellence in golf management, and I believe this honor represents the collective efforts of our fantastic team at 59club. We’ve always strived to deliver the best, and we’ll continue to do so.”
Over the years, Simon has always been a proponent of professional development within the industry. He believes that the key to success lies in continuous learning, evolving with changing times, and always striving to improve. This ethos has been ingrained in our organisational culture at 59club and continues to drive us towards excellence.
Simon’s PGA Master Manager status comes as a result of his vast experience, his dedication to the industry, and his ability to lead, challenge and inspire. It not only recognizes his past achievements but also underscores his potential for future contributions to the golfing industry. We’re confident that under Simon’s stewardship, 59club will continue to reach new heights and redefine industry standards.
We are absolutely delighted for Simon and immensely proud to be led by a PGA Master Manager. As we continue our journey, we remain committed to the pursuit of excellence, championing the finest standards in golf and leisure management.
Congratulations, Simon! This is a well-deserved recognition, and we are excited to see where your leadership takes us in the future.
Nous sommes ravis de vous faire part d’une grande nouvelle concernant notre fondateur, Simon Wordsworth, qui a récemment été reconnu comme le dernier membre de la PGA à obtenir le statut de Master Manager de la PGA. Cette annonce provient de l’Association des golfeurs professionnels elle-même, marquant une nouvelle étape dans l’illustre carrière de Simon et ajoutant une corde à son arc.
Le statut de Master Manager de la PGA est une distinction de la plus haute importance, qui reconnaît la contribution significative de Simon à l’industrie du golf et son immense expertise en matière de gestion de club. Il est l’un des soixante et un membres de la PGA à avoir reçu cet honneur.
Notre fondateur a toujours été un penseur d’avant-garde, un précurseur qui n’a cessé de travailler à la promotion des meilleures pratiques de l’industrie du golf. Il a fondé 59club en 2008, avec la vision de révolutionner la gestion du golf et l’excellence du service. Sous sa direction, nous sommes passés d’une poignée de clubs au Royaume-Uni à une marque multinationale et à un leader de l’industrie avec des divisions et des opérations sur cinq continents.
En réfléchissant à sa réussite, Simon a déclaré : “C’est une grande leçon d’humilité que de recevoir cette reconnaissance. Je suis passionné par l’excellence en matière de gestion de golf et je pense que cet honneur représente les efforts collectifs de notre fantastique équipe au sein de 59club. Nous nous sommes toujours efforcés d’offrir ce qu’il y a de mieux, et nous continuerons à le faire.”
Au fil des ans, Simon a toujours été un partisan du développement professionnel au sein de l’industrie. Il est convaincu que la clé du succès réside dans l’apprentissage continu, l’évolution avec le temps et la recherche constante de l’amélioration. Cette philosophie est ancrée dans la culture organisationnelle de 59club et continue à nous pousser vers l’excellence.
Le statut de PGA Master Manager de Simon est le résultat de sa grande expérience, de son dévouement pour l’industrie et de sa capacité à diriger, à défier et à inspirer. Il ne s’agit pas seulement d’une reconnaissance de ses réalisations passées, mais aussi d’une mise en valeur de son potentiel pour de futures contributions à l’industrie du golf. Nous sommes convaincus que sous la direction de Simon, 59club continuera à atteindre de nouveaux sommets et à redéfinir les normes de l’industrie.
Nous sommes absolument ravis pour Simon et immensément fiers d’être dirigés par un Master Manager de la PGA. Alors que nous poursuivons notre voyage, nous restons engagés dans la poursuite de l’excellence, en défendant les normes les plus élevées dans la gestion du golf et des loisirs.
Félicitations, Simon ! C’est une reconnaissance bien méritée et nous sommes impatients de voir où votre leadership nous mènera à l’avenir.
Golf clubs aren’t merely venues for a beautiful round of golf; they’re spaces where members bond over a meal or drink. As such, food and beverage operations play an essential role in shaping the member experience. However, balancing quality with profitability is a delicate dance that golf clubs across the world grapple with, especially during off-peak days.
According to recent analysis by 59club Study; 1 in 4 golf clubs reduce or even eliminate their F&B operations during their slowest days of the year, 56% of clubs identified Monday as the slowest day of the week, with Tuesday trailing at 22%.
In this case, the data – based on research from a global network of managers within the 59club Study community – affords managers industry insights around how other clubs are making changes to their F&B opening or closing times on specific “slower” days.
Data collection and understanding are fundamental before making any decision at your golf club. Precise data collected from your own members and guests will enable you to objectively assess your club’s operations, track member & guest preferences, and identify trends. It takes the guesswork out of decision-making, giving you a solid foundation upon which to design effective strategies.
These “slow” days offer an opportunity for creative solutions that can boost sales and enhance member satisfaction. If the data suggests that you should remain open, and lets face it, who wants to shut up shop when there’s potential revenue to gain, maybe it’s a case of kicking your restaurant into gear to boost sales on these slow days.
Remember, the goal is not just to increase sales but also to enhance the customer experience. The strategies you adopt should reflect your club’s ethos and cater to the needs and preferences of your members & guests, here are some strategies to consider;
Innovative Marketing and Communication
Using email newsletters, social media, and even the club’s website to communicate special offers or themed nights can spark interest and increase attendance. Communicate consistently and ensure that your message reaches your customers effectively.
Customer Engagement Activities
Involve members & guests in activities such as cookery classes, wine tastings, or a ‘meet the chef’ evening. These initiatives can create a sense of community and encourage members to visit the club on slower days.
Strategic Partnerships
Consider partnering with local businesses to create attractive package deals that combine a round of golf with dining discounts. This can help attract new visitors to the club and possibly convert them into regular members.
Streamline Operations
Use data and analytics from platforms like 59club Study, alongside your own regular customer satisfaction surveys to identify trends and monitor member preferences. You can use these insights to streamline your F&B operations, optimize menus, manage inventory, and reduce waste.
Slow days need not be a drain on your club’s F&B operations. By adopting creative strategies and leveraging data, you can turn these off-peak periods into opportunities for growth and member engagement. Remember, every day at your golf club is a chance to make a lasting impression and deliver an exceptional experience.
Don’t let the off-peak blues bring you down; instead, use them as a springboard to elevate your club’s F&B operations to new heights.
In the world of retail, there is a common question that has plagued salespeople for years. It’s an easy question to ask, an easier question to answer and it does exactly nothing for your bottom line.
The question in question? “Can I help you?”
It seems innocent enough, a well-meaning attempt to assist customers. However, according to 59club Global Trainer Matt Roberts, this question may be the absolute worst to ask in any retail setting, and what’s more staggering is that 59club’s industry leading data suggests that 75% of all mystery shoppers were either asked this very question, or simply ignored after showing interest in a product.
The Ineffectiveness of “Can I Help You?”:
According to Roberts, the question “Can I help you?” often falls flat, and worse, creates a negative feedback loop between you and your customer. The most common response? “I’m just looking, thanks.” This lackluster interaction fails to create a meaningful connection between the salesperson and the customer, leaving both parties unsatisfied.
A fact supported by 59club’s mystery shopping data, which highlights, “of those that were asked this question; 58% identified that they would not wish to make a purchase”. Immediately, nearly 80% of customers who are asked “Can I help you?” aren’t buying. Now that’s a big-time problem.
Missed Sales Opportunities:
Asking the wrong question can trip up sales professionals and hinder their ability to create sales opportunities. Instead of resorting to the generic “Can I help you?” query, it is crucial to engage customers in a conversation that promotes active dialogue. By understanding their specific needs and preferences, salespeople can tailor their recommendations and provide a more personalised experience.
Turning Conversation into Sales Opportunities:
Having eliminated the “Can I help you?” scenario; 59club’s education stresses the importance of asking engaging questions that promote casual chat. For instance, sales staff asking customers a combination of open and closed questions about their golf game, their abilities, or their favourite part of their game can lead to fruitful conversations. These interactions can uncover areas where customers are struggling and allow sales professionals to offer relevant solutions or services. By actively listening and providing personalised recommendations, retailers can turn missed opportunities into successful sales. What do customers want in a personalised experience? Let’s find out through needs analysis.
The Power of Needs Analysis:
One key element of 59club’s education is the importance of conducting a needs analysis for customers seeking a particular product. Rather than immediately showcasing a range of options, salespeople should focus on understanding what the customer is looking for in that specific product. By asking a selection of well-constructed questions about their preferences, why they’re in the market for the product in the first place, current usage, and desired improvements, sales professionals can gain valuable insights to guide their recommendations. Failing to conduct a proper needs analysis can result in further missed sales opportunities. Alarmingly, only 50% of 59club mystery shoppers received a needs analysis during their encounter with the retail team, and to their detriment, 77% of those shoppers stating that they did not feel compelled to make a purchase based on their sales experience.
What’s a better way?
A crucial aspect of the retail sales process is the significance of linking product features to their benefits. Rather than overwhelming customers with a laundry list of specifications, salespeople should emphasize how a product can meet their specific needs and provide value. By identifying the benefits that resonate with the customer, sales professionals can create a compelling case for making a purchase. This approach not only enhances the customer’s understanding, but also increases the likelihood of closing a sale.
In the realm of retail, the question “Can I help you?” may be the worst one to ask customers. It often leads to missed sales opportunities and fails to establish a meaningful connection. By embracing alternative approaches, conducting a needs analysis, linking features to benefits, and promoting engaging conversations, sales professionals can transform their interactions with customers.
It is through these personalized and attentive strategies that retail businesses can foster stronger customer relationships, increase sales, and provide exceptional shopping experiences. So, the next time you step into a retail environment, remember that a genuine conversation can make all the difference.
Have you been here before? It’s an innocuous and generally harmless question with enormous upside.
The restaurant industry have used this relatively innocent question for decades in order to prime the pump for an engaging customer experience. Asking someone if they have been to your golf course, restaurant, spa – or any other hospitality or leisure venue – opens the door for conversation and questions, builds rapport and emotional connection between the customer and your staff/brand, and provides an opportunity to share your club’s best stories or things a customer should know before heading out.
59club has crunched the numbers and, once again, the top-performing clubs never miss an opportunity to ask this question during the tee time booking call. The rest of the pack, however, fails to ask this question 64% of the time.
On arrival at the club during checking in for golf; even the best performers struggle when it comes to discussing a visitors previous experiences as they attempt to build a personal rapport, only achieving 68%, with the 59club industry average sat at just 50%.
Let’s dive in.
The most effective way to open the door for an engaging conversation and information gathering is to ask personal questions but asking a customer where they see themselves in five years or what makes them the happiest isn’t really appropriate in this instance. Asking a visitor if they have played the course before, however, is a semi-opened-ended question with a clear goal and hundreds of different avenues for additional conversation. If the customer has played the course before, it begs the question “when?” Was it a long time ago or before a recent renovation? Have there been changes to improve the club since then? Why did they take so long in between rounds? Are they from out of town and should their name and email address go into a special “feeder market” list bucket in your CRM system? Enormous amounts of information all gained from starting with one simple question.
These types of conversation starters not only gather important information for marketing and customer service operations, but also provide an opportunity to tell positive stories or provide important general information about your club to someone who may not know. If someone is playing for the first time, they might want to hear about a featured hole, strategy on how to play the course, where to find locker room, restaurant, practice area and 1st tee, humorous anecdotes and other positive stories.
The message is clear, the top performing clubs need to be more consistent from managing the tee time call to greeting a visitor on arrival, far too many other clubs – that feed into the 59club industry average – are leaving easily gatherable information on the table. The golf and leisure clubs who take charge of the first impression and subsequent conversations tend to score higher in other areas as well, creating a domino effect of individual, positive experiences which lead to a better experience overall.
Working with the data
Delve into your Mystery Shopping Audits, and analyze how many times the team has asked this question ‘month on month’ and ‘year on year’, paying close attention to the podium performance, industry and your own competitor set average to see how you compare.
Celebrate those within the team who have witnessed successes, reminding others of the fundamental basics to perfect their engagement techniques.
Encourage skill-share, role-play, and time away to study, reminding the team of the learning links within the mystery shopping results, and the resources within the Mentor education platform to develop their sales process & customer service experience.
Review successes and set targets on a regular basis as Mystery Shopping results are released…
In today’s competitive golf industry, it’s crucial for golf clubs to deliver exceptional customer experiences to attract and retain players. One golf club that has successfully navigated this challenge is We-Ko-Pa Golf Club, located in Scottsdale, Arizona, which – under the leadership of General Manager Matt Barr – has seen significant growth in retail and F&B sales over the past two years. Their secret? Unbiased, actionable data collected from regular mystery shopping audits.
The Partnership Between We-Ko-Pa Golf Club and 59club
Barr and his team at We-Ko-Pa Golf Club gained valuable insights into the areas where they could improve their customer service and drive sales growth. According to Barr, what started out as an opportunity to identify on-course condition and maintenance, like turf health and bunkering, turned into an extremely valuable tool for nearly every customer-facing operation at the club.
“Managers can’t be everywhere at once, so we engaged with 59club in order to make sure our on-course product was up to our standards,” said Barr. “The data we received from our initial golf visitor experience audits opened our eyes to not only the on-course product, but also our retail and F&B operations. We quickly realised we could grow in many ways.”
Implementing Effective Sales Techniques
Armed with the insights, Barr and his team at We-Ko-Pa Golf Club implemented new sales techniques that focused on improving customer interactions. By training staff to engage with customers more effectively and to upsell and cross-sell products and services, the club was able to increase its retail sales by double digits in a little under two years.
“We’ve seen a remarkable retail sales increase since starting with 59club,” said Barr. “This growth can be directly attributed to learning and implementing effective sales processes that focus on upselling and cross-selling. By equipping our team with the right tools and techniques, we’ve been able to enhance the customer experience and drive significant revenue growth for our club.”
On the F&B front, mystery shopping data allowed Barr and his team to identify areas for growth and double down on quality customer service operations. According to Barr, simple questions asked by F&B staff have led to significant sales increases, and even improved employee satisfaction.
“Asking simple questions like ‘have you dined with us before’ or ‘would you like another beer’ not only lead to increases in F&B revenue, but also staff wages,” said Barr. “As bills increase from another round of drinks or upselling a more expensive spirit, so do tips for our servers. It’s a win-win across the board and something we might never have seen without data from 59club.”
Enhancing Customer Satisfaction
By making improvements in their daily processes, We-Ko-Pa Golf Club was able to enhance the overall customer experience. Satisfied customers are more likely to return to the club and recommend it to others, which will have a positive impact on future sales. The increased focus on customer service, driven by the insights gained from regular mystery shopping audits, helped the club create a more enjoyable guest experience.
The success of We-Ko-Pa Golf Club demonstrates the significant impact that mystery shopping and data analysis can bring to the golf, leisure & hospitality industry. As the industry becomes increasingly competitive, it’s essential for clubs to prioritize customer service and continually strive for improvement. By partnering with 59club, venues can gain valuable insights and support to help them boost sales and create exceptional experiences for their customers.
Dans l’industrie compétitive du golf d’aujourd’hui, il est crucial pour les clubs de golf d’offrir des expériences exceptionnelles à leurs clients afin d’attirer et de fidéliser les joueurs. Un club de golf qui a réussi à relever ce défi est le We-Ko-Pa Golf Club, situé à Scottsdale, en Arizona, qui, sous la direction du directeur général Matt Barr, a connu une croissance significative des ventes au détail et des ventes F&B au cours des deux dernières années. Leur secret ? Des données impartiales et exploitables recueillies lors d’audits mystères réguliers.
Le partenariat entre We-Ko-Pa Golf Club et 59club
M. Barr et son équipe au We-Ko-Pa Golf Club ont obtenu des informations précieuses sur les domaines dans lesquels ils pouvaient améliorer leur service à la clientèle et stimuler la croissance des ventes. Selon M. Barr, ce qui n’était au départ qu’une opportunité d’identifier l’état et l’entretien du parcours, comme la santé du gazon et les bunkers, s’est transformé en un outil extrêmement précieux pour presque toutes les opérations en contact avec la clientèle au sein du club.
“Les responsables ne peuvent pas être partout à la fois, c’est pourquoi nous avons fait appel à 59club pour nous assurer que notre produit sur le terrain était à la hauteur de nos normes”, a déclaré M. Barr. “Les données que nous avons reçues de nos audits initiaux sur l’expérience des visiteurs nous ont ouvert les yeux non seulement sur le produit sur le parcours, mais aussi sur nos opérations de vente au détail et de F&B. Nous avons rapidement réalisé que nous pouvions nous développer dans d’autres domaines. Nous avons rapidement réalisé que nous pouvions nous développer de plusieurs façons.”
Mise en œuvre de techniques de vente efficaces
Forts de ces informations, M. Barr et son équipe du We-Ko-Pa Golf Club ont mis en œuvre de nouvelles techniques de vente axées sur l’amélioration des interactions avec les clients. En formant le personnel à s’engager plus efficacement auprès des clients et à faire de la vente incitative et croisée de produits et de services, le club a pu augmenter ses ventes au détail à deux chiffres en un peu moins de deux ans.
“Nous avons constaté une augmentation remarquable des ventes au détail depuis que nous avons commencé à travailler avec 59club”, a déclaré M. Barr. “Cette croissance peut être directement attribuée à l’apprentissage et à la mise en œuvre de processus de vente efficaces qui se concentrent sur la vente additionnelle et la vente complémentaire. En dotant notre équipe des bons outils et des bonnes techniques, nous avons été en mesure d’améliorer l’expérience client et de générer une croissance significative du chiffre d’affaires de notre club”.
En ce qui concerne la restauration, les données des enquêtes mystères ont permis à M. Barr et à son équipe d’identifier des domaines de croissance et de doubler la qualité des opérations de service à la clientèle. Selon M. Barr, de simples questions posées par le personnel de la restauration ont permis d’augmenter considérablement les ventes et même d’améliorer la satisfaction des employés.
Poser des questions simples comme “Avez-vous déjà dîné chez nous ?” ou “Voulez-vous une autre bière ?” n’entraîne pas seulement une augmentation du chiffre d’affaires des services de restauration, mais aussi des salaires du personnel”, explique M. Barr. “Lorsque les factures augmentent en raison d’une nouvelle tournée de boissons ou de la vente d’un alcool plus cher, les pourboires de nos serveurs augmentent également. Tout le monde y gagne et c’est quelque chose que nous n’aurions peut-être jamais vu sans les données de 59club”.
Améliorer la satisfaction des clients
En apportant des améliorations à ses processus quotidiens, le We-Ko-Pa Golf Club a pu améliorer l’expérience globale de ses clients. Les clients satisfaits sont plus susceptibles de revenir au club et de le recommander à d’autres, ce qui aura un impact positif sur les ventes futures. L’attention accrue portée au service à la clientèle, grâce aux enseignements tirés des évaluations mystères régulières, a aidé le club à offrir une expérience plus agréable à ses clients.
Le succès de We-Ko-Pa Golf Club démontre l’impact significatif que les enquêtes mystères et l’analyse de données peuvent avoir sur l’industrie du golf, des resorts et de l’hôtellerie. Alors que le secteur devient de plus en plus compétitif, il est essentiel pour les clubs de donner la priorité au service à la clientèle et de s’efforcer continuellement de s’améliorer. En s’associant à 59club, les clubs peuvent bénéficier d’informations et d’un soutien précieux pour les aider à augmenter leurs ventes et à créer des expériences exceptionnelles pour leurs clients.
For those of you who are new to 59Club Study; the platform connects curious Club Managers and industry personnel from around the globe, creating opportunities to explore operational decision making from a wide range of operators in different locales, under different cultural norms, as we learn from each other.
59Club Study’s goal is to build a professional network of hospitality managers, driven by data and club research, with a strict focus on collaboration and tackling tough topics together.
Each fortnightly report highlights technical, conceptual, and philosophical insights from inside Golf, Leisure & Hospitality businesses across the UK, Europe, USA, Canada, Asia, Middle East, Africa, Australia & New Zealand.
Managers are encouraged to submit questions they would like to appear in subsequent surveys, putting you in control of the direction the study takes, providing an industry perspective like no other.
The insight, collaboration, and community that 59Club Study creates, will inspire curiosity, and ultimately empower Club Managers to make informed data-driven decisions.
Which is more important for employee retention: higher wages or schedule flexibility? Employee turnover can be costly and time-consuming, and it’s essential to keep your top talent motivated and engaged. Any club manager will tell you it’s much harder to find and train a new employee, than it is to keep good staff members happy.
If you get word a few of your best employees are beginning to think about working elsewhere, what do you do?
You could pay them more, certainly, but that might not be the underlying issue for their unhappiness. Schedule flexibility could help, but you need them at the club as often as possible. After all, they’re your best staff members.
What is more important: higher wages or schedule flexibility? What would work the best? How could you possibly know? It might depend on individual needs.
Higher wages can be an attractive option for employees, as it can increase their sense of financial security and stability. Employees who feel that they are being paid fairly are more likely to be motivated and committed to their work. However, there is only so much you can offer in terms of a salary before it becomes unaffordable for your business. It’s essential to consider whether you can sustain paying higher wages in the long term, especially if it means compromising on other areas of your business, such as investment in training or new equipment.
On the other hand, schedule flexibility can be another key factor in employee retention. Many employees value having the ability to adjust their work schedule to accommodate personal or family commitments, such as attending a child’s school event or caring for a sick relative. Offering schedule flexibility can increase employee satisfaction, which can lead to increased productivity, engagement, and loyalty. However, it’s important to ensure that schedule flexibility doesn’t impact business operations or create any staffing gaps that can impact other employees’ workloads or morale. Can your club operate successfully with that amount of flexibility for just one or two employees? Does it have to be available to every employee?
So, what’s the answer? Which is more important: higher wages or schedule flexibility? It’s challenging to determine what’s more important without asking your employees directly.
By surveying your employees, you can gather unbiased feedback and gain valuable insights into their preferences and needs. You can ask staff about their thoughts on higher wages versus schedule flexibility and use this information to make more informed decisions about how to retain your top talent. All anonymously and without bias.
These are only two answers to a delicate problem faced in the club industry. Both options have their advantages, and the answer to what’s more important may vary depending on the individual needs and preferences of your employees. To make an informed decision, it’s essential to gather feedback from your employees and use this information to make adjustments to your retention strategies.
With 59club’s survey tools at your disposal – you really can ask whatever you like. Plus the HR survey templates make it easy to monitor employee wellbeing, engagement & satisfaction levels, ensuring that you are providing existing employees and new hires with the support they need to thrive in their roles – and there’s always something to learn from an employee exit survey.
If the reality is that ‘happy employees = happy customers,’ then it’s high time we prioritise employee well-being.
As J. Willard Marriott famously said; “Take good care of your employees, and they’ll take good care of your customers, and the customers will come back”.
Running a golf club located in one of the most luxurious destinations in the world, Abu Dhabi, certainly puts a premium on excellent customer service. The city attracts a diverse range of visitors from all around the globe, from business executives to leisure travelers, all of whom expect a high level of service and experience and are accustomed to top-notch treatment wherever they go.
In a place like Abu Dhabi – and for general manager of Abu Dhabi City Golf Club, Rhian Lobo – investing in customer service operations is crucial to meet the expectations of both local and international guests.
“As a premier golf destination in the region, we understand the importance of delivering a world-class experience for our members and guests,” said Lobo. “By investing in our customer service operations, we can ensure that we meet and exceed the expectations of our customers, and maintain our position as a leader in the industry.”
One of the key investments for Lobo and his team was partnering with 59club, to work on many aspects of their customer-facing operations.
“We strive to provide our members and guests with the best possible experience, and 59club has been instrumental in identifying not only areas of improvement, but also how to capitalize on things we already do well. They’ve been instrumental in helping us achieve our goals,” said Lobo.
Identifying needs and opportunities are one thing. Collecting and implementing actionable data is another. Using data collected through 59club’s survey tools, Abu Dhabi City Golf Club was not only able to identify that their customers wanted improvements to their driving range, but also used data to create a pitch to their governing board. With the help of such intel, they now have ball tracking technology on all 48 bays, something their members & guests greatly valued.
Lobo adds, “The reports from 59club has given us a fresh perspective on our operations, enabling us to focus on the areas we might have otherwise overlooked. We’re thrilled with the impact it’s had on our driving range, and we look forward to implementing further changes based on new reports down the line.”
In addition to their unbiased mystery shopping audits and survey data, Abu Dhabi City Golf Club has also benefited from on-site training sessions with 59club. These sessions bring the team together and provide them with the tools they need to excel in their roles.
Lobo explains, “Investing in our team is crucial to maintaining our high standards of customer service. The F&B, golf operations, membership sales and retention training sessions provided by 59club have helped us identify our team’s strengths and weaknesses, enabling us to provide targeted training that has ultimately improved the customer experience.”
The investment in 59club and commitment from Lobo’s team has already paid dividends. According to 59club’s data comparisons over the course of the last three years, Abu Dhabi City Golf Club’s customer service satisfaction scores have shown double digit increases in eight different categories, spanning; staff sales & upselling aptitude, customer engagement, facility management, on-course service standards, and the food and beverage operation to name a few.
“The ability to measure our investment and see our success through these reports has been absolutely incredible,” said Lobo. “It can be easy to implement a new program as a manager and simply forget about it. When you forget about it, so do your staff. With regular mystery shopper reports from 59club, we make sure we’re always focused on what matters to our customers, and we are able to reward our staff for achieving measurable success.”
Abu Dhabi City Golf Club has come a long way in their customer service journey. Starting from a Bronze Flag Designation, they have progressed to the 59club Gold Flag standard, a testament to their commitment to excellence.
Lobo concludes, “59club has been an integral part of our success, and we wouldn’t be where we are today without their support. We’re excited to continue working with them to provide the best possible experience for our members and guests.”
La gestion d’un club de golf situé dans l’une des destinations les plus luxueuses au monde, Abu Dhabi, met certainement l’accent sur l’excellence du service à la clientèle. La ville attire un large éventail de visiteurs du monde entier, qu’il s’agisse de cadres d’entreprise ou de touristes, qui s’attendent tous à un niveau élevé de service et d’expérience et sont habitués à un traitement de qualité supérieure où qu’ils aillent. Dans un endroit comme Abu Dhabi – et pour le directeur général de l’Abu Dhabi City Golf Club, Rhian Lobo – il est essentiel d’investir dans les opérations de service à la clientèle pour répondre aux attentes des clients locaux et internationaux.
“En tant que première destination golfique de la région, nous sommes conscients de l’importance d’offrir une expérience de classe mondiale à nos membres et à nos clients”, a déclaré Rhian Lobo. “En investissant dans nos opérations de service à la clientèle, nous pouvons nous assurer que nous répondons et surpassons les attentes de nos clients, et que nous maintenons notre position de leader dans l’industrie”.
L’un des principaux investissements de M. Lobo et de son équipe a consisté à s’associer à 59club pour travailler sur de nombreux aspects de leurs opérations de service à la clientèle.
“Nous nous efforçons d’offrir à nos membres et à nos clients la meilleure expérience possible, et 59club a joué un rôle déterminant en identifiant non seulement les domaines à améliorer, mais aussi la manière de capitaliser sur les choses que nous faisons déjà bien. Ils nous ont aidés à atteindre nos objectifs”, a déclaré M. Lobo.
Identifier les besoins et les opportunités est une chose. Recueillir et mettre en œuvre des données exploitables en est une autre. Grâce aux données collectées par les outils d’enquête de 59club, Abu Dhabi City Golf Club a non seulement été en mesure d’identifier que ses clients souhaitaient des améliorations sur son practice, mais a également utilisé les données pour créer un argumentaire à l’intention de son conseil d’administration. Grâce à ces informations, le Club dispose désormais d’une technologie de suivi des balles sur les 48 postes de jeu, ce que ses membres et ses invités apprécient particulièrement.
Lobo ajoute : “Les rapports de 59club nous ont donné une nouvelle perspective sur nos opérations, nous permettant de nous concentrer sur les domaines que nous aurions pu négliger autrement. Nous sommes ravis de l’impact que cela a eu sur notre practice, et nous sommes impatients de mettre en œuvre d’autres changements basés sur les nouveaux rapports à venir.”
Outre les audits et enquêtes mystères impartiaux, Abu Dhabi City Golf Club a également bénéficié de sessions de formation sur site avec 59club. Ces sessions rassemblent l’équipe et leur fournissent les outils dont ils ont besoin pour exceller dans leurs fonctions.
Lobo explique : “Investir dans notre équipe est essentiel pour maintenir nos normes élevées de service à la clientèle. Les sessions de formation sur la restauration, les opérations de golf, les ventes d’abonnements et la fidélisation de nos clients proposées par 59club nous ont aidés à identifier les forces et les faiblesses de notre équipe, ce qui nous a permis d’offrir une formation ciblée qui a finalement amélioré l’expérience des clients.”
L’investissement dans 59club et l’engagement de l’équipe de M. Lobo ont déjà porté leurs fruits. Selon les comparaisons de données de 59club au cours des trois dernières années, les scores de satisfaction du service à la clientèle d’Abu Dhabi City Golf Club ont enregistré des augmentations à deux chiffres dans huit catégories différentes, couvrant les ventes du personnel et l’aptitude à la vente incitative, l’engagement des consommateurs, la gestion des installations, les normes de service sur le parcours et les opérations de restauration, pour n’en citer que quelques-unes.
“La possibilité de mesurer notre investissement et de constater notre réussite grâce à ces rapports a été absolument incroyable”, a déclaré M. Lobo. “Il peut être facile de mettre en œuvre un nouveau programme en tant que directeur et de l’oublier. Lorsque vous l’oubliez, votre personnel fait de même. Grâce aux rapports réguliers des clients mystères de 59club, nous nous assurons de toujours nous concentrer sur ce qui compte pour nos clients et nous sommes en mesure de récompenser notre personnel pour les succès mesurables qu’il obtient.
Abu Dhabi City Golf Club a parcouru un long chemin dans son parcours de service à la clientèle. Partant d’une désignation de drapeau de bronze, il a progressé jusqu’à la norme de drapeau d’or de 59club, ce qui témoigne de son engagement en faveur de l’excellence.
M. Lobo conclut : “59club a fait partie intégrante de notre succès et nous ne serions pas là où nous sommes aujourd’hui sans son soutien. Nous sommes ravis de continuer à travailler avec eux pour offrir la meilleure expérience possible à nos membres et à nos invités.”
Making members and guests feel valued and welcome is an absolute no brainer for any hospitality venue, but for golf course F&B establishments which often operate with smaller margins and lower foot traffic than traditional restaurants, the line between success and failure is razor thin.
And with labour shortages and employee turnover at levels not seen in decades, the importance of increasing margins through upselling and keeping good employees has never been higher.
According to 59club’s global data; the F&B customer service tactic most in need of improvement is also the least costly, and happens to be a catalyst for increased margins. It also helps raise tips for servers and happens to be one of the key components of exceptional customer service – friendly conversation starters, A.K.A the upsell engine.
Customers are far more likely to purchase additional or premium items when they have a personal connection to their server.
Something as simple as a friendly introduction from the server, with the attempt to involve the table in engaging conversation can be the difference between your customers ordering the least profitable items on the menu, or on their recommendation, opting for the higher ticket, higher return options, or additional courses.
Developing rapport through the ‘friendly conversation starter’ tactic is something every server in your organisation should strive for at the beginning of each individual interaction. And it works.
This same tactic is also one of the driving forces of higher tips. Since most diners chose to tip a percentage of the bill; raising the final total through upselling – made easier through friendly communication – will increase gratuities and employee satisfaction, and assist in lowering employee turnover.
The Stats…
Clubs are simply not taking advantage of this tactic. When it comes to a server’s willingness and ability to initiate friendly conversation starters; the podium performers score just 58%, the 59club industry average drops to 40%, showing an industry wide opportunity for growth and higher F&B margins.
Despite all the positive scenarios related to upselling, staff are just not on board. We have to focus their attention and encourage them, and give them the confidence to give upselling a go. The opportunity to sell more and increase F&B profits is easy money, yet the industry only attempts to upsell additional items on 37% of occasions. The podium venues also need to re-focus their servers, as they only achieved 56%.
Let’s do the math based on a club that see an average of 140 players per day, of which 40 of them order a meal after their round.
If the servers use friendly conversation starters to prime the table for the upsell of an additional course priced at £5 (with a 60% margin), and managed to convert just half of the 40 diners; the result is a £21,900 uplift in profit over the course of one year, just by implementing a simple conversation piece in your customer service toolkit. Win win.
And let’s not forget the opportunities to upsell simple but highly profitable snack items & drinks to the 140 golfers before they even teed off ! And that’s something we can all get more bang from our buck; with the podium set performers only attempting to upsell 30% of the time, and the industry missing even more opportunities, as they only attempt to upsell to a fifth of all golfers !
Implement friendly conversation starters today, and watch your profits sore.
Members are the life-blood of many clubs; failure to convert them can prove expensive in both the short and long-term. But maximizing the opportunities which present themselves often comes down to having the correct person adopting the correct policies.
Yet one of the most overlooked aspects of converting a prospect comes at that very first stage: the answering of the call. Firstly, it’s essential that the correct person is available to answer the call. Those who hesitate are lost, and so are those who are not there in the first place.
Ask yourself how many opportunities are lost if the phone goes unanswered? Or if the correct staff member is on holiday or sick? So, when you consider that on only 58% of occasions did our mystery testers get to speak to the correct person on the first attempt of calling – according to the 59club industry score – we begin to appreciate how many opportunities may be lost.
That’s effectively twice in every five calls a prospective member speaks to the wrong person, necessitating a call-back. Worse still, what if the prospect calls a competitor while waiting for your return call, and they went on to impress them so much that they signed up!?
One of the most important aspects of the initial enquiry call is the art of building a rapport with the caller. This comes naturally to an engaging staff member, but this technique is lost when the wrong person tries to deal with an enquiry.
An engaging staff member will attempt to build a rapport; asking the prospect about their golfing background, how often they play, where, and what is their handicap, all simple conversation pieces. Yet the industry are only getting 28% of the picture, while the best-performing clubs glean a much better understanding of their prospects, as they achieve 77%.
Asking what has prompted the enquiry is likely to provide you with further valuable information. They may, for example, be a member elsewhere and be unsatisfied with the condition of the course, or a lack of investment, allowing the staff member to respond with positives about the excellent course condition and raft of recent and future investments. This is designed to edge the caller towards a positive outcome, both now and then later in the sales process when they visit the club.
There are countless reasons why somebody will make the initial call; employees who fail to delve into them will find it harder to persuade the prospect to put pen to paper. The podium performers have realised this and without fail, they established what prompted the membership enquiry every single time; the industry asked the question 70% of the time.
Furthermore, establishing the caller’s primary requirements for a membership – competitive golf, the social aspect, entertaining clients, meet new people etc – leads to other opportunities that will relate to their needs, with the intention of exciting them at the thought of a membership later in the call. Again, the podium score reflects the success therein with 86%, while the industry average drops to 44%.
Effectively, taking the last three areas together, it’s clear that industry-wide we’re failing to establish the caller’s history and membership needs on every other occasion.
A further vital question is required to establish whether the caller is also contacting other clubs with the same enquiry. With relevant SWOT analysis of your competition, your staff are in an ideal position to stress your strengths over your rivals’ weaknesses, without the need to openly criticise them.
However, the importance of this approach seems to be lost on many clubs; with a podium score of just 50% and, even more disappointingly, an overall industry rating of just 14%.
Using all of the personal information gleaned, you are now in a position to make a ‘related’ promotion of the member services, club facilities and USPs, for how else is one to excite the caller? Yet, despite the obvious importance of this action, the industry comes in with a rating of just 55%, and the podium not much higher at 72% when analysing their promotion.
Now that the prospect is excited at the thought of membership, the emphasis is to encourage the individual to visit the club in order to view the facilities and discuss member benefits further.
In future issues, we will look at how the membership sales appointment should be structured.
If you would like to take a closer look at the membership sales process, visit the 59club Mentor education platform to fill any shortcomings in your member sales enquiry process.
Many of the UK and Europe’s leading Venues, Teams and Individuals were in attendance as 59club recognised those who delivered the very best service to their Members and Guests during 2022 at their Annual celebration of Service Excellence, which this year took place at The Hilton, St George’s Park on Thursday 2nd of March.
Delegates enjoyed educational seminars during the day, which included Olympic Gold Medal winner and now Head of Performance for the League Managers Association, Tim Foster MBE; Bestselling author of “The Habit Mechanic” and founder of Tougher Minds Consultancy, Dr Jon Finn; and former Manchester United Captain and Premier League winner, Steve Bruce.
As day moved to evening; host for the evening, seasoned presenter, Vernon Kay opened the glittering awards ceremony that has long been regarded as the ‘Oscars’ of the golf & hospitality industry, since 59club’s honours list began some 13 years ago.
The event recognises the finest customer service providers for having achieved the highest standards of excellence across 2022. 59club’s accolades are determined by scores collected from their impartial mystery shopping audits, which evaluate the experience afforded to guests, club members and prospective members, in accordance with 59club’s objective benchmarking criteria.
On the night, 59club saw their UK & Southern European teams present 38 individual & team awards spanning 18 categories, recognising ‘service excellence’ across all areas of the businesses; sales, service, operations, retail, spa, golf course, food & beverage and management. With 59club continuing to reflect the very best performances, regardless of a venue’s size, scale or profile, by segmenting several individual accolades into 3 categories, based on a venue’s average green fee rate.
Of this year’s awards, Will Hewitt, General Manager of 59club UK, commented; “With a growth of over 20% in the number of venues taking our services, an award nomination this year represented an outstanding achievement across a number of hugely competitive categories.
59club awards are based on an objective analysis of the service provided at a venue, therefore recognising the venues, teams and individuals who truly do deliver world class service on a consistent basis”.
The Grove and Belvoir Park Golf Club collected the highest prized awards of the evening – Ultimate Golf Resort and Ultimate Members’ Club respectively. Both venues also achieved multiple individual and team successes; with Brad Gould and his team at The Grove collecting the enviable Golf Manager and Golf Operations Team of the Year titles (>£130 green fee category); with Alice Kozlowski adding the Leading Individual Golf Sales Performance award to The Grove’s trophy cabinet.
Belvoir Park’s celebrations continued long into the night with both Aaron Small and Stuart McDonald having been crowned Greenkeeper and F&B Manager of the Year, before rounding off the evening with the forementioned Ultimate Members’ Club Designation.
Another club seeing multiple successes was Long Ashton, who scooped Golf Manager of the Year for departing GM, Gareth Morgan; F&B Manager of the Year for a 4th consecutive year for Glenn McNaughton; Golf Operations Team of the Year; and also a coveted Gold Flag Designation. In addition to this they also claimed the Ultimate Service Excellence Award for their fantastic efforts in utilising survey data to enhance their service offering.
Both Finca Cortesin and Branston Golf Club received a double dose of crystalware after Rocio Sanchez was crowned 59club Europe South’s Golf Manager of the year; and their Golf Operations Department claimed the Team of the Year accolade. Meanwhile Branston celebrated with a my59 Service Excellence Award; and a second victory after claiming Leisure Membership Sales Team of the year.
The Awards became a landmark moment for Matt Aplin, Golf Course Manager at Goring and Streatley, who has now retained the title of Greenkeeper of the Year for an incredible 5th consecutive year – an outstanding achievement given the quality of those competing in this category.
Alcanada, Camiral Golf & Wellness and Golf Son Muntaner were flying the flag for Spain, having each secured Gold Flag Designations. Marta Castells (Camiral) claimed victory in the Food & Beverage Category, while Paco Gavira (Son Muntaner) was crowned the regions Greenkeeper of the Year.
In Portugal, Quinta do Lago continue to lead the way by also securing a coveted Gold Flag, and in Italy, Royal Park I Roveri celebrated with a Silver Flag, and a again as Fabio Vido claimed Retail Manager of the Year.
Lee Mathew Waggott, General Manager59club Europe South said; “Celebrating success is a key pillar of what we believe in and promote within 59club. Our venues across Europe South not only continue to deliver memorable experiences but are always striving to continue to develop their journeys by searching for those extra 1%’s day in and day out.
“In an extremely competitive landscape to receive a nomination and claim an award is a wonderful achievement, and the ability to share this recognition with individuals and teams across the property is incredibly important. We are extremely excited about the season ahead and welcoming even more forward-thinking & progressive properties into our Awards next year.”
Celebrations continued into the night, as 59club’s Industry Benchmark of excellence, it’s Gold, Silver and Bronze Flag Designations, were announced. These highly prized accolades recognise member clubs’ and resorts that provide excellent facilities for golfers to enjoy, as well as having achieved the required standard of customer service throughout 2022.
This year, 59club presented 28 ‘Gold Flags’. The deserving winners were: Belvoir Park Golf Club; Camiral Golf & Wellness; Celtic Manor Resort; Club de Golf Alcanada; Delta Hotels by Marriott, Forest of Arden Country Club; Dunbar Golf Club; Edgbaston Golf Club; Finca Cortesin; Foxhills Club & Resort; Frilford Heath Golf Club; Gleneagles; Golf at Goodwood; Golf Son Muntaner; Gullane Golf Club; Hanbury Manor, Marriott Hotel & Country Club; Harpenden Golf Club; JCB Golf & Country Club; Long Ashton Golf Club; Mount Juliet Estate; Panmure Golf Club; Quinta do Lago; Rockliffe Hall; Royal Dublin Golf Club; Royal Dornoch Golf Club; The Belfry Hotel & Resort; The Grove; The London Club and The Mere Golf Resort & Spa.
17 ‘Silver Flags’ went to; Barnham Broom; Bowood Hotel, Spa & Golf Resort; Branston Golf & Country Club; Carton House; Cameron House; Clevedon Golf Club; Infinitum; Ladybank Golf Club; La Moye Golf Club; North Foreland Golf Club; QHotels Collection, Slaley Hall Hotel, Spa & Golf Resort; QHotels Collection, Belton Woods Hotel, Spa & Golf Resort; Royal Park I Roveri; Slieve Russell; St Mellion; The Kendleshire and West Herts Golf Club.
And a further 15 “Bronze Flag” Awards were presented to; Conwy Golf Club; Delta Hotels by Marriott, Worsley Park Country Club; Golf Son Quint; Golf Son Vida; Goring & Streatley Golf Club; Hickleton Golf Club; Newport Golf Club; Pula Golf Resort; Teignmouth Golf Club; The Astbury; The Bristol Golf Club; The Vale Resort; Vale Royal Abbey Golf Club; Woodsome Hall Golf Club and Wychwood Park.
Gold Flag Designations 2023: Belvoir Park Golf Club; Camiral Golf & Wellness; Celtic Manor Resort; Club de Golf Alcanada; Delta Hotels by Marriott, Forest of Arden Country Club; Dunbar Golf Club; Edgbaston Golf Club; Finca Cortesin; Foxhills Club & Resort; Frilford Heath Golf Club; Gleneagles; Golf at Goodwood; Golf Son Muntaner; Gullane Golf Club; Hanbury Manor, Marriott Hotel & Country Club; Harpenden Golf Club; JCB Golf & Country Club; Long Ashton Golf Club; Mount Juliet Estate; Panmure Golf Club; Quinta do Lago; Rockliffe Hall; Royal Dublin Golf Club; Royal Dornoch Golf Club; The Belfry Hotel & Resort; The Grove; The London Club and The Mere Golf Resort & Spa.
Silver Flag Designations 2023: Barnham Broom; Bowood Hotel, Spa & Golf Resort; Branston Golf & Country Club; Carton House; Cameron House; Clevedon Golf Club; Infinitum; Ladybank Golf Club; La Moye Golf Club; North Foreland Golf Club; QHotels Collection, Slaley Hall Hotel, Spa & Golf Resort; QHotels Collection, Belton Woods Hotel, Spa & Golf Resort; Royal Park I Roveri; Slieve Russell; St Mellion; The Kendleshire and West Herts Golf Club.
Bronze Flag Designations 2023: Conwy Golf Club; Delta Hotels by Marriott, Worsley Park Country Club; Golf Son Quint; Golf Son Vida; Goring & Streatley Golf Club; Hickleton Golf Club; Newport Golf Club; Pula Golf Resort; Teignmouth Golf Club; The Astbury; The Bristol Golf Club; The Vale Resort; Vale Royal Abbey Golf Club; Woodsome Hall Golf Club and Wychwood Park.
Golf Manager of the Year (59club UK)
Brad Gould (The Grove) Over £131 Green-Fee
Sean Graham (Foxhills Club & Resort) £61-£130 Green-Fee
Gareth Morgan (Long Ashton GC) Under £61 Green-Fee
Golf Manager of the Year (59club Europe South)
Rocio Sanchez (Finca Cortesin)
Food & Beverage Manager of the Year (59club UK)
Jacques Hobson (The Belfry Hotel & Resort) Over £131 Green-Fee
Stuart McDonald (Belvoir Park GC) £61-£130 Green-Fee
Glenn McNaughton (Long Ashton GC) Under £61 Green-Fee
Food & Beverage Manager of the Year (59club Europe South)
Marta Castells (Camiral Golf & Wellness)
Golf Retail Manager of the Year (59club UK)
Russell McIntyre (Gullane GC) Over £131 Green-Fee
Andrew Crerar (Panmure GC) £61-£130 Green-Fee
Ryan Crowley (Clevedon GC) Under £61 Green-Fee
Golf Retail Manager of the Year (59club Europe South)
Fabio Vido (Royal Park Roveri)
Greenkeeper of the Year (59club UK)
Scott Fenwick (Gleneagles) Over £131 Green-Fee
Aaron Small (Belvoir Park GC) £61-£130 Green-Fee
Matt Aplin (Goring & Streatley GC) Under £61 Green-Fee
Greenkeeper of the Year(59club Europe South)
Paco Gavira (Son Muntaner)
Golf Operations Team of the Year (59club UK)
The Grove (Over £131 Green-Fee)
Delta Hotels Forest of Arden Country Club (Arden Course) (£61-£130 Green-Fee)
Long Ashton GC (Under £61 Green-Fee)
Golf Operations Team of the Year (59club Europe South)
Finca Cortesin
my59 Service Excellence: Stoke by Nayland; Celtic Manor Resort; Branston Golf & Country Club; Edgbaston Golf Club; Radyr Golf Club; Farleigh Golf Club; The Vale Resort; Rockliffe Hall
my59 Ultimate Service Excellence
Long Ashton GC
Leading Individual Golf Sales Performance
Alice Kozlowski (The Grove)
Leading Individual Golf Membership Sales Performance
Philomena Wilkinson (Delta Hotels Forest of Arden Country Club)
Golf Membership Sales Team of the Year
The Mere Golf Resort & Spa
Leading Individual Leisure Membership Sales Performance
James Flesher (Dunston Hall – Q Hotels Collection)
Leisure Membership Sales Team of the Year
Branston Golf & Country Club
Leading Spa Experience Performance
Rockliffe Hall
Leading Individual Corporate Golf Day Sales Performance
Leading Golf & Hospitality properties from across Spain, Portugal, Italy, Ireland and the UK, have been shortlisted ahead of 59club’s Annual Service Excellence Awards Ceremony, which comes to Hilton St. Georges Park on the 2nd of March 2023.
59club’s prestigious accolades, recognise those outstanding Venues, Teams and Individuals within the global golf & hospitality industry who consistently deliver outstanding customer experiences for their members and guests.
Qualification is unbiased; and determined by scores achieved through a detailed and objective mystery shopping program, which measures the experience afforded to members, visitors and prospective members spanning Golf, Leisure, Spa and F&B operations.
A number of the finest Golf Resorts & Member Clubs in the UK & Europe receive multiple nominations this year; and leading the stakes is four-time Ryder Cup host; The Belfry with nominations realized across seven award categories.
Camiral Golf & Wellness – voted the number #1 golf resort in Spain, join 2010 Ryder Cup host; Celtic Manor Resort, Delta Hotels – Forest of Arden and The Grove as they each receive five nominations across multiple service excellence award categories.
Hot on their heels with four nominations are; Long Ashton and The Vale, both regulars in the 59club winners arena, and Quinta do Lago – also no stranger to the 59club spotlight having impressively scooped four of the main award titles in the ceremony just 12 months ago. They are all followed closely by Branston Golf and Country Club who uphold three nominations.
A newcomer to the 59club community having started their journey with the customer service specialists back in 2022; is Finca Cortesin, host of the 2023 Solheim Cup who find themselves in the running for two accolades.
With Belvoir Park, Bristol Golf Club, Clevedon, Foxhills and Ryder Cup giant Gleneagles – who famously claimed 59club’s highest accolade of Ultimate Resort in 2022 – also in contention for two accolades.
Gullane, Harpenden, JCB, Panmure, The Mere and Royal Park I Roveri – another previous winner having seen Riccardo Russo crowned European Greenkeeper of the Year – also feature double nominations.
Others hoping to receive a prestigious Service Excellence Award include a selection of 2022’s 59club Gold Flag bearing properties; Alcanada, Son Muntaner, Hanbury Manor and Mount Juliet Estate, who each feature in the Golf Retail, Greenkeeper, Golf Membership Sales and Golf Manager of the year nominations respectively.
Finally, the nominations listing see’s Barnham Broom, Carton House, Delta Hotels Worsley Park Country Club, Dunston Hall, Eden Hall, Fornby Hall, Goring & Streatley, Hoar Cross Hall, North Foreland, Oulton Hall, Rockliffe Hall, Slieve Russell, St Mellion, The Astbury, The Kendleshire, West Herts, Woodsome Hall and Wychwood Park all in contention for a service excellence award.
Looking ahead to the Service Excellence Awards, and the first for Lee Mathew Waggott, 59club Europe South’s new General Manager said: “We are extremely excited that this year’s Service Excellence Awards are now just around the corner. This day allows us to celebrate and recognize venues and teams delivering great experiences from across the continent. Additionally, with colleagues attending from properties across Europe, it gives property leaders a unique networking opportunity.”
59CLUB EUROPE SOUTH ‘SERVICE EXCELLENCE’ AWARD NOMINATIONS (in alphabetical order):
Food & Beverage Manager of the Year:
Marta Castells (Camiral Golf & Wellness); Attilio Girello (Royal Park Roveri); David Maderia (Quinta do Lago)
59club, the industry leading Customer Service Analysts and Training Provider has today announced its expansion into the Nordic regions of Iceland, Finland, Norway, Sweden & Denmark, bringing their wealth of Mystery Shopper Audits, Satisfaction Surveys and Employee Training Programs – created specifically for the golf & hospitality industry – to the fore.
Impressive expansion plans have already seen local 59club divisions established, currently supporting hundreds of golf clubs, resorts and management groups within the USA, Canada, UK, Europe, Asia, Middle East, Africa and most recently Australia & New Zealand. It was only a matter of time before the global leaders firmed up their support in the Nordic regions, as they work tirelessly to help clubs shape and develop their sales & customer service cultures.
After a long-standing engagement between 59club HQ and The Scandinavian Golf Club, alongside additional partnerships with European Tour Destinations within the Nordic regions; 59club are delighted at the prospect of having feet on the ground to further support these venues, and attract many more just like them who share the same focus of elevating customer service levels, with the desired effect of driving retention, revenues, and profits.
The new opening welcomes Sebastian Czyz Bendsen, as 59club Nordic’s Sales Manager.
Having graduated from Kent State University, OH, USA with a BA in Finance and a MA in Sport and Recreational Management, and after a well-spent career in golf – most recently in his home Country working with the Danish Golf Union – Sebastian joins 59club with a wealth of attributes and a self-confessed love of educating and guiding leaders towards innovative ideas.
Many would say he’s the perfect fit, offering industry experience and driven by his passion and excitement for connecting Golf Club’s within the Nordic regions, with the resource and global formula to excel their customer experience, and to create an even better community for their members & guests.
Of the announcement, Simon Wordsworth, 59club CEO said “Sebastian is a real go-getter, and well versed in the role that Customer Service plays in growing the game of golf and keeping players enthused and loyal to the sport. And now as he joins 59club, he’s ready to take the support and intel he can offer to clubs a leap further. Sebastian appreciates the complexities of club cultures and has worked with similar principals when supporting the US collaborations with the PGA of America, ClubCorp (now Invited), the TPC Network and Kemper Sports. All private golf corporations, and all searching for means to optimize their business, as well as recent initiatives delivered by the Golf Union.
“We are all excited about the impact that 59club will make in the region, our global benchmarking data is second to none, and as always, we are spurred on by the rewards our clients enjoy, as we deliver the roadmap to measure, train, support and reward the individuals, teams, managers and groups we work with to perfect the art of delivering Customer Service & Sales Excellence – we can’t wait to get started!”
Opening offers are now being promoted, all clubs interested in becoming the first to sample 59club’s industry leading Mystery Shopping Services, Satisfaction Surveys and Training Tools are invited to reach out to Sebastian@59club.com to sign up for a demo and to unlock their FREE trial.
The industry’s best performing properties and leaders were announced as 59club unveiled their Eminent Collection – signifying the benchmark of excellence within the Global Golf & Hospitality landscape.
An exclusive event hosted aboard the Sunborn London; a floating super-yacht hotel in Royal Victoria Dock, marked the special occasion for those having achieved the highest long-serving standards of customer service excellence. With a previous soiree delivered days before at one of Dubai’s leading restaurants; Carine at Emirates, as 59club’s first inductees were welcomed.
Simon Wordsworth CEO of 59club said; “having amassed over 12 years of non-subjective performance data spanning all aspects of customer service, 59club has an unparalleled vision over those within the Golf & Hospitality Business who have proven their excellence, time after time, year after year. In honour of those years of dedication, the Eminent Collection was born to represent an international benchmark of excellence, which recognises the finest individuals & properties who are leading the industry in the customer experience realms. It is the only badge of honour that is an unbiased testament to having created a customer-centric culture, that puts the customer and their needs first, whilst regularly seeking objective affirmation that those needs are exceeded”.
Eligibility into the Collectionis based solely on achievements across the 59club Service Excellence Awards, with individual and team accolades, along with property flag designations, all contributing towards the Eminent Benchmark of Excellence; measuring performances over a minimum of 5 years.
Simon added “There is no debate to be had, you are either in or not, if in it is crystal clear why, if out then likewise you know what you must do. There is no self-assessment, no bias, no cloudy subjective entries – if you are in the Eminent Collection, you are there because you put yourself, your team, your venue up for independent non-subjective scrutiny of your customer service performance. The venues and individuals are proven to be amongst the best operators in the business – that is what the Eminent Collection is there to show. That is exactly why a brand like Club Car, who are all about customer experience and vehicles of the highest quality has chosen to support us in highlighting these achievements.”
Twelve Properties from within 59club’s international network achieved the Benchmark of Excellence. Four were from the UAE, one from Europe and seven from the UK.
2022’s induction roll also included twenty-two individuals. Three are from the UAE, one from the USA, one from Europe, and seventeen from the UK.
The Belfry Hotel & Resort The Celtic Manor Resort Dubai Creek Golf & Yacht Club Emirates Golf Club Forest of Arden Foxhills Club & Resort Gleneagles Golf Son Muntaner The Grove Rockliffe Hall Trump International Golf Club Dubai Yas Links Abu Dhabi
Andrew Whitelaw GM/COO, Aronimink Golf Club Anna Darnell Resort Director, The Grove Barney Coleman Club Manager, Emirates Golf Club Bernat Llobera Area Golf Director, Arabella Golf Mallorca Chris May CEO Dubai Golf Gary Silcock General Manager, Murrayshall Stuart Collier Director of Golf, Stoke Park
Brad Gould Director of Golf, The Grove Chris Reeve Director of Golf, The Belfry Fraser Liston Director of Golf, Forest of Arden Sean Graham Head of Golf Operations, Foxhills Stephen Hindle Golf Manager, Worsley Park Stephen Hubner Club Manager, Jumeirah Golf Estates
Angus Macleod Director of Golf Courses & Estates, The Belfry Craig Haldane Golf Courses Manager, Gleneagles Jim Mckenzie MBE Director of Golf Courses & Estates, Celtic Manor Jonathan Wyer Golf Course Manager, Rockliffe Hall Phillip Chiverton Golf Course & Estates Manager, The Grove Rob Rowson Golf Course Estate Manager, Forest of Arden
Jacques Hobson Food & Beverage Outlets Manager, The Belfry
Simon Howell Golf Operations Manager, Forest of Arden Tom Hughes Head of Golf Retail & Operations, The Belfry
Trump International Golf Club, Dubai affords an exquisite championship links-style golf course, world-class golf, leisure & retail facilities, and the finest dining experience complete with the promise to exceed all members and guest expectations.
We caught up with the Director of Golf Operations at Trump International Golf Club, Phil Waine to discuss how the stunning property located in the heart of the DAMAC Hills ensures its promise of ‘excellence’ is realised.
Utilizing the feedback from 59club’s Mystery Shopper feedback over a 5-year period has enabled us to highlight the strengths and weaknesses of the business at all touch points of the golfer’s experience. From here, we have been able to conduct our internal training around the areas of opportunity that have been collectively flagged within the audits. For example, upsell training in the retail department combined with product knowledge seminars and utilizing our preferred vendors such as Taylormade to conduct additional training.
We were also able to highlight potential staff shortages within certain areas of the operation and used this indicator to schedule staff amendments and instigate additional recruitment. Using the Mystery Shopper feedback, we can highlight and justify to our ownership the areas of recruitment required to ensure the Trump brand standards are provided on a consistent basis, and to also benchmark our experience against other leading golf facilities.
In addition, 59club’s mystery shopper feedback has been utilized for supporting justification around staff recognition awards such as employee of the month/quarter/year, combined with annual performance reviews.
We deliver our annual membership survey with 59club and without doubt it’s the most important satisfaction survey that we conduct each year at the facility. We deliver the survey in May each year and it is active for around a 3–4-week period. We feel it is important to provide members with a constructive communication platform to express their opinion on the membership experience at Trump International Golf Club, Dubai, and to highlight the strengths and areas of opportunity from their own personal standpoint. Members can also remain anonymous when conducting the survey which allows them to feel comfortable when expressing certain views.
Each year we have received excellent feedback and there is always a new concept or idea that appears within the comments that we have implemented into the membership experience. This can range from a new competition event/schedule, tee sheet format, additional practice facilities on the TrackMan Driving Range, golf course upgrades, menu item/pricing amendments within the restaurant outlets etc.
Once the survey is closed, the results are distributed to the membership via a newsletter communication with the summer (June – August) action plan attached. Since we launched the membership survey in 2019, we have seen an increase in overall membership satisfaction each year, with 2022 being our record satisfaction score.
On the back of the 2022 Member Survey action plan, we have outlined further facility enhancements and renovation projects for 2023 to ensure we can continue the member satisfaction trend into next year. These enhancements will not only benefit members but also visitor golfers and non-golfers from the surrounding community. In addition, we also deliver a daily guest survey, which is sent to each non-member just 24 hours after their round of golf. On completion, each participant will receive a personalized response from the golf team within 24 hours of receiving their survey response. This is an opportunity to address any concerns from the golfer, and to potentially encourage repeat play by applying a Promo Code for the next visit.
The daily visitor survey provides additional data obtained from the mystery shopper and member survey to again benchmark the golfing experience we are delivering to all non-members. We have applied incentives for guests to complete the survey to ensure we maintain a healthy capture % rate throughout the year.
In addition to the staff training, we align all satisfaction survey scores to individual and departmental annual KPI’s and include these within the annual business plan at the start of the year. All survey scores are reviewed monthly and benchmarked against the budget, prior year, and industry averages. They are included within all owner and management reports.
The action plans and training implemented on the back of the satisfaction scores from members, guests and mystery shoppers has been supported with positive trends on commercial performance year on year. We have seen growth in areas such as merchandise spend per round, membership and green fee in all non-member round segments. In addition, the Golf Club has received prestigious global accolades within the golfing industry in recent years and continues to be nominated in 2022. We feel the service provided by 59club has been a huge support mechanism to help us achieve these goals.
The 59club service excellence awards are recognition that the club is delivering the Trump brand standards to members and guests throughout the year. Working within golf facilities in the Middle East with demanding commercial targets, it is important to ensure service standards are not compromised when achieving these objectives.
The current Director of Golf role involves a lot of administration tasks and attending meetings throughout the week. Therefore, there is a limited amount of time where I can personally oversee all touch points of the operation firsthand. We operate a floodlight facility on the Par 3 Course which means we have tee times starting from 6am in the morning until 9pm in the evening with over 70 thousand rounds of golf accommodated during the year. The 59club software we implement at Trump International Golf Club, Dubai basically provides the team and I external feedback on the golf experience we delivery on a daily basis throughout the year. The information received can be measured and allows us to make key strategy decisions based on factual data received from all golf round segments.
To anyone not working with 59club, I would have to question how they are auditing their member and guest experience, and what information they are using to make key operational strategy decisions to help them advance and deliver excellence in a competitive marketplace.
59club are industry leaders in Customer Experience Management, with a wealth of ground-breaking Mystery Shopper Audits, Customer Satisfaction Surveys, and Employee Training Programs. They support many of the greatest names in the Golf, Leisure, Spa, F&B and Hotel Industries, to elevate Sales Performance and the Customer Experience across their respective client properties.
Stoke by Nayland is one of the busiest 36-hole venues in the UK with a significant membership who like to play a lot of golf.
Managing the differing needs of members, hotel residents and pay-and-play golfers represents a challenge, but also being just one moving part in a significant resort business means I have to coordinate the activities of the various elements of my own department – booking, retail, starters and marshals, greenkeeping and academy – as well as managing a relationship with key partners such as membership committees and other hotel departments, such as rooms and F&B.
I’ve worked with 59club for around 11 years – the last three here at Stoke by Nayland. Of all the many benefits we’ve enjoyed from working with 59club, I would say the most significant – and something that helps us grow as a golf club – is the ability to benchmark against other venues.
For example, how do you know that what you’re doing is any good, in comparison to other properties? The beauty of 59club is that it gives us the ability to choose a cluster of venues that are very similar to us and our operation and to see how they perform as a collective; and with that peripheral view ultimately, we’re able to benchmark ourselves in terms of where we lie in the market.
And that mystery shopper intel isn’t limited to those competitor properties either; we also benefit from insight into 59club’s industry benchmark defined by the 3 best performing venues, which is always slightly higher than the actual industry average data. So, we’re comparing ourselves constantly not only to our immediate competition but also with a range of properties, which really helps us.
I have an excellent relationship with 59club and we speak regularly, whether it is to discuss ideas related to the club, or to discuss challenges. We also use the data we receive as part of our internal induction process and ongoing staff training. We have monthly team debriefs where we use that data as the key training issue or the tool to highlight the training need.
If, let’s say, our mystery audit comes back and it appears that a retail member of staff wasn’t particularly clued up on an item of clothing they were trying to sell, that indicates, clearly, a requirement for further training for the team. Pretty much every month we’ll highlight the big downfall, for want of a better word, within any audit and we focus our training on that area over the next few weeks.
Again, the ability to benchmark our member and guest survey data against similar facilities, is absolutely vital for us. An example is where I ask the members to survey the bunkers – and we score six out of 10. To the untrained eye that score may look pretty poor, but what 59club can do for us, in terms of the survey platform, is telling us the average score that club members across the industry have rated their bunkers, and a lot of the time that industry data is not as high as you’d imagine.
In a perfect world you’re aiming for a 10 out of 10 but the ability to know that some of the better courses may only be scoring 8.8, for example, is a good tool for us to be able to manage what we’re trying to achieve. Six no longer looks as low as it might have done previously.
The benefits to staff training and planning are also manifold. It could be somebody in the halfway hut, who hasn’t greeted a guest in a particularly great manner, or the example of the retail staff. We go through a series of meet and greets and building relationships with people.
We sit down at the start of the year and one of the big things we do is we review the mission statement we have with the golf club. The mission statement doesn’t necessarily change much, year to year, but some of the measurements we use to ensure we’re on track do change.
In the last couple of years, we’ve set benchmarks in terms of the member satisfaction scores generated from our 59club surveys and a guest satisfaction score from our mystery shopper audits, and, additionally, one of the measurements we aim for has been the 59club silver flag award, which are presented to the venues that not only achieve the required standard of service as part of the mystery test audit criteria, but also provide excellent facilities for customers to enjoy… It plays quite a big role in the bigger picture.
We didn’t get to win the silver flag award we covet, so that’s something we’re aiming for this year, but we have seen multiple success at the awards based on our appetite for gathering feedback from members and guests and the effective management of the survey data we received. We won an ultimate service excellence award in 2019, being one of only two venues recognised at that standard, and again in 2020 we retained that premium title, and also in 2021, we were honoured with a service excellence award in the same category.
From a personal perspective the most important and valuable element 59club delivers for me, is the data; collecting data, helping make sense of the feedback and being able to action any kind of changes accordingly, because of what our actual customers and a panel of mystery shoppers are telling us. Ultimately, it’s a really objective measure of the performance of the golf business.
Furthermore, every year we run the members’ survey and, as a result of that, we identify the three or four lowest scoring areas, and we implement changes based on the feedback. The changes we’ve made in the past are ongoing, and we will address any further necessary changes when we complete this year’s member survey.
We deliver pretty much the same survey, annually – albeit we break it down into three different parts: you and your membership; the course and its facilities; and staff. So, we can track progress that way.
In 2020 we used the survey platform more frequently for really nuanced stuff. For example, when coronavirus hit, we surveyed the membership on its preferred choice of touch-free hole inserts and, from the golf-club perspective, it’s really factual. It’s not my decision to use option A, for example, it’s the decision of the membership, because they’ve voted on it. I’ve found it’s far easier to justify a decision with a set of data to support you.
Without doubt, if we weren’t working with 59club we’d have a really subjective view of the golf club’s performance. I would only have opinions to judge my business on, rather than truly objective measurements.
If you look at the real top-quality venues in the UK, there’s a very high possibility those venues are working with 59club and what that says to me is that 59club gives you a really good, stable platform upon which you can build your business, whether that be a service or a product.
There’s a very experienced team of people inside 59club, and, ultimately, if you follow the guidance of these guys you’re not going to go far wrong.
Knowing that, I don’t understand why clubs in our sector wouldn’t work with 59club, to be frank. It’s a tool that offers so much in terms of looking at the broader picture, as well as somebody who wants to look at minute details in terms of, for example, selling golf shirts.
It’s a no-brainer for me. I’ve worked with 59club for years and I will continue to work with them wherever I go in the future. It’s incredible value for money.
59club, empresa líder en análisis de ventas y servicio al cliente, ha
anunciado hoy la expansión de sus operaciones globales a Canadá.
La nueva apertura apunta a una gran oportunidad de mejora en el mercado
canadiense del golf y la hostelería ya que las herramientas de gestión del
rendimiento e información global exclusivas de 59club ya están disponibles para
las empresas de la región.
59club ha impulsado una revolución de datos dentro de la industria, ganando
fama mundial por sus concienzudas
encuestas de satisfacción del cliente, auditorías de “compra misteriosa”
y formaciones de los empleados. Su experiencia y conocimiento de la industria
sobre el desempeño de las ventas globales y los estándares de servicio al
cliente están bien avalados, ya que muchos de los nombres más importantes en la
industria de golf dan crédito a 59club por el éxito de sus propiedades,
trabajando con ellos para medir, capacitar, apoyar y reconocer a su fuerza
laboral mientras logran la excelencia en ventas y servicio al cliente, al mismo
tiempo que elevan la adquisición y la satisfacción de clientes y las ganancias
operativas.
Con sede en el Reino Unido y firmemente establecida en los sectores de golf,
hoteles, ocio, spa y restauración, la empresa 59club ya cuenta con siete
divisiones en los EE. UU., MEA (Medio
Oriente y África), Asia, dos en Europa y
ahora también en Canadá.
Entre sus clientes figuran nombres como TPC Sawgrass, Bobby Jones Links,
Emirates Golf Club – Dubai, Thai Country Club, The Belfry Hotel & Resort,
Gleneagles, Le Golf National y Marco Simone, por nombrar solo algunos, ya que
cuentan con cientos de propiedades repartidas entre sus diferentes regiones.
Cuando se trata de impulsar las ventas y la excelencia en el servicio al
cliente, 59club se enorgullece de trabajar con lugares de todos los tamaños y
perfiles, apoyando a la administración del club para brindar una experiencia de
servicio sin precedentes y, al mismo tiempo, generar ingresos y ganancias.
El líder detrás de 59club Canadá es el propietario de la empresa “Club
Study” y miembro de la PGA, Ryan Tracy. Según Simon Wordsworth, fundador de
59club, “Ryan será un gran embajador de nuestra marca, y todos estamos
emocionados de comenzar a trabajar con él y sus clientes existentes a medida
que presentamos nuestros productos y servicios a la comunidad empresarial de
hostelería en Canadá. Somos líderes en la ‘excelencia en el servicio’ y, con
esta nueva división, el golf como entidad global sólo puede volverse más
grande, mejor y más fuerte, con servicios mejorados y mayores experiencias
adaptadas a los entusiastas del golf y la hospitalidad más exigentes, diseñadas
a partir de información y experiencia en vivo ”.
Tracy añade: “He tenido la suerte de servir a la industria del golf en
Canadá durante los últimos 20 años, y específicamente con Club Study los
últimos dos años proporcionando datos operativos personalizados para la gestión
de clubes. Cuando un cliente mutuo me presentó a Simon, las conversaciones
sobre nuestra pasión común y,
posteriormente, las similitudes entre las dos entidades hicieron que la
decisión de trabajar juntos fuera una progresión natural. Inmediatamente me di
cuenta de que la información que crea 59club ayudará a los operadores en
Canadá, y estoy emocionado de llevar estos recursos al mercado”.
Y ahora que Club Study forma parte del arsenal de 59club, la pareja puede
brindar aún más información sobre la industria, ya que las encuestas quincenales
nacionales que anteriormente conectaban a los gerentes de clubes en Canadá y
EE. UU., ahora están disponibles para toda la red global de 59club.
Para obtener más información dirígete a 59clubcanada.com.
59club, the industry leading sales & customer service analyst, has today announced its global operations are expanding into Canada.
The new opening signals great opportunities
for the Canadian golf & hospitality market, as 59club’s signature performance
management tools and global intel are now made available to businesses within
the region.
59club has driven a
data revolution within the industry, and are famed for
their insightful customer satisfaction surveys, mystery shopping audits and employee
education pathways. Their expertise and industry insight into global sales
performance and customer service standards are well documented, and many of the
greatest names in the club industry credit 59club for their properties success,
working with them to measure, train, support and recognize their workforce as
they achieve sales and customer service excellence, while elevating customer
acquisition, satisfaction and profits.
Headquartered in the UK
and firmly established in golf, hotels, leisure, spa and restaurants, 59club
now has seven divisions across the USA, Middle East & Africa (MEA), Asia,
two in Europe, with the latest opening in Canada.
With customers who include the likes of TPC Sawgrass, Bobby Jones Links, Emirates Golf Club – Dubai, Thai Country Club, The Belfry Hotel & Resort, Gleneagles, Le Golf National and Marco Simone to name just a few, alongside hundreds of other properties. When it comes to driving sales and customer service excellence, 59club are proud to work with venues of all size and profile, supporting club management to deliver unprecedented service experience whilst simultaneously driving revenues and profits.
And the
front man behind 59club Canada is Club Study owner and PGA member Ryan Tracy. Commenting
of the new opening, Simon Wordsworth Founder of 59club said; “Ryan will be a
great ambassador for our brand, and we are all excited to begin working with
him and his existing clients as we introduce our products and services to the
wider hospitality business community across Canada. We champion ‘service
excellence’, and with this new division, golf as a global entity only serves to
become bigger, better and stronger, with enhanced services and greater
experiences tailored to the discerning golf & hospitality enthusiast,
engineered from real live intel and expertise”.
Tracy added; “I have been fortunate
to serve the golf industry in Canada for the last 20 years, specifically with
Club Study providing customized pools of operational data in club management
over the last two years. When a mutual client made
an introduction to Simon, conversations over our shared passions and
subsequently the similarities between the two entities made the decision for us
to work together a natural progression. I realized immediately that the insight
that 59club creates will help operators in Canada, and I am excited to bring
these resources to market”.
And now as Club Study falls within the 59club armory, the pair can deliver even more industry insight as the bi-weekly national surveys, which had previously been connecting Club Managers in Canada & US, are now made available to the entire 59club global network.
‘Identificando las fortalezas de INFINITUM con 59club’, por Agustín García Pascual
Nos asociamos con 59club hace dos años y hemos cosechado los beneficios desde entonces.
El ejercicio del mystery shopper es una forma fantástica y auténtica de revisar el nivel de experiencia que brindamos a cada huésped. Cada visita que hemos recibido nos ha ayudado a identificar dónde necesitamos pequeños ajustes para mejorar.
Una oportunidad importante que identificó el ejercicio es cómo podemos llevar adelante nuestra mejor experiencia de huéspedes en su clase, de modo que, desde el primer punto de contacto con el resort, incluso antes de reservar, establezcamos el estándar para una experiencia de viaje perfecta que invita a los huéspedes a abrazar su mentalidad vacacional incluso antes de poner un pie en el resort.
Entendemos que nuestros huéspedes buscan la mejor experiencia y eso comienza desde el primer contacto que tienen con la marca INFINITUM. Para nuestro equipo, este compromiso inicial suele ser a través de una llamada telefónica o a través de nuestros canales digitales y, en última instancia, marca la pauta para todo el recorrido del huésped.
Sin duda, nuestro trabajo con 59club, nos ha permitido comprender mejor esta experiencia inicial y cómo podemos usarla para elevar todo el viaje del huésped y asegurarnos de brindar excelencia en cada oportunidad.
Y continuaremos trabajando en los elementos del negocio destacados por los datos de 59club. En el corazón de una experiencia del huésped de clase mundial está el equipo, y estamos comprometidos a garantizar que nuestros profesionales dedicados en todo el resort estén completamente equipados para brindar esta inspiradora experiencia donde sea que nuestros huéspedes entren en contacto con nuestra marca.
Nos enorgullecemos de la experiencia general de nuestros huéspedes, brindada a través del amplio conocimiento y la dedicación de todo nuestro equipo, pero siempre estamos buscando formas de mejorar y ahí es donde trabajar con 59club ha sido realmente beneficioso.
Por lo tanto, continuaremos apoyando a nuestro personal con planes de capacitación innovadores y líderes en la industria que incorporan la guía experta de 59club para asegurarnos de permanecer a la vanguardia de la experiencia de los huéspedes a medida que continuamos evolucionando y esforzándonos por crecer en todo el resort.
Esa relación con 59club nos ha permitido identificar las muchas fortalezas del resort y cómo podemos usarlas como una oportunidad para ir más allá de nuestra oferta actual.
Esto beneficia al resort de dos maneras: en primer lugar, ayuda a reforzar la experiencia de nuestros huéspedes, que permanece al frente de cada decisión en INFINITUM; y, al desarrollar nuestras fortalezas, podemos generar oportunidades de crecimiento y ventas adicionales, que nos complace decir que ya han generado valor para el resort.
No veo ninguna razón por la que instalaciones como la nuestra no deban funcionar con 59club. Debido a que siempre estamos abiertos a comprender cómo podemos mejorar nuestro producto para brindar a todos nuestros huéspedes un servicio líder, nuestro trabajo con 59club ha creado un espacio honesto para reflexionar sobre las experiencias de nuestros huéspedes.
Animaría a otros a buscar estos comentarios con una mente abierta cuando se trata de encontrar nuevas formas de mejorar.
Agustín García Pascual es director general de negocio de INFINITUM.
Agustin Garcia is chief business officer at Infinitum (formerly known as Lumine), in Tarragona, on Spain’s Mediterranean coast. It offers exclusive seafront homes, three golf courses, and top-quality facilities and services
We partnered with 59club 2 years ago and have been reaping the benefits ever since.
The ‘mystery shopper’ exercise is a fantastic, authentic way to review the standard of experience we deliver to every guest. Each visit we’ve received has helped us to identify where we need small tweaks to improve.
One important opportunity the exercise identified, is how we can bring forward our best-in-class guest experience, so that, from the resort’s very first touchpoint, even before booking, we set the standard for a seamless travel experience that invites guests to embrace their holiday mentality before they even set foot in the resort.
We understand our guests are seeking the very best experience, and that begins from the first contact they have with the INFINITUM brand. For our team, this initial engagement is often via a phone call or through our digital channels, and, ultimately, sets the tone for the entire guest journey.
Undoubtedly, our work with 59club has allowed us to better understand this initial experience and how we can use it to elevate the entire guest journey to ensure we deliver excellence at every opportunity.
And we will continue to work on elements of the business highlighted by 59club’s data. At the heart of a world-class guest experience is the team, and we are committed to ensuring our dedicated professionals across the resort are fully equipped to deliver this inspired experience wherever our guests come into contact with our brand.
We pride ourselves on our overall guest experience, delivered through our entire team’s extensive knowledge and dedication, but we are always looking for ways to improve and that is where working with 59club has been really beneficial.
We will, therefore, continue to support our staff with innovative, industry-leading training plans incorporating 59club’s expert guidance, to ensure we remain at the forefront of guest experience, as we continue to evolve and strive for growth throughout the resort.
That relationship with 59club has allowed us to identify the many strengths of the resort and how we can use them as an opportunity to go above and beyond our current offering.
This benefits the resort in two ways: firstly, it helps to elevate the experience of our guests, which remains at the forefront of every decision at INFINITUM; and, through building on our strengths, we can generate upselling and growth opportunities, which we are pleased to say have already driven value for the resort.
I see no reason why facilities like ours should not work with 59club. Because we’re always open to understanding how we can better improve our product to provide all our guests with leading service, our work with 59club has created an honest space to reflect on our guest experiences.
I would encourage others to search out such feedback with an open mind when it comes to finding new ways to improve.
L’événement a débuté à 17
heures par la conférence annuelle sur la qualité devant un auditoire de 70
personnes représentants toute la filière du golf.
Patrick SCICARD -Président de
Lenôtre pendant 17 ans, Paul ARMITAGE – Directeur des Opérations d’Open Golf
Club,
Denis FABRE – Directeur Général
de Kalika Conseil, Vincent PARIS – Directeur Général du Golf du Médoc Resort, tous
nous ont livré quelques clés ; fruits de leur pratique au service de
l’excellence et de l’expérience client.
A 19h30, un cocktail a permis
aux acteurs de la filière du golf de poursuivre les échanges avant le dîner de
la Cérémonie des Trophées de l’Excellence.
Les nominés pour les titres d’
“Excellence” de service sont déterminés grâce aux notes recueillies
par un ensemble de clients mystères, qui utilisent les critères d’évaluation
uniques et objectifs de 59club. Les notes permettant de se qualifier pour ces
récompenses, reconnus dans le monde du golf, comprennent une série de contrôles
portant sur les niveaux de service de la structure, les performances de vente,
l’attitude du personnel, les processus internes et les normes des installations.
Au cours de la soirée, les
établissements ont été également récompensés pour l’utilisation des outils
d’enquêtes sur la plate-forme my59. Cet outil d’analyse permet d’enrichir
l’expérience des membres et des clients.
Liste complète des lauréats des Trophées de l’Excellence :
Prix de la performance pour l’Accueil des Clients
Golf d’Hardelot
Prix de l’expérience Proshop
Golf de Sainte Maxime
Prix de la meilleure expérience au restaurant
Golf de Saint Laurent
Prix de la meilleure équipe de vente
Golf de Dinard
Prix de l’expérience de Services sur le parcours
Golf du Touquet
Prix de la meilleure Equipe terrain (3 trophées selon le tarif moyen greenfee)
Golf de Barbaroux
Golf de Nîmes
Golf de Savenay
Prix de la Performance enquêtes clients my59
Golf National
Prix de la progression dans l’expérience client
Golf du Touquet
Prix de la Visite globale de l’année (3 trophées selon le tarif moyen greenfee)
Golf du Touquet
Golf de Saint Laurent
Golf de Mazieres en Gatine
Prix spécial de la régularité
Golf National
Le lendemain matin, jeudi 10 mars, une trentaine de participants se sont retrouvés pour le 59Club Trophy, compétition amicale de golf en scramble à 4, sur le golf International de Roissy. Tous les joueurs ont pu apprécier la qualité des installations.
From L-R: Pablo Guerrero Jaureguizar of Infinitum Golf, Luis Filipe from Quinta do Lago, Francisco Ruíz from Golf Son Muntaner, Marco Aquilino & Riccardo Russo of Royal Park I Roveri.
A welcome
return to a “Live Event”, saw the very best Venues, Teams and Individuals from
across the UK, Ireland and Europe South assemble at The Belfry Hotel and Resort
on March 3rd 2022, ahead of 59club’s annual Service Excellence
Awards.
Festivities
began with a full day’s education provided by Gregg Patterson of Tribal Magic, and
Lora Cavan, having flown in from the US and Canada respectively. And as night fell, aspirations of being recognised
with a 59club Service Excellence Award grew, as the curtains opened on the
ceremony that has long been regarded as the ‘Oscars’ of the golf &
hospitality industries, since the 59club’s honours list began some 12 years ago.
The 2-day
event, a pinnacle fixture in the golf business realms recognises the finest
customer service providers for having achieved the highest standards of
excellence in 2021. 59club’s
illustrious accolades are determined by scores collected from their impartial
mystery shopping audits, which evaluate the experience afforded to visiting
golfers and prospective members, in accordance with 59club’s objective
benchmarking criteria.
On the night, 59club
UK and Europe South presented awards across 29 categories, recognising ‘service
excellence’ across all areas of the businesses – sales, service, operations,
retail, spa, golf course, food & beverage, and management. With 59club
continuing to reflect the very best performances, regardless of a venue’s size,
scale, or profile.
The Awards was a great showcase for Quinta do Lago, after they claimed 3 of the 5 Awards presented for the Europe South region, including European Golf Operations Team of the Year. Luis Filipe, Corporate & Leisure Relationships Manager at Quinta do Lago, commented:
“Quinta do Lago has a long-term commitment to delivering the best possible customer experience across all our golf and lifestyle facilities to our residents, members and guests, and receiving this award is deserved recognition for the hard work our all staff, especially in the difficult circumstances of the last two years. This year, Quinta do Lago marks its 50th anniversary and its semi-centennial year of unique history, so we are very proud to see how Quinta do Lago has become a truly timeless destination in which residents and guests can enjoy a clean and secure environment.”
For two of our most
recent client venues there were also celebrations on the night; Infinitum Golf saw
Vicky Farriol recognised as European Food & Beverage Manager of the Year,
while Riccardo Russo of Royal Park I Roveri was present to receive his European
Greenkeeper of the Year award.
Of this year’s
awards, James Beesley, Regional Director of 59club Europe South, commented;
“It
was an honour to recognise and celebrate our leading service providers in
person this year. Even more so to share the stage with our sister company,
59club UK, who laid the foundations for this annual celebration. It’s been an
incredible pleasure to see our regional venues, who came on board in the last
18 months, presented with their awards amongst some of the UK’s golf legacy
venues.
59club
Europe South and our client venues share our passion for delivering the very
best customer experiences, and this evening’s celebrations have certainly done
all the nominees and winners justice!”
Will Hewitt, General
Manager of 59club UK, commented:
“Golf
has been incredibly fortunate to benefit from a significant surge in demand, and
it is extremely encouraging that more venues than ever before are choosing to work
with 59club to focus on their service offering and sales levels whilst working
to engage and keep this new audience. 59club’s focus will remain the provision
of objective and accurate performance data, providing greater market insights
and a supportive network of likeminded professionals which will further aide
performance enhancement”.
Celebrations continued into the night, as 59club’s
industry benchmark of excellence, its Gold, Silver and Bronze Flag
Designations, were announced. These highly prized accolades recognise member
clubs and resorts that provide excellent facilities for golfers to
enjoy, as well as having achieved the required standard of customer service throughout
2021.
This year, 59club Europe South presented 2 “Gold Flags”. The deserving winners were Club de Golf Alcanada and Son Muntaner Golf, ‘flying the flag’ for the island of Mallorca.
3 “Silver Flags” went to Quinta do Lago (IT), Infinitum Golf (ES), Royal Park I Roveri (member club, IT), worthy representatives from across all 3 active countries under the Europe South regional division.
59club ‘Service Excellence’ Award Winners
2021/22:
Gold Flag Designations: Club de Golf Alcanada & Son Muntaner (both Mallorca, ES)
Silver Flag Designations: Quinta do Lago (PT), Infinitum Golf (ES) &
Royal Park I Roveri – Member’s Club (IT)
European Golf Manager of the Year: Brian Evans (Quinta do Lago, PT)
European Greenkeeper of the Year: Riccardo Russo (Royal Park I Roveri, IT)
European Food and Beverage Manager of the Year: Vicky Farriol (Infinitum Golf, ES)
European Golf Retail Manager of the Year: Carla Bica (Quinta do Lago, PT)
European Golf Operations Team of the Year: Quinta do Lago (PT)
59club’s performance management tools have proved hugely
beneficial for clubs across the globe – but now clubs can go one better in
their efforts to streamline operations management and evaluate and advance member
experience; by utilising the new mytell App.
This multi-functioning App captures live performance data submitted
by the management team, employees and club members, supporting the venue to make
informed decisions to elevate standards, satisfaction levels, retention, and
profitability.
The management team through their use of the App can log
observations during their daily departmental evaluations, both on and off the
golf course.
With technology and convenience at the forefront of
development, managers store data within measurable pre-set categories – spanning
golf course & practice area presentation, maintenance & amenities,
retail & front of house management and employee behaviour and well-being –
meaning paperwork, email trails, group chats and the constant transferring of
images becomes a thing of the past.
Complete with the ability to share live performance reviews
with the team, set targets, track accountability, and monitor progress over
time, the App fulfils every need.
A number of UK industry professionals supported the development of the new App, and they were all quick to praise 59club for the benefit the App would bring to the industry, as well as to them personally.
One of those individuals was General Manager of Teignmouth Golf Club, Martin Hucklesby who said;
“Managing a golf club, in my view, is like any other service industry; it should be driven by its standards. The vastly different areas of expertise required to be able to measure, manage & record ‘a score’ to these standards has always been something that as a General Manager I have done via a spreadsheet as I have walked through the club & course. Now with myTell, and using technology I am able to do this via an App. It is brilliant, highly recommended and is on the front page of my phone!”
And it’s not just management who stand to benefit; the App also controls member feedback across golf, health & recreation when it comes to the club’s culture & community, the facilities & member services, its food and beverage outlets, and a huge part of ‘club life’, its people.
Whether a club chooses to invite all club members, or they
prefer to limit its users exclusively to those within the management team/board/committee
or perhaps they want to go one further and create an engineered focus group; this
clever little App will store and channel feedback along with supplementary
ratings, comments & images to the relevant department.
59club Director and the technical brain behind the App’s content and development, Mark Reed, said:
“But it’s not a one-size-fits-all solution: each venue
can create its own bespoke, white-labelled experience, ensuring it retains
control over which elements of the business its users can submit data around.
And the App also contains the facility to create and customise subsidiary outlets,
if, for example, the property has more than one golf course, fitness studio, or
restaurant.
“From a member’s perspective it gives them an
unprecedented opportunity to give praise where it’s due and highlight where
they feel they are not getting value for money. The mutual benefits are
numerous”.
The easily navigable App – available on both Android and iOS
platforms – tracks trends, monitors patterns of performance, whilst generating
statistics for periodic reviews. With feedback received within a secure
dashboard, away from the public eye and with total confidentiality.
For further information on the myTell App, or any area of 59club’s industry-leading service, please contact your regional 59club manager.
Nous sommes
très heureux de vous confirmer l’organisation de la cérémonie des trophées
de l’excellence 59Club au Golf International de Roissy, les 9 et 10
Mars 2022.
Programme du
9 mars :
– conférence
annuelle autour de la qualité et de l’excellence client avec l’intervention de
4 professionnels,
– palmarès
et remise des trophées 59Club aux meilleurs sites lors de la
cérémonie inaugurale des trophées de l’Excellence 59Club et du dîner
de gala.
Programme du
10 mars :
– A partir de 8h30, 59club Trophy, compétition en scramble à 4 avec tous les acteurs de la filière du golf.
Nous espérons
que vous serez en mesure de vous joindre à nous pour l’événement, alors que
nous honorons les meilleurs équipes et établissements de France qui
ont offert les plus belles expériences clients en 2021, selon les audits
des clients mystères de 59Club.
Vous pouvez vous inscrire en cliquant ici. Pour toutes informations complémentaires vous pouvez contacter Colin Bosio, colin@59club.com ou au 0782103118.
Nous sommes
impatients de célébrer l’excellence des ventes et des services avec vous !
Calling all Golf & Hospitality Managers, Deputies and Team Players…
Join us on February 28th at the Hotel Kempinski Bahía as 59club Europe presents the world-renowned influencer, Gregg Patterson, as he delivers an inspirational Management Summit.
Patterson will divulge tactics designed to Build, Sustain & Motivate ‘The Dream Team’, supporting management to rejuvenate and advance employee motivation, satisfaction, and loyalty across the industry.
We will be joined by our very own Regional Director James Beesley, who will provide his expert insight into how hospitality providers can Turn Sales & Service Principles into Practice.
And, be led in seminar by Finca Cortesin’s GM of Golf & Leisure, Francisco De Lancastre, as he outlines how the region can Capitalise on the 2023 Solheim Cup.
At only € 50 per person, this will be your best return on investment in 2022!! We can’t wait for you to join us on this exhilarating ride…
Schedule:
09:00
Arrival & welcome coffee
09:30
Gregg Patterson; Creating a Powerfully Effective Hospitality Focused Dream Team Management is all about getting work done through others—the employee team. The first responsibility of every leader is defining, creating, developing and leading a high performance, hospitality focused TEAM. This workshop will review the Human Resource Cycle and the tactics needed to make a new employee an effective, enthusiastic member of a hospitality-focused, success driven Dream Team.
Gregg Patterson; Tactics The Dream Team Can Use to Deliver the High Octane Service Experience Every Dream Team is on a mission to make the service experience memorable. This workshop will discuss how a guest’s Big Empty can be filled with hospitality service; will demonstrate the primacy of The Service Encounter to the operational experience; will explain The Value Equation and the role motivated service plays in a guest’s experience; will discuss the need for Encounter Mapping the service journey; will review the principles of loyalty and the role played by “Motivated Service” in generating loyalty; and will discuss tactics The Dream Team can use to consistently and effectively deliver The Buzz, The Love and The Glow during each and every service encounter!
12:30
Networking lunch
13:30
James Beesley; Turning Principles into Practice
Francisco De Lancastre; Capitalising on the 2023 Solheim Cup
15:00
Coffee break
15:30
Gregg Patterson; Keeping The Dream Team BUZZED, Motivated and Happy Keeping The Dream Team happy and motivated are the keys to long-time, big-time success in the hospitality business. Staff whose lives have been enlarged and enriched by the work experience—join, stay, perform and trumpet the virtues of the workplace experience. This seminar will address tactics managers can use to create a “Big Time-Long Time” Staff Happy work environment.
16:30
Close
If it’s inspiration you’re looking for…that’s exactly what you’ll get!
Le siège social de 59club est ravi d’annoncer son engagement visant à devenir neutre en carbone d’ici la fin 2022, et sa division du Royaume-Uni se joint à cette promesse 8 ans plus tôt que prévu.
Alors que le spécialiste, leader de la gestion de la performance, continue d’étendre ses activités dans le monde entier, un objectif mondial de neutralité carbone avait été initialement fixé dans tous les territoires d’ici la fin de 2030, mais 59club UK et son siège mondial ont avancé leur plan de 8 ans.
Le directeur général de 59club UK, Will
Hewitt, décrit cet engagement comme :« Essentiel, si nous
voulons atteindre notre objectif d’être un employeur responsable. Nous pourrions attendre, ce serait facile à
faire et avec beaucoup moins de coûts pour l’entreprise, mais nous pensons
qu’il faut agir maintenant, et nous y sommes prêts.
« Nous avons examiné toutes les activité et dépenses que notre entreprise engage, depuis nos visites mystères, nos services de formation, nos cérémonies de remise de prix, jusqu’aux serveurs qui hébergent nos logiciels et la puissance utilisée pour les taches de nos employés.
« Nous sommes convaincus qu’au Royaume-Uni, nous pouvons atteindre
l’objectif d’éradiquer notre empreinte carbone au cours des 12 prochains mois.
En outre, nous voulons aller plus loin et nous prendrons également en compte
les activités extra-professionnelles de nos collaborateurs à chaque fois que
cela sera possible
« Dans le cadre de nos
engagements, nous développerons également un projet de plantation d’arbres au
Royaume-Uni, en partenariat avec nos clients, afin de compenser tous les
domaines de notre activité (qui font pencher la balance)».
59club a 6
divisions territoriales à travers le monde : Royaume-Uni et Irlande, Asie,
États-Unis, Moyen-Orient et Afrique, Europe de l’Ouest et Europe du Sud, avec
deux nouvelles ouvertures prévues pour 2022 au Canada et en Australie. Nous
formulons l’espoir que les autres bureaux seront également en mesure
d’accélérer leurs plans de neutralité, en mettant l’accent sur les nouvelles
divisions pour le Canada et l’Australie afin d’ouvrir dans une position neutre
en carbone dès le premier jour.
Simon Wordsworth, PDG de 59club, ajoute : « Nous sommes depuis longtemps considérés comme un leader de l’industrie qui défend le service à la clientèle et conduit nos sites affiliés à offrir les meilleures expériences client. Maintenant nous aimerions nous appuyer sur cette position de confiance et l’utiliser pour le plus grand bien, avec l’espoir que d’autres suivront nos traces.
« L’attitude à l’égard du
changement climatique est très différente d’une région à l’autre, et nous
devons respecter ces différences culturelles, tout en ne perdant pas de vue que
nous avons le devoir de préserver la planète pour les générations futures.
Travailler ensemble pour changer les comportements est la seule vraie façon
d’aller de l’avant, et pour ceux qui ont la chance d’être dans des postes de
responsabilité, c’est bien à nous de créer l’environnement pour changer les
attitudes plus rapidement, 59club le fait.Ces actions représentent des coûts
importants, cet argument est souvent utilisé pour repousser l’échéance. Nous
croyons fermement que les entreprises devraient agir maintenant, utiliser une
chaîne d’approvisionnement « verte » – nous le ferons et cela semble être une
opportunité et non un coût à moyen terme.»
Le projet est dirigé par le directeur du
59club, Andy Etherington, qui a déjà apporté de nombreux changements pour le
travail et le style de vie dans l’entreprise au cours des 2 dernières années,
notamment des changements alimentaires, une utilisation accrue d’aliments
d’origine locale, le recyclage, le compostage et l’utilisation d’énergie
renouvelable. Au début de l’année, 59club a choisi Kinsey pour fournir des
uniformes dans le monde entier par le biais de sa nouvelle marque, BRK, qui est
composée de « matériaux de source 100% renouvelables ». La dernière
initiative verra Etherington effectuer le passage de tous les véhicules de société
au Royaume-Uni à des modèles électriques.
59club partagera ses
informations et les moments marquants de son parcours vers sa « mise au
vert » sur le site Web et via les plateformes de médias sociaux.
La cérémonie virtuelle a été organisée par le présentateur et diffuseur Dan Walker et récompense les sites d’Europe, du Royaume Uni et d’Irlande pour leur qualité de service.
13
clubs ont reçu la plus haute distinction, les désignations convoitées
« drapeau or » de 59club.
De
plus, ils ont été rejoints sur le podium virtuel par huit lauréats d’argent et
huit de bronze, illustrant que malgré tout ce qui a tourmenté l’industrie
britannique et européenne du golf depuis le début de 2020, de nombreux clubs
refusent de laisser tomber leurs normes de qualité.
Les
désignations reconnaissent les sites commerciaux et les clubs à membres qui ont
atteint le niveau requis de service à la clientèle, tel que déterminé par les
audits de visite mystère impartiaux de 59club, ainsi qu’une reconnaissance
supplémentaire pour avoir fourni les meilleures installations et services pour
les golfeurs.
Les qualifications des employés, les distinctions des restaurants, la communication avec les membres et l’accréditation environnementale ne sont que quelques-uns des facteurs déterminants supplémentaires dans les critères de qualification du Golf Flag. Toutes nos félicitations à tous nos sites méritants portant le Golf Flag, nous espérons que vous apprécierez la présentation et que vous entrerez dans l’esprit des remises de prix, rappelez-vous que vous êtes un phare pour la prospérité future de l’industrie du golf et de l’hospitalité.
Et enfin, nous sommes ravis de confirmer que les préparatifs sont en cours et que les régions 59club seront invités à participer à la première « cérémonie mondiale de remise des prix d’excellence du service et de l’hospitalité » qui aura lieu en 2022-2023.…
A cerimónia virtual, organizada pelo apresentador e locutor Dan Walker, que reconhece clubes de golfe em toda a Europa, Reino Unido e Irlanda, pela sua qualidade de serviço
13 clubes receberam a’Gold Flag Designations’. Juntaram-se,
também, ao pódio virtual, 8 ‘Silver
Flags’ e, 8 prémios na categoria
‘Bronze Flag’, provando que, apesar dos problemas que a industria do golfe, no Reino Unido e Europa,
desde o início de 2020, tem sofrido, muitos clubes recusam-se a baixar os
padrões do seu serviço.
Foram homenageados resorts e clubes privados que alcançaram o
padrão exigido de atendimento ao cliente, determinado por auditorias imparciais
de cliente mistério do 59club, juntamente com o reconhecimento adicional de fornecerem as
melhores instalações e serviços para os golfistas desfrutarem.
Qualificações dos colaboradores, elogios aos restaurantes, comunicação aos membros, e acreditação ambiental, são alguns dos fatores
determinantes adicionais dos critérios de qualificação para os ‘Golf Flag Awards’.
Muitos parabéns a todos os merecidos campos de
golfe que receberam a “Golf Flag’. Esperamos
que tenha gostado da apresentação e, ao testemunhar como os clubes celebraram a
sua conquista, lembre-se que faz parte da prosperidade do golfe e da indústria
hoteleira.
E, finalmente, estamos contentes de anunciar que está em curso a preparação para a cerimónia dos ‘‘World hospitality service excellence awards – 2022-23’ onde todos os clubes do 59club estão convidados a competir.
La ceremonia virtual presentada por el locutor de radio y presentador, Dan Walker, que reconoce los clubes en Europa, Reino Unido e Irlanda por la calidad de su servicio al cliente
13 clubes han recibido el honor más
alto de todos, las “59club Gold Flag Designations”.
Además, se les unieron en el podio
virtual ocho ganadores de premios de plata y ocho de bronce, que muestra que a
pesar de todo lo que ha afectado a la industria de golf en el Reino Unido y
Europa desde principios de 2020, muchos clubes se niegan a permitir que bajen sus
estándares.
Las nominaciones reconocen a los
resorts y clubes privados que han logrado el estándar exigido de servicio al
cliente, determinado por las auditorías imparciales de 59club Mystery
Shopping, junto con el reconocimiento adicional por haber proporcionado las
mejores instalaciones y servicios a los golfistas.
Las calificaciones de los empleados,
los elogios de los restaurantes, la comunicación a los miembros y la acreditación
ambiental son solo algunos de los factores determinantes adicionales dentro de
los criterios de calificación de la ‘Golf Flag’.
Enhorabuena a todas nuestras
propiedades ‘Golf Flag’, confiamos en que disfrute de la presentación y, al
entrar en el espíritu de los premios, recuerde que usted es un faro de luz para
la futura prosperidad de las industrias de golf y hostelería.
Y finalmente, es
nuestro placer confirmar que nos estamos preparando para un evento que verá a
todos los territorios 59club competir en la ceremonia inaugural de los ‘World
Hospitality Service Excellence Awards’ que se celebrarán en 2022-23 …
The 59club Golf Flag virtual ceremony hosted by presenter and broadcaster Dan Walker, which recognises venues across Europe, UK & Ireland for their service quality
13 clubs received the highest accolade of all, 59club’s coveted ‘Gold Flag’ designations.
What’s more, they were
joined on the virtual podium by eight silver and eight bronze award winners,
illustrating that despite everything that has plagued the UK & European
golf industry since early 2020, many clubs refuse to allow their standards to
drop.
The designations
recognise commercial venues and member clubs that have achieved the
required standard of customer service, as determined by 59club’s impartial mystery
shopping audits, along with additional recognition for having provided the very
finest facilities and services for golfers to enjoy.
Employee
qualifications, restaurant accolades, member communication, and
environmental accreditation, are just some of the additional determining
factors within the qualifying golf flag criteria.
Huge congratulations to
all of our deserving Golf Flag bearing properties, we trust you enjoy the
presentation and as you enter into the spirit of the awards, please be reminded
that you are a beacon of light to the future prosperity of the golf &
hospitality industry.
And finally, we are
delighted to confirm that preparation is under way that will see all 59club
territories invited to compete in the inaugural ‘World hospitality service
excellence awards ceremony’ taking place in 2022-23…
Tom Rourke is general manager of Troon Golf’s The Els Club, in Dubai. Here he explains how working with 59club has achieved an unprecedented level of membership at the facility and why he regards 59club as an essential service provider, both now and in the future.
Although I had worked with 59club previously, I hadn’t utilised the membership sales experience audit as I was previously based at a daily fee only facility. Upon joining The Els Club and better understanding the membership structure, I thought the best thing to do would be to have 59club involved with some membership enquiries and mystery shops – to go through that experience to see where enhancements could be made to improve the conversion of our prospective member show rounds.
I met with 59club MEA director Mark Bull who discussed the expectations, the history of the previous membership enquiries from past mystery shoppers at The Els Club, the benchmarking process, audit criteria, and the recommendations to get the most success out of a potential new member or membership enquiry.
Subsequently, I sat down with our membership manager, Thomas Nicolson, and gathered his feedback before we instigated the first membership related mystery shopper enquiry. After receiving the initial audit report, Thomas and I analysed the feedback and established there were quite a few areas where improvements could be made.
Thomas is a great member of the team and together we very constructively worked our way through the audit feedback; with Mark Bull on hand to provide his insightful recommendations on further measures to advance.
Thomas took all of the data and feedback within the audit on board, and, worked to improve the membership enquiry process, and the following month, achieved a near perfect show round appointment mystery audit. The process has transformed our membership sales procedures, and, after receiving this great feedback, we started to look at the membership offering and made some additional adjustments.
And it’s really paid dividends. Thomas did a fantastic job: in December we had around 30 new members sign up; in January we had 40 new members; and, in February, another 15 – so it’s been a huge success. Since working with 59club, we’ve had more new members sign up at The Els Club than ever before.
It illustrates that by reviewing the customer journey and the show-round experience, utilising the 59club tools, and doing a refresher of all the Troon Golf operational standards as well, makes a massive difference, even at an incredible property such as The Els Club. We’re delighted with the results.
With 59club, the attention to detail from the tester is incredible and, when you’re able to review recordings of the telephone call, when you’re able to analyse the sales techniques demonstrated, and in other audits the upselling measurements in the golf shop, the photographs and the reports from the agronomy perspective as well, it is hugely valuable detail.
There was already an agreement in place with 59club when I arrived at The Els Club, but I would be looking to work with them at any facility that I would go to within Troon Golf. It’s an absolute no brainer – the costs you’re looking at for 59club, the detail and information you’re going to receive, and the improvements you can make, mean you’re going to get back that investment 10-fold, with all the enhancements you’re able to identify and implement.
As a new general manager or department head, there’s great value in reviewing the previous 59club mystery shops, so you start to understand the operation with a different set of eyes. And then to be able to meet with 59club and engage with them and understand what’s happened previously, the feedback that was given, and whether any adjustments were made, is a big help.
I’m also a believer in the integrity test side of the business, especially on the driving range or areas where, maybe, there’s fewer associates, or they’re further away from the main hub of the clubhouse. It’s fundamental for department heads and the GM to study these mystery shops and integrity checks, just to have some eyes on those areas from an experience side and a security perspective.
To be engaged with 59club to monitor your business, make improvements, and for it to complement Troon Golf, is for me, just the minimum standard. After the first couple of mystery visits and the results of the integrity tests, associates begin to see things differently and take call handling, sales processes, and cash handling more seriously.
It’s really been an eye opener for the team – you always get a few shocks, speedbumps and hiccups along the way, but you start to make improvements and the revenues will start increasing. Certainly, using 59club services will only increase revenues, whether that be on membership, green fees, retail, or on the driving range. To receive that detailed feedback helps enormously.
There is such incredible value in the level of detail in the reports, it’s a set of independent eyes, seeing it through the eyes of the guest, which is so incredibly valuable. Nine times out of 10, you are going to see an increase in revenue, and that is an absolute no brainer.
The wider business goal for The Els Club is to become more of a country club and engage with the local community. The Els Club will always be, fundamentally, built on an incredible golf course – Ernie Els did a fantastic job with the design.
But we’re currently underway with the construction of two padel tennis courts, a spa, ladies hair salon and a gents’ barber shop, and, because 59club does not just specialise in golf, we will also be engaging with 59club in these areas of the business.
59club is very much across the whole area of hospitality and the business – which Troon Golf also specialises in – and it will further enhance the guest and member experience, help drive revenues and give the general manager, and his decision makers, and department heads the information they need at their fingertips.
As the flagship facility, all the fantastic standards we have within Troon Golf are at the very highest level at The Els Club. But, with 59club – whether it be SOPs, training, uniform standards, or something else – we’re just going to get additional feedback, which will only further enhance what Troon Golf has in place and ensure it is followed, consistently. We’re already at such a high standard, but it will give more information, data and feedback – and it’s always great to receive.
We can also utilise other platforms within 59club that might not be on the guest side of things, such as associate training. There’s always something, for example, upselling, that you can never improve enough. If you want to improve the engagement with the guest, improve product knowledge, and the way that information is delivered, 59club is a great partner to guide you through that process and deliver training sessions. Department heads at Troon Golf always do an incredible job, but it’s additional support, and that goes a long way.
Having a 59club division ‘on the ground’ here in the region has made a big difference. I was very fortunate, previously, to do my PGA training with (59club CEO) Simon Wordsworth, and have worked closely with both Mark Reed, Matt Roberts and Andrew Etherington, so I know it’s an incredible team; but, having Neal Graham and Mark Bull on the ground here, is a great addition to the club. They are on hand with recommendations, training, or support, and will pop over at any time.
You don’t ever feel with 59club – unlike some – as if you’re on ‘the meter’; you know you’re calling them over to have a coffee, catch up and go through some feedback. You feel they are a pure partner and that they simply want to enhance the guest journey, and the operation, and genuinely care about The Els Club as a business. Both Mark and Neal have great experience in the region and it just further complements the club.
I feel the 59club team understood our goals from the start; the key part for us is we are all about membership – so we want to hit our full membership cap of 200 members which we’re now very close to achieving. They understood that, and, also, the history of The Els Club: that the number one focus is golf. They looked at how they can assist us and give recommendations, improve that mystery shop and guest journey, so that we could attract more members. Then we looked at the F&B experience, the upselling in the golf shop, the engagement during the experience with the guests, the experience on the golf course – every part of the business. But, number one, was membership and, then, the driving range, just looking to make sure policies and procedures were being followed.
It’s an absolute pleasure to be associated with and work alongside 59club and I’m sure the relationship and support will continue to enhance and complement The Els Club and Troon Golf’s operating and hospitality standards.
This year we were delighted to receive two 59club Service Excellence Awards, in both Golf Retail Team of the Year, and, The Els Club was awarded the highest honour, the Gold Flag Designation, which is credit to the hard work and high standards we all work to achieve.
I do genuinely respect and value what 59club offers and to see it branching out now all around the world, is wonderful. It’s something golf never had previously, and I just hope everyone else values it as much as we do, and doesn’t see it as an expense line. Properties need to see their products and services as something that provides tangible value; with 59club your guaranteed to improve the overall experience, and ultimately that will make a difference to your profits.
Mark Chapleski de Troon Golf & Mark Bull de 59club MEA
Troon International, una sociedad de Troon, la empresa más grande del mundo en la dirección de golf ha elegido a 59club como proveedor de los productos y servicios de gestión de rendimientos para todos los clubs en la red Troon International.
Troon International tiene su sede corporativa en Dubái y trabaja con los clientes en Europa, el Oriente Medio, Asia y Australia.
Mark Chapleski, presidente de Troon International, explica: “Troon International reconoce los beneficios que 59club ofrece a los clubs dentro de su red. Los directores y gerentes de golf han adoptado las auditorías externas y utilizan los comentarios para mejorar la experiencia del cliente, desarrollar asociados, mejorar el desempeño financiero y proporcionar datos valiosos para establecer objetivos y metas a largo plazo.
“Este servicio aumentado nos permite a todas nuestras
propiedades – fuera de las Américas – utilizar la amplia cartera de productos
de 59club, si lo desean.”
Estos clubs ya están utilizando la extensiva gama de productos de Compras Anónimas de 59club, incluso ‘La Experiencia de Visitante Golfista’; ‘Solicitudes de Membresía de Golf’; ‘Solicitudes de Grupos Golfistas’ y las auditorías estructurales de integridad. También han adoptado la plataforma my59 Encuestas para medir la experiencia de sus clientes y los servicios de fitting personalizados. 59club proporciona formaciones presenciales para los empleados, respaldadas por el recién lanzamiento de la plataforma virtual de formaciones ‘My59 Mentor’.
El director de 59club MEA, Mark Bull, dice: “Nos complace
extender nuestra relación con Troon International de forma global. Aunque no
sea obligatorio, este permite acceso a la cartera completa de productos 59club si
los gerentes y directores de golf deciden hacer uso de ellos.
Los clubes de Troon International que quieren aprovechar de esta oportunidad recibirán cuatro auditorías de compra anónima al año, enfocadas en las experiencias de sus visitantes, así como sus socios. Beneficiarán del servicio y soporte adicionales facilitados por su división regional de 59club en la nueva plataforma virtual de formaciones, MyMentor.
Esta colaboración hace que los clubs de Troon International sean eligibles para participar en los Premios de Excelencia en el Servicio de 59club, que se considera como los ‘Óscar’ del mundo de golf. Con estos premios, 59club reconoce a los individuos, los equipos, los clubs y los grupos de dirección que entregan las mejores experiencias a sus socios y visitantes.”
59club, the leading sales & service analysts and training provider, have today announced its exciting new personal development program, ‘Succession’. www.succession.digital
The initiative is open to all managers, their deputies, and other rising stars within their business, whether they work with 59club or not. It is designed to support you to reach your full potential within your current role, whilst expanding learning opportunities, career progression and personal growth. What’s more, annual membership is priced at just £59 per annum per person. The key contract holder at any 59club client venue will receive access to Succession at no cost throughout 2021. 59club CEO Simon Wordsworth said; “59club’s mantra is to ‘Measure-Train-Support’, and Succession delivers on the latter two core elements. By making it affordable and open to all managers/prospective managers, it allows us to engage with the forward thinkers in our industry, people that want to learn and improve”.
Taking on many forms, in its simplest guise Succession contains 3 core elements; ‘In the ether’ acts as a hub that connects individuals with the goal of developing fresh ideas and new perceptions. Learning is supported by an extensive library furnished with video, audio, and documents, plus access to online monthly panels and live webinars hosted by experts from differing industries. These learning vehicles centred around relevant topic matter, are designed to expand an individual’s performance and their ability to make an impact. 59club has worked with a number of contributors to develop unique e-learning courses that are creative, interactive, and truly relevant to either the manager or the team under them. This area of the platform will grow significantly over the coming months.
To give a flavour of what’s to come; a small soft launch pre-Christmas saw a number of 59club associates join England Manager, Gareth Southgate as he led a seminar around ‘leadership styles & changing cultures’. An earlier panel were also invited to join Harry Redknapp as he discussed his 34 years experiences managing at all levels of professional football, with Succession aiming to take much of its inspiration from other sports & leading individuals from outside the world of golf. When Succession launches on Monday, January 18th, it will host a really insightful piece based on “leading teams” with England Cricket Captain, Joe Root just before he flew to Sri Lanka.
Succession’s second element ‘On the road’; will include a number of live events throughout the year. The first ‘learn and play’ event, subject to COVID-19 measures being relaxed will be hosted in April, at England’s National Football Training Centre, St George’s Park, conceived around a morning of education of the highest quality, a tour of the venue, and in the afternoon, a walking football tournament with training from LMA ambassador managers.
Finally, but by no means least, the ‘On the course’ activities will see business leaders and golf loving sports personalities quizzed around their life lessons & achievements, in a regular spot called ‘Buggy Banter’ and ‘Mower Mayhem’ – supported by 59club partners; Club Car and Toro of course!!
Wordsworth added; “Succession aims to build upon the talents and qualifications that managers already possess, by providing a vault of additional information, learning resources and unique opportunities to further enhance those prerequisite skills.
“We’re looking to expand the horizons of those in managerial positions, assisting them to thrive within their existing role, whilst supporting them and their deputies to succeed throughout their chosen career paths.
“We have built Succession with your time in mind, so you consume it at your pace, when and wherever you wish. One of the best examples of this ‘time focus’ is the ‘tombola’ carousel where each week managers will be able to access a 30-minute staff training session of bitesize learning. As a manger, you want to learn and should do, but you simply have no time – Succession will help.
“We’re not going to sit there and teach you how to analyse a P&L or complete a VAT return, we’ll leave that to other bodies. Succession is here to top up, add the finishing touches to you as an individual”.
Succession is a credit to the collaboration between 59club and its long-term major partners Club Car, Golf Genius and Toro, plus 3dIFS and CGI Insurance. For more information either visit www.succession.digital or reach out to your regional 59club Manager today.
59club, el analista de ventas y servicios y proveedor de formaciones, ha anunciado hoy su nuevo y emocionante programa de desarrollo personal; ‘Succession’.
La iniciativa está abierta a todos los gerentes, sus delegados y otras estrellas emergentes dentro de su negocio, independientemente de si trabajan con 59club o no. Está diseñado para ayudarte a alcanzar tu máximo potencial dentro de tu puesto actual, mientras amplía las oportunidades de aprendizaje, la progresión profesional y el crecimiento personal. Además, la membresía anual tiene un precio de solo € 59 por persona al año. El principal titular en los lugares con un contrato 59club recibirá acceso a Succession sin costo durante 2021.
El CEO de 59club, Simon Wordsworth, dijo; “El mantra de 59club es ‘Medir-Forma-Apoyar’, y Succession cumple con los dos últimos elementos fundamentales. Al hacerlo asequible y abierto a todos los gerentes / posibles gerentes, nos permite involucrarnos con los más avanzados pensadores de nuestra industria, personas que quieren aprender y mejorar”.
Aunque adopta varias formas, en su forma más simple, Succession contiene 3 elementos centrales; “En el éter” actúa como un eje que conecta a las personas con el objetivo de desarrollar nuevas ideas y nuevas percepciones. El aprendizaje está respaldado por una extensa biblioteca equipada con video, audio y documentos, además de acceso a paneles mensuales en línea y seminarios web en vivo organizados por expertos de diferentes industrias. Estos vehículos de aprendizaje centrados en un tema relevante, están diseñados para expandir el desempeño del individuo y su capacidad para generar un impacto. 59club ha trabajado con varios contribuyentes para desarrollar cursos de aprendizaje electrónico únicos que sean creativos, interactivos y verdaderamente relevantes para el gerente o el equipo a su cargo. Esta área de la plataforma crecerá significativamente en los próximos meses.
Para dar una idea de lo que está por venir; En un primer lanzamiento previo a la Navidad, varios socios de 59club acompañaban al gerente de fútbol de Inglaterra, Gareth Southgate, mientras dirigía un seminario sobre “estilos de liderazgo y cambio de culturas”. También se invitó a un panel anterior a unirse a Harry Redknapp mientras hablaba de sus 34 años de experiencia de gestión en todos los niveles del fútbol profesional, con la idea de que Succession se inspire en otros deportes e individuos clave de fuera del mundo del golf. Cuando Succession se lance el lunes 18 de enero, incluirá un artículo perspicaz sobre los “equipos líderes” protagonizado por el capitán de cricket de Inglaterra, Joe Root, justo antes de su vuelo a Sri Lanka.
El segundo elemento de Succession “En el Camino”; incluirá una serie de eventos en vivo durante todo el año. El primer evento de ‘aprender y jugar’, sujeto a la relajación de las medidas de COVID-19, se llevará a cabo en abril, en el Centro Nacional de Entrenamiento de Fútbol de Inglaterra, St George’s Park. Se trata de una mañana de capacitación de la más alta calidad, un recorrido por el lugar y, por la tarde, un torneo de fútbol con entrenamiento de los gerentes embajadores de la LMA.
Por último, y no menos importante, en ‘En el Campo’ hablamos con los amantes del golf entre los líderes empresariales y personalidades deportivas sobre las lecciones y los logros de sus vidas, en la sección de ‘Buggy Banter’ y ‘Mower Mayhem’ – apoyado por nuestros socios 59club: Club Car y Toro por supuesto !!
Wordsworth añadió; “Succession tiene como objetivo aprovechar los talentos y las calificaciones que los gerentes ya poseen, proporcionando un repositorio de información adicional, recursos de aprendizaje y oportunidades únicas para mejorar aún más esas habilidades prerrequisito.
“Buscamos ampliar los horizontes de quienes ocupan puestos gerenciales, ayudándoles a prosperar dentro de su función actual, mientras les apoyamos a ellos y a sus adjuntos para que tengan éxito en las trayectorias profesionales que elijan.
“Hemos creado a Succession pensando en tu tiempo, para que lo consumas a tu ritmo, cuando y donde quieras. Uno de los mejores ejemplos de este “enfoque en el tiempo” es el carrusel de la “tómbola” en el que cada semana los gerentes podrán acceder a una sesión de capacitación del personal de 30 minutos. Como gerente, deseas aprender y debes hacerlo, pero no dispones del tiempo: Succession te ayudará.
“No nos vamos a sentar ahí y enseñarle cómo analizar la cuenta de resultados o rellenar una declaración de renta; eso lo dejaremos a otras entidades. Succession existe para aumentar el valor personal, para darte los toques finales como individuo”.
Succession es mérito a la colaboración entre 59club y sus principales socios a largo plazo: Club Car, Golf Genius & Toro, más 3dIFS y CGI Seguros. Para más información, visite www.succession.digital o póngase en contacto con su representate de zona hoy.
O 59club, líder no sector de formação e analise do serviço de atendimento ao cliente e vendas, anunciou hoje a sua expansão, no Sul da Europa, com uma equipa regional de apoio a clubes de golfe e lazer, hotéis, restaurantes e destinos de spa, para impulsionar o atendimento ao cliente e o desempenho de vendas nas diferentes áreas do seu negócio.
A nova divisão é liderada por James Beesley, cuja experiência de trabalho, no Monte Rei Golf & Country Club (Portugal) e, actualmente na Finca Cortesin Hotel & Golf Resort (Espanha), dois resorts de luxo e referencia da Europa, reforçará ainda mais a posição do 59club na riqueza de hotspots de golfe em Espanha, Portugal, Itália e Grécia.
A sua formação em Business, Marketing & Sports Management, como membro da PGA e Club Managers Association of Europe e, experiência enquanto cliente do 59club nos resorts por onde trabalhou, irão certamente beneficiar as diferentes empresas da região.
Comentando sobre o seu novo empreendimento, James disse; “Como cliente do 59club, experimentei em primeira mão os benefícios dos seus produtos e serviços, aplicando as suas análises à tomada de decisões e testemunhando a melhoria tanto nos resultados operacionais como financeiros! Estou entusiasmado por poder assumir este papel adicional e estou ansioso por trabalhar em conjunto com a nossa equipa regional, cujo conhecimento e experiência local proporcionarão um serviço dedicado e personalizado aos nossos actuais e futuros clientes!“
Com clientes, com os quais mantêm relações prósperas de longa data, como a PGA Catalunya (Barcelona), Finca Cortesin (Marbella), Quinta do Lago (Algarve) e Verdura Resort (Sicília), conhecidos entre os 20 melhores Resorts da Europa continental, o 59club certamente irá contribuir para a melhoria dos padrões locais, à medida que mais empresas são atraídas pela apelativa vantagem de uma maior satisfação e aquisição de clientes e aumento de receitas e lucros, descrito por muitos como o efeito ’59’.
Cliente de longa data do 59clube, Julián Romaguera, Diretor Geral de Los Naranjos disse; “Fomos recomendados para o 59club pelo La Manga Club, durante o PGA show e, 30 minutos depois da nossa reunião tínhamos assinado como clientes. Para mim, era importante ter uma ferramenta externa para identificar os nossos pontos fortes e fracos e, embora possamos ter a perceção de que se é bom em alguma coisa, esta ferramenta contribui para mantermos os pés assentes no chão e saber exatamente onde temos de nos focar, quais são as urgências e o que precisa ser prioritário. O 59club tem de ser partilhado entre o pessoal e a administração ao mesmo tempo, de modo a que todos estejam envolvidos e dedicados a trabalhar em conjunto para promover os elevados níveis de serviço que estamos empenhados em alcançar. Estamos a usar as ferramentas para nos tornarmos mais orientados para a hospitalidade, afastando-nos apenas do golfe e, assim, introduzir um serviço mais personalizado. O 59club permite compreender como os outros funcionam, comparar e usar o seu desempenho de vendas e serviços contra eles.”
Simon Wordsworth 59club CEO disse; “Estamos muito entusiasmados por trabalhar com o James na expansão do 59clube pelo Sul da Europa. Estes são tempos difíceis, mas, independentemente disso, os estabelecimentos que oferecem a melhor experiência de serviço em todo o golfe e hospitalidade irão sempre estar em vantagem. O James e a sua equipa são o ajuste perfeito para ajudar os estabelecimentos que se esforçam por progredir, à medida que trazem as nossas ferramentas de gestão de desempenho e serviços de formação de colaboradores, para um mercado mais vasto“.
Os interessados numa estratégia comprovada para medir, analisar e elevar o desempenho do pessoal, a experiência geral do cliente e, consequentemente, os resultados operacionais, estão convidados a visitar a nossa pagina www.59clubeurope.com ou para mais informações james@59club.com.
Para mais informação, contacte:
Marielle Meulenberg (Regional Sales Manager) marielle@59club.com
James Beesley, Director General de 59Club Europe South
59club, el Analista de Ventas y Servicio al Cliente y Proveedor de Capacitación líder del sector, hoy ha anunciado un crecimiento adicional en el sur de Europa con la formación de un equipo dedicado regional que apoya a los clubes de golf y de ocio, hoteles, restaurantes y destinos de spa para impulsar el servicio al cliente y el desempeño comercial en sus respectivas propiedades
La nueva división está dirigida por James Beesley, cuya experiencia previa en Monte Rei Golf & Country Club (Portugal) y en su puesto actual en Finca Cortesin Hotel & Golf Resort (España), dos de los principales resorts de lujo de Europa, reforzarán la posición de 59club dentro de la amplia selección de destinos golf en España, Portugal, Italia y Grecia.
James posee una formación académica en Negocios, Marketing y Gestión Deportiva, y es miembro de la PGA y de la Asociación de Gerentes de Clubes de Europa. Los lugares de la región también se beneficiarán de la experiencia práctica de James, habiendo aumentado el desempeño comercial y los estándares de servicio al cliente como usuario del 59club en varios lugares.
Al comentar sobre su nuevo emprendimiento, James dijo: “Como cliente de 59club, he experimentado de primera mano los increíbles percepciones y beneficios de sus productos y servicios, aplicando los análisis a la toma de decisiones y siendo testigo de la mejora tanto en los resultados operativos como en los financieros. ¡Estoy encantado de poder asumir este rol adicional y espero trabajar junto con nuestro equipo regional, cuyo conocimiento y experiencia locales brindarán un servicio dedicado y personalizado a nuestros clientes actuales y futuros!”
Con lugares líderes tales como PGA Catalunya (Barcelona), Finca Cortesin (Marbella), Quinta do Lago (Algarve), y Verdura Resort (Sicilia) – todos nombrados entre los 20 principales centros turísticos de Europa continental – disfrutando de relaciones prósperas con 59club desde hace mucho tiempo, los estándares locales se elevarán a medida que más propiedades se sienten atraídas por la ventaja seductora de una mayor adquisición y satisfacción del cliente y mayores ingresos y ganancias, descrito por muchos como el ‘efecto 59club’.
Julián Romaguera, director general de Los Naranjos y cliente de 59club desde hace mucho tiempo, dijo: “Fuimos remitidos al 59club por La Manga Club durante el show de la PGA, y a los 30 minutos de nuestra reunión nos habíamos inscrito. Para mí, era importante tener una herramienta externa para identificar nuestras fortalezas y debilidades, y aunque puede tener la percepción de que es bueno en algo, esta herramienta mantiene los pies en el suelo y le permite saber exactamente en qué tiene que concentrarse, cuáles son las urgencias y qué se debe priorizar. 59club debe ser compartido entre el personal y por la dirección al mismo tiempo, para que todos estén involucrados y dedicados a trabajar juntos para avanzar en los altos niveles de servicio que estamos comprometidos a lograr.Estamos utilizando las herramientas para orientarnos más hacia la hospitalidad, alejándonos del énfasis en golf, para introducir un servicio más personalizado. 59club le permite comprender cómo trabajan los demás, y puede comparar su desempeño de ventas y servicio con ellos.”
Simon Wordsworth, director general de 59club, dijo sobre el anuncio: “Estamos muy ilusionados de trabajar con James en la expansión de 59club en el sur de Europa.Estos son tiempos difíciles; no obstante, aquellos lugares que ofrecen la mejor experiencia de servicio en golf y hotelería siempre ganarán. James y el equipo son la opción perfecta para ayudar a los lugares que se esfuerzan por avanzar mientras llevan nuestras herramientas de gestión del rendimiento y los servicios de formación de empleados a un mercado más amplio.”
Aquellos interesados en una estrategia probada que mide, analiza y aumenta el desempeño del personal, la experiencia general del cliente y, en consecuencia, los resultados operativos, deben visitar www.59clubeurope.com o comunicarse con james@59club.com para obtener más información.
Para información a la prensa, póngase en contacto con: Marielle Meulenberg, Director Comercial Regional – marielle@59club.com
59club, el Analista de
Servicio al Cliente y Proveedor de Capacitación líder del sector, ha lanzado
tres plantillas de Encuesta de Recursos Humanos que abordan todos los aspectos
de la lista de empleo, incluso la medición de la Experiencia del Nuevo
Empleado, la Satisfacción General del Empleado y una Encuesta de Salida del
Empleado.
Cuando se trata de los
clientes, las encuestas de satisfacción desempeñan un papel fundamental a la
misión de 59club de impulsar la experiencia de los miembros e invitados en toda
nuestra industria. Si es verdad que “empleados felices es igual a clientes
felices”, ya es hora de dar
prioridad al bienestar de los empleados. Como dijo el famoso J. Willard
Marriott: “Cuide bien a sus empleados, ellos atenderán bien a sus clientes, y los
clientes volverán”.
Las nuevas plantillas de
encuestas se pueden utilizar para cuantificar los niveles de bienestar personal,
compromiso laboral y satisfacción profesional de los empleados. Permiten
también al equipo directivo de identificar lo que motiva a las personas y cómo
la dirección puede apoyar el desarrollo continuo de sus empleados dentro de su
función actual, proporcionando también claridad y visión en la progresión de su
carrera personal.
Las Plantillas de
Satisfacción del Empleado ya están disponibles y “gratuitas” para todos
los titulares de licencias my59 Survey, junto con una gran cantidad de
Plantillas de Satisfacción del Miembro e Invitado de Golf & Hotelería.
Las plantillas de versión
inglés están disponibles inmediatamente y en breve se pondrán en marcha en todos
los idiomas de nuestros territorios 59club. Para solicitar información sobre la
Licencia de Encuestas my59, visite www.59clubeurope.com.
El software
inteligente se puede ajustar y moldear para adaptarse al carácter de las distintas
propiedades, lo que significa que el sector puede obtener valiosa información
de Recursos Humanos desde dentro de sus cuatro paredes, con la capacidad de
realizar comparaciones directas en el sector para controlar y mejorar la
experiencia de sus empleados.
Simon Wordsworth,
director general y fundador de 59club, dijo: “Su personal es su activo
principal, si se les fomenta, se les permite desarrollar y avanzar, no hay nada
más que aspectos positivos para el negocio: ahorros de costos y, sin duda,
mayores ingresos y clientes habituales. Como empresa, siempre hemos estado involucrados
en medir el desempeño del personal y brindar soluciones de capacitación para
remediar los puntos débiles; este nuevo desarrollo permite evaluar y mejorar el
desempeño del empleado, del gerente y de los empleadores.
“En el clima
actual, con tanta inseguridad, con personal ‘fuera de posición’ y la necesidad
de emprender funciones nuevas y múltiples, debemos asegurarnos de elevar la
moral y priorizar la satisfacción de los empleados. Como negocio e industria,
seremos capaces de capturar y retener el talento para ofrecer un mejor servicio
a nuestros clientes e impulsar el disfrute del juego que todos apreciamos.
“Si tiene acceso a
my59 Mentor, nuestra plataforma de formación virtual, a medida que las
necesidades de la industria evolucionen como resultado de los datos, nosotros y
nuestros socios podremos trabajar juntos para fortalecer nuestra oferta de
educar a su equipo in situ.”
Para hablar de sus
necesidades comerciales y cómo 59club le puede ayudar a lograr la excelencia en
el servicio utilizando una variedad de Encuestas de Satisfacción, Auditorías de
Compra Misteriosa, Herramientas de Comparación Financiera y Programas de
Capacitación para los Empleados, comuníquese con su agente regional de 59club y
haga hoy mismo un cambio positivo para realizar todo su potencial.
59club, the industry leading Customer Service Analyst and Training
Provider has launched three Human Resource Survey templates that address all
areas of the employment roster, from measuring the New Employee
Experience, general Employee Satisfaction, plus an Employee Exit Survey.
When it comes to customers; satisfaction surveys have been a vital
part of 59club’s mission to drive the member and guest experience across our
industry. If the reality is that ‘happy employees equals happy customers,’ then
it’s high time we also prioritise employee well-being. As J. Willard Marriott famously said,“Take good care of your employees, and they’ll take good
care of your customers, and the customers will come back”.
The new survey templates can be used to quantify employee wellbeing,
engagement & satisfaction levels. The
venues management team will also be able to identify what motivates individuals
and how they can support their employees continued growth within their existing
role, also providing clarity and vision over personal career progression.
The Employee Satisfaction Templates are available
right now and ‘free to use’ for all my59 Survey licence holders, alongside
a wealth of Golf & Hospitality Member & Guest Satisfaction Templates.
The question templates are available to all in English immediately and will be rolled out in other languages across all 59club territories shortly. To enquire about owning a my59 Survey Licence, please visit www.59clubeurope.com.
The intelligent software can be adapted and moulded
to suit every differing properties persona, meaning that the industry can now
gain valuable Human Resource data from inside their own four walls, complete with
the ability to make direct industry comparisons to monitor and advance their
employee experience.
Simon Wordsworth, 59club CEO and Founder said;
“Your staff are your number one asset, if they are nurtured, allowed to
develop and progress, there are nothing but positives for the business, cost
savings throughout and without doubt greater revenues and repeat clients. As a
business we have always been involved with measuring staff performance and
providing training solutions to remedy those weaknesses, this new development
allows the employee, manager, and the employers performances to be evaluated
and improved.
“In this current climate, with so much insecurity, staff “out of
position” and undertaking new and multiple roles, we need to ensure that we
boost morale and prioritise employee satisfaction.
As a business and industry, we will be able to harvest and retain talent to
better service our customers and drive the enjoyment factor within the game we
all love.
“If you have access to my59mentor, our online virtual training
platform, as the industry’s needs start to evolve as a result of the data, we
and our partners will be able to work together to strengthen our offering to educate
your team in situ”.
To discuss your business needs and how 59club can assist
you to achieve Service Excellence utilising a variety of Satisfaction Surveys,
Mystery Shopping Audits, Financial Comparison Tools & Employee Training
Programs; contact
your local 59club Area Manager – and make a positive change today to realise
your greatest potential.
O 59clube, líder na indústria de analise de serviço ao cliente e formação lançou três modelos de Pesquisa de Recursos Humanos que abordam todas as áreas da lista de emprego, desde a avaliação da Nova Experiência dos Colaboradores, Satisfação Geral dos Colaboradores, a um Inquérito de Saída de Funcionários.
Quando se trata de clientes; os inquéritos de satisfação têm sido uma parte vital da missão do 59club para impulsionar a experiência dos membros e dos clientes em toda a nossa indústria. Se a realidade é que “empregados felizes são iguais a clientes felizes”, então é tempo de também darmos prioridade ao bem-estar dos colaboradores. Como J. Willard Marriott disse notoriamente: “Cuide bem dos seus empregados, e eles cuidarão bem dos seus clientes, e os clientes voltarão”.
Os novos questionários podem ser usados para quantificar o bem-estar dos colaboradores, os níveis de envolvimento e satisfação. A equipa de gestão dos clubes também será capaz de identificar o que motiva os indivíduos e como podem apoiar o crescimento dos seus colaboradores dentro de cada função, proporcionando também clareza e visão sobre a progressão na carreira pessoal.
Os questionários de Satisfação dos Colaboradores estão disponíveis neste momento e gratuitos a todos os detentores de licenças my59 Survey, tal como os questionários Satisfação de Membros e Clientes, Golfe e Hospitalidade.
Os modelos de perguntas estão de momento disponíveis para todos em inglês e em breve estarão também disponíveis nas línguas dos territórios do 59Club. Para mais informações acerca de como obter a licença do my59 questionários, visite www.59club.com.
O software pode ser adaptado e moldado de acordo com todas as necessidades de cada usuário, o que significa que a indústria pode agora obter dados valiosos de Recursos Humanos de dentro das suas próprias quatro paredes, e com capacidade de fazer comparações directas entre campos para monitorizar e promover a experiência do colaborador.
Simon Wordsworth, CEO e Fundador do 59Club disse: “A sua equipa é o seu activo número um, se for alimentado, autorizado a desenvolver-se e progredir,não há nada além de positivos para o negócio, redução de custos em tudo e sem dúvida maiores receitas e clientes repetidos. Como negócio, sempre estivemos envolvidos naavaliação do desempenho do pessoal e na disponibilização de soluções de formação para corrigir algumas deficiências.Este novo desenvolvimento permite que o desempenhodoscolaboradorese gestoressejam avaliados emelhorados.
“Neste clima actual, com tanta insegurança, com staff “fora de posição” e a assumir novas e múltiplas funções, é necessário garantir que aumentamos a moral e priorizamos asatisfação dos colaboradores. Como negócio e indústria, seremos capazes de obtermelhores resultados e reter talentopara melhor atender os nossos clientes e impulsionar o factor de prazer dentro do jogo que todos gostamos.
“Se tiver acesso ao my59mentor, a nossa plataforma deformação virtualonline,à medida queasnecessidadesdaindústriacomeçama evoluircomoresultado dos dados,nós e os nossos parceiros poderemos trabalhar em conjunto para fortalecer a nossa oferta de formaçãoàsua equipa insitu“.
Para discutir as necessidades do seu negócio e como o 59club pode ajudá-lo a alcançar a ExcellenceService, utilizando uma variedade de Questionários de Satisfação, visitas cliente mistério, Ferramentas de Comparação Financeira e Programas de Formação de Colaboradores; entre em contacto com o Manager do 59club da sua área e faça uma mudança positiva hoje que pode aumentar o seu potencial.
