Tag: europe

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.  

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. 

“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.” 

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.  

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 Shopper Insights: 

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  

“My customer has booked, my software generated an immediate written confirmation, or my staff have access to send a ‘templated’ email. Done and done. 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.  

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.   

“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.” 

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 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.  

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. 

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. 

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. 

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 1^st 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. 

59club Europe’s French division hosted their Customer Service Excellence Awards Ceremony on Thursday, April 21, 2023, at the Ormesson Golf Course. 

The event which recognises golf clubs & resorts for achieving the highest customer service standards within the region, started with an Education seminar which took place in front of an audience representing the French golf industry.

As evening fell, a cocktail reception allowed attendees to continue their exchanges, ahead of the annual 59club Service Excellence Awards Ceremony & Dinner, sponsored by Toro/Solver, Ransomes/Jacobsen and Piguy Golf Challenge.

Winners for the French Service ‘Excellence’ titles were determined through scores collected by a set of mystery shoppers, who use 59club’s unique and objective evaluation criteria. The scores to qualify for these awards, include a series of audits that analyse the properties customer service levels, sales performance, staff engagement and facility management.

During the evening, the golf venues & resorts were also rewarded for their use of the survey tools within the my59 platform, as they continually work to enrich the experience afforded to both members and guests.

A highlight of the evening saw 59club present their global benchmark of excellence, the Gold, Silver & Bronze Flag Designations. These highly prized awards 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. On the night, 59club presented a total of 7 Golf Flag Designations, which included a Gold Flag awarded to Golf de Terre Blanche, and a Silver Flag presented to Golf National Albatross. A further 5 Bronze Flag Designations recognized Golf de Seignosse; Golf de Servanes ; Golf d’ Hardelot; Golf d’ Opio Valbonne and Golf du Touquet. 

Of the evening, 59club Global Director, Mark Reed who flew over to present the Golf Flag Awards said; “It was a pleasure to join Claude Rousseau and Colin Bosio as they hosted the 2^nd annual French Service Awards Ceremony, it was a very personal affair, and naturally, Claude brought his charm and wit to the evening – which everyone appreciated. 

“59club Europe is split into three territories, Europe West, Europe South (who celebrated their award winners earlier in the year), and most recently 59club Nordic who opened at the tail end of 2022. Europe West: the territory that represents France, is just beginning their awards journey with their clients, and it was heart-warming to see so many venues recognized with the 59club Global benchmark of excellence for having delivered some of the finest customers experiences recognized in the world of golf. 

“To subject your club to independent evaluation, and claim a title that has to be earned through hard work & determination after the culmination of a successful series of mystery shopper audits, is something that we are incredibly proud to recognise, and I look forward to returning again early next year”.   

Full list of Award Winners

59club Golf Flag Designations:

Gold Flag Designation: Golf de Terre Blanche

Silver Flag Designation: Golf National Albatross

Bronze Flag Designation: Golf de Seignosse; Golf de Servanes ; Golf d’ Hardelot; Golf d’ Opio Valbonne & Golf du Touquet

Complete list of Trophées de l’Excellence winners:

Performance Award for Customer (Reception) Service:

Golf d’HARDELOT 

Proshop Experience Award:

UGolf de BOURGES 

Best Restaurant Experience Award:

Golf BlueGreen de GUJAN MESTRAS 

Best Sales Team Award:

Golf BueGreen de SAINTE-MAXIME

On Course Services Experience Award:

Golf d’Opio Valbonne 

Best Greenkeepers Team Awards: (3 trophies according to the average price of greenfees)

Golf Club de LYON SALVAGNY 

Golf BlueGreen de SAINT LAURENT 

Golf Blue Green de MAZIERE EN GATINE

my59 Customer Survey Performance Award:

Golf International d’Arcachon 

Customer Experience Progress Award:

Golf de CHANTILLY 

Global Visit of the Year Award: (3 trophies according to the average greenfee rate)

Golf du MEDOC Resort 

Golf de SERVANES 

Golf BlueGreen de BORDEAUX LAC

Special Regularity Award:

Golf international de PONT ROYAL