Many golf courses in South East Asia seek for an opportunity to host an international or a significant local tournament to gain a marketing benefit and status of being ‘home’ of a prestigious golf tournament. It is good for brand image and a brilliant marketing tool to draw golfers to visit the course, attract new members and drive F&B revenues through casual dinner and events. However, any such status comes with a reputation to uphold.
As golfers, when we watch a golf tournament on TV and see highlight footage of a prestigious condition golf course, we naturally aspire to visit these golf courses. Most golfers wouldn’t know how much work is carried out by dedicated teams behind the scenes the golf course maintenance team and the operational departments put in to get the course presentation and facilities ready to showcase what they see on the tournament days. Once the golf course has presented its tournament condition to the public, it would create an expectation of visitors for the top-notch condition, when they visit the course. How will the golf course management know if the golf course will be in the “Tournament Ready Condition” every day?
59club Asia the Industry leading Mystery Shopper Audits & Customer Satisfaction Surveys Provider, which operates at world’s leading golf tour destinations within Asia, the UK, Europe, Middle East & Africa and the USA, has intelligent tools that can measure golf course condition consistency on any given day by real customers, who visit your golf course.
The most widely used tool in the hospitality business that 59club Asia has tailored specifically for golf courses is the bespoke mystery shopping audits. The audits will be carried out by a well-trained tester, in the most objective non-biased way, the results from the audit will present the golf club management with a granular report covering the overall golf experience at your club, measured objectively from a real golfer perspective. The report that the golf course management receives from a test visit will highlight golf course condition through cleanliness and presentation in all areas such as tee boxes, tee markers, tee signage, course furniture, fairways, greens, bunkers, cart path edging, tee to green edging, non-playing areas, and holes, basically covering every touchpoint. For customers, it doesn’t always matter if the golf course is looking lush in every single area, but the golf course is expected to be clean, tidy, and well presented in all areas.
How will the 59club Asia detailed reports help your golf business?
1. Our Mystery Shopper Audit programme is designed to cover all aspects from ‘a customer’s experience’. You will receive a detailed report at every touchpoint.
2. The report includes all hardware (presentation of the golf course), operations, services being delivered, and software such as staff performance that you will be able to identify your ‘strengths and weaknesses’ in each area. Invaluable information!
3. Tracking Individual Staff Member’s Performance: able to track staff performance objectively over a set timeline. The detailed report includes the name of the staff and department that you can use to track performance or set KPI’s for your team by department or individual, which can bear the result of higher customer retention, more repeat business and ultimately lead to higher profits.
4. As the report is objective and highlights the areas of strengths and opportunities to improve, our industry-leading reports can be utilised to plan your training needs objectively and monitor progress over time.
Even if your golf course has never hosted a golf tournament, we are sure you have hosted a corporate event, therefore you should always focus on being “Tournament Ready” to enhance your customers’ golf experience, this will deliver happy customers and drive repeat business. It doesn’t matter if you are a three-star or a five-star golf course. Customer satisfaction is from the quality that represents value for money along with an enjoyable experience. If you are a three-star course that can provide a great playing experience and service,you will surely guarantee that customers loyalty.
Find out more about 59club Asia Golf Mystery Shopper Audits today or contact our team at info@59clubasia.com for all enquiries.