Page 28 - GBC ENG fall 2021

So, the question we must all ask is what our definition of success is, and more importantly, do our systems, our pricing, our messaging and our standards of service and quality align with that vison?
Defining success, and how it’s measured, is the very important and very often overlooked first step of creating a successful club.
ARE YOUR CUSTOMERS SATISFIED?
It can be a challenge to gather good feedback from our customers. Studies show that the majority of people who are unhappy with our products and services won’t tell us, but instead they simply will stop coming. Obviously, our business results are our best definitive measurement (next page), but if our numbers are in decline, how do we know if the reasons are caused by external forces or simply that we are performing below average?
Facilities that are effective in gauging member satisfaction will use multiple ways to gather feedback. Comment cards remain a simple yet effective method for
gaining ‘day-of’ satisfaction levels. By including comment cards with the bill or tab in the restaurant, placing them on the steering wheel of golf carts, or leaving a few around the locker room, comment cards can be helpful in providing managers with the ‘pulse’ of today’s guests. With a robust POS or CMS system you can also do mini-polls via email or text after the round (how 21st century!).
Detailed satisfaction surveys are also very valuable however it is important not to overdo it. If your course is embarking on a large capital project, or re-envisioning your strategic plan, then a more extensive survey is justified based on the importance of the project. Pulse surveys are also effective and can be a simple survey with a few questions focused on a specific topic (we suggest you use Survey Monkey), or you could hire an outside firm (and one of the benefits of using a third party is to have someone that shoulders the blame if things go sideways). If you want to compare your apples with someone else’s apple, there are reports put out by excellent firms
such as Club Benchmarking, and of course, our very own NGCOA Canada pulse surveys and round reports.
Focus groups are another excellent way to not only gather feedback but also to create increased loyalty from your best customers. By inviting a handful of your happiest (or unhappiest) customers to a focus group you are sending the strong message that you care about your clientele and you value their opinion. Those who attend will often be surprisingly candid and better yet, they will tell all of their friends about their positive experience. It doesn’t hurt if you add some wine and appetizers to the meeting either!
Lastly, one of the most effective means for gathering feedback is to utilize a third-party to complete a site audit, often called a ‘silent shopper review’. In a silent shopper review the ‘shoppers’ rate their experience when visiting your facility. The third-party can be an industry expert, your fellow industry peers or even friends. What matters is that you get an impartial and detailed summary of
28 Golf Business Canada
“...our front-line staff will often have the best ideas on how to increase efficiencies, improve working conditions or better yet, enhance customer service.“