Page 24 - GBC Spring 2021 English

how you made them feel. When you have finished an interaction with a customer, stop and ask yourself: did you simply process the transaction, or did you say or do anything to connect on an emotional level? Only one will have a profound impact on how you made your customer feel.
INFLUENCER # 2: Make your Customer Experience Cycle Seamless
Every interaction your customer has with your course can be mapped out through a customer experience cycle. The cycle provides a visual of how all the touchpoints are interconnected in delivering a seamless engaging experience. This is a great tool to identify opportunities where you can infuse the human touch in service transactions to enhance the emotional connection with your customers.
Your website
Your golfers and potential golfers are looking for current information based on their specific needs and pandemic protocols. Ensure your COVID-19 link is easy to find and outlines the safety practices you have put in place. Be proactive in reminding them of changes in hours of operation including: staffing, course conditioning, extended tee time gaps and any dining restrictions.
Tee time bookings completed over the phone
When golfers call your facility, make it a point to speak in an upbeat and positive tone of voice. Do or say something that helps you stand out from the hoard of average courses. Try to connect in any way to make them feel good about choosing to be your customer.
Pro shop arrival
This is another key touchpoint in the customer experience. Often, golfers will be checking in during a busy morning and there might be a delay. At a minimum, acknowledge and welcome the golfers, communicate that you will be with them soon, and thank them for their patience. Your goal is to make them feel that they are important to you.
Starters
The starter is the first employee golfers engage with on the course. Golfers are excited to start their round so ensure your starter shares their enthusiasm. Make your golfers feel welcome and appreciated for choosing to play your course. Your starter sets the first impression for the rest of the outdoor experience to follow so make it engaging.
“The 19th hole is a great place to bring the experience to a pinnacle. Use this opportunity to keep the momentum with the welcome greeting.”
Sometimes, starters can be too focused on explaining the rules and course expectations to golfers, and may make golfers feel unwelcome. Remind your starters to focus on welcoming golfers first, and that any messaging around rules and procedures is done in a professional manner that doesn’t make the golfers feel unwelcome.
Halfway house
This touchpoint should be fun and enjoyable; even with COVID-19 safety guidelines in place. A great way to make the halfway house experience fun and efficient is to promote your app, encouraging players to pre-order for fast pick up.
Be creative with naming your new grab and go menu items. Think of fun ways to make your golfers feel special, such as adding a smiley face beside the golfer’s name on their order or adding a fun message, such as, “Hope you birdie on the 10th”. Change it up daily so golfers look forward to each visit.
Marshalls and Greenkeepers
In the customer experience cycle; these positions are referenced as random employee interactions because they may not be intentionally interacting with your golfers. They may simply be passing by. But, anyone who works for your course is a part of your customer experience and should make the attempt to connect, no matter how minimal the interaction.
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Golf Business Canada