Page 9 - GBC Spring 2019 ENG

Shifting from
Customer Service to Customer Experience
Are you interested in improving the bottom line, and attracting more golfers to your course? Do you want to be a place that people talk about, and put their name on a waiting list to play or join? Do you want to increase your prices for greens fees, merchandise and refreshments? Of course you do!
So, how exactly do you accomplish that? As you will see by the end of this article, the solution is to stop thinking about improving the course, and start thinking about improving the experience of the players.
Gaining Insight
from Apple, Starbucks and Zappos
With very few exceptions, every business is struggling to keep and attract more customers, in part because there is simply too much competition for people’s hard earned time and money, and the golf industry is not immune.
The most recent study on the state of the industry from the National Golf Foundation (see sidebar on p.10) paints a thought- provoking image and rest assured, all hope is not lost. In fact, as you will see, the solution is easy and right in front of you. You just have to adjust your stance.
There is more competition within the golf world for our dollars and time. Simply put, there is a lot of options for people who are looking for something to do in their down time. In addition, when they consider playing a round of golf, they no longer measure the value of the game the same way they may have twenty years ago.
Your customers are looking for something more, not just a great round of golf but a truly engaging experience.
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