Australian Preliminary Insights: Golf Visitor Experience Mystery Shopping Audit

Australian

Preliminary Insights: Golf Visitor Experience Mystery Shopping Audit

Foreword

As a global leader in the provision of customer service analysis and education services; 59club’s Mystery Shopper Program, Customer Satisfaction Surveys and Employee Training Services deliver insights and resources to support golf clubs & hospitality providers to improve and maintain their sales & service levels, in turn increasing customer satisfaction, revenue, and profits.

Having opened its eighth local division serving Australia & New Zealand at the tail end of October 2022 – these performance management solutions are now being rolled out across the region.

In the run up to the official launch, 59club delivered a series of mystery shopper audits for eager club managers across Melbourne & Sydney, that measured the ‘Golf Visitor Experience’, and the ‘Membership Sales Enquiry’ process, subsequently providing educational support whilst facilitating growth amongst its newly affiliated properties.

Mark Reed, 59club Global Director (left) with Sam Hughes, 59club ANZ General Manager (right) officially opening 59club Australia & New Zealand last October.

Initial CX Insights

We have created a very simple Customer Experience (CX) Insights report, that provides a snapshot into the headline level data collected during the preliminary Golf Visitor Experience audits in the region.

TEE TIME RESERVATION

ARRIVAL EXPERIENCE

BOOKING CONFIRMATION

GOLF SHOP & RETAIL ENQUIRY PRACTICE FACILITIES

LOCKER ROOMS

ON-COURSE SERVICES

GOLF COURSE PRESENTATION & AMENITIES

FOOD & BEVERAGE

CST TRACKER

Golf clubs who engage in the mystery shopper program receive full access to 59club’s industry leading sales & customer service analysis.

The report analysies over 250 objective data points, that measure every customer encounter, from the initial Tee Time Reservation, right through to the post golf Food & Beverage experience.

The audit also collects data within the Customer Service Tracker, that monitors a Net Promoter Score (a score that analyses a visitors probability of making a return visit or recommending the venue to others).

The following analysis of the data collected during the preliminary audits provides insight into how golf clubs in the region are performing in areas such as Staff Engagement, Service Offering, Sales & Upselling Aptitude, and Facility Management

The report also compares the Australian golf clubs' performance to the global industry average and the podium performers, offering a benchmark against those already engaged in 59club's mystery shopper program.

59club’s Global data is representative of all affiliated properties spanning the UK, Europe, Middle East, Africa, Asia, United States and Canada.

AUSTRALIAN AVERAGE

INDUSTRY AVERAGE

PODIUM AVERAGE

The Australian Average represents the headline mystery shopper measurements experienced during 59club’s preliminary free trial offering in the region.

The Industry Average is a global benchmark representing all 59club venues.

Comparing clubs and managers who have just started with 59club, to facilities and operators who have spent nearly two decades learning, growing and adapting with 59club is sure to create a gap in our customer service benchmarks. This is normal and expected.

Early 59club adopters in Australia and New Zealand, however, are already starting to see significant improvement, and it’s only a matter of time before clubs in those regions begin to show up on 59club global podiums.

The Podium Average is a combined score of the Top 3 performing venues within the overall audit.

Staff Engagement

When it comes to analysing staff engagement during the tee time reservation, on arrival, at check-in for golf, and various encounters with the on-course service team and the F&B department, the audit measures;

The initial greeting and conversation, the appearance of the staff member, the standard of welcome offered, and the body language demonstratedincluding elements such as; smile, eye contact, willingness to approach the customer and the level of helpfulness afforded.

ahead by a further 27 percentage points.

Service Offering

Within the audit, service offering considers all things operational - on and off the golf course, in the restaurant and across all communal areas – it is the

Analysing the provision of arrival information, giving directions to key facilities, obtaining contact details, as well as retail basics such asstock levels & merchandise presentation.

And, out on the course, elements such as the F&B offerings, the presence of the ranger, the management of speed of play, along with information provided by the starter/pro teamincluding pin positions, yardage markers, on-course maintenance, and general etiquette.

Delving into the dashboard, the Australian data shows a 15 percent lag in comparison to the global average, who are superseded a further 29 percent by the global podium performers.

Sales Aptitude

Elements within the audit measure the staff sales approach, highlighting opportunities for financial growth - typically clubs who are not engaged in the merits of performance management, are the dial.

The audit provides insights into the various sales opportunities harnessed, the techniques used, and the opportunities that are lost - during the call to reserve the tee time, within the booking confirmation, and subsequently on arrival, within the golf shop, on-course services and F&B salesall come into play.

alone; the revenue that is going unsold is something that engaged clubs will be able to pinpoint and calculate, as they work within the dashboard to perfect their sales aptitude and service levels, upskilling staff with the education lessons that are built into the results platform.

Lingering on retail for a moment, more complex sales analysis within the audit also considers the response to a product enquiry, with the audit measuring the employee's product knowledge, their ability to extract the customers' needs, whilst recommending appropriate items - all whilst linking the features & benefits of the product to the needs of the customer.

Other sales tactics detail the ability to upsell appropriate / paired items, as well as determining the effect the employee has on the overall purchasing decision.

Australia finds themselves 16 percent behind the global average for sales aptitude, with the podium performers 26 percent further ahead of the global average.

Facility Management

Facility Management takes into consideration everything from cleanliness, litter, directional signage, and presentation - from the very first impressions on arrival at the venue, to the golf course, locker rooms, golf shop, practice area, on-course services and the F&B areas visited.

The audit helps to set standards and monitor performance, with objective criteria and unbiased feedback supporting the team to appreciate the consumers impression of the venue.

The Australian analysis shows that performance is currently sat at just 3 percent behind the global industry average, with the best performers maintaining a 20 percent lead.

Facilitating Your Growth

The initial audits have given those involved an objective insight into 59club’s proven strategy to measure & improve customer service levels, with the ability to make customer experience comparisons to the best performing venues, chosen competitors, and the industry average - here in Australia, and across the wider global golf & hospitality landscape.

The regions early adopters are already working fast at closing the margins, exploiting the opportunity to grow customer satisfaction levels & sales performance.

It’s only a matter of time before they begin to challenge some of the greatest names in the world of golf, striving to deliver the finest customer experiences, including 59club’s award winning annual performers, and those recognised for the highest long-serving standards of customer service excellence.

REALISE THE OPPORTUNITY

The industry’s leading Customer Service Analysts & Training Provider

From pay & play and private member clubs, to large scale resorts, 59club’s proven strategy supports clients across the Golf, Leisure, Spa, F&B, Retail and Hospitality industry.

Mystery Shopping

Our fully trained mystery shopping team use the latest technology to capture real time images and gather measurable data across every touch point.

Satisfaction Surveys

Intelligent software and industry specific survey templates evaluate customer & employee satisfaction levels.

Training & Education

Tailored to your venue’s specific needs, our training resources will address any weaknesses in performance, and realign in-house standards.

Upskill your workforce

Measure in-house standards

Elevate customer acquisition

Improve satisfaction levels

Analyse industry comparable data

Uplift profits

Reward Excellence

The building blocks to your success

We measure your customer experience and sales aptitude. We train your team to elevate performance levels.

Trusted by Industry Leaders

And reward elite performers for achieving customer service excellence.

Our regional teams will offer a level of support that is unrivalled in the industry.

59club’s expertise, information & staff training have become mainstays of our business.

This allows us to deliver a consistently high level of customer service across our entire group operation.

59club created the visibility into our sales organization that we have been wanting for a long time.

We now have a consistent training program for all new hires, and the vision to focus our retraining efforts.

VIC ALIPRANDO VP of Business Development PGA Tour - Golf Course Properties

CHRIS MAY CEO, Dubai Golf Group Emirates Golf Club, Dubai Creek & Jumeirah Golf Estates