SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS Setting the Benchmark for Customer Service Excellence MEASURE • TRAIN • SUPPORT • REWARD
Generate real time feedback to achieve service excellence. SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS Satisfaction Surveys Industry Benchmarks Support Network Demographic Filters The feedback generates clear direction to improve the 'experience' afforded to your ‘Members, Visitors and Staff’, assisting you to breed loyalty, increase spend, secure referral and repeat business. Ask the right questions to generate reliable feedback: Industry specific templates assist you to build surveys from a bank of insightful questions, with the flexibility to add bespoke questions as desired. Automated software invites customers to complete a survey based on their recent encounter, or will track a customer’s experience at significant landmarks during their journey, auto-generating a series of questionnaires, in sequence at set intervals as programmed. The dashboard features real-time results , with built in demographic filters , industry benchmark comparisons and trend tracking tools for immediate and astute analysis. Deliver industry leading satisfaction surveys to your customers online, providing an economical way of truly understanding their views, what is important to them and the degree of that importance. Industry Specific Templates Integrated Software Instant Feedback Anonymity Preferences Unlimited Surveys Automated Analytics Member Experience New Member Integration Member Exit Visitor Experience Group Golf Day Organiser Golf Lesson Club Fitting Academy / Driving Range Customer Service Tracker Bespoke Surveys Member Communication App Covid-19 Bundle Dining Experience Hotel Guest Conference & Events New Starter Employee Satisfaction Employee Exit New Member Integration Member Experience Member Exit Leisure Day Guest Spa Day Experience Beauty Treatment Personal Training Fitness Class Leisure, Spa & Beauty Golf General Hospitality Human Resources MEASURE • TRAIN • SUPPORT • REWARD
Industry Insights
The following statistics have been taken from member & guest surveys, as delivered by 59club affiliated venues:
Likelihood of customers recommending the venue:
GOLF 84% F&B 75% LEISURE 75% SPA 82%
Member Perceptions
New members establishing friendships at your club: Employees showing a genuine interest to get to know new members: Employees who requested referrals from new members:
Existing members perception of their membership fee affording value for money:
Existing members rating their sense of belonging at the club:
GOLF GOLF GOLF GOLF GOLF
64% 48% 26% 72% 74%
LEISURE LEISURE LEISURE LEISURE LEISURE
30% 47% 29% 64% 61%
How members rated their associated benefits, discounts and incentives: Ex-members who didn’t visit the club as often as they would have liked: Ex-members who will be joining a competitor club: Ex-members who felt that the club failed to deliver all that was promised when they joined:
Participants preference of anonymity:
WAIVED ANONYMITY
REMAINED ANONYMOUS
GOLF GOLF GOLF GOLF
67% 53% 62% 23%
LEISURE LEISURE LEISURE LEISURE
52% 45% 49% 33%
“The 59club surveys have been a huge success for us! We have linked our EPOS [Concept] system to 59club’s survey software, which will provide a survey to anyone that plays a round of golf at The Belfry. This gives us even more insight into what our customers are looking for allowing us to retain our number one position as the best golf resort in the UK.” Chris Reeve, Director of Golf, The Belfry Hotel & Resort
lee@59club.com www.59club.com
22% 78% +44 (0)7891 641 382
Measure your entire customer journey across Golf, Leisure, Spa & Hospitality. Membership Sales Life as a Member Visitor Experience Group Golf Sales Golf Break Retail Enquiry Custom Fitting Golf Tuition Hotel Guest Conference & Events Fine Dining Casual Dining Food To Go Membership Sales Life as a Member Spa Day Experience Massage / Facial Spa Break SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION Mystery Shopping Service Awards Best Practice Criteria Industry Benchmarks Progress Tracker Profit Calculator Bespoke Results Support Network Demographic Filters An independent mystery shopper audit allows managers to view their club through the
of their customers, taking feedback to pinpoint strengths and weaknesses with the ability to make service comparisons across the industry. The audit criteria dissects your service offering into the following categories: staff attitude, sales & upselling aptitude, facility management and general operating procedures. This generates real and current information that can be acted upon. With bespoke ‘performance comparisons’ against competitors, the 59club industry and best performers internationally, in addition to complete functionality to track headline and departmental trends, clubs receive the intel and motivation to ensure performance is achieving its potential. 59club’s Mystery Shopper process allows you to understand business trends, monitor performance, develop staff and exceed customers’ evolving expectations. Leisure, Spa & Beauty Golf Hospitality Automated Analytics 59club have mapped out the perfect service experience within every revenue stream, complete with the flexibility to customise audits to reflect your individual customer journey BUSINESS METRICS MEASURE • TRAIN • SUPPORT • REWARD
eyes
Why we do what we do
"The expertise, information and staff training that 59club has provided us at both Emirates Golf Club and Dubai Creek, over the years have become mainstays of our business, and have allowed us to deliver a consistently high level of customer service across our entire group operation. We pride ourselves on being amongst the very best venues in terms of the visitor and member experience in world golf.”
Chris May, CEO,
Dubai Golf
"For us 59club acts as a training tool, allowing us to drill down into all the different sectors of how you are being managed and measured. It’s a tool for getting together with the team to identify where you need to improve, it’s about consistency at the end of the day, producing the same conditions on a daily basis for our guests expectations, that's what it’s all about."
Craig Haldane,
Golf Courses Manager, The Gleneagles Hotel
"We pride ourselves on our overall guest experience, delivered through our entire team’s extensive knowledge and dedication. We are always looking for ways to improve, working with 59club has been really beneficial. We will, therefore, continue to support our staff with innovative, industryleading training plans incorporating 59club’s expert guidance, to ensure we remain at the forefront of guest experience, as we continue to evolve and strive for growth throughout the resort. I would encourage others to search out such feedback with an open mind when it comes to finding new ways to improve."
Agustin
Garcia, Chief Business Officer at Infinitum (formerly known as Lumine)
"The training and testing platform created the much needed visibility into our sales organization that we have been wanting for a long time. We now have a consistent sales training program for all new hires, and allows us to focus our retraining efforts specifically on those that need it and on the areas that they need. Mike and his team are incredibly responsive and have done so much to help our sales team."
Vic Aliprando, VP of Business Development, PGA Tour - Golf Course Properties
"Our partnership with 59club USA has been instrumental in evaluating and enhancing our performance across the board,” said Amy Buchanan, VP of Sales and Marketing, Bobby Jones Links. “Using a third party to ensure we’re constantly getting better is a real differentiator compared to other management companies who rely on biased data from their own channels. With 59club USA, we can ensure we’re getting real, actionable, unbiased data which will allow us to improve quickly and efficiently. We’re thrilled with the results.”
Amy
Buchanan, VP of Sales & Marketing, Bobby Jones Links
"It’s an absolute pleasure to be associated with and work alongside 59club, their expertise span the whole of the hospitality business – which Troon Golf also specialises in. There is such incredible value in the level of detail within the 59club reports, it’s a set of independent eyes, seeing the customer journey through the eyes of the guest, which is so incredibly valuable. Nine times out of 10, you are going to see an increase in revenue, and that is an absolute no brainer. I do genuinely respect and value what 59club offers. It’s something golf never had previously, and I just hope everyone else values it as much as we do. Properties need to see their products and services as something that provides tangible value; with 59club your guaranteed to improve the overall experience, and ultimately that will make a difference to your profits."
Tom
Rourke,
General Manager, The Els Club, Dubai
"Our relationship with 59club speaks for itself – we have been working with 59club for nine years and we’re very happy. They’re very professional and very helpful in all aspects. You only have to look at the range of products they continue to introduce to see that it’s not a company that is standing still. They’re progressing and, as their client, we progress too."
Kristoff Both, the director of Club de Golf Alcanada
+44 (0)7891 641 382 lee@59club.com www.59club.com
Membership Sales New Member Integration Member Retention Visitor Experience Corporate Golf Day Sales Retail & Upselling Golf Lesson Custom Fitting Leisure Membership Sales New Member Integration Member Retention Spa Day Experience Beauty Treatment Retail & Upselling Hotel Guest Experience Conference & Event Sales Dining Experience Leisure, Spa & Beauty Golf Hospitality Virtual Mentor Hosting 59club’s acclaimed Sales & Service training programs & contributor content, providing guided education and development pathways to elevate performance. The intelligent virtual education experience. Contributor Content Performance Data Links House Own Content Store Handbooks 59club Training Modules White Label Host Webinars Discussion Forums User Analytics Accreditation Builder Monetise Featured Training Programs: Intelligent learn notifications link directly from a venue’s mystery shopping performance data, to the relevant lesson within my59 Mentor, working to upskill staff and address any shortcomings Venues can white label the platform making it the perfect vehicle to store and communicate all in-house company policies and training manuals directly with the team. Also providing the technology to build internal online training courses and track employee liability acceptances. "Mentoring is about giving Insight, Direction, Reflection, Education & The BUZZ! My59 Mentor delivers The Big Five, in a user-friendly format that makes training an engaging, entertaining and effective journey for employees at every level. The program elevates training from "routine and ordinary" to new, creative and exciting." Gregg Patterson, "Tribal Magic!!!" MEASURE • TRAIN • SUPPORT • REWARD SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS
An
your sales & service
New Member Sales Enquiry New Member Integration Member Retention Group Golf Sales Enquiry Operations & Upselling Retail & Upselling Custom Fitting F&B Operations & Upselling Conference & Event Sales Event Operations & Upselling Defining service levels Non-golfer engagement skills New Member Sales Enquiry New Member Integration Member Retention Group Spa Day Sales Enquiry Spa Operations Retail & Upselling
& Education 59club training has assisted hundreds of venues worldwide, and can be tailored to accommodate individual needs, whilst also providing access to 59club’s online learning resources. Training can address weaknesses highlighted by mystery shopper audits and customer satisfaction survey feedback, ensuring
action points
addressed.
best practice methodology,
deliver outstanding service levels and sales outcomes.
team
service
members and guests
Ongoing professional
sales
service
Leisure, Spa & Beauty Golf Hospitality Industry Benchmarks Best Practice Criteria Online Learning Platform Support Network Automated Analytics +44 (0)7891 641 382 lee@59club.com www.59club.com
acclaimed route to develop
aptitude.
Training
clear
are
We adopt
proven to
“Having 59club deliver the training to the
has given them a heightened perspective of the standards that we expect from our staff and the
that our
deserve. It’s truly inspirational to see 59club's passion and vision for wanting to create the best experience for our members from the very moment they join. The team are literally buzzing and can’t wait to incorporate 59club's sales and service tactics into club life.” Chris May, CEO of Dubai Golf.
development is at the heart of any world-leading venue’s strategic approach. 59club’s training modules utilise proven
and
tactics to educate and motivate staff.
Metrics
financial & numerical statistics to provide clarity
venues financial
revenue
of rounds
or
of revenue’; generating direct industry comparisons. Complete with intelligent filters that
you to make
adjustments to measure your results against a custom data set.
variables such as gross profit, turnover, membership revenue & attrition, purchasing rates, average monthly sales, payroll and staffing
Subsequent releases will allow venues to delve
to
greenkeeping costs, professional offerings and club salaries. Comparable Data Guaranteed Anonymity Intelligent Analytics Financial Intel Intelligent Filters Industry Benchmarks Monthly Reporting SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS Region Business Style Course Type Number of Holes Complimentary Filters Club Revenue Gross Profit Payroll Membership Numbers Rounds Played Green Fee Rates Premium Filters MEASURE • TRAIN • SUPPORT • REWARD FREE METRICSTOOLS
Financial intel empowering astute judgements and decisions. Business
Metrics combines differing
around a
performance, for example ‘total
divided by number
played’,
‘payroll divided as a percentage
allow
further
Compare
levels.
deeper
truly understand
TRAINING &
BUSINESS METRICS
Regular industry data supporting informed decision making Club Study
Club Study connects Managers with industry Insight, and
a global network.
Our minute surveys are used to collect immediate and diverse responses from 59club’s global network, with results analysed to identify emerging trends, and then published days later.
Each fortnightly survey highlights technical, conceptual and philosophical insights from inside Golf, Leisure & Hospitality businesses from across the UK, Europe, USA, Canada, Asia, Middle East, Africa, Australia & New Zealand.
The Insight, Collaboration and Community that Club Study creates, will inspire curiosity, and ultimately empower Club Managers to make informed data-driven decisions.
40% of clubs allow their staff to dine at their club, though most state it's during certain times or infrequently
“We want our staff to be proud of where they work so typically if they have family in town for a special occasion, we will let them dine at the club with their family"
Participants are encouraged to submit questions they would like to appear in subsequent surveys, putting Club Managers in control of the direction the study takes to give an industry perspective like no other.
Previous reports have revealed a Club Manager's typical ratio of hours spent in versus outside the office, the composition of a club's board or management group, the frequency of F&B menu changes, and emotive responses to pinpoint a manager’s stress level, to provide a broad flavour of what’s in store.
Club Study is a complimentary offering as part of 59club’s commitment to support the Club Manager to achieve Customer Service Excellence by harnessing insight, collaboration and building community.
+44 (0)7891 641 382 lee@59club.com www.59club.com SATISFACTION SURVEYS MYSTERY SHOPPING
EDUCATION
Peer Driven Content
Realtime Industry Insights
Discussion Forums Support Network Results Archive
App Utilise live performance data submitted by the management team, employees and club members to make informed decisions to elevate satisfaction levels, retention rates & profits. Streamline Operations Management Advance Employee & Member Experience Clubs can build a bespoke user experience, all feedback is received privately by the relevant individual or club department, with supplementary comments, ratings & images providing full clarity and analysis over a particular issue or task. The App will track trends, monitor patterns of performance, whilst generating statistics for periodic reviews. BUSINESS METRICS Anonymity Preferences Instant Feedback Demographic Filters Industry Benchmarks White Label Sector Specific Support Network Automated Analytics Retail Management Front of House Employees Golf Course Presentation, Maintenance & Amenities Practice Area, Playing Surfaces & Facilities MyTell for Managers Club Facilities Member Services Food & Beverage People MyTell for Members Community & Club Culture Health & Well-being Intellect Drive Relationships MyTell for Employees The management team log observations during their daily departmental evaluations, with the ability to share live performance reviews with the team, set targets, track accountability, and monitor progress. Employees record their physical and mental well-being while at work, including their perceptions of the relationships that have formed with their peers and superiors, in preparation for periodic appraisals, whilst supporting career progression. Club members, the board, committees or engineered focus groups privately communicate their experiences of club life, direct with the management. SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS MEASURE • TRAIN • SUPPORT • REWARD
MyTell
Succession
Personal development program for aspiring industry leaders
Succession supports its members to reach their full potential, providing refined learning opportunities that feeds personal growth and drives career progression.
The digital learning platform acts as a hub to connect progressive individuals with the latest video, audio and written educational content, plus a schedule of unique learning events, all centred around Successions’ seven key areas of development.
Leading experts across sport and business share their knowledge, with new content and talented contributors constantly added to accelerate our holistic blend of education. Each lesson is categorised under its specific learning objective, making development readily digestible in a way that suits the learner; delivering 'bite-sized learning at it's best'. Membership is open to all managers, their deputies, and other rising stars within their business.
IMPROVE – CREATE A LEGACY – LEARN FROM THE BEST
is brought to you by
and its
major partners: Regular content providers include:
Succession
59club
long-term
Health Management
Forum Interviews Live & Online Events
Resources The Vault
SATISFACTION SURVEYS MYSTERY SHOPPING TRAINING & EDUCATION BUSINESS METRICS +44 (0)7891 641 382 lee@59club.com www.59club.com
Self Career Skills & Support Teams Leadership
MEASURE • TRAIN • SUPPORT • REWARD +44 (0)7891 641 382 lee@59club.com www.59club.com
