In this presentation, I am discussing the importance of customer journey mapping a possible tool to understand golf club members' and guests' needs and expectations. I also give 6 possible outputs of a customer journey mapping. Check out also: https://www.golfbusinessmonitor.com/golf-club-management/2018/11/golf-club-customer-journey-mapping.html

1. • The importance of customer journey mapping in 2019
• Miklós Breitner / CEO / Golf Business Monitor
• www.golfbusinessmonitor.com

2. What is
customer
experience?

3. Customer
experience
vs
Expectations

4. What is…

5. One
size fits
none!
• Forget „average
golf club customer”!
• Defining the most
important target
customer segments
to be served.
• Understanding
customer journeys.

6. What’s the
difference?
• Customer journey
maps;
• Experience maps;
• Service blueprints.

7. The idea of customer
journey mapping
• Customer journey
maps chart your
customer’s experience
and help you target
IMPROVEMENTs with
the greatest return.
• By identifying those
touchpoints in your CX
with the greatest
IMPACT, your journey
map becomes a
centerpiece of your CX
planning process.

8. Outputs of the customer journey mapping process

9. Survey Existing
Sources
• Direct feedbacks via
phone, email,
contact forms, chat,
online comments
etc.
• Social media:
Facebook, Instagram,
All Square Golf etc.
• Reviews & ratings -
Leadingcourses.com,
Tripadvisor etc.
• Market research:
surveys, focus
groups, and
questionnaires
• Industry reports &
whitepapers

10. Guest
Statisfaction
Survey
• The golf course overall
• The greens overall
• The way you were looked after by our
golf team
• The facilities & service in the
Clubhouse (incl. UNiK CAFÉ & enso
sushibar)
• The likelihood of your returning to play
and recommending Las Colinas to your
friends.
• Other comments

11. Satisfaction
Survey
• Customer service
• Service efficiency
• Variety of menu
• Quality & appearance of the
products
• Temperature of food
• Comfort of the facilities
• Your intention to
recommend UNiK CAFÉ
• Value for Money
• Other comments &
suggestions.

12. 6 main outputs
What steps
customer take;
What success look
like;
Effects of changed
internal processes
& policies to meet
the expectations of
the customers;
Moments of Truth;
Pain Points;
What the golf club
needs to do to
deliver the desired
outcomes.

13. Employee journey
mapping
1. Sourcing & Recruiting
2. Pre-boarding
3. Onboarding (Orientation & Initial training)
4. Compensation & Benefits
5. Ongoing learning & Development
6. Ongoing communication &
Communication + Community Involvement
7. Rewards & Recognition
8. Performance Planning, Reviews and
Feedback
9. Advancement
10.Retirement / Termination / Resignation

14. Thank you, for your
attention!
• www.golfbusinessmonitor.com
• Email: mikibreitner@gmail.com
• Mobile: +36 30 279 00 54
• Twitter: @Breiti
• Skype: mikibreitner