Golf Club's Customers' expectations
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Another boring talk about my experience managing and consulting for a few golf clubs in the past 22 years. I talk about what golfers expect, what members and homeowners - who may not be golfers themselves - expect when they buy a membership or property beside a golf course. A lot of stories can be shared: Contact me at mynormasATconsultant.com replacing AT with @ for more info.
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Golf Club's Customers' expectations
- 1. Golf Club Customers Expectations Golfers, homeowners and members
- 2. In this topic • Expectations • Golfers • Homeowners • Members • Managing them
- 3. Expectations • Golfers: The Augusta Effect • What they see in Augusta • Other courses around the world • On TV or when they travel • Expectations can be unrealistic • Near-perfect conditions • What they hear from others • What were told during sale
- 4. Golfers • Greens : Fast all year round • Greens : zero maintenance activity • Fairways : colour like on TV • Rough : not ‘too rough’ • Bunkers : consistent all year • Sometimes its about aesthetics than about play
- 5. Golfers • High expectations is expected • Club must manage golfers’ expectations • Don’t ‘chase complaints’ • Key is communication and patience • Not listening to golfers will lose customers
- 6. Reasonable Golf Course • A desirable level throughout the year • Fair and consistent surface • Testing for low but enjoyable for high h/cap • Nicely with local environment & landscape • Good value for money paid • Sustainable as a business
- 7. Homeowners • Expects what they were told (and more) • Security (from golf course side) • Safety (from stray balls, machinery etc) • Privacy (workers, golfers etc) • Image (house beside golf course) • Prestige (golf course brand) • Real estate value (as advertised & paid for)
- 8. Homeowners • Can have high and unrealistic expectations • Expect high aesthetic all the time • Without the inconvenience of fertilizer or chemical • Some are unwilling to put up with anything blocking view. • They have paid for view and want it.
- 9. Homeowners • Club must manage expectations • Developer wants to sell houses • Real estate value depends on what homeowner or prospect see
- 10. Members • Can feel that they have bought a piece of the club • Some feel ‘entitled’ • Worse if it’s the whole family • Not all
- 11. Most Members • Want what they paid for • Usage of club facilities • Fair and consistent rules • A friendly atmosphere • Good service • Staff that knows and cater to them • Keep staff turnover low.
- 12. Most Members • Want club activities • They may not participate • They want to belong and be part of • Club newsletter or magazine • Birthday wishes • Management to acknowledge them.
- 13. Club members • Want the club to be high profile • Good publicity • Win awards • Be famous • They want to be proud to belong
- 14. Sell membership? • High profile Club • Award winning • Publicity • Slightly expensive membership • Famous • Cannot? Manage expectations.
- 15. In this topic • Expectations • Golfers • Homeowners • Members • Managing them
Editor's Notes
- Augusta’s greenspeed
- Golfers want golf courses to look like works of art.