Global Edition

59club Benchmark Results for May

9.33am 10th August 2010 - Corporate

59club, the independent golf analysis business that measures service at some of the leading golf venues in the country, has just released its headline results & performances for the month of May.

The Qhotel venue of Forest Pines in Scunthorpe was leading venue visited in May, with DeVere’s Wychwood Park in Crewe and Cameron House on Loch Lomond handling the best phone call enquiries in over two years of testing.

Based on very testing criteria Forest Pines scored nearly 90% across all of its golf outlets at the venue, significantly ahead of the industry average of 69%. 59club tests areas such as arrival, changing rooms, the shop, starters, the course, the golf bar, the professionals and range over a seven-hour period. Nic Oldham, Commercial Director, QHotels, commented “it is fantastic that Forest Pines Hotel & Golf Resort has been recognised by 59Club for its first class facilities, dedicated team and passion for striving to exceed our golfers expectations”.

Nicola Smith & Graeme Matthews, golf sales managers at DeVere’s Wychwood Park and Cameron House respectively were top scores (97% +) in the Corporate/Golf Society test call section. Both produced stunning call handling to display near flawless work for their respective sales office, way above the industry average for the month of 66%. The test call breaks a simple enquiry down into 50 areas testing the venues ability to handle connection, research, specific detail, the close of the call and the follow up quote. DeVere’s Richard Barker commented” It is excellent news that Nicola and Graeme achieved such stunning scores, but all of our sales teams across the group have worked really hard at improving all aspects of service to the new enquirer, it has shown not only in recognition from 59club but our conversion rates are significantly up on last year. ”

Simon Wordsworth, Fellow of the PGA and CEO of 59club commented “Statistics show that four in five organisations agree that customer service impacts loyalty and advocacy, three in four concur that it impacts on satisfaction and spend, yet less than a third do anything about it. The senior management / committees at most golf venues, are oblivious to what is really occurring (good or bad) on a day-to-day basis when either someone contacts the venue or turns up to play”. 59club aims to give them a tool to do something about it, to shout to the country how good they actually are. Forest Pines and Wychwood are two great examples of venues that really care about their customers and are doing something about it.

In early 2011 59club will hold an awards ceremony to celebrate consistent good service with the first ever granting of 4/5 star service awards as well as highlighting exceptional individual performances like Nicola’s and Graeme’s.

We all have wildly differing views on what is a “good golf course”, however 59clubs analysis system leaves virtually no room for debate on what constitutes good service. Carefully developed over the last two years with some of the key players in the golf industry 59club has created a totally independent system to highlight excellent, good, indifferent or poor service.


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