One of Scotland’s most prestigious golf clubs has engaged the services of 59club, the industry leader in measuring and analysing customer-service levels at golf venues, to ensure it continues to provide the first-class experience for which it is renowned.
Gullane Golf Club, in the golfing hotbed of East Lothian, is renowned for having some of the finest links land in the world, with dramatic coastal views and a climate which permits all-year-round golf.
The sport has been played over the links for more than 350 years and the three courses are simply known by number reflecting their age. Gullane No. 1, which dates from 1884, and which was recently ranked Scotland’s 20th best course by Golf Digest, has a long history of hosting important championships – most recently the Aberdeen Asset Management Scottish Open in July 2015. In addition it hosted Local Final Qualifying for the 2013 Open Championship at neighbouring Muirfield.
Gullane No. 2, which opened in 1898, was laid out by two-time Open champion, renowned architect and golf writer Willie Park Jr, and has also been used for Open Championship qualifying. He also designed Gullane No. 3, dating from 1910, and the shortest of the courses.
Gullane joins more than 150 forward-thinking golf clubs and resorts across Europe and the Middle East, and partners such as England Golf and World of Leading Golf, who are already taking advantage of the services provided by 59club.
Gullane GC secretary David Morgan explained: “Although we are a members club, it is important we do not allow our standards to drop either for those members or our visitors. There is much history about Gullane GC and much of it is based around elements of high quality.
“Using 59club will enable us to ensure we are maintaining the high standards which our forebears established and which remain such a vital ingredient of the club.”
59club provides a bespoke ‘performance analysis tool’ enabling clubs to measure and compare standards of customer service, not just against local or chosen competitors, but also the country’s top-performing clubs.
Simon Wordsworth, chief executive at 59Club and a fellow of the PGA, added: “Gullane is a club steeped in golfing legend and lore and it is a privilege for us to be asked to work alongside the staff there to help ensure it continues to excel.
“It’s fortunate in its location in that it has stunning links land and a fabulous climate for golf. But it is also in an area where there are many golf clubs all looking for business and all reaching out to the visiting golfer. We will work with David and the team at Gullane to ensure they maintain both their performance levels and their outstanding reputation for quality.”
59club is fast becoming the industry standard for measuring and comparing customer service levels and analysing all key revenue streams for golf venues, and is committed to the on-going development of club managers and PGA professionals.
This year, the company will launch a new benchmarking software system, my59, which will enable clubs to arrange their own member surveys and mystery tests, generating detailed feedback to analyse and improve their sales and service offerings on an unlimited basis.
This follows the launch last year of Golftell, a validated feedback site which publishes a golfer’s review of the course condition, food quality, general facilities and standard of service offered by club staff. Golftell strives to provide ‘genuine’ feedback and offers club managers the ability to validate reviews before they go live, interact with their clients, share positive ratings to enhance their brand reputation, and advertise their business to potential clients.
All of this is available alongside 59club’s proprietary training services which help deliver a change of focus and behaviour from staff in order to improve customer service levels and maximise sales opportunities.
Gullane Golf Club www.gullanegolfclub.com