Global Edition

AvingtonPark transforms its technology with MH Systems

8.41am 22nd August 2013 - Management Topics

Avington Park Aug 2013The management software operated by Avington Park Golf Club near Winchester has been transformed by M H Systems, the developer of progressive software systems for clubs, writes Charles de Haan.

Owner Robert Stent’s initiatives for new flexible kinds of membership and casual golf are proving enormously successful in building both loyalty and large databases for his club’s marketing and sales, with over 900 new registrations over the past 12 months. “Our existing software did not give us the flexibility we were looking for,” said Robert, “so we decided to look for a new system that combined the lot. With the various marketing initiatives we have based on relating golf and bar/catering spend, it’s essential that we can operate one system to analyse all sales data, see who’s spending on what and how often, create reports, and so on.

“MH Systems’ demonstration of their new MH Golf software showed us exactly what we wanted to achieve. In addition, they were happy to utilise our existing hardware as well, so it was an easy decision to select and install their software.”

“With the new loyalty card-based accounts now known to both the EPoS (electronic point of sale) part of the network and the office as well, we have now got the ideal system with which to manage the club operationally, especially for our points-based green fee initiatives. Now we can develop and communicate new offers to our members and visitors, and use our new system to check the results and see what we’ve done for the bottom line performance.”

Robert is impressed by the new MH Golf modules he’s now using at AvingtonPark. “We already have part of their new software, i.e. the MH Comps module,” he said, “and it’s very impressive. We had our Senior Championship the other day, which is as good a test of new software as any, and the members all found the new Player Score Entry system much easier to operate.

“We were also able to run four different categories within the competition and the leader board kept all competitors informed of the results. Judging by the MH Comps module, I think the new MH Golf software looks really good and well thought out.”

Robert particularly appreciates the benefits of a smoother and more secure operation for his club’s operation. “From the staff perspective,” he said, “I’m getting very positive feedback about the new EPoS system as well. Our clubhouse staff find it much easier, and when things are busy the new system copes far better with order interruption etc. It’s also much more secure from my point of view with operators having to key in and identify themselves before being able to set up orders or access the till.

Stent always knew that one of the critical aspects of any new software was going to be the standard of its service and support, and in this he’s been delighted with the way M H Systems delivers. As he explained, “It took just two days to install the new system, the training was very thorough, and whenever we’ve called – usually to be reminded of something – it’s great to find yourself talking to a real person, not find the line permanently engaged or being given an answerphone and promises, or having to use an e-mail address!”

“It’s already obvious how much better our new systems are, and that instead of working with a supplier, we’re now working with a technology partner that understands us and our club’s ways of doing things,  what we want and need now, but with an eye on the future.”

M H Systems

Avington Park Golf Club

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