Global Edition

Golf Club Managers to Exert More Control With ‘My59’

1.10pm 20th May 2016 - Management Topics

my59 logoClub managers can now independently monitor service levels throughout their clubs following the launch of the innovative ‘my59’ software from the leaders in customer-service analysis, 59club.

The company’s core service, utilised by hundreds of golf clubs and resorts across Europe and the Middle East, continues to provide audited tests on a bi-monthly basis.

But, by purchasing a licence to the ‘my59’ software, managers are now able to arrange their own internal mystery-shopping audits and member surveys, as and when required, at no additional cost – and all the time utilising the market’s foremost criteria developed by the industry leaders.

As with all 59club products it is capable of benchmarking against competitors and the industry while retaining full confidentiality of the venue’s information.

Simon Wordsworth, chief executive at 59club and a fellow of the PGA, explained: “Effectively, the self-test software acts as a club manager’s eyes and ears, as and when required, and the process is simple to implement. We have worked with England Golf for more than a year now to enable clubs to take control.

“This will, for the first time, empower managers to be in full control. They will be able to identify current performance levels of their teams, to set standards for any onsite franchises and highlight strengths and weaknesses within the club.

“Its uses are limitless. For example, a club wishing to improve its F&B could use the software to test the nearby competition and build standards into its operation that exceed that of its competitor.

“Whether annually to the whole membership, or more targeted niche groups, member surveys provide clear direction on ways to improve the ‘life as a member’ experience at a club and can be created simply, by selecting from more than 100 member-specific questions, with the ability to create additional personalised questions. Feedback can be filtered to highlight trends and consider necessary actions.”

The system comprises five benchmarking products: online golf member surveys; mystery shopper audits – including new membership enquiries; a golf visitor experience; and a golf society/group call – and premium access to the trusted review site ‘golftell’.

Other products added to the portfolio throughout 2016/17 will be available for clubs to utilise at no additional cost, while the system can be tailored to individual requirements, with the simple addition or removal of objective questions.

The ‘my59’ tool helps managers assess their business through the eyes of the customer more regularly and in more detail than has ever been possible before. It breaks down each element of the customer ‘journey’ and scrutinises the minutiae to make a big difference to the bottom line.

Wordsworth added: “It’s about appreciating the difference between a good experience and a great experience; and it’s about using poor experiences to identify weakness within the business which can be addressed for future improvements.

“It’s a great time for venues to associate themselves with 59club since an introductory incentive is open to all clubs purchasing a ‘my59’ licence before July 1, 2016. This promotion, subsidised by our partners Kennet Leasing and CGI Insurance, creates access to the software for just £250 for 2017, with the remainder of 2016 free – ensuring this undoubtedly provides the best return-on-investment opportunity this year.”

59club has set the industry standard for measuring and comparing customer-service levels and analysis of all key revenue streams for golf venues, and is committed to the on-going development of club managers and PGA professionals.

The unique benchmarking and training service has already benefited hundreds of PGA members and golf-course operators including The Grove, Celtic Manor, Marriott, QHotels, Stoke Park and The Emirates to name but a few.

Wordsworth concluded: “‘Customer service excellence’ is a life-long ‘journey’ and should not be seen as a destination. And, with ‘my59’ you now have the best armoury for the journey.”

Purchasing a ‘my59’ licence before July 1, 2016, provides complimentary access to the software throughout its development year, with the benefit of additional benchmarking products at no extra cost in 2017. After the initial promotion, IMP and Golfmark venues can enjoy a 25 per cent discount off the standard cost of £500. Contact 59club for more details on 01530 440004 or email | |

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