Global Edition

Macdonald Hotels & Resorts deploy 59club’s Member Integration tactics

12.26pm 1st September 2017 - Management Topics

Just weeks after launching their own take on Customer Service Tracker Surveys, 59club continue to expand their unique platform which has cornered the market and takes all the guess work away when it comes to delivering surveys.

Macdonald Cardrona Hotel Golf & Spa

Notorious for their dynamic approach and always at the helm of progression, the customer service experts observed a hole in the market which has now been firmly filled with a plethora of revolutionary survey tools.

Macdonald Hotels & Resorts were the first to champion 59club’s ‘Ultimate’ survey tool; Keith Pickard, Group Director of Golf, Leisure & Spa said: “When Simon came to us with the technology to deliver a series of prescheduled surveys to our new members, I knew that this benchmarking tool would be invaluable for us to measure satisfaction levels amongst new joiners across the entire group. It’s undoubtedly the best return on an investment opportunity that’s come our way in a long time.

59club have effectively pioneered a tool that hooks into our membership software, automatically inviting all new joiners to complete a series of surveys in sequence after 1, 2, 6 and 12 weeks; critical touch points during their initiation period.

As far as choosing the questions to be included within each of these individual new member integration surveys, what we envisaged had already been created; in fact it was a hard job not to ask more within each survey based on the quality and quantity of prewritten industry specific questions.

The advantage of touching the same customers 4 times at preprogrammed intervals, allows us to track new member satisfaction levels at the exact times that we deem appropriate. The information we will continually gain from this undertaking fits perfectly as part of a wider internal initiative to improve member integration and retention rates within all of our clubs, as we continue to build a contented membership base.”

Mark Reed, 59club Director said: “Keith is amongst the top managers out there, he understands the customer service journey and rational more than most, but with my59 software at the industry’s finger tips, there really is no need for golf and leisure clubs to master in customer service or have any pre-existing systems.

By using the latest my59 technology, it has never been so easy for clubs to breed satisfied customers and win loyalty; following in Macdonald Hotels & Resorts’ footsteps.”

Whether a club plans to deliver a single survey to their current members, generate an ongoing exit survey to all leavers, or pre-schedule a series of questionnaires to send to all new members, as Keith has done at Macdonald Hotel & Resorts, the my59 software does it all and much more.

Likewise, for club’s intent on measuring their visitor experience, they can now survey their retail customers, casual golfers, corporate organisers, society visitors and so on, using the relevant my59 template. The system allows for full client manipulation, if a club wants to add their own questions, or create a survey entirely of their own making they can. Clubs can set up their survey as part of a ‘one-off’ campaign, or as a ‘continuous’ approach which will glean data forever and a day as each survey is completed.

My59 has the intelligence to hook into ticketing systems; it knows when someone makes a purchase or joins the club and will automatically send the relevant survey a set amount of days after that purchase as programmed. There really is nothing it can’t do.

My59 gives managers a platform to view their results with the ability to ‘filter’ member and visitor opinion based on the customer’s make up, whilst the comprehensive ‘trend tracking’ tools have been engineered to measure satisfaction levels over specific timeframes.

As you would expect from 59club, you can make comparable measurements against the industry and the best performing clubs – that’s the benchmark to achieve excellence, so unlike never before clubs can sit back and wait for their customer opinions to roll in and take the appropriate steps which will lead towards satisfied customers.


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