A content-rich database is key to the success of your club
Whether or not you realize it, your customer database is the lifeblood of your company. So if you’re not doing all you can to capture, maintain and utilize customer data, you should. It could mean the difference between business success and failure.
Indeed, operating without a content-rich database is akin to driving to a new location without GPS, a map or directions. You might get to your destination, but chances are you’ll get sidetracked or lost, and you’ll certainly lose valuable time and resources.
A well-maintained database, on the other hand, allows you to navigate potential roadblocks by helping you understand who your customers are and how to engage them. To get the most from your database, follow these best practices:
- Get personal. In addition to the customer’s name, try to capture as much information as possible, including e-mail addresses, birthdates, likes/dislikes and names of family members. If possible, also try to get a photo of each golfer to include in their profile. This will enable staff members to familiarize themselves with customers and greet them by name when they arrive on property.
- Facilitate data capture. Customers don’t want to spend a lot of time filling out forms. Make it easy for them to provide their information on your Web site, with a touch screen near the point of sale or to a staff member. Reward them for their time by giving them a great offer, like a round of golf as a birthday present.
- Leverage partnerships. Tournaments and outings are prime opportunities to increase the size of your database. Encourage organizers of golf events to provide e-mail addresses for all participants in return for special offers they can give players to enhance the value of their outing. You can also bolster your customer base by partnering with other golf courses and lesiure activity providers (spas, health clubs, etc.) in your area to provide reciprocal benefits.
- Be welcoming. Recognize first-time customers with a warm welcome by name, an orientation to the facility, and a comeback incentive to return and play. Also be sure to thank customers for playing your course when they complete their round.
- Focus on repeat business. If you don’t have a loyalty program, you need one. Rewarding customers for their patronage will increase repeat business, help track spending, steer golfers to non-golf purchases, speed up the check-in process, and make the customer feel valued.
- Segment customers. Grouping your golfers by distribution source (call-in, Web site booking, etc.) and revenue per customer helps you understand who your most and least profitable customers are. This, in turn, helps in managing future marketing efforts and pricing.
- Own the data. If you use a tee time reseller, make sure they provide unfiltered access to all pertinent customer information. Provide a comeback coupon to the customer who booked with a reseller that incentivizes them to be your customer (rather than the third party’s) and book their next round with you directly. (For more on dealing with third-party resellers, read the NGCOA’s “Policy on Tee Time Resellers-Best Practices” http://www.ngcoa.org/pageview.asp?doc=2492.)
Database management may not be the sexiest aspect of course ownership, but it is one of the most important. Make knowing your customers a top priority and build fun, engaging programs that incentivize them to be loyal to you. You just might be shocked by the results.