The collection and analysis of data has also gathered pace. However, it has been the use of Customer Relationship Management (CRM) systems, which centralise this information, help streamline teams and processes, and ultimately allow for improved customer service, that is transforming how venues operate and engage with their customers.
The assumption that CRM systems are for big destinations with substantial IT budgets is a myth. Simple CRM is beneficial for any venue, allowing it to track interactions with customers, automate email and SMS outreach and provide valuable insights into member behaviour.
The opportunity these systems present to deliver a seamless, personalised customer journey is huge – and destinations embracing CRM are powering ahead of their competitors.
Personalisation at scale
The objective is to ensure convenience, personalisation and efficiency at every touchpoint for a venue’s members and guests. From the moment they visit a website to book a stay or a tee time, to the time they leave, their journey should be frictionless.
Good CRM can provide information such as a guest’s preferred tee time, their favourite post-round drink and their playing history. Not only can this information help offer a more tailored experience, it can also enable you to segment customer profiles and then create bespoke marketing campaigns and offers that feel curated just for them.
The possibilities for automation within CRM systems are also endless. For example, venues could introduce automated engagement triggers, such as an email to a member who has not booked a tee time in the last 30 days, or create a sales funnel that syncs with the CRM system to keep all data in one place.
Measuring satisfaction
In the past, measuring customer satisfaction was more often than not left to chance – a conversation here or an email there – and reacting to it was inconsistent.
These days it is a critically important element in optimising the experience at your venue – and it’s something that can also be incorporated into a CRM system.
For example, a club might send an automated survey to someone after a visit, asking them to rate course condition, customer service and facilities, as well as how likely they are to recommend the venue to a friend.
This data can be added to CRM data, allowing you to then tag or segment members or visitors based on their feedback, and triggering specific actions. So, a low satisfaction score could notify a staff member to follow up personally, while a high score could trigger a thank you message and a referral reward.
Data and tournaments
It is not just clubs and resorts who are using data and technology to elevate their offering.
The DP World Tour’s new business model and strategic plan for tournaments relies on data and insights to inform event decision-making and improve outcomes for host venues, sponsors and stakeholders alike.
Analysing data – such as ticket sales or the cost of staging an event – removes guesswork and emotion from the decision-making process and helps identify patterns and trends.
You can learn about the DP World Tour’s tournament business model here. (LINK to Mark Casey video)
Whether we are talking about a professional tournament or a golf resort, a smart, personalised journey for the consumer is no longer a luxury, it’s an expectation. And those who master it will be the ones those consumers return to time and again.