In the golf industry, people talk a lot about “attention to detail”, but what exactly does it mean? And what is it about attention to detail that impacts customers subconsciously?
There are numerous examples of “attention to detail”. Some are directly connected to management follow-through, basic service, and good disciplines. Below are some examples of attention to detail in the golf industry that make that little difference.
1. First and Last Impression
It is easy to ensure your first and last impressions are up to the mark even if your golf facility doesn’t have a big budget. You can do the following to ensure good first and last impressions ‒ good signposting to the facility, neat and tidy car park, welcome sign, well-defined spaces, landscaping in good order around the car park, litter-free, 1st /10th tees looking sharp, paths to tees well maintained, and many more. All of the things should be good but focus on the first and last impressions if you have limited resources.
2. Staff
It would be best if you had a caring staff, who are interested in being there, who are aware they are in the entertainment business, and staff who have come across good service themselves. Ensure to recruit well, utilize recruitment agencies if required, teach and train your staff and hire them for a three-month probation period.
3. Staff Uniforms
If you ever dine, stay, shop, or fly with leading brands, you always see flawlessly dressed staff in sharp uniforms. Similarly, make your staff stand out from the crowd by investing in your staff uniforms. Make the staff look smart and be proud to be a part of your organization.
4. Follow Up
You must be ready to follow up instantly on customer requests nowadays. Modern technology enables this and it is impressive when done well, reflecting positively on your facility. Auto responses to email and text messages to remind tee times are two modern ways to do it. Nowadays, people need to know they are being taken care of as customers.
5. Use Their Name
Customer recognition is important in order to gain loyal customers and is an excellent attention-to-detail strategy. You should not have any excuse for not knowing and using your customers’ names. Also, you can do this with their visitors and guests if you collect the correct information when they do a booking and share their information across the facility.
Moreover, by investing in a CRM (Customer Relationship Management) system you should be able to collect more data on your members, their regular visitors, and guests.
6. Consistent Brand Application
Every top facility has a consistent application of its brand across the entire facility. It is important as it strengthens the brand, begins to build customer loyalty, and promotes attention to detail. Ensure you have a brand manual (it doesn’t have to be fancy and big). To ensure consistent application, have a brand custodian in your team. Then publicize your brand– tees, uniforms, signage, table mats, coasters, flags, napkins, pencils, etc.
7. Signage
Bad signage catches the eye! Good signage makes your customer’s journey enjoyable. If you have the chance to renew all the signage then do it! If you don’t, then start by following some consistency and brand guidelines. Signs on notice boards must be consistent, use the same drawing pins, and the club logo should be clear. Consider framing temporary information signs, directional signage must be in a clear font and at eye level, and course signage must be consistent and comply with your brand. Never use a homemade-looking sign in your facility.
8. Toilets
It is surprising how numerous people judge a place by the quality and cleanliness of the toilets. Yet it is something that is generally overlooked. Regular quality cleaning, piped music, air fresheners, flower displays, folded hand towels, interesting decor, folding the end of the toilet paper into a point, wicker basket bins, quality hand soap dispensers, and many more things. It is essential for the customers’ pleasure of your facility.
9. Consistency
You don’t need many standard service procedures, but it is essential to have a dozen or more that ensure consistent delivery all through your operation.
Greeting members and guests, telephone answering, handling complaints, delivery of food, general setup (bar, reception desk, restaurant, etc), entertainment and music, meal presentations, delivery of condiments, and so on. Consistency is important and customers come back for it.
10. The Extra Mile
If you really want to be popular then you can go the extra mile in golf operations by offering your guests a personalized bag tag when they arrive, by keeping ready scorecards and pin location sheets, and by giving a complimentary tee gift.
11. Golf Course Presentation
Ensure that your golf course looks as distinct as possible. This can be very time-consuming, so hiring a golf facility partner such as DTE Golf® to maintain the course to a premium condition will help management reallocate their time to focus on the clubhouse and overall operations of the facility.
An experienced and professional golf manager should go around the course frequently examining small detail points that require attention – paths are weed-free, path edges are neat, raked bunkers, rakes are in a consistent position surrounding the bunker, consistent course furniture, flags are in good condition and have the logo on them, litter-free, ball washers, and a towel, etc.
12. Questionnaire
Last but not the least, you should send your guests a quick and simple online questionnaire to take feedback of their experience. Thus, you can find out what they liked and didn’t like, where your team is executing well and where you need to improve.
DTE Golf® provides professional golf facility services and a host of partnership services. Contact us today to hire professionals, experience cost savings, and an increase in revenue for your golf courses.
