Why does golf management sometimes feel like a juggling act?
These days the golf industry is becoming a tough space to compete within. Everyday golf management faces major challenges that determine how the course will perform over the season. To overcome these pain points golf managers must be diligent while using best practices and modern technology.
1. Reducing Costs
In the back office its no secret that margins are getting thinner and thinner, so where are the additional costs coming from? Heightening costs of maintenance, labour, and member demands are certainly not helping but even worse, the increasing importance of online booking and tee sheet management software has allowed software providers to charge extremely high prices.
Often software providers demand a huge chunk of the tee sheet or charge sky high monthly fees, leaving golf managers to struggle with handling lost revenue and questioning the promise of high ROI on their management software.
The solutions for this financial pain point are easy to say but hard to put into practice. In a practical way, how can managers reduce their costs while keeping their operations viable and customers happy? There are options available for affordable tee sheet, golf pos, and online booking software so if your course is giving away hundreds of tee times or spending a fortune on software it’s time to take a look at new solutions.
2. Saving time and improving efficiency
One of the most challenging aspects of golf management is the sheer number and variety of tasks golf managers must achieve every day. Put simply, golf managers must wear many hats.
Unfortunately, that this can cause major issues with respect to effieciency since general managers must decide what golf management activities are most important and how to divide time between tasks. To overcome these problems it takes excellent time and people management skills, even the most talented golf director can get distracted and waste time with menial, time consuming, and unimportant tasks.
In 2017 there are many ways for golf management to reduce the administrative burden of scheduling, rescheduling, and booking tee times over the phone. These days, managers should instead put online tee time booking platforms to work while giving their customers the opportunity to see the tee-sheet and select their own booking. It’s time to empower your customers, while saving time for more important tasks.
3. Grow revenue
The golf industry’s razor thin margins force golf management to look for ways to reduce costs, but what if there are opportunities actually improve revenue? A lot of high level thinking has to be done in order to organize a golf operation with maximum efficiency.
The best analysis can only be done by looking at reports that give all the information you need from high level data to the granular details. Understanding exactly how your customers are interacting with your course will tell you:
- Opportunities to improve your pricing
- Which tee times are underperforming
- Merchandise and employee performance on the pro shop floor
- How your food and beverage operations can be optimized
By looking at accurate data and reporting, your golf management team can learn better revenue management strategies. Golf management software can help, especially when it comes to segmenting your CRM into different pay scales, knowing which customers whom you profit most from, and determining which tee times are premium versus which tee times should be discounted.
In many cases golf course marketing has been slow to catch up with modern best practices. Newspaper announcements and a sign by the road just won’t cutit anymore, especially if you want to attract those lucrative younger audiences.
Nowadays, it’s vital that your golf course be online specifically on Facebook, Twitter, and Instagram. There many resources that can help you create good content for your followers and your software can help, especially if your tee sheet allows you to share announcements directly to your Facebook.
Email marketing is an increasingly vital part of your golf course’s marketing activities, you can easily reach your customer base with important information such as announcements, promotions, and confirmations. Sending out a mass emails can be pain staking and time consuming, make things easier by using your CRM to collect customer emails at the point-of-sale.
Chronogolf is proud to offer software that integrated with several marketing tools including MailChimp, Thirdshelf, Facebook, our very own tee time marketplace, and TeeOff.com by PGA Tour. Use our software capture customer emails, market discounted tee time, and implement a customer loyalty program.
5. Member service
Your members are your most special clients. Make sure you keep them coming back with exceptional service, customer loyalty, and an exclusive experience. From the initial reservation to the paying the bill at the restaurant, the member experience needs to be seamless and consistent.
One way to alleviate this pain point is by implementing software that integrates every aspect of member management in one place. Your golf management software should also permit automatic billing. Giving your members the ability to see a consolidated bill is an incredible strength and creates simplicity and transparency between you and your members.
Another way to create an awesome experience for your member is by implementing a simple, easy to use online booking system. Ideally, customers should be able to book tee times on your website or through an app on their phone. Creating simplified channels such as these makes booking online more attractive, especially to millennials, and will create a modern, unified experience your members will love.
One last way to improve member service is by implementing a loyalty program using software with trackable point balances and rewards for certain actions. Drive returning customers back to your course with Thirdshelf, a loyalty points system that makes your most valuable customers feel special.
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