Winning Customer Loyalty

Transcription

1 Winning Customer Loyalty

2 A changed landscape 2.2 million nomadic golfers Move to pay and play golf Economic recession? Golf is bought not sold 1-1 marketing revolution

3 Why do we need to worry? Changing business model No longer rely on membership subscriptions Visitor/society income vital: Replace dwindling membership revenue Visitors are potential members of the future Clubs need to be having a proactive conversation with non member golfers

4 Remember the new rules Decline of effectiveness of traditional sales and marketing Combination of factors Market (supply and demand) Power shift to customer Competitors Technology

5 How can you increase revenue? Three ways New customers (members and visitors) Existing customers Increasing value New business difficult and costly A sustainable marketing plan is built on customer retention (loyalty) and increasing value

6 How can marketing help? It s about knowing your customers Putting yourself in their shoes Making an offer they can t refuse Being easy to do business with Having your share of voice Keeping in touch Measuring results

7 Winning customer loyalty Know your customer life cycle Measure your marketing against it Customer loyalty is repeating and sustaining the life cycle Applies equally to members and visitors

8 7 Steps to success Convert the enquiry A call to action Marketing Create awareness Ease of transaction Booking process Repeat business Maintain loyalty, promote with a call to action Create anticipation Pre-visit contact, call, , internet Post Visit Thank you, maintain dialogue Great Customer Experience Warm welcome, feedback & good operations

9 Awareness Visitor life cycle create awareness of your golf club -advertising; PR Aware but no action Convert awareness into interest with a call to action - promotions Winning the business Be easy to do business with; booking and purchase - internet

10 Anticipation Visitor life cycle continued maximise experience with pre visit contact - internet Enhance the customer experience warm welcome; encourage feedback - face to face Post visit thank you; maintain ongoing dialogue - internet Return visit encourage repeat visits and referrals -promotions, internet

11 Awareness Member life cycle Create awareness of the benefits of being a member Consistent communication- newsletters, s, website Aware but no action Convert awareness into interest with a call to action- Reasons to play; visit club-find out why not? Winning their loyalty Make it easy for them Give them reasons

12 Anticipation Member life cycle continued Looking forward to seeing you at /this weekend Enhance the experience welcoming atmosphere encourage feedback- face to face Post contact thank you; maintain ongoing dialogue Repeat contact Encourage repeat visits and referrals-find out their triggers

13 Why is data the key? You can t win loyalty from people you don t know or communicate with Marketing to existing customers is more profitable and cost effective than finding new ones Quality data incrementally reduces your marketing costs Data means marketing self-sufficiency It puts you in control

14 What can we do with data? Monitor course usage and who is on the course Send Membership Promotions Send Retail & Lesson Promotions Send Christmas Function Promotions Send Golf Society Promotions Call for customer service purposes i.e. Courtesy Call, Survey, etc Send follow up letters Use information to call and prospect for business Control Pilfering Health & Safety Information Disclaimer of responsibility.

15 Data Collection Methods Celebrate your birthday! - Celebrate with a free round of golf Bring three friends (they pay!) and have a pint on us 10% off food and beverage Ask them to refer a friend Local PR Run a competition etc. Buy data Website/ /Join our e-club/viral Register your name and birthday on our website/or contact card Sign up on the website for VIP newsletter Advance notification of special offers

16 Physical Collection:- Data Collection Methods Guest Green Fee Visitor Green Fee Society Information - Run a competition, reward organiser, newsletter Functions - Run a competition

17 Registration Techniques Visitors Book Write in details Registration Slips Registration Tags On the spot electronic database

18 Overcoming staff objections Staff collecting data may be reluctant to do so or resistant to change Overcoming objections from personnel for collecting the data:- Due diligence for knowing who is on the course Health and Safety Reasons Insurance Requirement for due diligence To support the Club with revenue and Membership promotions Can be used to promote retail sales Can be used to prospect for lessons

19 Data Collection Registration Card Example Tear Tag for the bag Information slip for the database

20 Data Collection Card Example Front Pro Shop Info -Tear tag for the bag

21 Manage the collection of data

22 Overcoming customer objections Overcome objections from the Guest/Visitor when collecting the data Sign to say that you will abide to the Club rules We have to register who is on the course and clubhouse for fire regulations In case a family Member wants to contact you in an emergency Health and Safety Reasons and now a stipulation of insurance

23 Storing the data What format is best for the data? Access database Microsoft Application Act database Sales Software Excel database Microsoft Application Member Trac, Club2000, Brightlime Golf Systems

24 What data do we need? Name Title, Forename, Surname Address 1 st line and postcode Telephone Number Address Visitor or Guest Source, 2-4-1, County Card etc Date played Courtesy Call How many times they have played Tag number If Guest Members Name Member of another club

25 So now what happens? Understood the importance of customer life cycle Understood benefits to your business Committed to data collection Set up the process: database, website, data gathering Primed the team and set targets It s reward time..session 3!