Golf Academy of America ®

Feb 23, 2009

Golf employees' knowledge of the game enhances customer service at golf courses.

As the golf industry becomes more competitive, individual complexes must step things up to maintain customers and challenge rivals.  Some prefer to cut costs, laying off labor or enhancing efficiency in order to cut prices or simply to stay afloat.  Other complexes hope to improve customer experience in one way or another.  New courses may be built to add variety, old courses may be renovated, or customer service may be emphasized.  Additions to the club or diner could attract new customers as well.  Obviously, most complexes would rather improve customer experience instead of cutting costs, if the desired effect is still achieved.  Often, cutting costs has a negative impact on customer experience and can hurt as much as it helps.  So, course managers are looking for the fastest and easiest ways to promote customer service.  One frequently overlooked facet of customer satisfaction is the golf training of a course's employees.
   
Golfers want to know that the staff around them loves and enjoys the game as much as they do.  Employees who can talk strategy and offer advice go a long way in improving the experience of each customer.  Every staff member knows the difference between a driver and a putter, but what do they think about hybrid clubs?  Can they teach someone how to get the most out of their 3-iron?  What tips can they offer for that tricky 7th green?  Since they are at the course more often than even the most devoted customer, they should know the ins and outs of each hole.  Knowledge of current events is important as well.  Who won the last British Open?  Are there any particular aspects to his game that the average golfer can apply on the local fairways?  A knowledgeable staff makes a great impression on customers in any business, and golf is no exception.
   
Fortunately, employee expertise is a relatively easy improvement to make for a typical complex.  If each employee puts a little extra time into learning the game, the staff's knowledge will quickly pile up.  This shouldn't be too much to ask; after all, people wouldn't work at a golf course without some interest in the game.  By asking employees to learn a little extra about golf each day, managers have a fast, easy, and inexpensive way to bolster customer satisfaction.  Imagine how impressive it will be if the 16-year old kid collecting balls at the driving range can hold his own in a conversation about the history of the game.

Short term programs are available to teach employees, but it could be advantageous for many upper level management professionals to take associate level or bachelor level courses as well. These classes will provide management with the knowledge they need to know to help teach their employees.
   
When managers take it upon themselves to become experts, the impact can be even greater.  With full access to the courses, it shouldn't take too long to master each hole.  Spending a lot of time out there, getting their hands dirty is actually a great way for course operators to work.  They improve their game, learn the facets of each hole, and meet a lot of customers along the way.  It's a great pleasure for a solo customer to partner up with the manager for a round, discussing strategy or just shooting the breeze.  It's hard to beat that kind of customer service, and it doesn't require an extraordinary amount of effort from the manager's standpoint.
   
Golf training is a more important aspect of golf business management than ever before.  Emphasizing employee knowledge is a great way to enhance customer satisfaction without a big price tag.  More and more, managers are seeing the benefits of this type of customer service.  This has been reflected in the training of the next generation of managers and instructors.  Indeed, the nation's golf academies emphasize a strong knowledge of the game in their curriculums.  In fact, competing in tournaments and playing a lot of golf is a requirement!  When these students step into the industry, they will have a leg up on the competition and will positively contribute to the course experience of golfers everywhere.