Golf Club Customers Expectations

Golfers, homeowners and members

In this topic

• Expectations• Golfers• Homeowners• Members• Managing them

Expectations

• Golfers: The Augusta Effect• What they see in Augusta• Other courses around the world• On TV or when they travel• Expectations can be unrealistic• Near-perfect conditions • What they hear from others• What were told during sale

Golfers

• Greens : Fast all year round• Greens : zero maintenance activity• Fairways : colour like on TV• Rough : not ‘too rough’• Bunkers : consistent all year• Sometimes its about aesthetics than about

play

Golfers

• High expectations is expected• Club must manage golfers’ expectations• Don’t ‘chase complaints’• Key is communication and patience• Not listening to golfers will lose customers

Reasonable Golf Course

• A desirable level throughout the year• Fair and consistent surface• Testing for low but enjoyable for high h/cap• Nicely with local environment & landscape• Good value for money paid• Sustainable as a business

Homeowners

• Expects what they were told (and more)• Security (from golf course side)• Safety (from stray balls, machinery etc)• Privacy (workers, golfers etc)• Image (house beside golf course)• Prestige (golf course brand)• Real estate value (as advertised & paid for)

Homeowners

• Can have high and unrealistic expectations

• Expect high aesthetic all the time• Without the inconvenience of fertilizer or

chemical• Some are unwilling to put up with anything

blocking view. • They have paid for view and want it.

Homeowners

• Club must manage expectations • Developer wants to sell houses• Real estate value depends on what

homeowner or prospect see

Members

• Can feel that they have bought a piece of the club

• Some feel ‘entitled’• Worse if it’s the whole family• Not all

Most Members

• Want what they paid for• Usage of club facilities• Fair and consistent rules• A friendly atmosphere• Good service• Staff that knows and cater to them• Keep staff turnover low.

Most Members

• Want club activities• They may not participate• They want to belong and be part of• Club newsletter or magazine • Birthday wishes• Management to acknowledge them.

Club members

• Want the club to be high profile• Good publicity• Win awards• Be famous• They want to be proud to belong

Sell membership?

• High profile Club• Award winning• Publicity• Slightly expensive membership• Famous• Cannot? Manage expectations.

In this topic

• Expectations• Golfers• Homeowners• Members• Managing them