Golf club operator investing in customer service data

Martyn Clapham
By Martyn Clapham March 8, 2017 18:36

Mytime Active, which runs 16 UK golf venues, has announced it is testing a ‘customer service tracker’ to help it meet consumers’ demands.

This is one of a number of initiatives the company is carrying out, including a partnership with England Golf, to ensure it is giving customers what they want.

The group says that already more than 1,500 people have used the tracker, providing valuable information.

“A new customer service tracker is being tested which provides feedback from members and visitors, and allows the company to rank its sites,” said a spokeswoman.

“Over 1,500 people have already provided information about their on-course and off-course experiences.”

“Because we are gathering feedback on a daily basis we’ve found this system has really helped to maintain our focus on customer service principles,” said Jason Stanton, Mytime Active’s operations director.

The spokeswoman added that the company is using a range of resources to recruit and retain golfers. “Insight on the types of people most likely to play golf, combined with mapping tools, shows them where to find customers and supports successful marketing campaigns,” she said.

This comes as Mytime Active has renewed a partnership with England Golf to grow the game and “put the customer first”.

Mytime Active is using England Golf resources to tailor its service to customers at its golf courses in London, Kent, Hampshire, Sussex and the Midlands.

“This underlines the importance of giving golfers the experience they want from their club and encouraging new players,” said the spokeswoman.

“The results will help England Golf to support clubs across the country to attract more golfers and to retain members.”

“It’s very important to have satisfied customers who want to keep coming back for more,” added Stanton.

“That means we need to understand our customers and the surrounding community at each of our sites, to know where we can find new customers and what they want from us.”

The partnership between England Golf and Mytime Active is also promoting initiatives to attract more players from diverse backgrounds and to promote shorter formats of golf which fit into busy lifestyles.

It also aims to highlight the health benefits of the game, with players at all 16 golf courses involved in a long-term health study in partnership with ukactive.

In addition, all 16 Mytime Active sites will work towards GolfMark accreditation. This demonstrates their commitment to high standards of welfare, equity, coaching and their close connection to their communities.

Abbie Lench, England Golf’s head of Club Support, added: “We are delighted to continue our partnership with Mytime Active. This is a valuable and practical project which will have real benefits for clubs.”


Martyn Clapham
By Martyn Clapham March 8, 2017 18:36
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