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THE GOLF OPERATOR OF THE FUTURE


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For too long the golf industry has lagged behind the technological curve.

So many golf operators don’t take advantage of modern advances in marketing, cloud, and management technology. The industry is facing so many challenges with reaching younger audiences, rising wages, high costs, and increasingly thin margins. We find it odd that golf operators aren’t looking more seriously towards modern technology to ease these pain points.

This is the guide for you If you want to keep your golf course competitive with the hundreds of courses that are adopting cloud technology, digital marketing strategies, mobile applications, and more.

We’re here to help you understand why and how these technologies can help you streamline operations, cut management costs, attract young audiences, and improve member services.

In part one of this two part whitepaper we’ll break down two key technology themes:

• Knowing your customers

• Communicating with your customers

All golf operations can now benefit from advanced technologies that traditionally were only available to big box retailers and ultra high-end golf operations. We know you’re itching to get your course out of the dark ages, so get familiar with these concepts and you too can bring your golf operation into the future.

Modern business intelligence (B.I.) is changing how golf operators understand their customers. Increasingly sophisticated algorithms coupled with artificial intelligence (A.I.) have the power to drastically improve the ability of golf management to market to its customers. With the vast array of technologies available to golf operators it’s crucial that the underlying benefits are understood. Golf operators can tailor their offerings with exactness, while streamlining operations and delighting customers by implementing these B.I. and A.I. based strategies.

Business intelligence gives you the power to:

A. Identify exactly what your customers want

B. Segment your customers into highly specific groups

C. Know exactly when your golfers play

 

Identify exactly what your customers want

Imagine a scenario where your customer lands on your website only to see an advertisement showing the exact golf shoe they’ve been drooling over in the golf shop after every round of golf. It wouldn’t be surprising if a moment like that instigated a purchase, either online or at the pro shop after the player’s next round.

Millennials have grown up in the digital world, everything they’ve interacted with has involved a screen, a keyboard, the internet or social media. Even though they don’t mind getting their hands on products and trying things on in person at your pro shop, millennials are much more likely to respond to online promotions and order through a webstore like Amazon or even your pro shop’s ecommerce site.

Young people increasingly see themselves as having a unique identity, and are fiercely loyal to specific brands and styles. As a result, they tend to purchase only from retailers offering those names and looks. In short, if you show a TaylorMade commercial to a Titleist fan, a positive response (if any) is unlikely. Instead, a special web offer on a set of Titleist irons timed to reach loyal advocates of the brand will elicit a much stronger response and generate more sales.

So, how do you get all this vital information? Mine your point of sale. For any of these strategies to work you need to start off with a point of sale (POS) that can collect information about customer purchase patterns, brand preferences, and product desires. In the modern era your POS is so much more than just an accounting tool. In fact, your POS is quite simply the most important source of business intelligence available to your golf course.

Once you start collecting data from your POS you can quickly discern four important metrics:

A. Top spenders

B. New customers

C. At-risk customers

D. Customers that have defected

When you bucket your customers this way it is so much easier to know who to re-engage out of those who are falling off the radar. Knowing these customers and the potential value you’re at risk of losing will allow you to change the message. In fact, we are seeing a trend where instead of electronically trying to win this customer back, operators are picking up the phone and calling. Being unique with this group can really turn this type of customer around.

On the other side, identifying your newest and most loyal customers is key to squeezing more revenue out of your operation. You want to make sure these customers keep coming back, while turning new customers into top spenders. Use POS-sourced business intelligence to monitor spending and playing habits. This kind of information will detail what items and categories they buy most, what food and drink they like at the restaurant, and how much they are using your services. Simple actions taken thanks to this data can help optimize pro shop and restaurant offerings, course hours, and social events.

Instituting a loyalty program or even giving a gift to your most loyal customers is one clear cut solution for rewarding those who spend the most cash at your pro shop while encouraging your less engaged customers to keep coming back.

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Learn more about how a loyalty program at the golf course works!
 

Of course, this isn’t where the usefulness of business intelligence ends. For the Golf Operator of the Future, knowing your customer means taking your POS data and using it to market your products online. Modern golf courses should share their pro shop offerings on their website if they want to drive more sales from millennials.

Unlike behemoth online retailers, golf courses are blessed with captive audiences that frequent their websites. Even better, course operators can use their POS to generate valuable business intelligence. This makes it possible to get to know their website audience extremely well. Golf operators are now able to tailor product offerings for the exact golfer who logs in to the course’s online booking system. This allows the pro shop to couple the power of business intelligence with artificial intelligence and produce perfectly timed advertisements for products specific to the player’s brand and product preferences.

 

Segment your customers into highly specific groups

Most golf operators have segmented their customer databases into a few different groups. You have most likely further segmented only your members, separating them by wide age categories and general access levels. Over the past 20 years this strategy has become the accepted segmentation strategy in the golf industry, and for the most part it served its purpose well. Member segmentation helped accounting understand the different pricing for each member type and aided staff in knowing when different players booked their rounds. We know that segmentation is crucial to running a successful golf operation, but limitations either relating to legacy software or lack of knowledge are now disappearing. More robust software combined with strong BI offers more segmentation options than ever before, especially for your public players. Now, golf operators must ask themselves how segmentation can help with understanding all customer habits, course pricing strategies, and seasonality throughout the year.

If your club management software integrates with Thirdshelf loyalty marketing software it’s possible to extend your segmentation strategy even further. Once you’ve taken your customer list and added detailed segmentation information, you can tailor specific automated messages for each group. Basic functions include automated welcome emails for new customers, birthday offers, and thank you notifications for completed sales. However, you can get very specific with custom messages that send to specific audiences you’ve already built. Better still is the ability to schedule seasonal and event related offers that are sent automatically. You can even send automated retention emails to customers that Thirdshelf identifies as slipping away. Using a «win back» campaign is an excellent way to efficiently re-engage those who are at-risk of defecting entirely.

Thirdself notification

Thirdself retention

Thirdshelf allows businesses to measure customer relationships at an incredibly high level of detail. The software segments customers into five groups: first time, repeat, loyal, at-risk, and dormant. This real time dashboard gives a quick overview of how your customer segments are moving through the customer lifecycle funnel and will tell you which customers you’re profiting from most and whom you’re at risk of losing.

Customer lifecycle

Make sure you know who your millenials are.

 

Golf operators struggle to reach, attract, and retain millennials. Most likely you have a few millennial customers who play at your course either as members or public customers. Don’t be afraid to give them some special treatment, an early investment into these young customers could translate into long term lifetime value. You need to identify them as specific customers who get their own special classification. In fact you need to segment your entire customer base, including public players, into groups based on age, income, playing habits, and more. Modern golf management software offers you the ability to segment players into an unlimited number of player types who each get specific pricing and access rules.

 

Know when your golfers play

Now that your database is highly segmented with detailed information on each player, you can track data and see exactly how different players are interacting with your course. You’ll know when millennials are playing and when seniors are playing, meaning that you can tailor the course experience to each group based on the times that they like to play. Millennials are all about experiences, so if you want to make a real impact on this group make sure your course is offering a unique play experience and don’t be afraid to break those traditional golf rules. For example, you could let them play music on the course during their desired play times, do away with attire rules, and offer beverages and food that appeal to them (craft beer and avocado toast!).

Of course, you don’t want to alienate your older more loyal customers, so make sure you are continuing to serve them too. If you update your management software, ensure that the system is incredibly user friendly so that the older segments don’t feel left behind. The general public is moving away from golf, each year an average of 2 million players leave the game. It’s not easy to make every customer happy, but if older customers are moving away from your course, golf operators must find ways to instead reach millennials who are becoming the economy’s big spenders.

chronogolf-features-reporting

In the old days, golf courses had very limited communication options. Typically print ads, the phone in the pro shop, and snail mail were the standard channels used. Legacy software providers helped improve the communication process and slowly golf courses started introducing course websites, online booking, email newsletters, and social media to their communications repertoire. While very helpful, online booking, email, and social media are the norm in the golf industry and no longer represent the future of communications in the golf industry.

The future of communication in the golf industry is:

  • Mobile
  • Automated
  • Social

Mobile Communications

We live in a world that is shifting towards increased mobile usage amongst all consumers. Today, 68% percent of consumers use smart devices, and it’s a safe bet that this ratio is even higher amongst golfers. The paradigm shift towards mobile demands a response from every business, including golf managers who want to leverage technology to maximize profits.

So, how should a proactive golf manager respond to the mobile revolution? It’s time to move past dated, browser based, online booking software and move towards mobile app based online booking with mobile check-in. Studies tell us that of the time spent using digital media, 51% is spent on a mobile device and of that time, 90% is spent in an app.

Internet Usage

Time spend per Adult User per Day with Digital Media, USA, 2008-2015

 

Mobile App

90% on Time on Mobile is Spent in Apps

What we know for sure is that golfers, especially the younger ones, love using apps on their phones. Sticking to browser based booking means a lost opportunity to impress your phone addicted customers with mobile app booking and check-in.

 

Mobile applications make your marketing so much easier with push notifications that can advertise tee times, round invites, as well as restaurant and pro shop promotions. Younger demographics will absolutely love the ability to book, manage, and invite friends to tee times over their phones and then record their scores, browse course information, and calculate handicaps during and after their rounds. Best of all, golf managers will reduce time spent managing reservations over the phone and in person by making use of curbside check-in.

The research is there, when your golfers enable push notifications the rate of engagement with your mobile app is much higher. What’s incredible is that most users actually choose to have push notifications enabled, they want their mobile apps to send them information directly to the front of their smartphones.

Push Notification Opt inPush Notification Opt-in Rate by Industry

engagment iwht push enabled

Remember all that big data you’ve been collecting with your POS? If you use segmented data with a mobile app you can use your business intelligence to send personally tailored push notifications directly to the golfers you already have within your database. Again, the research suggests that send these kinds of personalized push notifications have the ability to really drive engagement more than ever before, especially when you send information tailored for the segment’s behavior and consumer profile.

Segment-push-notification

The usefulness of mobile applications is practically boundless. In-app messaging allows management to quickly relay course related information to users, while allowing players to send messages directly to staff from the green or beyond. Now your kitchen can take orders directly from hungry players on the 14th hole and your pro shop can push a ball promo to a player who had a rough game. The research backs up investment in this technology. When it comes to marketing, mobile applications have the ability to open so many new doors. What better way is there to reach millennials other than by communicating with them where they truly thrive, on their smartphones.

Save money with automated communication

Golf management is increasingly concerned with saving money. With minimum wages expected to rise to $15.00 an hour, a lot of golf managers are seriously concerned about shrinking bottom lines and higher salary costs. State of the art water management systems promised managers lower utility costs over the past decade, but with water costs doubling in some places, where else do golf operators have to turn?

 

Automated check-in, mobile check-in, frictionless payment, and self serve POS systems are new strategies the golf operator of the future can use to cut frontline staff costs in the pro shop and in the restaurant. With mobile check-in, players can check-in to their tee time slot from the parking lot, go to their starting hole and tee off without speaking to even one employee. When the round is over they can either make a food and drink order from the green on their mobile phone or from a self serve kiosk in the restaurant. This reduces the need for staff to take and process orders and payments, increases order fulfillment accuracy in the kitchen, and creates a high tech experience for your younger smartphone loving audiences.

 

Research suggests that 52% of consumers like using kiosks to pay for items. At restaurants 96% percent of 18-34 year olds reported that having a kiosk ordering system is a benefit while 63% of consumers said they would use a self order kiosk to place an order at a quick service restaurant. In one study, a bar reduced service wait times and staff got better at discussing beer selections when the ordering process turned into a self order system.

Technology that was once available only to airports and big box retailers is now available for small businesses. For the golf operator of the future there’s no doubt that automated check-in and ordering is the future of streamlining operations and reducing frontline staff costs.

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Make online booking a social experience

By now every golf manager knows the importance of social media for communicating with a broader audience. The golf operator of the future knows a golf courses entire booking experience should be social. Golf is a social game, every golfer looks forward to playing a round with his or her friends. It’s crucial that golf operators capitalize on this reality by turning the booking process into a social experience.

Nowadays, players only want to book a round with their best pals on the weekend. Sometimes it’s not so simple to get all the right information to the right players in time, instead use a booking system that already knows what players are most likely to play with one another. Using Artificial Intelligence (A.I.) the system should be able to determine the most optimal tee time that works for everyone. Players should simply be able to submit a list, however long, of ideal playing partners and then receive a tee time that works perfectly for everyone. A.I is a powerful tool that will optimize not only the play experience of your members, but also the social aspect of the game.

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If you’re reading this and thinking to yourself “well great, this new technology seems pretty interesting but how on earth can I implement at my operation” you definitely aren’t alone. It can be very hard to wrap your head around some these concepts, especially if you aren’t comfortable with digital marketing concepts or buzzy sounding words like A.I. or cloud computing.

Our goal is keep things as simple as possible while you learn about all these new opportunities. What we know for sure is that your course stands to benefit from at least one of these technologies. The good news is that there are a lot of people who want to help operators like yourself, people who are tired of seeing the industry lag behind and want to help golf courses move into the future.

Now is a better time than ever to get your operation up to date. Adopting a new system is easier than you think and it’s not hard to find a specialist in the industry who can help you find and on-board the best solution for your unique operation.

Now that we’ve covered all the new advancements in mobile technology and business intelligence, it’s time to zoom out and take a look at the bigger picture. The golf industry has seen a significant push towards online tee time marketing over the last decade. These days most golf operators have taken advantage of golf management software, and many use online tee time distributors to sell rounds online. The question is whether the usefulness of these golf management software suites are optimal when it comes to cost, integrations, updates, and features. Despite some of the negativity felt by the industry, we believe in tee time distribution as help helpful strategy if you partner with a distributor that respects your brand and allows the freedom to market your course to your database.

For golf operators of the future, effective golf management systems must be built on a highly integrated experience that features a point of sale (POS) system. That system has to communicate with every part of the tee sheet and customer resource management (CRM) system. While the average golf management suite includes standard features such as reporting, online booking, and member management, a truly futuristic golf management system doesn’t require any serious hardware investments, and improves regularly with monthly updates and feature addons.

Let’s take a look at how online distributors have affected the industry and why an integrated club management system can pull all these concepts together.

Is online tee time marketing the future?

For the golf industry, the past decade has been marked by one specific disruption: online tee time distribution. Since the the early 2000’s a multitude of golf operators have allowed a large portion of their tee times to be bought and sold and online by a number of online distributors. In principle, these platforms look very promising. Golf operators don’t have time to create their own online marketing strategy or leverage their own online booking engines to promote tee times, so it’s a no-brainer to market tee times online through an aggregator. What’s so promising about these tee time aggregators is their ability to broadcast tee times to a huge audience, generate a lot of clicks, and ultimately drive bookings to the course.

The problem is that these booking platforms have become so popular among golfers, most golf operators feel obligated to keep giving huge portions of their tee sheet away in order keep attracting players to their course. Unfortunately, when operators do this they sometimes get cannibalized by their own distributors who can discount tee times against full price rounds by up to 80%. This has resulted in a long decline in green fees for many golf courses.

Tee time distributor deals are appealing in theory, but can leave golf operators feeling trapped and exploited. Despite this negative perception, online marketing is a powerful tool for getting your course in front of new potential customers. Let’s take a look at a few strategies that can help golf operators get the most out of online tee time marketing and regain control of their customer base:

  • Engaging local distribution
  • Using course resources
  • Turning the distribution model into a social platform
  • Leveraging business intelligence and mobile booking

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Engaging local distribution

It’s seems that with all these huge companies distributing discount tee times, we’ve forgotten about locally focused tour operators and tee time packagers. These companies aren’t going to slash your trade tee times by some huge percentage. Local distributors are much more concerned with giving you back control over your customer database and promoting your brand, as your brand and customers are what ultimately give them legitimacy and drives revenue. Of course, there are some larger distributors who share this philosophy, but that’s because they have recognized that local tour operators and tee time packagers are getting right when it comes to satisfying golf operations. Under this model, all the benefits of online distribution can be enjoyed since the distributor is focused on keeping you happy.

It’s no secret that the internet offers a lot opportunity for exposure. Nowadays 15% to 25% of rounds are booked online, so chances are many golfers book rounds at your course through the web. The reality is that most searches for a round of golf are made locally. This means that a golfer looking for a round is going to search for a golf course in your immediate area. That’s why it’s preferable to pick a distributor that promotes your brand first. A good tee time distributor, big or small, with a local focus, will give priority to promoting your brand as you see fit.

Local distributors are getting very creative with how they market tee times and push your brand. For example, one distributor uses a points based membership model whereby players receive a set number points for the season redeemable for rounds at a selection of courses. The player can choose to play a bunch of rounds at a cheaper golf course or they can go to a premium facility a couple of times. In this situation, the distributor can accommodate the variety that larger distributors are known for while offering more freedom to the consumer than ever before. Under this model, the course itself is given the opportunity to promote its own brand while also assigning a fair value to a round of golf at its facility. Consequently, its own players can take advantage of increased booking freedom and flexibility.

Choose a distributor that has a good number of courses in your area and allows you to promote your own specials directly from the tee sheet as part of their club management software. This gives you the ability to share discounted tee times with players who are looking for a round in your area. The takeaway is that your tee time distributor should give you the opportunity to get your course in front of customers from other golf courses without sacrificing the freedom to promote and sell tee times.

Realistically, golfers only search for tee times outside of their local area when they are going on vacation. Here the big distributors are at a disadvantage, especially if the player is looking for a premium experience. Tour operators, who organize trips for vacationing golfers, are becoming increasingly attractive partners for locally focused distributors since they have a much better pulse on what’s happening in a given market. Choose a distributor that allows you to sell packages directly through their online service. For example, you should be able to sell a three-night getaway directly through the distributors website. By selling golf packages, ticket books, and event tickets online your course can properly engage with all potential customers, regardless of whether they are a long time member, normally play at a competing course, or are from out of town.

Be realistic about how much exposure you really need from your online tee time distributor. You are unlikely to benefit from them advertising their brand on TV or having your course on the same website as 5000 other golf courses around the world. Does it serve your facility to sell precious tee times on a website that solely promotes itself as the place to get cheap tee times? For the golf operator of the future, it’s so much more important that your online distributor represents courses locally.

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Using course resources

With all the tools and resources social media puts at your fingertips, having a major distributor promote your tee times online is becoming less important. The golf operator of the future knows that social media, digital marketing, and web marketing strategies are just as important as using a distributor for promoting tee times online.

The key to optimizing your social media messages is cultivating an audience and consistently reminding them of your offerings. You need to develop a strategy that encourages customer engagement on Instagram, Twitter and Facebook. It’s not enough to send one message randomly, it has to be regular and consistent with your brand so be sure to set up a schedule and stick to it.

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Learn more about building an online promotion strategy

One thing golf operators are noticing is that when it comes to search results, distributors are very good at getting their websites near the top of every golf related query. These distributors usually have a very high search engine ranking since they have such huge websites and invest hundreds of thousands of dollars into search engine optimization (SEO). This means that a search for a round in your area will likely display their website above your course in the search page result. If you partner with the distributor it’s not necessarily a bad thing, as your course will still appear on the distributors website. However, the golf operator of the future should consider improving the course’s SEO ranking to drive players directly to the course website instead of to an aggregator.

SEO is a fairly complicated concept, but in the simplest terms it’s all about making your website easier to find by Google’s search engine algorithms. Want to test your SEO ranking? Simply input a Google search for golf courses in your area and you’ll see where you rank amongst all the competition. If you’re disappointed by the results, don’t worry! There are many strategies for improving SEO, but all of them take consistent effort and a significant time investment. We recommend recruiting someone who can build you a properly optimized website, write content for your course, and maintain social media channels.

There are many strategies for improving SEO. Some simple approaches include:

  • Having a well designed website
  • Publishing golf related content regularly
  • Having a social media presence
  • Registering your business on Google Maps
  • Encouraging online reviews

When it comes to online marketing, the golf operator of the future won’t have to solely rely on tee time distribution. Social media is an incredibly valuable resource that permits operators to reach their own audiences consistently with deliberately repetitive messaging. That valuable exposure to a highly qualified audience is just as valuable as a discounted tee time on some aggregator website. Implementing a simple social media strategy and adhering to best practices in SEO is a sure fire way of generating bookings and saving on distribution costs.

 

Want an SEO friendly website for your golf course?  We can help, see our rates for website design here!

Tee time distribution as a social platform

Golf is a social experience, and your online booking process should reflect that. This is what booking a round of golf will look like in the future: a player logs into either your website or to the distributors website, submits a list of ideal playing partners, and then receives an optimal group tee time based on the playing habits of all four players. This technology is now available through the power of artificial intelligence (A.I.) and business intelligence (B.I.), and revolutionizes every major interaction: booking the round, meeting up at the course, playing golf, and dining at the restaurant.

Some online tee time distributors let players browse each others playing profiles and make social updates within the golf community. The internet is incredible for its ability to start conversations. Knowing this, golf operators of the future should get their golfers talking about their course online. This will only drive more interest and ultimately bookings at the course.

Social booking appeals to millennials in particular given their internet sensibilities and desire share their lives online. If you want to make a serious push to attract more millennials, turn online booking into a social platform. Let your own golfers attract more customers for you while engaging new young players. It’s well known that millennials prefer modern experiences and are more likely to engage with technologically savvy golf courses.

Social Plateform

Leveraging business intelligence and mobile applications

In Part One, we covered how business intelligence and mobile booking can benefit your golf operation. A dynamic, easy to use online booking system that ties these concepts together through a custom mobile application has the power to take your tee time marketing efforts to the next level.

One side of the equation is that mobile booking is steadily replacing traditional, browser-based booking. Reservations are increasingly being made on smartphones instead of browsers. If you decide to enter into an agreement with an online tee time distributor, ensure that they can offer a mobile application that incorporates your course’s branding and has social media functionality.

Business intelligence features prominently here too. Utilize your POS to identify exactly who is reserving tee times through online distribution. This data will tell you precisely who you need to reach to get them booking directly on your website or custom mobile application.

Pair these powerful tools with your social media strategy to connect with potential customers in a much more personal way.

Business intelligence collects valuable data on social media, buying, playing, and email interactions. This information will tell you both how to interact with your audience and what to tell them based on, purchases, tee-time, and partner preferences.

Mobile applications provide a direct channel straight to the front of the customer’s smartphone. Enhanced messaging is sure to increase engagement, simply because it’s so easy to open up the app and book a tee time in response to a push notification. Using business intelligence to tailor your push notification messages for each customer is especially effective.

If you’ve never considered or even heard of some the concepts we’ve covered in this e-book you may be intimidated by the advances in technology we’re unpacking. That is completely understandable, and we know that golf directors have a ton on their plate. But fear not! Implementing many of these strategies is easier than you think! Let’s dive in to the best way to tie all these concepts together.

Modern cloud technology makes it possible to integrate a myriad of solutions together. Cloud based golf management software takes this functionality and applies it to the golf industry. Now you can have your tee sheet, CRM, pro shop POS, restaurant POS, member management, online booking, and analytics communicating with each other, all in one place!

Best of all, today’s most innovative club management software makes adopting a mobile application or analyzing business data easier than ever before. Modern systems can also direct data from your POS into your CRM, manage online tee time distribution, provide quality marketing tools, and won’t ever fall behind the technology curve.

These key features put cloud based club management systems well ahead of other club management software providers:

  • Integrated ecosystem
  • Open platform
  • Rich features
  • Constant updates

Cloud Connectivity

The integrated ecosystem

Before cloud technology became mainstream, standalone management systems were completely separated and couldn’t share data. Unless you had a lot of money, nothing worked in unison and we left it to humans to make sure customer databases were up to date, inventory was managed, and tee sheets were filled.

EcosystemToday, management can save so much time by using an integrated system that communicates data between every touch point within an operation. Knowing how data is flowing between different aspects of your operation isn’t just a great management time saver, it will help you to better understand your golfers, improve member service, and ultimately generate more green fees.

Imagine the flow of an online booking made through your course website: the player makes a reservation, that information is entered into your tee sheet CRM, and the CRM automatically updates the player’s info in your POS system. When the player arrives for their round, they’re already in the system before you even serve them! If they paid online, all that remains is checking that golfer in. Check-in can be done by a pro shop staffer, but if your system is integrated with a mobile application, the player could simply check themselves in from the parking lot. When the player finishes their round they might check out some new gear or buy some balls in the pro shop. Their previous purchases will automatically be stored in your POS database alongside all booking information, allowing you to offer exceptional service. In just two interactions, you now know the player’s contact information, brand preference, and play time preference. That’s a lot of data to have on a single customer, so consider how powerful it would be to have this level of data for your entire customer base.

The integrated system is why we believe cloud based management software represents the future of operations in the golf industry. You need to understand your customers to drive revenue, and the only way to do that efficiently is by collecting data with every tool you have.

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Streamline your operations and impress your golfers, learn more about our mobile app here!

 

Your system could be an open platform

Let’s broaden the scope from an internally integrated system and unpack what it means to use an open platform. Some cloud based management systems make use of an open application program interface or API. This means that their system is capable of not only communicating with itself, but also with software developed by outside firms. This means that cloud based club management systems are able to integrate with a variety of accounting, resort management, email marketing, and customer loyalty software providers.

If you feel held back from updating your system because your operation requires key software such as a specific payment processor or dynamic pricing tool, a cloud based system with an open API will absolutely be able to handle your needs. Open platforms permit you to choose what software you integrate with, creating possibilities for better and more useful integrations in the future.

We call this concept “best of breed” meaning that not only is a cloud based golf management the best possible system, it also integrates with other best of breed software. For the golf industry, some best of breed software solutions include:

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Constant updates mean rich features

Cloud based club management systems are built with best of breed software, the internal ecosystem, and user friendliness in mind. This translates into a system that is full of features that serve the exact needs of golf operators. One such feature is how customer support integrates directly into the interface. Cloud based management systems are supported by a chat based support system, so your most technologically challenged staffer can easily get help with using the system from a chat bubble found right on the tee sheet. This allows cloud based management companies to not only assist their customer, but also intimately understand what their customer’s daily needs are, and how the software should be improved.

This is only possible because cloud based software is constantly updated and improved over time as the developers tailor the system to specific client needs and wants. For example, in the past year Chronogolf added a number of new features to its system. Some highlights include:

  • Curbside check-in
  • Mobile application
  • Member I.D. and detailed CRM data fields
  • Dynamic pricing
  • No show reporting
  • ACH bank draft payments
  • Self order restaurant kiosk

Constant updates guarantee that your operation cannot fall behind the curve. They also ensure that your club management software provider will listen to customer demand when choosing what aspect of the software to update next. It’s truly a win-win scenario.

Now is the time to update your operation

By now we hope you’re convinced that your golf operation could use an update. If you are using some legacy software from 2002, there’s probably a much better, cost effective solution out there. If you’re in a bad deal with a tee time distributor, you can probably find a better, locally focused aggregator that wants to push your brand instead of themselves. If you’re wondering how to capture all the data from your members, you now have a better understanding of how a cloud based system can make this dream a reality. If you want to streamline your operation, cut costs, and become a truly futuristic golf course, you know that introducing a custom mobile app can take your course to the next level!

Becoming the Golf Operator of the Future isn’t as difficult as it sounds, and the benefits are virtually boundless. Now is a better time than ever to update your operation and accelerate your facility’s progression towards becoming an industry leader.

See why Dave’s members raved about about the user friendly interface and found the transition to be very easy:

«Chronogolf has been a great addition to the Antigonish Golf Club Operations. Members and staff rave about how user friendly Chronogolf is. A great benefit is that it is Cloud based which allows me to access the tee sheet, inventory, daily sales and so much more at anytime. Chronogolf also offers outstanding live 24 hour tech support to help with any situation or questions that arise. Without a doubt, Chronogolf is the best POS system I have used over the past twenty years.»

 

See testimonials about Chronogolf here!

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Chronogolf provides innovative cloud-based software and marketing solutions to golf courses ranging from online booking, electronic tee-sheet, member management, tournaments management, customer loyalty and point of sale solutions for pro shops, snack bars and restaurants.

More than 500 golf courses worldwide trust Chronogolf as their club management software provider. Chronogolf is headquartered in Montreal, with offices in Vancouver, Toronto, San Francisco, and Paris.

Questions? Call us at 1-800-939-2618



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We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

Aaron Gleason,
Walters Golf

Based on more than 100 reviews from operator wordwide.
Read them here.

We have your entire operation covered. Get your price.

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We’ve recommended Chronogolf by Lighspeed to a number of different operators. I feel very good about making that recommendation, you guys have done a great job of following through with everything that I told people you were going to do.

Aaron Gleason,
Walters Golf

Based on more than 100 reviews from operator wordwide.
Read them here.

Get a call.