“Pairing People and Technology to Ensure
a Better Guest Experience”
You Can Learn A Lot From A Caddie
Building Player Profiles
Entertaining clients on-course is a time-honored method for getting to know business partners. From proposing and sealing deals, to forming and celebrating successful partnerships, the on-course experience is vital. All of this happens regularly at private clubs and daily fee facilities.
“The on-course information we gather via our caddie program informs the entire staff. It is invaluable when considering the impact it makes on the customer experience.” – Phil Owenby, Chief Development Officer, Dormie Network
When Phil Owenby, Dormie Network’s Chief Development Officer, approached us to find ways to become an extension of his member experience arm for entertaining clients and building player profiles, the opportunity for caddies to impact the customer experience beyond the course became clear.
“As a PGA Professional, the insights we gain through our caddie interactions have been invaluable. The way I look at it is that we’re partners with our members and customers in their businesses. We can be the marketing, entertainment, and branding arm for entertaining clients. To help someone host a corporate golf travel event is an opportunity to provide a hospitality and service level that lets them show how they run their business,” Owenby shared.
By capturing key data points across the member experience, including dining, hospitality, course reviews, playing profiles, and more, you can start to envision the potential value of the caddie informing the entire network’s staff of a golfer’s likes and dislikes when spending 5 hours or more with a member on-course.
Proof of Concept
This uniquely personal engagement during a round can reveal many insights to member/guest preferences that can inform immediate and future on-site events. From the way staff prepares for every guest’s arrival to the successful execution of hosted corporate outings. “Our mission is to create and maintain a people-oriented environment, where every member of our team enthusiastically offers world-class service for our members, guests, and each other. How can we do better? That’s something I’m especially passionate about, and a core philosophy that enhances everything we do concerning hospitality, service, and operations.”
Through daily pre-round caddie manager/caddie prep and a “Question of the Day,” caddies are informed with all on-site promotional events, their player’s profile, and tasked with capturing critical insights into player preferences. Caddies engage in a conversational approach to help reveal candid answers and rewarded for the amount of information they can glean with pro-shop purchase discounts and incentives. The goal is to deliver better customer experiences, and the impact is meaningful.
86% of buyers are willing to pay more for excellent customer experience.
A Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator.
According to Esteban Kolsky, 72% of customers will share a positive experience with 6 or more people. On the other hand, if a customer is not happy, 13% will share their experience with 15 or more.
Captured in the CaddieNow app, details of player/guest rounds are entered into the golfer profile database and automatically shared with key stakeholders across the network. Informing on-course and post-round engagement across the team allows staff to “personalize the experience” and elevate the service level at every Dormie facility. Shot of the Day, favorite hole, dining and beverage preferences, and more to inform engagements throughout the player’s on-site experience.
While there is no shortage of articles and insights on ways to improve the member/guest experience at a golf facility, optimizing the communication through the caddie engagement, for the most part, remains untapped. Is your caddie program set up to deliver results like these?
Modernizing Your Caddie Program
As the leader in modernizing the Caddie Tradition, we understand the perception that there are risks involved with change. We reduce or remove associated risks entirely by offering the most comprehensive solutions set as a full-service caddie management company. With the right solution in place, you seamlessly transition caddies and caddie program managers into our efficient communication engine, allowing you to re-imagining the experience for your members and staff. Start by checking out these Caddie Program Service Options, and let us know what you think.