An acquaintance who plays golf only occasionally was talking about the frustration he experienced on a recent vacation when he visited a high-profile public course. “When I asked the guy behind the counter where to go to get to the cart, he rolled his eyes and acted like I was a total idiot,” the friend said. “He made me feel like I was stupid for even asking.”
Needless to say, the friend was so turned off by the experience that it likely will be a long time before he goes back to any golf course. That’s understandable — why would anyone want to risk that kind of unnecessary humiliation?
Unfortunately, that’s a story we hear all too often. Too many golf course employees act like they’re doing golfers a favor by letting them on the course to play. That arrogant attitude in this day and age is a real course-killer, and operators who don’t make sure their staff is doing everything possible to make golfers feel welcome are going to feel the impact in the pocketbook.
How often do your staff members get out from behind the counter to greet customers with a handshake and a smile? Do they ask what they can do for golfers to make them feel welcome? Do your marshals actually stop to offer golfers tips about holes coming up or to help them look for lost balls? Or do they only offer a brusque “Hurry it up!” if a group falls a bit behind pace?
No one should ever forget that golf courses are in the hospitality business. Every operation, from the most expensive resort property to the 9-hole neighborhood course, should expect their employees to do everything possible make sure that golfers are made to feel valued and respected.
That’s why customer service is one of the key topics that will be addressed in sessions at the upcoming Golf Inc. Conference Sept. 14-16 at the La Quinta Resort in La Quinta, Calif. What strategies do you think courses should follow when it comes to making sure golfers are welcome? How do you determine what service level is right for your course? How can you make sure you’re hiring employees with the right attitude? How important is training? We’d like to hear your opinions.