Once you establish a culture of service at your course, you have to measure it and reward it, even if your rewards have nothing to do with immediate additional sales. As business consultant and customer service guru Don Peppers preaches in every seminar he gives, “What gets measured gets done. If you want greater customer service, you have to measure it and you have to reward the people who are providing it.”
So if you want the service at your golf facility to improve and you’re reasonably confident that good customer service will eventually translate into more business, you should do things like implementing customer satisfaction scores (usually done via surveys) and a mystery shopper program. According to Peppers, these types of tools allow you to compile measurable data that can be used to show where you are and where you need to improve.
“Then, if you want to improve customer service, reward it,” he adds. “Use your customer satisfaction metrics to build an incentive program for employees.”