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Extreme Customer Service
May 1, 2009 By: Larry Aylward Golfdom[ABOUT THIS SERIES] "Growing the Game" is Golfdom's quarterly series — now in its fourth year — that focuses on how the golf industry can attract more players to create more rounds. In addition to this installment on "extreme customer service," we've also explored the impact women, minorities, disabled golfers and baby boomers can have on increasing play. We've also talked to golf course architects about ways they can make the game more friendly, and we've highlighted creative marketing programs that golf courses use to attract new golfers. The next installment of the series appears in August. Visit our archives at www.golfdom.com to view the "Growing the Game" series.
 (PHOTOS BY: ISTOCK INTERNATIONAL INC.) |
The courteous maintenance worker at Saddle Rock Golf Course in Aurora, Colo., turned off his mower when the golfer approached the green, putter in hand. The worker stood quietly near the green while the golfer lined up his long putt.
When the golfer tapped the putt and watched his ball's lengthy journey end with a sweet-sounding clang in the cup, the worker began applauding as if Phil Mickelson sank the shot. "Great putt!" the worker cheered while clapping enthusiastically.
It was only the reaction from a gallery of one, but it was a very meaningful reception to the golfer. In fact, the player was so touched by the applause that he phoned the worker's boss, Certified Superintendent Dennis Lyon, to tell him about the considerate worker.
"The golfer called me up and told me how great of a gesture it was," says Lyon, manager of golf for the City of Aurora's (Colo.) Golf Division, which includes Saddle Rock among its seven courses.
 Dennis Lyon (right), manager of golf for the City of Aurora's (Colo.) Golf Division, instructs his staff to be courteous and friendly with golfers. |
To Lyon, the scene was the epitome of awesome customer service.
The moral of this story is simple: Golf courses can help grow the game — and their businesses — with excellent customer service. Not only will the same golfers keep coming back to a course that treats them like champions, but new golfers will come, too.
 John Gurke, certified superintendent of Aurora Country Club, is doing everything he can to not let maintenance budget cuts impact golf course conditioning. |
Customer service is vital to an operation in any economic environment. And it can be argued customer service is increasingly vital in an economic downturn to retain patrons in addition to growing a business.
Customer service takes on many forms around the golf course, from value to playability to personal attentiveness. Sometimes great service doesn't cost anything, and sometimes it requires a monetary investment. But all great customer service requires a commitment from a course's every facet — from the pro shop to the maintenance staff and every department in between.
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