IMG CLUB OPERATIONS INSIGHT WITH CHRIS BROWN
IMG provide golf club management and specialist consultancy services to some of the finest golf facilities in the world and are uniquely placed to offer operational support through our team of industry leading professionals, who have extensive international experience providing global and local expertise. Our operations team are actively involved in providing the support required to reach the goals and objectives of each facility.
There has perhaps never been a more appropriate time to evaluate the customer service sequence and refine standard operating procedures (SOP’s) to ensure member and guest satisfaction. In many countries around the world, golf has seen an unprecedented rise in popularity and a positive trend in membership sales. Creating tools to retain these new members and loyal long-standing members is a constant and important element for venues and it’s arguably more important than ever to make an objective assessment of the club’s customer experience.
IMG believe that consistency is the key to building strong relationships with members & guests and improving the overall customer experience. Creating thorough standard operating procedures not only helps to cement good relationships with members & guests, but also helps building the club’s reputation and the brand which can be converted into tangible income. Creating and implementing these standard processes can save time, improve communication, prevent mistakes and empowers the workforce.
During the review phase of the service sequence, we collaborate with the facility operations team to meticulously map out the desired outcomes for the member & guest journey to ensure this aligns with the objectives of the club, which are then carefully blended into standard operation procedure documents. IMG provide the golf operations team with standard operating procedures that have been crafted throughout our 30 plus years of golf course management experience and are sympathetic to regional and local cultural differences, which underpins our belief that there is no “one size fits all” in today’s golf business environment.
Zala Springs Golf Resort joined the IMG portfolio in 2019 and features a spectacular Robert Trent Jones Jr. designed course, located in the stunning Hungarian countryside. Sonja Gschwendtner, Club Manager at Zala Springs Golf Resort commented: “Our aspirations of becoming an internationally recognised golf resort through offering world class service took a leap forward through the operational support provided by the IMG team. It has been extremely rewarding to witness the operational staff grow in confidence through the IMG training and implementation of SOP’s and hear the positive feedback from members and guests alike.”
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