How will the golf division of BGL grow under Guy Riggott, the new COO?

By: February 12, 2024

Guy Riggott’s promotion to Chief Operating Officer of BGL‘s Golf Division is a testament to his hard work and dedication.

Ever since Riggott joined BGL in September 2014 as Operations Director, he has been a driving force behind the development of his teams. He has taken immense pride in BGL‘s journey towards sustainability.

Amidst the Pandemic, he took charge to ensure the prosperity of the golf business.

Guy Riggott new COO at Burhill Group 2024

Alongside a record year of growth, 2023 brought an ‘Excellent’ Net Promoter Score rating for the entire portfolio, demonstrating the exceptional standards set by the senior leadership team and the overall satisfaction of customers across the group’s 10 golf facilities.

Riggott was influential in BGL becoming the first and only major multi-course operator to have all its venues GEO Certified in 2016.

Which CX challenge to address in 2024?

  • Personalization at scale: let’s utilize customer relationship management (CRM) systems, marketing automation tools, and other AI-driven analytics software. Build detailed psychographic and emotional maps of motivations, friction points, and preferences unique to every individual in a brand ecosystem. Combine rich customer insights with real-time data!
  • Get prepared for customer empowerment and co-creation! In contemporary times, consumers are not deemed as mere recipients of products and services but rather as active participants in the brand experience. This shift in perception has led organizations to re-evaluate their approach toward engaging and retaining consumers. It has become imperative for businesses to design and implement strategies that enable enhanced participation of consumers to create a more meaningful and personalized brand experience.
  • When we foster participation rather than just making purchases, we create a loyal community that is driven by passion and purpose.
  • Omnichannel customer experience: Let’s strive to seamlessly integrate multiple channels like online platforms, physical stores (e.g. pro-shop), and customer service to provide a unified and consistent interaction that exceeds expectations. The reason behind this expectation is that 73% of customers use more than one channel to interact with a business.

Join the conversation and share the CX challenges you face at your golf club in the comments. Your insights may inspire others to overcome similar obstacles and improve the customer experience.