I was delighted to read Frank Vain’s (president of McMahon Group) article about the need for the use of technology (in many instances social technology) in private golf clubs to improve connectivity, reduce operating costs, and increase revenue (not to forget new member sales as well).
This also applies to other golf clubs.
Every day, an increasing number of connected consumers (yes, private golf club members as well!!) are taking to social networks to ask for help or express sentiment related to business or product-related experiences.
The reality is that social media is the new normal.
Additionally, smartphone and mobile application usage extends beyond the under-45 age group.
Online banking, online booking, and online shopping are just a few examples that are a natural part of our daily lives.
Hence, those who think that using social and other new technologies in our sales and CRM activities will alienate golf club members, then I must say: they are wrong.
In a recent survey by The Economist Intelligence Unit, 60% of North American executives (excluding those from the golf industry) stated that they will invest in social media and technology in 2013 and the following years.
Companies should view social technologies not as another tool to utilize, but as an enabler of organizational transformation as well.
Those who fail to recognize this will be unable to identify the specific organizational problems that social technologies can solve.
I believe it is essential to foster collaboration among employees.
Needless to say, companies/golf clubs must define their objectives, select technology, and then consider what kind of organizational change supports the new goals.
Therefore, private golf club managers (and other golf club managers as well) should consider the following three significant challenges: customer experience, Conversation management, and Collaboration with clients (e.g., suppliers, golf club members/golf club workers).
Since July 2012, I have proposed several solutions and ideas that can help golf club managers and owners achieve their business goals and objectives. Here are some of them:
These ideas and concepts can also be applied within a company or golf club. We should inspire our workforce to innovate and collaborate more productively.
This way, we can create tangible business value.
Probably the biggest challenge of social technology implementations is how we can build them into the corporate culture.