A commissioned customer satisfaction survey is more than nothing. Three years ago I found in England Golf‘s Golf Club Membership Questionnaire than 50% of the golf clubs are conducting exit surveys of departing golf club members. Now, Golf Genius was interested in the level of customer satisfaction with its software.
The main topics of the survey that was carried out by 59Club were:
- How Golf Genius maximizes fun and increases engagement?
- How easy the system is to navigate and how it enhances communication with players?
They asked more than 100 Golf Genius partners confirmed that the software is able to provide a high level of experience among club members, but also among the visitors. It was good to find that the survey also focused on the customer value creation aspect.
Typical customer values are:
- cost,
- time,
- effort savings,
- emotional outcomes,
- personal transformation,
- level of excitement, or
- accolades from friends and family.
What can be the future of Golf Genius?
We can all agree that customers want more to do (e.g. information, entertainment, service, etc.) than ever before. 2017 was the advent of smarter customer experiences. Just think about Pebble Beach Company’s virtual concierge service that is based on artificial intelligence (AI).
Nevertheless, disrupter technologies like Artificial Intelligence (AI), the Internet of Things (IoT) and Augment Reality (AR) and Virtual Reality (VR) are still not part of the everyday life of golf clubs and resorts. However, I see more and more hotels are utilizing virtual reality to promote themselves.
What I also miss is the utilization of voice search services (e.g. Google Home, Amazon’s Echo etc.). Mary Meeker’s Internet Trends report in 2016 said voice searches increased more than 35-fold between 2008 and 2016. Comscore predicts that by 2020, 50% of the searches will be voice-based searches.
What is still untapped by Golf Genius is the mobile-driven interaction management (in-app messaging, chat, SMS, and social).
At the very same time, I see that some major golf club management softwares are using Golf Genius as an event management solution (Jonas Club Software, Clubessential, ForeTees, MembersFirst), the others have their (maybe) own solution (e.g. ChronoGolf, EZSuite, Golfer POS, Club Prophet Systems, TeeSnap etc.).
My question is: when will Jonas Club Software or any other major golf club management software company acquire Golf Genius? I think event management should be organic feature of a modern golf club management software.