Negative feedback can damage your golf course reputation and affect your business. However, you can turn it into an opportunity to improve your service, build trust, and increase customer loyalty. In this article, you will learn how to protect your golf course reputation from negative feedback by following these six steps:
The first step is to respond to negative feedback as soon as possible and in a courteous and respectful manner. Ignoring or deleting negative feedback can make the situation worse and show that you don't care about your customers. Instead, acknowledge the issue, apologize for any inconvenience, and thank the customer for their feedback. This will show that you value their opinion and that you are willing to listen and learn.
The approach we take at Mimosa Plus is varied but the key is really to be proactive and from my side as Director it pays off to be visible. Proactive in Feedback Analysis: We use online surveys and professional feedback programs (Trust You and 59 Club) to collect insights. Regular analysis helps identify areas for improvement. Quality Control: Daily inspections of the golf courses and communication with superintendents allows us to have swift issue resolution ensuring standards are maintained in course conditions and customer service. Proactive Communication: We communicate updates and events through newsletters and social media, fostering golfer loyalty. This also includes maintenance and closures we may have.
Education is key for me. We provide clear rules and guidelines for park visitors regarding behaviour, environmental conservation, and safety. Education can help prevent incidents and misunderstandings, which can lead to negative feedback. Community Engagement is another great way to avoid negative feedback. A strong community connection can lead to positive word-of-mouth and support during challenging times.
Set standards of operational excellence to minimize negative situations. If you do have to confront negative feedback, do it in person with the customer, not over the phone or through an e-mail. Before you make the call find out from your staff what happened because there are always two sides to every story. Most often a customer just wants someone in a management position to hear them out, and when they speak to you as a manager try to see the situation through their eyes, with empathy and compassion. Offer something of value to them that will not affect your bottom line, be professional, be polite, and be a good listener. Stephen A Vigiano PGA Master Professional General Manager Coyote Creek Golf Club Morgan Hill, CA
If there is a complaint or any negative feedback, a speedy response is just the beginning. The goal is to get the customer back. Apologizing and acknowledging is a start, but if there is a legitimate complaint, you can't just say, "Sorry." Down below in this article the concept of "compensation" is covered.
Someone at your organization has to "own" these responses (individual and/or team). It's not just something that Marketing gets to when they can ... it has to be a 24/7 priority for someone specific.
The second step is to understand the root cause of the negative feedback and what the customer expects from you. Ask questions, clarify details, and empathize with their feelings. Try to see the situation from their perspective and avoid being defensive or argumentative. This will help you identify the problem, the impact, and the solution.
It's hard, as an example, when your ranger tells a group to keep up with the group in front of them and after the round, instead of going to the Clubhouse, decide to post on your website that because of the ranger always annoying them that they did not enjoy the round. When your ranger is doing his job, you need to defend that regardless of what the person is trying to create in a negative way.
The third step is to offer a solution or compensation that is appropriate and satisfactory for the customer. Depending on the nature and severity of the issue, you can offer a refund, a discount, a free service, or a future invitation. Explain how you will fix the problem, prevent it from happening again, or improve your service. Make sure that you follow through with your promises and that you communicate clearly and consistently.
If compensation is the direction you want to go, consider a discount or free round NEXT TIME. Get them back in, and when they do, be sure they have a great round.
The fourth step is to ask the customer to remove or revise their negative feedback if they are happy with your solution or compensation. You can do this politely and respectfully by explaining how their feedback affects your reputation and business. You can also suggest that they update their feedback with their experience of your service recovery. However, you should not pressure or bribe them to do so, as this can backfire and damage your credibility.
If the feedback is on a social channel, make sure to let the world know you responded, fixed the issue, and look forward to the next time the customer comes back. In a perfect world, the customer will acknowledge and may remove the feedback. Regardless, the public gets to see how you handle the issue.
The fifth step is to encourage positive feedback from your satisfied customers. You can do this by asking them to share their experience on your website, social media, or review platforms. You can also provide incentives, such as rewards, discounts, or loyalty programs, for leaving positive feedback. Positive feedback can help you balance out the negative feedback, boost your reputation, and attract more customers.
The sixth step is to monitor and analyze feedback regularly and use it to improve your golf course management. You can use tools, such as surveys, analytics, or feedback software, to collect and measure feedback from different sources. You can also use feedback to identify your strengths, weaknesses, opportunities, and threats. Feedback can help you understand your customers' needs, preferences, and expectations, and provide better service and value.
When dealing with functioning alcoholics, as we all do more now than ever, don't be afraid to lose them as customers. They believe that they are to be treated special. Let them know that these are the rules and regulations of the course that everyone must follow. Period.
The resolution to a negative experience at a golf course, in this example, can take a long time to fully resolve (i.e., you need to re-sod the fairway on #9). However, you can make your customer aware that you're improving the situation and then let them (and the public) know in a month or so when the new sod has grown in.