Golf Matters

Exclusive Interview – Inside The Ropes

Eddie Bullock, PGA Captain Elect, gives NFS an insight into this year’s amazing Ryder Cup

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Exclusively for Golf Matters, Eddie Bullock, PGA Captain 2011-2013, talks to Steve Salter, Head of NFS Golf and Leisure Solutions, about his attendance at this year’s event, held 1-3 October at the Celtic Manor Resort in Newport, Wales.

Take a look at our video to get inside information on the prestigious Ryder Cup event, including

how much work goes on backstage, how the organisers coped with the dreadful wet weather, and the Closing Ceremony, featuring the traditional match played between Team PGA US and Team PGA GB and Ireland.

Brocket Hall Selects NFS’ Club Management Solution

High-Profile Historic House and Golf Club selects integrated NFS technology

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Brocket Hall, in Hertfordshire, is one of England’s finest stately homes and also one of the country’s premier golf locations. The estate has a long and intriguing history; over 300 years old, Brocket Hall was home to two British prime ministers, host to George IV and witness to the infamous Lady Caroline Lamb introducing the waltz to England in its ballroom. It also has excellent meeting, incentive and entertainment facilities for both corporate and private events, including weddings – all of which can be combined with golf at the Brocket Hall Golf Club.

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In the last 12 months, Brocket Hall realised that the whole estate could benefit from a fully integrated club management system.

After their due diligence regarding the available solutions on the market today, the Brocket team decided that the IBS.nxt solution from NFS Hospitality could fulfill all their particular needs. Peter Tschernitz, Director at Brocket Hall, states, “What swayed me towards NFS was value for money and the local support team.“

Brocket Hall’s requirements are demanding and widespread, from bespoke event planning right through to bedroom reservations and tee-time reservations. The complete integrated solution from NFS can bring all of these elements together with state-of-the-art technology and a single point of contact for all their support needs.

“We believe that the main benefits to our company will be a fully integrated system for the entire estate, which will allow our teams to share information easily and readily,” comments Peter.

Integrated, Modular Club Management

The NFS solution, IBS.nxt, is modular in design and allows clubs of any size to pick and choose integrated modules that work for them. Brocket Hall has decided to use all available modules to help them grow the business and better serve their customers and members. They have taken into consideration all the current market and industry trends and plan to take advantage of club-specific CRM and online tee times; both of which are helping the modern golf club not only increase revenue but also deliver unrivalled customer service whilst reducing member attrition. The integrated software suite will allow Brocket Hall to deliver targeted marketing communications that keep its members coming back and not looking to other local clubs.

Advanced Functionality

For larger club businesses today, the ability to offer members a seamless experience as well as superior service is growing in importance, and Brocket Hall is no exception. Customer satisfaction is paramount for this high-profile establishment and so it was looking for ways in which its members and guests could easily interact with the business; this being one of the reasons they selected the technology suite provided by NFS.

Web-based Member Access

IBS.nxt is a web-based solution that enables members to book tee times, access club information, view their expenditure and statements and make payments – all online. This provides convenience on a 24/7 basis and, overall, enhances service to the member and increases member loyalty.

Restaurant Management for the Discerning Guest

Brocket Hall also has a number of fine dining restaurants, including the Michelin-starred restaurant, Auberge du Lac. IBS.nxt is able to identify member and guest profiles directly through the IBS restaurant POS solution. Armed with full knowledge of each member, including details like favourite drink and preferred table, restaurant staff are able to manage members’ individual dining experiences in a highly personal and effective manner – from the moment they book their table. This was a major consideration for the Hertfordshire club.

Management Information

The Brocket Hall team knew that they wanted an integrated solution able to present a total snapshot of their business, which could then be translated into relevant and useable management data. The NFS solution will give Brocket Hall invaluable, real-time management information through use of its advanced dashboard and business intelligence tools. These tools will not only make it easier to compile information on business performance, but they will also allow Brocket Hall to better forecast potential future revenue as well as capture important trends in each market segment of their business – including golf, leisure, restaurants and retail.

The NFS Perspective

“We are delighted to be working with such a prestigious club as Brocket Hall,” says Luis De Souza, NFS Managing Director. “This is an important project for us and we look forward to seeing the club gain some real business benefits through implementation of our fully integrated club management solution, already widely used internationally by comparable clubs.“

CRM – Easy Marketing for Golf Clubs of Any Size

Improved marketing processes can help you win business

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Huge multi-national companies right down to local community businesses have been using Customer Relationship Management (CRM) for years – and it’s time time the Golf Club market also started using it to their benefit.

We all know that recording customer communication is a tedious job, but it’s vital in the battle to retain customers or members. Profiling your customers and members allows you to cross-sell and up-sell a multitude of products and services, and secure that vital repeat business.

Let’s imagine you are hosting a family birthday party event at the club for one of your members. From the moment they enquire, you capture all communications and requests made from start to finish. This way, if the events co-ordinator isn’t available, another member of staff can pick up easily where they left off and have all relevant information ready at the click of a mouse. More importantly, on completion of the event, the member who organised it says, “it was fantastic and we should do this again for my mother’s 70th in three years’ time”. Normally this would go forgotten, but logged in a CRM tool for a future call in, say, 2½ years’ time, you have every opportunity of securing the repeat business. Place your trust in the CRM system and let it remind you automatically.

See a Great ROI

The new age is here for Golf Club technology, so don’t get left behind when it comes to revenue-generating solutions that really do have a great return on investment.

“Customer Relationship Management is becoming the essential ‘piece of kit’ for any club looking to drive sales and increase revenue across the board,” says Steve Salter, Head of NFS’ Golf and Leisure Division. “CRM allows you to look after the most important component of your business – the customer.”

What to Look for in a Crm Solution

Most of the solutions on the market are inexpensive and you can become an accomplished user within just a few days. The better products include integration and synching with your email, so you don ‘t have to copy and paste emails into the customer profile, which is a real time saver.

Another feature to look out for in a CRM product is one that includes campaign software. This allows you to design your own emails for marketing purposes and have the ability to mail-merge the customers in the CRM system. Subsequently you can then target specific people in your database and send them the right offers and the most relevant information.

In the current economic situation, club managers find themselves fighting, on a daily basis, to increase revenue through all departments within their business. Prospecting for new members is becoming increasingly difficult within this saturated market, but CRM really is an area worth investigating. You will never forget that call, email, meeting, game of golf or show round ever again, as the CRM looks after your diary, communication and tasks. CRM can secure that vital business and won’t let your potential customers or members slip through the net.

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Clubs are becoming more sales focused as business is no longer falling in their laps. The reactive sales approach isn’t generating the revenue it used to, so forward-thinking clubs are using CRM as part of a proactive sales approach in their marketing to local businesses and individual customers.

Do We Have the Solution for Your Club?

NFS Hospitality have been providing IT solutions, services and advice to the leisure industry for over fifteen years. We help clubs to better generate business through IT implementation and the latest club management software, including fully integrated CRM.

The CRM module complements the already excellent functionality of our IBS Club Management suite, and provides Golf Clubs the opportunity to market to their existing customer base with much more ease.

NFS’ CRM module offers a host of functionality, including:

  • A built-in HTML designer
  • Outlook Sync for email
  • Customisable security levels for all employees
  • Quick communication panel for instant call logging
  • Audit trail for all communication by staff, date, time and group
  • A reporting suite for campaign statistics, including viewed, opened, clicked through and bounced emails

“These improved marketing processes should be a real benefit to those clubs striving harder to build new business and retain existing clients during these unstable time,” comments Steve Salter.

“Not only does the solution deliver operational benefits to effectively manage the process of client retention and customer acquisition, but it also enables clubs to up-sell and cross-sell to their existing membership. Taking a long-term view, the increase in lifetime value of such members can be substantially increased.”

NFS News and Editorial

Here is some product and case study material that may be of interest….

NFS Hospitality—innovators in Golf Club Management Software

If you would like any more information about our technology solutions for Golf Clubs, please contact Steve Salter – Head of Golf & Leisure on steve@nfs-hospitality.com, or call (+44) 07810 698 765.

sales@nfs-hospitality.com | +44 (0) 1992 514 555 | www.nfs-hospitality.com

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