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San Carlos Golf Club

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San Carlos Golf Club

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San Carlos Golf Club

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Your course management multi-tool: Plus Communication Center

Know more to grow more

The Plus Communication Center is like a trusty multi-tool for course operators—always handy, always useful and invaluable in a number of ways. The cloud-based collection of business intelligence and management tools can be customized to your golf course’s specific needs, and a use license is included for each of the primary Plus contacts at your business.

Dive in and take a look at the breakdown below to better understand the Communication Center’s capabilities.

Home

The starting point for every session, your home page displays high-level performance dashboards as well as daily tasks and meeting agendas for today, tomorrow and the week ahead.

communication-center-header

Messages

Communicating with your GolfNow Plus team members is simple thanks to the integrated, social media-style platform. Post messages, requests and notes, and be sure your contact is alerted by “at messaging” (@) them in your post.

Groups

Your unique group allows you to post files and communicate with people associated with your golf course group. This is the perfect place to review photos of the course, post reports you want to share with the team and find contact info for any individual tied to your group.

Leads, Accounts & Opportunities

Integration with our Communication Center partner, Salesforce.com, means you have full access to the world’s #1 sales platform and hierarchy. Have a lead you want to pursue for an outing or golf league? Great! Build a sales opportunity or use our lead collection form to automatically fill out the information you need. Either way, your sales will be streamlined with an organized and professional system, and you’ll be better prepared to close deals.

Dashboards & Reports

revenue-widget-dash

Since your communication center is cloud-based, you have access to it 24/7. You don’t have to contact an account manager for your data—simply log in and find your reports about weather and playable days.

You also have access to sales opportunity, rounds and revenue reports. Our dashboards allow you to establish forecasts and track your progress against your goals each day for better planning and adjustments whenever they are needed.

Phone Rates

Would you like your staff to be able to quote dynamic tee time rates—controlled by you and your team—over the phone? With your team logged in and using the Communication Center, they can do just that. Integrated functionality automatically updates dynamic rate information, making it available the instant it’s needed. That ensures that your staff is always up to date and your revenue potential is always optimized no matter where the golfer comes from.

Reputation

reputation-tab

Your business’ reputation is a complex machine with a lot of moving parts, and it requires an organized and thoughtful management strategy. The Plus Communication Center provides a one-stop destination for up-to-date information about customer experiences and reviews, as well as your staff’s interactions and responses. From tweets to blog posts, articles and more, you can monitor mentions of your business and get the immediate insight you need to ensure your customers’ satisfaction.

In your “reputation” tab you will find a complete, digital-listings management platform that alerts you to directory errors about your golf course and provides corrective options. We provide a full recap of posted and shared digital media including Instagram posts, as well as photos posted to directory services and other social media platforms such as Facebook and Yelp.

To help organize these management issues in an easy-to-understand layout, we have arranged all of your team’s To-Dos in a workflow tab. This points out the urgent and not-so-urgent tasks that your team should tackle, and it helps keep track of all their accomplishments.

gnc-inside-toolkitGolfNow Central

We know that staying on top of inventory rates and availability is the biggest piece of the course management puzzle. That is why we have installed our GolfNow Central platform directly into your communication center. When you click on “GNC” you will be automatically logged into your account and ready to make whatever update your business requires. Having fewer usernames and passwords to keep track of is never a bad thing.

Help/Support

With all of the information here about the Plus Communication Center, you’re no doubt eager to jump right in and get started no matter what time it is. If for some reason your Plus team is not available for questions when you have them, be sure to click on the Help/Support tab here on the site. There you’ll find numerous videos and documents designed to help you navigate your Communication Center at your speed, whenever it’s convenient.

Thank you for taking a deeper look at our GolfNow Plus Communication Center. We will always be working to improve and grow this valuable tool, so if you have ideas or questions be sure to contact your local market sales manager or send us a note at plus@golfnow.com.

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Your Shortcut to Customer Satisfaction

In a fast-paced world of Tweets, Yelps and ‘Grams it is nearly impossible to keep up with all that golfers are saying about your course, your restaurant and your staff. To stay in the know, you have two options:

  1. You can pay someone to sit at a desk seven days a week and scan Golf Advisor, Yelp, Facebook, Twitter, Instagram and every golf blog on the internet.
  2. You can invest in technology that keeps you informed about your golf course reputation.
#Intheknow

social-search-terms-setupOur Local Brand Management Alert morning email is designed to be the ideal solution to this issue, keeping you in the know about your customers’ satisfaction and your online reputation every day. The morning email includes any mention of your custom social search terms and can be used to monitor you and your competitors. Terms can be refined with “must include” and “must not include” filters, and the technology supports full hashtag monitoring.

The alert email can be sent to multiple people, each morning without lifting a finger. We believe several stakeholders at the golf course should be included in each email send. The Food & Beverage director should know what’s being said about your food. The Superintendent should know what’s being said about your greens. The head golf professional should know what’s being said about the pro shop staff and pace of play. The General Manager should know what’s being said about ev
erything.

Our Local Brand Management Alert morning email is just one part of our Plus Toolkit and is perfectly aligned with our Plus mission of saving golf course operators time and providing great technology to help grow their business.

Reviews as a two-way street

alert-email-with-responses52% of customers expect your brand to respond to their reviews (Chris Campbell, May 2016), but if you don’t know about the reviews, how can you possibly reply? Our alert email includes all reviews, star ratings and replies about your golf course posted to Yelp, Golf Advisor, Facebook, Google, Bing, Yahoo and more. Why include replies? We do this to help you know if your staff is replying to reviews and properly managing the communication. If you ever feel the follow-up is too time consuming, we offer a service to do this for you.

Dr. John Sullivan writes about a metric called “weak performer differential” and cites interaction with customers as a multiple of 2 or 3 when tied to the cost of the weak performer. One of your best sources for learning about weak and strong performers are the reviews and tweets and mentions about your business, posted by your customers. It is essential you use the technology available to you in the Toolkit to help you know everything said about your business.

Please contact your local GolfNow representative to learn more about Pl
us brand management or watch one of our  support videos, which include specific set-up instructions and ideas about how to use the brand monitoring technology included in Toolkit.

Additional tools in the shed

Each morning email is just one component of our Plus Toolkit and is perfectly aligned with our mission of saving you time and providing great technology to help grow your business. Contact your local GolfNow representative to learn more about the entire suite of services within Plus and how they can make it easier to grow your operation.

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Get the most out of Plus Toolkit

Ready your course for whatever the season may bring with your Auto Pricing tool

With the perpetual advancement of technology, businesses in every category are looking for ways to leverage new tools to enhance their own efficiency and performance. GolfNow’s Auto Pricing represents a significant tool for golf course operators, offering the ideal combination of time savings and enhanced revenue performance.

The automation process built into the Auto Pricing tool is designed for simple setup and hands-off operation. Once configured, it ensures that tee time prices are updated throughout the day without your staff having to devote time and effort to the process. All rules-based price changes are executed according to the update schedule that you set.

The update schedule range can be edited and expanded from one to 150 days, and each schedule is specific to an inventory set rather than a golf course facility. This flexibility allows for the widest range of pricing options to fit your course, your customers and your goals.

While the schedule portion focuses on times, the price adjustments are all about utilization. Hotels, airlines and car rental companies have been relying on real-time utilization information to inform their pricing strategies for years, while many golf courses have used assumed utilization. But every hour of every tee sheet in the world has a current utilization rate, which is critical information for calculating price.

For example, if you were to look at tomorrow’s tee sheet between 1:00 p.m. and 1:59 p.m., the number of booked and blocked golfer spots divided by the total number of golfer spots gives you the utilization percentage or rate. Once the Auto Pricing tool calculates the utilization rate and determines time-to-expiration, a change amount is applied to the original rate. That change amount is determined and set by an agent of the golf course.

Auto Pricing Matrix

Profit potential

Consider the $50 golf course struggling to overcome a poor weather forecast. Unfavorable weather lowers demand, and that lowered demand—without an inventory reduction—puts pressure on price. In response to that pressure the course may lower its $50 rate to $43, and within 24 hours of lowering the rate three things may happen: the forecast improves, the $43 tee times begin to sell and the staff falls behind on completing their daily tasks. Without automatic pricing in place, tee times will likely remain at $43 until they sell out and/or expire. But with auto pricing applied to the inventory, the $43 rate could increase if the appropriate rules are applied. The price could actually increase beyond $50 if the demand warrants the increase. In one hour of just one day, a course utilizing the  Auto Pricing tool could see revenue growth of $234. Applying this math, you can see that the same scenario played out for two hours each day across a 100-day span could lead to an increase of $46,800.

While these benefits may be obvious to many pricing managers, marketing directors see pricing automation as critical to their campaign management as well. From promotions to special events, the Plus Auto Pricing allows for a wide range of options including campaigns that offer price guarantees such as “Our best rates are available 7 days in advance” or “Be one of the first four golfers to reserve a spot in any hour and receive the best rate in the hour.”

Exclusive features

There are a number of other features built into the process that can help you optimize your tee sheet and enjoy the highest level of performance from your inventory.

Price rounding

The Auto Pricing technology also incorporates a rounding function that allows you to choose price cutoffs and rounding direction. Each facility can choose to have prices rounded to the nearest dollar or, for those looking to maximize each penny opportunity, the following rounding chart may be used.

 

auto-pricing-rounding

Utilization measurements

By default our Auto Pricing technology measures each hour individually, but some course operators may prefer to measure and adjust by two-hour segments. This option can be enabled by contacting your local marketing manager with this request.

Sweep times

No time zone hopping to worry about here. All times of day displayed within the Auto Pricing user interface are your course’s local time, making it much quicker to see your inventory and plan for events, weather and demand.

Single-golfer pricing

Each golf facility has the option of pricing tee times for one time different from all other tee times. GolfNow’s Auto Pricing offers the option to drop these rates to the lowest available rate in the matrix, regardless of utilization or time-to-expiration.

As a Plus Toolkit partner, you have access to support videos specific to our exclusive Auto Pricing tool. These videos will help you navigate the tool (located in GolfNow Central) and build matrices with different strategies and goals. Maximize the potential built into Plus Toolkit by visiting our support videos page.