Mapping Out The Customer Journey

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Customer journey mapping in the club environment is a way to visualize the member or customer experience, and it’s about how your guests interact with your business and enjoy the experiences that you create and deliver for them. Your goal in mapping that journey is to remove the obstacles and make the process efficient, intuitive, and aligned with their expectations, wants, and needs so that their entertainment and enjoyment goals are not only met, but far exceeded!  Simply put, the more seamless and memorable of an experience you can create, the better the customer experience will be.

This process of customer journey mapping creates an overview of the member or guest experience at your club and maps out how guests will move through and interact with the various touchpoints your club provides all the way from arrival to departure. Customer journey mapping is especially useful across both the iteration and refinement process of creating your designed guest experience as new elements are designed and older processes are refined or eliminated which allows you find new and improved ways to ‘wow’ your members and guests. Essentially, it allows you to identify opportunities to improve and enhance the overall customer experience that you and your team are delivering to your members and guests.

At its heart, customer journey mapping puts the customer at the centre of everything you do. Instead of looking first at your priorities and making assumptions about how to motivate customers to meet your goals, consider the customer first and how they will move through the guest experience at your club because when you take care of your customers entertainment goals first what you’ll find is that the financial goals you have for your business will follow suit.

On this episode of the GIG Podcast, we sit down for part 2 of our chat with Mike Orloff from Golf Industry Central.  Not only do we “put a bow” on our discussion about pace of play which carries over from part 1, but we’ll also dive deep on why the customer experience at a club is so important, identify what most clubs struggle with on this front, and we talk about what the key steps are to take in mapping out a great guest experience for your members and guests.

About Mike Orloff

A commercially minded operator with a passion to create something unique, Mike is a specialist providing golf operations and marketing solutions and helps all levels of golf facilities and golf-related businesses grow their revenues and bottom line. In addition, Mike also helps international golf-related companies access the Australian market.

A current US and Australian PGA Member, Mike has marketed and managed golf courses throughout Australia since the year 2000 and in the USA for various levels of facilities from two to five stars.  An innovative and experienced golf marketer, Mike was hand-picked by American Golf Corporation, the largest golf management company in the year 2000, to improve the performance of its first Australian courses on the Gold Coast.

In 2008, Mike launched Golf Industry Central as the leading news and information resource for the golf industry in Australasia and they also help grow the game of golf through better marketing for clubs and golf businesses.

Highlights of this episode that you won’t want to miss:

• 7:02 – Learn how to best manage pace of play as the On-Course Ambassador / Marshall for the benefit of the guest experience.
• 10:35 – Find out why Mike thinks the guest experience &

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