What golf courses can learn from customer service at The Masters

I have been thinking about the many challenges golf courses face when driving more visitors and revenue into their clubs. One of the areas I feel is being underemphasized is excellent customer service. I only have to think about my Masters experience in 2010. In my book, Golf Shorts and Plus Fours I describe the many aspects of what makes The Masters so special but there are two moments about customer service with the patrons that I continue to describe to others.

The first one is when I was standing in a long line at the front of the magnificent Augusta National clubhouse with my good friend Bags and having a conversation with an Oakland Raider fan. We patiently waited our turn to get our picture taken (free too) when a friendly Green Jacket appeared. He looked at us with genuine interest and asked, “Can we do something else to improve your experience”? Wow. As we stood spellbound and answered we could not think of anything else. I thought “what a class act and welcome to the congeniality that courses should offer”. It felt like I was transported to simpler times like in the 1950’s when people truly cared.

The second moment happened when we were exiting the grounds. After a fantastic day watching Tiger’s return to the golfing fold and witnessing Phil Mickelson hole his iron shot from the middle of the 14th fairway, we headed from the confines for a night to reminisce. As we turned our heads from the new practice grounds where some pros were tinkering with their games Bags and I heard an attendant say gently, “Thank you for coming to The Masters”. Hmmmm…what a great finishing touch.

I thought of the many golf courses I have played and how I will size up the feel of a place upon the first few minutes. Do they say “Good morning and how are you today?”. Do they have a smile? Does someone help you with your clubs? Or, is there an attitude that you are fortunate to be able to play their course and that you are not truly appreciated as being a customer. Upon finishing the round does anyone ask, “How did the round go and would you be bringing friends in the future”? Or, is there a dead silence with no one around to inquire about your golfing experience. What a missed opportunity to gain insight and get you into the clubhouse for a pint or a clubhouse sandwich. I know from experience that people will give you their perspective if asked. They want to be engaged.

In the end, these simple but important touchpoints of customer service offered at The Masters costs them nothing financially. I get to tell others about them and spread the good word of Augusta National. The club understands this simple psychology and know happy patrons with tell others to follow the path to Magnolia Lane. All golf courses need to improve these interactions because with the dwindling amount of initiation fees, lower green fee rates, competitive activities and a decrease in golfer volume, they need to re-earn the business constantly or the golfer will go elsewhere. The Masters harkens back to the days when life was gentler, courtesy was in vogue and manners mattered. And tellingly, no cell phones are allowed at the tournament.