FAIRWOOD PARK GOLF CLUB CASE STUDY

Key outcomes
  • Improved data quality and value
  • Increased productivity with reduced manual admin
  • Centralisation of customer data
  • Improved customer experience
  • Improved customer segmentation
“Maximizer is now a crucial component of the business; not only has the quality of our data improved, but we have managed to substantially increase productivity by reducing the tedious manual admin.”

Erol Golbas, General Manager

Fairwood Park Golf Club

Challenge

Situated in the heart of the Gower Peninsula, Fairwood Park is set in 150 acres of fabulous woodland and parkland countryside and is the only golf course within Swansea County to have hosted a PGA event.

With a growing reputation, the influx of customer data was increasing and the business needed a solution to consolidate its customer information and be better positioned to manage it effectively.

The business could see that having more efficient processes in place would increase customer loyalty and satisfaction which would ultimately help increase revenue.

Solution

In order to get a better grip on Fairwood Park’s customer data it was apparent some form of CRM solution was needed. After extensive research, Maximizer CRM appeared as a viable solution and ticked all of the boxes for Fairwood Park’s business requirements – a particular draw being its intuitive user-interface.

Very quickly the business was able to improve communications and client correspondence by linking them to existing records – forming a complete customer profile from structured and unstructured data. In addition, all business opportunities are now tracked via the Opportunities module to ensure they are closely managed and do not lapse because of lack of timely attention.

Results

Since implementation of Maximizer CRM in 2011, Fairwood Park has successfully been able to keep track of all incoming enquiries pertaining to existing members, potential new members and large group bookings.

Maximizer has significantly increased productivity throughout the business. Not only is the data consolidated in one single repository but the business now has a very strong handle on leads. They can access all key information to achieve better lead management. In Maximizer, the business now has what it needs to properly track and follow up leads, using information and action triggers. All of these benefits have helped the business to substantially increase their revenue growth.

“Maximizer is now a crucial component of the business; not only has the quality of our data improved, but we have managed to substantially increase productivity by reducing the tedious manual admin.” says Erol Golbas, General Manager.