Flawless customer service from Dunbar Golf

Pic Kenny Smith, Kenny Smith Photography Tel 07809 450119

An independent assessment of the course, facilities and services offered by Dunbar Golf Club, has concluded that it is ‘among the best visitor experience of any golf club in Scotland.’ The club also received a 100 per cent score for customer service, the first time that a Scottish golf club has achieved this perfect score.

In early 2015 the Mystery Golfer Programme, run by Hertfordshire-based company, Human Reality, was engaged by Director of Golf, Jacky Montgomery for Dunbar Golf Club to provide their mystery golfer visits during the golf season. Assessing the various level of service offered by each department of the club to its many visitors and after year-on-year improvements, the company recently gave Dunbar what it called a “jaw-dropping” 100 per cent score.

Around 50 Scottish golf clubs have taken part in the Mystery Golfer Programme but only Dunbar has achieved such an accolade. “This is truly remarkable,” said Helen Bennett, Founder and Director of Human Reality. “Jacky has been an advocate from the very first pilot and continues to understand the power of continuous measurement, feedback and training for all the teams within the club.

“The standards that our assessors look for when they conduct their visits are focussed on customer service, and the standards we set are extremely high. It is very difficult to get 100 per cent and so I am particularly thrilled to be able to present the club with the first ever special award, to recognise the magnificent achievement of the team.”

The assessment looked at the course, which it described as “immaculate”, the green-keeping team, the Pro Shop staff, the bar and catering teams, and the club’s administration. In all cases it found that the interaction between the club’s staff and visitors was flawless – friendly, helpful, knowledgeable and welcoming.

Director of Golf at Dunbar, Jacky Montgomery, said “I am absolutely delighted for the team, this is great recognition for the effort that our Heads of Department and every staff team member plays in delivering what we call ‘The Dunbar Experience’. Internally we aim to deliver the highest service levels at every customer engagement point, from start to finish, and every Department plays their part in our ‘One Team’ approach to delivering an experience for members and visitors that we can all be proud of.

“We also have customer feedback cards for members and guests available at all times, ongoing assessment of performance is the only way to continue to improve. Investment in staff training opportunities has been a key component to our success and a ‘One Team’ approach to everything we do is fundamental to our progress as a Club. Going forward we certainly won’t rest on our laurels, we consider every day to be a mystery Shopper day!”

Any clubs wishing to join the Mystery Golfer Programme can contact Helen Bennett, Human Reality, by emailing: support@humanreality.com

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A graduate of Cardiff University’s highly respected post-graduate magazine journalism course, Andy has successfully edited four different publications across the B2B, trade and consumer sectors. He is skilled at all aspects of the magazine process in addition to editing websites and managing social media channels.