Welcome to NG Consultancy and my first blog!  My name is Neal Graham and I have had the fortunate experience of working in the golf and hospitality world over the last 20 years.

After working for the Marriott Hotel chain and eight fantastic years more recently at Jumeirah Golf Estates, Dubai, I have set up NG Consultancy, a bespoke advisory service specializing in Venue Support, Pre-opening Projects, Tournament Consultancy and Sponsorship Activation in the golf and hospitality industry. Although based out of Dubai, I am available to support clients in locations throughout the world.

Anticipating customer needs in advance…..

A few weeks ago I was fortunate enough to play some of the great links courses in Northern Ireland, Royal Portrush and Portstewart before heading across to Donegal to play Ballyliffen, Rosapenna and Dunfanaghy.

With Royal Portrush hosting the Open Championship in 2019 and Portstewart recently completing a very successful staging of the Dubai Duty Free Irish Open and subsequently Ballyliffen being the venue in 2018, I knew I was in for a treat!

These great courses speak for themselves as far as a test of golf, condition quality and history is concerned.  Rosapenna proved to be equally good if not better, whilst Dunfanaghy was a gem of a course.

However, in all businesses, a structured customer journey plan is critical for companies let alone golf clubs to make a good or bad impression on their clients.  From the moment, a golfer researches a club to play via a website to the farewell when they leave, the club is responsible for the customers experience throughout that time.

If staff are unaware of the journey customers take throughout their visit including the key touch point areas then expectations will fall short. There is no standard template for a plan however an easy and helpful way of explaining the importance, is for staff to become a customer for the day and note all the touch points during their journey.

Many businesses which have plans in place on occasions do not have the time to review and amend them due to the busy demands of running a club.  Customers needs evolve therefore the plan must be regularly reviewed and updated to meet their requirements.

A successful journey plan will anticipate customer needs in advance and ensure that the correct policies and procedures are in place to provide back up . This in turn results in customer retention, trained and proactive staff and ultimately improved financial performance.

For further assistance and advice on creating or evaluating existing Customer Journey Plans for your business please email me at neal@ngconsultancyme.com

Thank you for your time!