Member-centric Service Delivery
In today's highly competitive business landscape, clubs are turning to client-centric service delivery to increase membership, improve revenue and secure a competitive edge. A key requirement for the success of this strategy is the use of client-centric enterprise resource planning (ERP) software which seamlessly integrates membership relations management, financial control and effective technology into the delivery of golfing, wellness and experiential services.
Please join us as we explore the implementation of a client-centric club management system at Singapore’s Sentosa Golf Club (SGC). Did the club and its members benefit from the strategy to place members central to all service delivery processes?
Executive Takeaway
In 2018 Q2 Sentosa Golf Club deployed a client-centric, ERP club management system.
SGC gained a deeper understanding of members' needs.
SGC was able to streamline business processes.
SGC improved service delivery to members. This resulted in membership satisfaction, improved retention and revenue growth.
SGC Club House ►
Software Selection
In May 2018, after extensive market research, Sentosa Golf Club commissioned the CiMSO Group to migrate their legacy club management system (CMS) to CiMSO’s client-centric ERP management suites.
CiMSO ERP software suites are integrated to a single client data platform.
CiMSO offers a 360° range of management solutions from which Sentosa selected the solutions specific to their needs.
Needs Analysis
Under it’s former legacy club management system SGC faced challenges in several management areas. After performing a needs analysis CiMSO recommended specific solutions from the CiMSO suites to address SGC’s specific challenges:
Management AreaChallengeSelected CiMSO Solution
Managing membership data,A deeper view into customer needs
Communication technologyInefficient member relations processes
Course and tee sheet managementRigid, limited tee sheet management
Food & beverage managementLimitations with food costing control
Points of sale transaction processing
Challenges with banqueting billing
Excessive man-hours for stock takes
Arduous financial processesReliance on spreadsheets
Sluggish financial reporting
Fragmented agronomy procurement
Effective Deployment
The deployment of the CiMSO ERP software was completed on time and went live on 1 April 2019, running SGC’s core business functions: membership, golfing, food & beverage, banqueting and financial accounting.
What does Sentosa say about the CiMSO deployment?
“Theprocessfromclientengagement,todeveloping,implementingandnowrunningthesystem onadaytodaybasishasbeenasmoothandrobustone,largelybecauseoftheprofessionalism anddeepknowledgeoftheCiMSOteamintheareasofgolf,food&beverageandhowclub’sare generallyrun.”
“TheCiMSOteamunderstandsthe clubbusinessandclublingowell andhasbeenresponsive wheneverhelpwasneeded.
Theyhavealsobeenreadyto challengeustomake improvementstosystem processes.”
Mr Sylvester Yeo SGC Project Lead► The Sentosa Executive
Benefits
The benefits of deploying a customer-centric ERP solution manifested in two primary areas:
Cost savings
Improved service delivery
Cost Savings
Deploying a customer-centric ERP solution enabled SGC to streamline its operations, resulting in reduced costs and increased profitability.
system which provides:
Real-time, 360° visibility into inventory levels, procurement processes, order statuses and stock holdings.
Effective procurement through a stringent approval regime which ensured control of internal transfers, requisitions, orders and purchasing.
Improved inventory management which resulted in a reduction of wastage, shrinkage and stock levels.
Efficient stock take processes with improved accuracy, providing welcome relief to staff managing stores.
resulted in cost savings and improved profit margins.
Adopting a paperless approach to billing and communication provided two distinct benefits: costsaving with reduced expenses for printing, postage and consumables, and less damage to the environment.
suite of solutions which provides SGC with:
Near paperless e-mail, SMS, document management and telephone call communication tracking which integrates to member profiles.
Paperless e-statements, news letters and personalised communications with regular transmission to the +/-1,500 active members.
Paperless transactions with electronically signed chits at the golf registration counter and all sales outlets. Signatures are validated on the fly against the images in the member data platform.
Paperless e-signed transaction chits are stored in the member data platform.
important part of SGC’s ‘Eco-Friendly’ initiative.
Improved Service Delivery
The late Dr Peter Drucker, father of modern day management theory, wrote: “The purpose of business is to create a customer”. This is especially true in the club environment where member service delivery is a critical driver of club membership retention and growth.
SGC implemented which provides:
An extensive and secure client data platform (CDP) with integrated communication and service delivery facilities.
Effective communication with members via email, SMS, chat, and social media, timeously notifying them of upcoming events, course information, booking reminders and matters of interest.
Member selectable communication channels, based on their specific preferences.
Access to real-time members’ consumption patterns and spend history which allows for fast response to members’ needs and service requirements.
Staff task and activity management and tracking which introduces elements of peer review and fosters accountability for service delivery.
It is said that “the job is not done until the paperwork is finished”. This rings true when it comes to consumption and services billing in clubs, where accounting staff often have to burn the midnight oil to resolve billing and payment challenges.
◄ Golf Registration CounterSGC implemented which provides SGC with:
Unlimited dynamic tee sheets that offer fast rescheduling of tee times. This mitigates the impact of inclement weather and changes in course conditions.
Unlimited dynamic green fees determined by golfer status, season and time , This maximises revenue and expedites golf counter billing and payment.
Fast golfer identification by card, biometrics and various membership numbers. This expedites golf counter, starter and food & beverage billing processes.
Fast digital capture of all golfer signatures with validation check of member signature.
Content rich starter view grid on mobile device with course and golfer detail on hand. This facilitates fast tee off processing.
The dynamic tee sheets benefit course operation by maximising tee times throughout the day, based on real-time weather and course conditions. This ensures that golfers can plan and enjoy their game with the least impact from Mother Nature. This flexibility also ensures that the course remains profitable despite it’s location in a region subject to unpredictable weather patterns.
The extensive golfing report console offers course and utilization statistics, providing users the flexibility to build reports based on their specific output requirements, and the ability to adjust the output as trends dictate.
◄ Roots Bar
Transaction processing is an often overlooked opportunity for impactful service delivery - and the points of sale within a club offer an opportunity to deliver efficient service. SGC implemented the CiMSO mobile touch screen points of sale because they offer easy to use transaction processing and a host of technologies which enhance client interaction.
SGC implemented which provides:
Fast, easy to use touch screen points of sale which integrates to the member data platform for paid or cashless member account billing.
Mobile device table service with membership card identification and e-signature or member photo validation to determine bill ownership.
Ability to allocate and change the member responsible for the TAB or bill throughout the TAB cycle - to facilitate “loser pays” on parked TABS during rain breaks.
Full transaction accumulation bill (TAB) processing with table park, hold, split and combine facilities to allow for accurate billing when there is social mingling among members and movement across multiple outlets.
Bill payment that may be split by seat/person, selected group, % of bill or fixed amount, either billed to member account or payable in cash by multiple payment methods or multiple currencies.
► Lower Terrace
By leveraging the service delivery capabilities and technologies offered by
SGC improved customer satisfaction as well as ordering and billing accuracy.
This resulted in a reduction in order, billing and payment disputes and loss of revenue.
SGC implemented and which provides:
Real time accounting to balance sheet, integrated to all transaction processes, inventory control and to the member data platform.
Unlimited member control accounts with sub-accounts for dependents and consolidated or individual account statements.
Rule based bulk billing and collection of membership fees and levies.
Membership status management integrated to financial system with automated schedules for away, resigned or defaulting member accounts.
The extensive reporting consoles in facilitates the creation of user defined management and financial reports. The result is improved financial control and reduced audit administration.
Industry Leader
Sentosa Golf Club is a leader in leveraging technology to enhance its operations in a relentless quest to provide an unparalleled golfing experience. This commitment to innovation has positioned the club as an industry leader.
From fast, effective registration, optimal tee off, mobile client orders at food & beverage outlets to going green by emailing client statements and paperless billing, SGC has leveraged technology to provide a seamless, personalized experience for its members and their guests. By embracing emerging technologies and continuously refining its processes, SGC has set a new standard for golf clubs.
Sentosa Golf Club continues to explore alternative energy solutions and to pioneer new innovative practices which they share with other golfing organisations worldwide.
CiMSO is proud to support Sentosa Golf Club on this amazing journey.
