Bangkok, Thailand: 59club Asia is the latest company to align itself with the Asian Golf Industry Federation (AGIF).
Last year’s establishment of 59club Asia represented the first foray outside of Europe and the Middle East for the United Kingdom’s 59club which, over the last 10 years, has emerged as the market leader in providing bespoke mystery shopper performance measurement programmes for the golf, leisure, spa, events, food and beverage and hotel industries.
Araya Singhsuwan, 59club Asia’s Bangkok-based Operations Manager, said the company shares the objectives of the Asian Golf Industry Federation and is particularly focused on conducting research that benefits the region’s golf industry.
“In becoming an Associate Business Member of the AGIF, 59club Asia is joining a fraternity of industry professionals looking to improve the quality of the golf industry throughout the region by providing research, professional management practices and on-going quality-driven services,” said Araya, a former professional golfer who was a stalwart on the Thai LPGA and China LPGA.
Since 59club’s inception, more than 300 golf clubs across Europe and Middle East have signed up for its ground-breaking services.
Araya said the expansion into Asia has been met with similar enthusiasm as clubs strive to develop services and operational excellence to enhance member guest experiences and improve financial performance.
A recent study showed that nearly 90% of customers are dissatisfied with the levels of service they receive within the golf and leisure industries. Further statistics indicate that most of these customers would gladly pay to play or join another golf/leisure club that provided better levels of customer service, even if the facilities were not as good.
“Against this background, the company’s ultimate objective is to provide venues with a valuable management tool to measure, improve and then maintain standards of customer service, in turn increasing customer satisfaction, revenues and profits,” said Araya.
Staffed by an established and dedicated team of professionals who bring expertise from the golf, leisure and hospitality industries, 59club Asia delivers specific benchmarking tools that allow course owners/operators to analyse their own club’s service standards and compare their results against other venues.
59club Asia’s market-leading software and assessment criteria works for all golf clubs, regardless of their size or status. Globally, the company has clients charging anywhere from US$20 to over more than US$300 per round.
Araya said: “Leading the service industry revolution across Asia, 59club Asia aims to deliver globally leading customer service analysis and training, pioneering member and visitor surveys, mystery shopper audits and staff training.
“Our market-leading products provide the resources to improve and maintain ‘sales and service’ etiquette, increasing customer satisfaction, revenue and profits in the process.”
Eric Lynge, the AGIF’s Chief Executive Officer, said: “We frequently hear of the pressing need for more research and benchmarking in the golf industry in Asia. Therefore, the establishment of 59club Asia is a welcome development.
“We look forward to having Araya and her team presenting their products at forthcoming Federation educational events.”