One of our partners had an existing Corporate Membership scheme in place but were finding it increasingly difficult to manage for two key reasons.
Challenge 1 – To ensure the Corporate Membership category operated seamlessly alongside the clubs 5 and 7 day membership categories, certain restrictions were placed on the use of the Corporate Category. Restrictions such as, the times of the day Corporates could book and play, how many rounds could be played, how many guests could be used. The operation of this had to be undertaken manually by the club team and Corporate members were asked to either email their requests or phone through to the team to make bookings.
Challenge 2 – The benefits associated with the Corporate Membership included more than just golf. The category included use of meeting rooms, other leisure facilities on site and restaurant bookings. Due to the functionality of their current booking systems, these bookings had to be undertaken manually by the team to ensure they worked alongside any golf bookings made.
The club was hesitant in their desire to grow Corporate Membership due to the amount of time it was taking to manage this category. The time the team at the club spent on processing bookings and enquiries was forecasted to be into the thousands hours per year.
Powered by PlayMoreGolf, XVIII provide a white label solution that could overcome the challenges above through our bespoke technology that automated the entire process, which relieved the team from having to manage bookings and enquiries and thus freeing them up to focus on service delivery and membership growth.
XVIII Golf provided this partner with a bespoke platform to manage their existing Corporate Membership and included the ability for the Club to add the required restrictions into the category to enable automation.
We provided an Api interface with each of the clubs booking systems to enable golf, Meeting Room, Leisure Facilities to be booked via one platform resulting in the team being able to focus on service delivery and growing their membership revenue.
The Country Club also benefited from having a platform bespoke to their brand guidelines and a bespoke app designed to enable their Corporate Members to not only manage their account via one platform but to also enable seamless booking of facilities without a need to make telephone calls or email the club.
The Corporate Membership scheme went from being a headache to manage to now a seamlessly easy scheme to manage that worked alongside existing categories of membership. Not only did this save the venue many hours, it enabled the club to redistribute this time saved into more time spent on service delivery and growing other revenue lines.
Whilst the benefit of using bespoke technology is clear, there must be a tangible return on investment
The time it was taking the team to manage this category is where the return on investment is delivered.
It is the equivalent of 1.5 Full Time employees to manage this category equating to an annual payroll cost of £44,139.
The cost to manage this category via XVIII is £20,085 per annum so there is a net benefit in just managing the existing number of Corporate Members of £24,000.
The ultimate benefit though comes from the opportunity cost as the Club could now grow its Corporate Membership from 23 members up to 50 members, which doubles their revenue.