CRM – What does it mean for clubs?
So, as many of you will know, CRM stands for Customer Relationship Management, but what does this really mean? For some this means marketing, for others it means a sales database and for others a communications register. So what is the right answer? The real answer is a combination, but it depends on your business, your goals and your customers. CRM is typically a technology solution that helps you deliver strategies to manage sales for new business and prospecting as well as manage existing business relationships and customers. In the club world, whether golf or city, public or private, CRM is vital in the battle for retention and growing your new business opportunities. So, if you don't have a CRM system or are thinking of implementing one, speed is of the essence, as you can be sure your competitors are already using or considering it!! I know purchasing or buying software licences can be a daunting process, especially if you are not that tech savvy, but it is an absolute must to manage your business. The blue-chip organisations use systems like salesforce, but I think that would be like using a sledge hammer to knock in a nail for clubs (multisite and very large operators aside). There are many smaller providers that work for clubs, but if you really want to do CRM right, it must integrate with your club management system. CRM is about knowing your customers and members inside and out, and the only way to do that…