MYRTLE BEACH FEATURE

Customer Service Moves Forward in the Grand Strand

MYRTLE BEACH, S.C. - It's fall in the Grand Strand, and most area courses have completed their rye grass overseeding and are in the best shape of the year. The fact remains, however, that as an organic element, grass is as unpredictable as a tee shot into a crosswind.

The weather, knowledge base and skill level of the superintendent, and the amount of play all contribute to the overall condition of a golf course.

The unpredictable nature of course conditions have some local courses placing an unwavering emphasis on the one element that is completely within their control - customer service.

"Let's face it, growing grass is a crap shoot, the fall overseed is a crap shoot, and counting on players to replace divots and fix ball marks is a crap shoot," says Jim Woodring, Vice President of Golf Operations for Myrtle Beach National. "One thing you can always do is provide great customer service."

Myrtle Beach National, operators of nine Grand Strand courses, has been a leader in the customer service area for nearly a decade. But Woodring says that the company has stepped up its efforts in recent years due to the onslaught of new courses in the region.

"We started a program two years ago that is unique to the area," he says. "The head golf pro and first assistant pick one group and offer to buy them a complimentary beverage. The reaction has been like 'holy cow.' We also send the group leader a note on stationary saying 'thanks for coming.' Most of the time it is they're waiting for them when they get home."

Myrtle Beach National is also known to "shop" its own courses by having employees call the company's central tee time booking agency and evaluate the reservation process.

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Its not just the major course conglomerates that are paving the way in the customer service arena, however. Calabash Golf Links, a family owned and operated golf course in Calabash, N.C., was one of the top customer service providers during the Dupont Amateur Tournament, according to a player survey.

"The first point of contact is bag person so we expect them to greet everyone, welcome them, tell them to come inside and treat everyone with respect," says Joy Causey, Calabash's Marketing Director. "We want them to explain pace of play, double teeing and generally an orientation to our operations."

Causey believes that too many Grand Strand golf facilities have become complacent with their customer service.

"A lot of courses out here treat players like they are sending them through a processing line," she says. "We want them to know that we are glad that they are here because there a over 100 courses to choose from."

Causey says that in addition to congenial and informed outside employees, group leaders and tournament participants can expect a little something extra.

"If there is a leader of the group, I send them a bag tag and a thank you note," she says. "If there is a tournament I try to give them a towel or a shirt. I also have a guest book in the foyer with guest comments, and no one is looking over their shoulder while they write."

Brunswick County's Ocean Ridge Plantation is on the opposite end of the spectrum from Calabash Golf Links in terms of facility size and budget. Yet, Director of Golf Tom Plankers ensures that Ocean Ridge's posh surroundings are backed up by some of the Strand's best customer service standards.

"We treat this like the restaurant business," Plankers says. "If you have good service, and the product is good, you'll want to return. In golf and in the food business, you can't just put out good product and not back it up. If people play a decent golf course with excellent customer service, they will go back. If they play a great course and are treated poorly, they won't."

Ocean Ridge's top shelf course, Tiger's Eye, spares no expense or effort when it comes to making golfers feel comfortable. From the time golfers reach the bag drop until the time they leave, attendants make sure that every need is met.

"We want you to come back, and this is our chance to impress that upon you," Plankers says.