TeePanel, a new Business Intelligence system for golf courses and hotels developed by Golf en Red, a consulting firm specializing in marketing for golf courses and resorts, was presented with great success on September 12 during the conference of the Spanish Association of Managers.
Its director, Antonio Conde, tells us some of the features that make this management support system unique and essential. “TeePanel,” he says, “is a management tool for golf course and hotel management that will change the way golf course marketing and operations have been managed up to now”. Conde explains that “TeePanel is designed to facilitate decision making with a dashboard capable of connecting multiple information systems under a single interface created to access key business data”.
There are two concepts that mark TeePanel’s philosophy: ‘Attribution’ and ‘Conversion’. “The first of these,” he describes, “is based on attributing to each sales channel or market the importance it has in generating sales for our business. So far, even in good times, we are blind as to what has driven sales increases. The second is to identify those customer groups or channels with the most buying potential, in order to target them with our marketing actions”.
“The key,” he continues, “is to cross-reference data from different systems to enrich the information they provide. The sales results for a given period on a golf course can be affected by weather conditions or by the marketing campaigns that we or our competitors are carrying out. TeePanel allows us to have all this information and much more in a single control panel to simplify management and save time in decision making”.
Conde says that when he started working in Golfenred almost 10 years ago in the world of golf “there was already a need for a system that would help us to better organize and understand all the information that is handled in a golf course, especially that about our customers, our sales channels and relevant issues that can make our sales increase month after month and year after year”. At that time, the technology or information systems used in golf courses and hotels did not allow us to propose a solution like TeePanel, a tool capable of connecting with all the company’s information sources, to show it in a unified, simple and fast way, “something fundamental when making effective decisions”.
The director of Golfenred considers it “essential” to “identify our markets with the greatest potential when it comes to increasing our sales and growing our turnover, and now it is possible to have this information”. In this regard, he points out that the data provided by the analytics of the website crossed with the results obtained in each period show very clearly those countries whose conversion rate is higher, “and therefore they should be the ones on which we focus our efforts”.
“It is no longer necessary to log into our management system,” he says, “to check if we have reached our goal this month, access our email marketing tool to see if our campaigns have worked, check our social media profiles to monitor the progress of our followers, or check our email to see if the last request we received from a customer has been answered. All this information and much more can be controlled from a single management program: TeePanel”.
Much of the data provided by Teepanel until now was obtained by golf course managers using complex excel sheets that were difficult to maintain and time-consuming. “Our tool not only allows us to have the information much faster,” explains Conde, “but that information is enriched with data from other information systems. In addition, each Control Panel will alert us if our ratios are below the recommended values for our market, so that we can react quickly and save unnecessary budget losses or increase the effectiveness of our actions”.
Golfenred is working on new functionalities for TeePanel. On the one hand, the integration with availability services and airfares, to immediately identify price drops in communications with the issuing markets of customers, so that the golf course or hotel can anticipate their competitors when putting the best offer in front of each potential customer. On the other hand, control panels will be incorporated more oriented to the optimization of operations management, specifically the measurement of customer satisfaction in each of the business centers of the golf course and the hotel, by integrating customer ratings in the booking process and in the provision of the service to have a complete picture of their experience.
“Information,” Conde concludes, “is just data from different sources, but it’s people who make the decisions, and that’s why TeePanel helps us to better understand what’s going on, and shows it in a visual, simple and effective way so that we can make them quickly and accurately.”
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