The key to customer relationship management is properly segmenting your database based on gender, age, ethnicity, loyalty, spending, etc. For a golf course, you may also want to gather data about an individual’s playing ability, whether they have purchased a season pass or frequent player discount card.
In the email received from United Airlines, they are offering me to purchase a premium cabin upgrade with two free checked bags. As a 1K flyer with United Airlines having flown 2,885,000 miles on that airline, I am already entitled to the benefits for free that they are offering me to purchase.
Several days later, United Airlines makes the same mistakes again as shown below offering me a new benefit of preferred seating which I have enjoyed for years.
Seats 7A, 7F or 21 A or 21F are my seats of choice when flying cattle class. United Airlines isn’t the only major company demonstrating poor customer relationship management; Hertz also erred in December 2018 as shown below:
At least Hertz immediately recognized there mistakes an issued a follow-up email shown below:
For 2019, a worthy goal is segmenting your golf course database properly to effectively boost the yield received from your marketing endeavors.