Customer Relationship Management – CRM – is the lifeblood of a Billy Casper Golf-managed course’s marketing.
 
We manage and nurture each customer relationship – from acquisition, through trial and retention, to loyalty –using our proprietary customer data warehouse, GUESTrac™.

As the golf industry’s leading CRM solution, GUESTrac™ allows us to learn each customer’s behaviors and needs, and then use that valuable information to target our messages precisely.

To do this, we establish an integrated, fully-functional reservation and point-of-sales system at each course.  We tie that system to GUESTrac™, where our IT/IS Team extracts, transforms, and loads the information into a custom-built and expertly-managed data warehouse.

From there, our Marketing Team segments each customer based on their unique reservation, playing, and spending habits, including:

• New Customers
• Tee Time Initiators
• High-Volume Players
• Members and Card Holders
• At-Risk and Lost Customers
• And More…

We then automate communications unique to each customer, creating one-to-one relationships that foster repeat visits and positive word-of-mouth.

But GUESTrac™ does even more.  It provides our course managers with unequalled access to information on their customers, including:

• Where Do My Customers Live?
• How Often Do They Play?
• Who Are My Top Customers?
• How Do They Book Tee Times?
• When Do They Play?
• And More…

Billy Casper Golf’s investment in understanding consumers is matched by our investment in cutting-edge CRM systems to help us best manage these relationships. 

Add in our ACE-trained staff, each delivering a fun and enjoyable golf experience, and you have a great recipe to:

• Find, attract, and win new customers
• Nurture and retain those you have
• Entice former customers back into the fold.

Our ability to track and influence golf consumer behavior is second to none. 

And why can’t just anyone do this?  GUESTrac™ technology is the result of years of development and hundreds of thousands of dollars of investment, and only Billy Casper Golf has it.
 
Would you like to have it to?  to learn how you can put GUESTrac™ to work for your course.