In conversation with with Matt Mayfield, General Manager, Harewood Downs Golf Club
Tell us a bit about the operation, staff, website and size of the business.
The club opened in 1907 and we are the current host of the Douglas Johns competition for England amateurs at U15 level. Harewood Downs lives and breathes golf and is a club that’s run for its membership. In the past 15-years, the club has tried being ‘all things to all people’, but has recently refocused on the membership, spending around £500K in the last 18-months.
This has been invested in the course, on greens and new bunkers, and on facilities including the golf shop. The website has also been upgraded and we now use an Intelligent Golf platform.
We’ve invested in professional photography and have re-written the site copy, bringing it up to date. The club runs lots of internal events for members and also caters for their private functions.
Membership is bucking the trend of the industry and Harewood have around 500 members on full membership, with discounts for juniors.
We run society days and, thanks to EnquiryBot, are full for this summer. The club runs a bar and servery during business hours with a light menu.
What has happened since you put EnquiryBot on your website?
On the old site, each web page used to have a ‘contact us’ box that could be filled in.
Enquiries were pretty slow and ran at around 1 or 2 per month.
When we changed sites and implemented the Intelligent Golf site, we improved this a bit but had just 70 enquiries in 24 months. We needed something that pro-actively engaged visitors on the site, then I found out about EnquiryBot.
In terms of a comparison of performance, when we deployed ‘Evie’ our bot, we received over 70 enquiries during the 3-month testing period. In this time, we only had 5 or 6 enquiries via the web forms, so EnquiryBot is engaging visitors all over the website and converting them through to enquiry.
EnquiryBot is engaging and conversational. The pre-loaded questions and specificity that we get (as a result of the enquiries) has helped reduce the number of phone calls into the business as well as cutting the time we’ve needed to spend on the phone. You know what the people are after straight away.
What impact has EnquiryBot had on the business?
EB’s ability to engage visitors 24/7, 365 has been invaluable. Around 35% of our enquiries are generated outside of working hours.
The enquiries go straight to the right people in our business and we’ve found that when we’re able to field these out of hours, we can close the deal by being the first business that responds to the customer.
There’s no doubt we’ve gained members as a result of this functionality.
In terms of lead quality, the volume and quality of leads are far better than in our previous experience. The pre-qualification we get from EB is brilliant.
Web visitors answer the questions we need them to and having the relevant information at our finger tips really helps facilitate the follow up sales conversations.
How has EnquiryBot slotted in with your wider operation?
It’s slotted in really well. It’s keeping the team busy and we’re also looking forward to the new system and back end functionality that will let us review the enquiries and sales pipeline and give us more information about performance.
EB is a very consistent performer for us. We know we’ve generated golf memberships and other business as a direct result of having this tech on our website. We have increased inbound enquiries by nearly 800%. The additional information we get from each enquiry really helps with conversion to sale. Our customers prefer EnquiryBot and it’s taken over as the main source of contact from our website.