What do you think of the level of customer services at our local golf clubs around the country?
As for me, I have not really played as much as some of you may have… but from my limited playing experience, I certainly think there is so much more room to grow when it comes to customer service at Malaysian local golf clubs.
Let’s not compare these customer services with neighboring countries first. Just the type of services you would expect from a golf club, no matter where you play… local or overseas.
Tell us your experience.
In the mean time, this local article on our local clubs customer services certainly tells us a lot about Malaysian golf clubs. Poor thing!
It’s all about service
FEATURE
By MALKEET KAUR
The poor standard at most of our golf clubs puts off golfers and has a negative effect on the industry as a whole.
IT is an undeniable fact that it is becoming harder and harder for businesses to survive in these trying times.
Thinking out of the box to improve the bottom line is the current mantra. Being interested in anything golf, naturally my thoughts gravitated toward our ailing golf industry in Malaysia, especially golf clubs, which have long been faced tough times.
After a hard round, the last thing you want is poor service from the club you support.
Due to escalating costs and ignorance on the part of housing developers turn golf course contractors in what is required to maintain golf courses, most of our golf courses are poorly maintained.
The situation at these clubs is doubly compounded with the poor level of customer service, which puts off many golfers.
One golfer I spoke to recently said in a scathing tone: “In terms of service in golf clubs, Malaysia is 10 years behind time compared to other countries. The service here is not up to mark.”
Even as I winced at this statement, I couldn’t help but agree. Let me relate a personal experience.
My better half and I had recently gone to a golf club for an appointment. Needing a drink, we headed towards the almost empty golfer’s terrace, grabbed a table and looked around for a waiter.
Despite there being a couple of them around, no one bothered to approach us. We tried several times to make eye contact but to no avail. Hand waves were totally ignored.
After 20 minutes, we left in total disgust. However, before leaving, I chanced upon the person in charge and gave her a piece of my mind.
Local clubs could learn a thing or two from foreign venues, like Bulle Rock Golf Course in Havre de Grace, Maryland for instance.
She was very apologetic but not once did she ask us to remain and have that drink. From that encounter, I can only deduce that she was insincere in her apology and simply didn’t care.
My experience is not something that is out of the norm. I am pretty sure many of you have had similar experiences of unsatisfactory customer service.
Golf clubs have tried many methods to improve their bottom lines and some probably have succeeded but many, I feel have forgotten one important aspect – the human capital – which has been relegated to the bottom of the list.
It is not surprising that the quality of service in golf clubs is fast deteriorating.
One would think that with golf clubs facing such tough times, the management would ensure that whatever human capital is left provides good service to their patrons.
The quick comeback from the management is that it would be costly to train staff. For what its worth, in my opinion, this is just an excuse.
I am sure there are less costly ways to instil good customer service in staff.
There is always talk about the need to elevate golf tourism to a higher level.
We may have about 200 golf courses and some of the best infrastructures in the country when compared to our neighbours but when it comes to the level of customer service, they beat us hands down.
Over the months, I questioned many golfers and each one, would excitedly relate their golfing experiences and praise the level of service received from the time they reach the golf club to the time they leave.
And when I turned the topic towards home, their expressions turn sour.
“The golf industry is lacking here, especially customer service,” said Mohd Fahdil Ahmad, the Managing Director of Brookland Motors Sdn Bhd who often travels around Asian countries for work and golf.
“The golf clubs here charge the prices of hotels. When you do that, people expect the services of a hotel but you don’t get that,” said the golfer who is all praises for the quality of service received in Thailand and Indonesia.
“Where caddies are concerned, it is difficult to get locals to work as caddies these days. In Indonesia, there are 300 caddies in one club and they work on a rotation basis. The salary is cheap so they have to depend on tips.
“They have to be knowledgeable and friendly to get those tips. This in turn makes their level of professionalism higher. Here people don’t want to be caddies. The Malaysian mentality is a little different,” he concluded.
Another avid golfer Kang Beng Hoe, Executive Director of Tax and Malaysia Sdn Bhd concurs that the overall level of customer service in clubs has declined.
“The service level varies from club to club. In the Klang Valley, you have the established golf clubs where the service level is comparable and of good standards,” said Kang who is a member of RSGC.
“However, outside the Klang Valley, the service level in golf clubs has gone down. This is because they are probably facing financially difficulties and have to trim down on staff and thus the golf course is not maintained.
“It is a chicken and egg situation. If there is a drop in the patronage of golfers, the financial situation becomes bad and everything else drops.
“If you were to compare the service level to Thailand, the Thais are very good in giving service with a smile. Here we have waiters who are not attentive. Even in Hong Kong, Singapore, the customer service is better.
“But one must also remember the sort of prices you are paying for this level of service. A round of golf in Thailand, Indonesia, Hong Kong and Singapore is more expensive than Malaysia,” he concluded.
Talk to any golfer and ask them about their experiences in other countries. After the initial raving about the golf course and their game, they will speak highly of the service that they received.
The friendliness and smiling faces of the staff upon their arrival at the club, their efficiency and competence from the moment the golf bag is handed to them to the time of tee-off. The friendly and knowledgeable caddies and finally the F&B staff who enquire about their game and promptly attend to their needs. All of this, they say, just adds to the total enjoyment to the game – before, during and after. Here, they say, you are lucky if the staff notice your presence and serve you.
My take on this is simple. The human capital in our golf clubs lacks training, especially in customer service.
I consulted with Luke Sta Maria, a Learning Facilitator at Vedasential Sdn Bhd who gave me an interesting insight into the Malaysian mentality where service is concerned.
According to him, Malaysians have an uncanny ability of separating culture and work.
“Asians are generally service-orientated and can be wonderful hosts. The Indonesians and Thais have incorporated this service-orientated culture into their work and in every aspect of their lives,” he explained.
He added, “Malaysians can be very nice and great hosts when you are in their homes but they can become discourteous and not provide the service up to the required standards because they have separated culture and work.”
“Service”, said Sta Maria, “has to be quantified in competence, which is tied to the performances of the staff. If the staff performs well, they should be duly recognised. Also, the top management has to play the role by keeping the customer service message alive within the organisation and the staff constantly motivated.”
Those in the service industry need to internalise the concept of service. It must become second nature and not forced. Then half the battle is won.
Golfers may be prepared to tolerate a mediocre golf course if the customer service at the golf club is excellent.
If we want to build our golf tourism industry, it is the simple things like customer service that matter.
If the customer service personnel in golf clubs provide a smile and efficient respond time, it will make for a memorable visit for the golf tourist.
I know for a fact that I would think twice before going to that particular club that ignored our presence despite the fact it has a well-maintained golf course.
Mimi (partially hidden), Anne and Zainol…. laughing all the way….
Serious discussion…. Nini and Mimi
Mo and Liza… chatting while waiting for the dinner to be served
Dr Maria checking out if the food is good?
Syaiful, Moya, MFG and Kerawit (partially hidden) are busy getting the goodies into the bag.
Hungry.. yet smiling all the way… waiting for the rest of the foods to arrive. 
Zoez, Ahman and Moya. Ahman looked very excited…. why ehh?
Dr Maria laughing.. who was cracking a joke?
Moya…. ala 007 Agent.
Dato’ Sulaiman received his top prize from Kamal.
Liza received her top prize from Kamal.
Kamal scratching his head… thinking what to wish?
Kamal blewing the candles. Happy birthday bro!
From left: Yel, Zainol, Ahman, Viosyah and Mo
My flight mates Mimi and Liza posing while waiting for their turn to T-off at the 10th hole.
Yel and Zainol (who came all the way from Kuantan)…. are now golf buddies.
Che is on the left.. the rest is Yel, Zainol, Viosyah and Mo.. again?
Mo and Viosyah enjoying the beautiful hot day while waiting to T-off.
Mimi, Ahman and Che.
Ahman… thinking where to place the ball. This scene is from the 18th hole T-Box, a PAR 5.
Mimi and Nini… their almost similar names got all of us confused. 
The Kakigolf’s regular monthly golf outing will be taking place at the 
