The Golf Santander golf course is blended seamlessly into the rolling natural terrain surrounding Banco Santander’s new headquarters facility in Madrid, Spain. One year after opening, Golf Santander was ranked by Golf Digest as one of the three best golf courses in Spain.
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My name is Asís de Bastida, and I graduated from IESE in 2021 with a degree in Business Administration and PDG. I have been working in the golf industry for 15 years, managing different golf courses until I arrived at Golf Santander in June 2016.
Managing in a proactive, creative manner and putting the customer at the center of the value proposition has been key to the success of the projects I have managed.
We joined Golfmanager because we needed a tool that would evolve with us as we faced today’s challenges, and adapt to those of tomorrow.
Furthermore, we require maximum security in our IT tools and needed a cloud tool that met those requirements.
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All-in-one: We have integrated the ball machines, access to the facilities, vouchers, competition program, the sports center. Furthermore, we have connected with a variety of tour operators, allowing us to communicate more effectively and faster.
It is very easy to book and pay via web or app. We can also send customers a payment link, which is very useful. It is a very intuitive tool that has undoubtedly improved the customer experience.
To summarize, we have improved our procedures, our customer’s experience, and our own experience. We are always evolving our processes, and technology ensures our viability.
Online sales and registration automation for tournaments and courses are already a reality. Online payments have increased by x5 in the last two years. They now represent 25% of payments without taking into account direct debits and transfers.
We have also laid the foundations for the next step: auto check-in, which will be operational this year and will help us continue to grow.
Customer experience will continue to be improved and the team will be freed up to create value.
Personally, I believe we have a lot of challenges ahead of us and we need to adapt constantly. In an increasingly fast-paced world, technology is essential for solving present and future challenges.
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