Meeting Notes – 5.8.

Topics Presented and Key Observations

Website and Content Management

  • The website serves as the front page of the overall system.
  • Members can log in and access content intended specifically for them.
  • Communication is easy and quick to manage.
  • The same content can also be shared as a newsletter with different customer segments.
  • Overall, Fulwell considered the solution to be functional and effective.
  • However, this was not considered one of the most critical areas from an implementation perspective.


Membership Applications

  • The current PDF form can be digitalised.
  • The application form can be published directly on the website.
  • The applicant's details are automatically saved in the CRM.
  • Joining a waiting list can also be set up as a product, allowing an invoice to be generated as part of the application process.


Member Self-Service

After logging in, customers can view their own information, including:

  • Personal details
  • Orders
  • Invoices
  • Contracts
  • Booking rights

The demo environment contained some Finnish terminology, but we are continuously working on translations and the entire system is available in English.

CRM and Customer Profiles

  • All customer history is stored in one place.
  • Tags and roles make it possible to segment customers and provide them with discounts or other benefits.
  • This was seen as an excellent feature, particularly for rewarding long-standing members.
  • Fulwell raised concerns regarding duplicate customer profiles.
  • In WisePlatform, customer identification is primarily based on email addresses.
  • Children can be linked to a parent's profile.
  • According to Fulwell, in the UK it is not possible to identify individuals through a national golf association system in the same way as in Finland.
  • However, according to the England Golf API documentation, it is possible to retrieve a person's name and Club ID from the register.


Marketing Automation – AMS

  • Pre-built customer journeys can be created.
  • The system helps to simplify and automate customer communication.
  • The system is continuously developing, and new triggers are being added.
  • Fulwell has the opportunity to influence future development by describing processes they would like to automate.
  • A particular need for automation was identified in event-related communication.


Loyalty Programme

  • Fulwell is interested in the possibility of implementing a loyalty programme.
  • In the future, AMS could potentially be used to automatically assign a discount role once a customer reaches a certain spending threshold.
  • This is not currently possible, but purchase history can be reviewed and roles can be added in bulk to all customers who meet the required criteria.


Terminology

  • Terminology was highlighted as an important topic throughout the meeting.
  • Even when the underlying functionality is correct, unfamiliar terminology may create uncertainty for users.


Wallet / Levy

  • The related functionality is currently under development.
  • This is a key membership-related feature for Fulwell and the UK market.
  • Further information is required as soon as possible.


Summary

The communication tools and marketing automation generated particular interest.
The main questions and areas requiring further discussion are:

  • Back-office functionality
  • Memberships
  • Tee time booking
  • Terminology
  • Levy / Wallet