ClubCorp
ClubCorp partnered with WillowTree to use technology to elevate its experience for club members. ClubCorp was receiving 1,800 calls a day, with 90% of those calls placed to book a tee time or make a dining reservation. ClubCorp wanted to find a digital solution to streamline the process for its members.

For ClubCorp, the largest owner and operator of over 200 private golf, country, and city clubs, bringing people together is their passion. Members and guests connect over handcrafted cuisine, championship golf courses, resort-style pools, tennis and fitness amenities, and business centers that make the transition from work to play effortless.

Streamlining the Booking Experience for Members

The high call center volume was creating unnecessary barriers for both ClubCorp and its members.

ClubCorp aimed to provide the best possible experience to its members, so it is crucial that they offer channels for their customers to complete tasks like booking tee times and making reservations easily. With this in mind, technology can play a significant role in making interactions between ClubCorp and its members easier and more efficient.

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How can technology reduce reliance on human interaction AND dramatically improve human interaction?

To help elevate the experience for its members, ClubCorp worked with WillowTree to design and develop a native mobile app that would streamline the process of booking tee times and dining reservations.

ClubCorp has various benefit combinations based on an individual’s membership type, so the app’s APIs were built to integrate member data with ClubCorp’s custom booking system, thereby only displaying offers that are relevant to the logged in member.

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Key Takeaways

Easy interaction, with value added along the way

With a clean, minimalist UX and an easily navigable UI, the app allows ClubCorp members to complete tasks that they would otherwise have had to call a contact center to do and supports added value from new functionality. Immediate results included 112,765 tee times made, and 9,755 dinner reservations.

Scalability empowers innovation

The primary reason for building the app in 2018 was to enable easy booking and reservations for its 1,367 average daily users. But its scalable platform has allowed the ClubCorp team to continuously introduce new features, such as geofencing. Since 2018, the app has been expanded through three project phases, keeping consistent and intuitive navigation core to its function at each step and expanding on innovative features.

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