Case study / Campaigns and Capture CRM
Hoburne Golf.
Turn more enquiries into bookings and memberships.
01 / The opportunity
Give every promising enquiry a personal next step.
Hoburne had interest across memberships, weddings, functions and golf experiences. The opportunity was to turn more of it into a conversation while it was still warm, then keep each promising enquiry moving when the answer was not immediate.
Paper notes, inboxes and individual memory made that harder across different parts of the business. The team needed one shared view of ownership, notes and next actions without losing the personal relationships that turn interest into a booking or membership.
02 / Campaign to conversation
Campaigns created the opportunity. Personal contact moved it forward.
When Hoburne saw a dip in its functions pipeline, Albatross supported a functions incentive and renewed wedding promotion. Capture gave Suzie and the wider team a shared place to see the response, make the call and record what mattered.
For memberships, Darrel describes alerts helping the team respond while interest was fresh, then return to earlier prospects when the timing was right. He recalls securing three memberships one morning ahead of a relevant offer.
03 / The system
A shared process that gave staff confidence across the club.
The pipeline kept the customer relationship visible: who owned it, what had already been said and when to make contact again. Focused training helped staff build confidence, while managers could reassign work and learn from won and lost opportunities across different parts of the business.
Renewed demand
A reason to enquire, then a person to answer.
Current Crane Valley wedding collateral shows the kind of offer customers were considering. The interviews make clear that the result depended on the team calling, recording notes and returning to each promising conversation.
- 01Create a reason to act
Campaign activity put a functions incentive and renewed wedding promotion in front of prospective customers.
- 02Keep context together
Capture gave each enquiry an owner, notes and a visible next action that colleagues could continue.
- 03Make it personal
Suzie, Darrel and their colleagues followed up by phone and message when the customer was ready to talk.
Read transcript
James: …that?
Suzie: So we tried to plan ahead, and we could see that there was a bit of a dip and that our pipeline was getting a bit lower. So obviously we contacted you guys with Dom.
Suzie: We came up with a few, you know, like a function incentive, and also we promoted the weddings again because we had a new wedding brochure. So I think what we did is really, really push those functions. And then I think the pipeline started growing and growing, which then in turn…
Suzie: And I think I converted three extra bits of business, which totalled about £18,000, which then put us back on track for hitting budget for functions, which was really nice that we weren't sort of, you know, firefighting, if you like.
Suzie: So when it went out live, then I could see that the pipeline was getting busier, and then it would be my job just to phone everybody and make sure that, you know, I chased everybody in all those leads, which I couldn’t have done without, you know, Capture being there.
Read transcript
James: And then so before Capture, when you had a membership enquiry that came in, what exactly happened to it?
Darrel: Almost embarrassed to say, we used to do old school, a little bit of paper, used to write it down. Or if we were really feeling good, we might have emailed the assignee who was going to be dealing with it. So we'd sort of say that Mr Smith from the Dog and Duck, he wants to be called back about a group he wants to bring along.
Darrel: And then maybe three days later he may ring back and say, 'I’ve not heard anything from him.'
Darrel: So yeah, it was kind of an old way of doing things and not the most professional way of doing things.
James: Okay, and so you told me back in May that you used to get an awful lot of leads that in the past you'd have just written off. And has that changed now? Is that something that this software has allowed you to adapt to?
Darrel: Absolutely. We would never have managed the leads in the past. We would have perhaps created lots of leads over a campaign, dealt with maybe a phone call or two, a few emails, but never chased anything up.
Darrel: You know, just literally, if they were interested on the first call, great. If it wasn't, we just let it ride and write it off. So we lost so much business looking back.
James: Right, and so now we've got this system where you have three calls, three emails, three SMS messages before you write off a lead. Can you just explain that and how that's helped and how it's working?
Darrel: Yeah, from the word go, speed is really key.
Darrel: We now get a notification when a lead comes in through our email, so we're able just to go straight on to Capture to contact, whether it be SMS, whether it be the phone call is where we want to be with that, so we can speak to the customer straight away.
04 / The reported result
Three additional pieces of functions business worth about £18k.
- ~£18k
- approximate business value
- 3
- additional pieces of business
Suzie reports that the renewed functions and wedding activity grew the pipeline. She then called and chased the resulting leads, using Capture to manage the follow-up, and says the three additional pieces of business put functions back on track to hit budget.
Result reported by Suzie Zengarini in her Hoburne Golf client interview. Darrel's separate three-membership example is not included in these figures.
Capture / Follow-up
Could more of your campaign interest become a personal conversation?
Albatross can connect campaign work and Capture around a clearer route from first interest to the next conversation across your club.
