Case study / Campaigns and Capture CRM
Hoburne Golf.
Keep valuable enquiries moving after the first call.
01 / The gap
Interest was arriving, but follow-up was hard to sustain.
Hoburne's campaigns could generate enquiries, yet paper notes, scattered ownership and a few early calls made it easy for a customer to disappear when they were not ready immediately.
Memberships, golf groups, weddings and functions often need another conversation. The team needed one shared view of every next action without losing the human contact that closes the business.
02 / Campaign to conversation
Join renewed demand to a practical follow-up system.
Albatross supported a functions incentive and renewed wedding promotion as the pipeline dipped. Capture then gave the team a place to see each enquiry, record notes and schedule the next call.
Notifications made speed visible, ownership could move when somebody was away, and warm leads stayed in view until the customer made a decision.
03 / The system
A live pipeline the team could act on.
Suzie's interview connects the incentive, wedding promotion and her team's calls to the functions result. Darrel's account shows the other side of the system: alerts, ownership and continued contact for membership enquiries.
The wedding offer
A reason to enquire, then a person to answer.
A current Crane Valley brochure shows the wedding offer behind this part of Hoburne's work. The interviews make clear that the team still had to call, record notes and chase each promising conversation.
- 01Renew the invitation
The team put a functions incentive and wedding promotion back into market.
- 02Capture the enquiry
Capture kept a shared record of each prospect, owner, note and next action.
- 03Make the call
Suzie and her colleagues followed up by phone and message until the opportunity reached a decision.
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
About £18k from three additional pieces of business.
- ~£18k
- approximate business value
- 3
- additional pieces of business
Promotional work grew the pipeline while Capture supported the calls and follow-up that converted it.
Figures from Suzie's Hoburne Golf client interview.
Capture / Follow-up
Can your team see what every enquiry needs next?
Albatross can connect campaign support and Capture around a clearer route from first interest to the next conversation.
