Paul Thomas, Head Professional at Newport Golf Club and 59club’s Retail Manager of the Year, on how to look after your customers and earn their loyalty.
Delivering exceptional customer service in the golf retail space isn’t about reinventing the wheel – it’s about consistency, attention to detail and creating a culture where people matter. At Newport we’ve worked hard to build an environment where every customer touchpoint is intentional and the experience continues to evolve.
Here are five key principles that have shaped our success.
1. It Starts With The People
Our customer experience begins with a team who genuinely care – and that only happens with continuity. One of my assistants has been with me for nearly nine years, the other for four. That consistency means we understand our members and visitors deeply.
As a young trainee I had a mentor who made a point of thanking us at the end of each day. That stuck with me. We always make time for team building because when you invest in people as individuals, they feel valued. And when people are happy in their work, they perform at a higher level. It’s a simple idea, but a powerful one
"When customers come to you for advice and trust what you say, you’re not just making a sale – you’re building a long-term relationship"
2. Build A Marketing Gateway
First impressions count. We present a professional, consistent brand image across all touch points, thanks in large part to the support we receive through the Foremost EMP (Elite Marketing Programme). It’s not just about looking good – it’s about staying visible and relevant to our audience.
Every communication is aligned. Whether someone finds us online, receives an email or visits in person, the message and quality are the same. It also helps us grow a valuable digital database, turning ideas into action with expert guidance. It’s like having an extra team member working behind the scenes.
3. Welcome External Feedback
No matter how well you think you know your operation, there’s no substitute for external insight. We work closely with 59club and their Mystery Shopper programme, which has been invaluable. Over the course of a season they visit multiple times, assessing everything from phone etiquette and product upselling to store layout and ambiance.
That external lens challenges assumptions and helps us identify real opportunities to improve. It’s not about catching mistakes – it’s about refining the journey at every step.
4. Design A Purposeful Journey
We may not have the largest retail space but we have a clear and thought-out plan. Every fixture and feature is placed with intent – from the coffee machine to the TrackMan fitting studio – to encourage exploration and engagement.
As a busy private members’ club, we place huge value on delivering standout in-store experiences. Our indoor studio, complete with TrackMan, is a key driver for hardware sales, and every fitting is an opportunity to exceed expectations.
5. Be The Experts – And Prove It
When customers come to you for advice and trust what you say, you’re not just making a sale – you’re building a long-term relationship. That’s the biggest advantage we have as green-grass professionals: we’re on site, highly trained and accessible.
Why would anyone choose an online retailer when they can get tailored advice, expert fitting and hands-on service from someone they know and trust? But that only happens if the experience is right from the start – and that means having the right people in place.
Summary
Creating outstanding customer experiences isn’t about grand gestures – it’s about getting the fundamentals right, every day. Care about your people, present your business professionally, welcome feedback, plan with purpose and always be the expert your customers trust. Do those five things well and everything else follows.
