Golf Industry News // How does North Berwick Golf Club live up to its guests’ expectations? (

The North Berwick Golf Club honored double-winning European Solheim Cup captain Catriona Matthew by reopening a clubhouse lounge in her name last December. That’s why I thought I’d ask a few questions from Elaine McBride, the general manager of North Berwich Golf Club.

What is the customer experience (CX) vision of North Berwick Golf Club?

We are committed to providing the most enjoyable customer experience both on and off the course.  Our authentic customer approach and our ability to build rapport with all players who play on the West Links is key to ensuring the customer journey is memorable and meets their expectations.

It is always important for us to recognise and understand our customers’ motivations and behaviours.  As such I believe that we deliver one of the most personal and intimate golfing experiences.  We want to ensure that the moment of playing on the West Links…

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