In 2014, Pinehurst has the honor of hosting back to back U.S. Men’s Open and U.S. Women's Open Golf Championships. This marks the first time in history that both tournaments will be played on the same course in the same year. But top PGA golfers have nothing on the championship scores turned in by Pinehurst’s reservation team in 2013.
In the past 12 months, Pinehurst Resort’s call center team increased reservations 18%, improved conversions nearly 10%, and generated a 500% increase in outbound reservation revenue. How did they do it?
Pinehurst implemented NAVIS’ sales and marketing systems later that year. Today Pinehurst leverages NAVIS to improve sales skills, track call center performance, and apply new phone system technology. Eighty percent of Pinehurst’s reservations come through its call center.
Pinehurst Resort in North Carolina has 437 rooms and is known for its 8 world-renowned golf courses. Its fabled Number 2 course is regarded by many professionals as one of the best in the world. Both the Men’s and Women’s 2014 U.S. Open Championships will be played on Number 2. Pinehurst is a championship golf resort that features golf and spa packages. Most visitors want to play Number 2 or the 7 other championship courses. The goal is to provide a world-class resort experience regardless of which course is available.
NAVIS measured call center performance, then collected and leveraged caller data for agent information. Pinehurst tapped NAVIS’ database to instantly provide agents with knowledge of each caller. Incoming caller information includes the call’s origin, the promotion that prompted the call, and prior caller interaction. NAVIS also created a new level of reservation management for Pinehurst’s social/leisure sales team focused on improving revenue.
Pinehurst also evaluated its outbound sales-call revenue. Prior to NAVIS the resort did less than $100,000 annually. In 2012 the agents delivered a large increase. This year the Pinehurst expects more than $800,000 in revenue related to outbound sales calls.
NAVIS created a training framework that enabled Pinehurst’s management to provide monthly sales coaching sessions to agents. Conversions are up nearly 10%.