Account Management
Account Manager SOP
The standard operating procedure for GolfBack Account Managers supporting client success, growth, product adoption, and referrals.
When to use this resource
Use this SOP as the day-to-day operating guide for handling client requests, identifying growth opportunities, reviewing websites and booking flows, recommending GolfBack features, and maintaining clear client communication.
Purpose and role
Account Managers are one of the most important drivers of GolfBack client success. Every website update, booking question, marketing request, product recommendation, and client conversation is an opportunity to help a golf course grow. This SOP is designed to give Account Managers a simple, repeatable way to move beyond reactive support and become proactive growth partners - helping clients increase online visibility, improve booking conversion, drive more rounds and revenue, build repeat golfer relationships, and get more value from the full GolfBack platform.
- Support clients across websites, online booking engine, marketing, GolfBack product adoption, client communication, education, and referral opportunities.
- Use client knowledge, GolfBack tools, and ChatGPT for Business to shift toward a proactive client success model.
- Treat each client interaction as an opportunity to help the course grow.
Account Manager mindset
Every client interaction should support at least one business outcome so the work stays tied to measurable value instead of isolated task completion.
- Online growth: help more golfers find and engage with the course online.
- Conversion growth: help more website visitors, email subscribers, and searchers turn into booked tee times.
- Rounds and revenue growth: help fill tee sheets, promote inventory, improve pricing opportunities, and protect revenue.
- Repeat golfer growth: support offers, email marketing, loyalty-style messaging, and better golfer communication.
- GolfBack feature adoption: help clients use more of the tools they already have and introduce additional solutions when relevant.
- Relationship growth: build trust, identify referrals, and connect GolfBack with other qualified golf courses.
Daily client support workflow
When a client sends a request, the AM should follow a simple four-step workflow that keeps support organized while creating room for proactive recommendations.
- Identify the request type: website update, booking issue, marketing request, promotional campaign, product support, reporting question, new feature opportunity, or referral opportunity.
- Clarify the business goal before acting: more tee times, better event inquiries, more eClub signups, fewer no-shows, better website experience, more repeat golfers, or higher revenue during slow periods.
- Complete simple requests directly when possible, and route technical, billing, development, or advanced product issues with clear context.
- Add one practical growth recommendation whenever appropriate so the response improves outcomes, not just completion status.
Website success SOP
Account Managers should help clients keep websites accurate, conversion-focused, and golfer-friendly. The website should clearly answer what the golfer needs to know and what action they should take next.
- Check for clear Book a Tee Time buttons, accurate rates and hours, current contact info and policies, updated event and membership content, strong page titles and descriptions, and clear calls to action.
- Confirm eClub signup opportunities, helpful FAQ content, mobile-friendly pages, and direct links to the GolfBack booking engine.
- Use ChatGPT for Business to identify missing golfer questions, weak page content, outdated information, SEO opportunities, AI-agent answer gaps, and pages that should be improved or created.
Online booking engine SOP
Account Managers should help clients get more value from their GolfBack booking engine by reducing friction between the website, promotions, and the direct booking path.
- Check that booking links are correct across the site and buttons go directly to the client's booking engine.
- Confirm promotions link to the right tee time inventory, policies are clear, and booking works smoothly on mobile.
- Promote hot times, specials, or featured inventory when relevant.
- Ask whether golfers are reaching the booking engine from the website, whether emails link directly to tee times, and whether slower periods or shoulder-season inventory are being promoted.
Marketing SOP
Marketing support should help clients drive repeat play, fill tee sheets, and promote revenue opportunities through consistent golfer communication.
- Support may include email campaigns, eClub growth, tee time promotions, event announcements, membership messaging, league promotion, outing and banquet promotion, seasonal campaigns, and content updates tied to campaigns.
- Before sending or recommending a campaign, confirm the audience, offer or message, booking or inquiry link, mobile-friendly layout, subject line, send date, and follow-up opportunity.
- Encourage regular communication about availability, course conditions, offers, events, leagues, food and beverage, gift cards, memberships, and seasonal changes.
GolfBack product adoption SOP
Account Managers should help clients understand and adopt both new and existing GolfBack features using a simple recommendation framework.
- Use this sequence: identify the client need, match it to a product or feature, explain the benefit in plain language, offer a next step, and follow up after implementation.
- Introduce Tee Time Guarantee when a client mentions no-shows, cancellations, lost revenue, or unreliable bookings.
- Common product matches include direct bookings to online booking engine, fewer no-shows to Tee Time Guarantee, repeat play to email marketing, stronger website conversion to site updates, and more event leads to event pages, forms, and campaigns.
Proactive account management SOP
Account Managers should gradually move from only reacting to requests toward routinely identifying opportunities before the client asks.
- Review each priority client monthly for homepage quality, booking links, promotions, email activity, eClub visibility, outing or event pages, seasonal content, missed product adoption opportunities, and referral potential.
- Use a short outreach message that highlights a few opportunities, explains why they matter, and recommends a simple next step.
- Keep the tone helpful, specific, and tied to client goals like more tee times, more inquiries, or better use of GolfBack features.
Using ChatGPT for Business
ChatGPT for Business should help Account Managers work faster, surface opportunities, and create stronger client recommendations, but it should never replace judgment or review.
- Approved uses include drafting client emails, summarizing requests, creating campaign ideas, reviewing website content, identifying missing golfer questions, writing first drafts, suggesting FAQs, building monthly recommendations, and preparing follow-ups.
- Before sending anything to a client, review for accuracy, tone, golf industry relevance, correct product details, and correct links, dates, rates, and policies.
- Use AI to support better thinking and faster execution, not as a substitute for client-specific decision-making.
Referral program SOP
Account Managers should use strong client relationships to identify referral opportunities and explain the GolfBack Referral Program clearly when the moment is right.
- The current program pays up to $500 cash per qualified referral: $50 after a completed demo, $200 when the referred course signs and goes live, and $250 after 90 days live.
- Qualified referrals are generally public or semiprivate courses, strong 9-hole courses, or management companies with an engaged decision-maker and a supported or compatible POS or tee-sheet setup.
- Mention referrals when a client gives positive feedback, is seeing strong results, belongs to a management group, knows other operators, or asks how to help spread the word.
- Clients can refer by sending a group introduction email or submitting the referral form on GolfBack's referral page.
Client communication standards
Client communication should stay clear, helpful, professional, friendly, action-oriented, and focused on business outcomes.
- Use a standard structure: acknowledge the request, confirm what was completed or what happens next, explain the benefit, and recommend one growth opportunity when appropriate.
- Explain the practical outcome of the work, such as easier booking, clearer information, or stronger promotion of inventory.
- Pair support updates with useful next steps so communication feels consultative rather than transactional.
Success metrics and weekly checklist
The AM role should be measured by improvements in both client outcomes and GolfBack adoption, supported by a consistent weekly operating rhythm.
- Track direct online bookings, booking engine usage, website conversion opportunities, email marketing activity, eClub growth, repeat golfer communication, tee time promotion activity, product adoption, Tee Time Guarantee adoption, retention, and referral introductions.
- Each week: review open requests, complete or route outstanding tasks, identify one growth opportunity per active client, recommend relevant features, identify Tee Time Guarantee candidates, use ChatGPT for Business to speed up research and drafting, ask happy clients for referrals, and document key notes and follow-ups.
- Keep the long-term goal in view: Account Managers are client growth partners, not just support contacts.
Daily operating rule
Before closing any client request, ask whether there is one simple recommendation that could help the course grow bookings, revenue, repeat play, or product value.
Related resources
GolfBack Team Wiki — Internal use only. Back to home