my59 logoMystery Shopper Audits

Utilise my59 to deliver Mystery Shopper Audits, with unlimited access to 59club’s industry leading benchmarking tools.

The software empowers you to arrange your own mystery test team to analyse your staff's attitude, product knowledge, service and upselling skills during a ‘live’ mystery shopper experience.

my59 is designed to fully prepare and manage your chosen mystery tester, generate your mystery shopper audit and when complete, their report is measured against 59club’s benchmarking criteria and hosted online for your analysis.

Results can be benchmarked against the elite performers and the rest of the my59 industry. You have the ability to omit questions that do not apply to your service / facility offering. The system will remove the same questions from the above competitors enabling you to compare your performance levels on a like for like basis.

Feedback assists you to analyse and improve your customer journey, maximising future sales opportunities in the process.

The Mystery Shopper Audit process serves to:

  • Benchmark your service levels against the my59 ‘industry average’ and ‘elite performers’
  • Identify strengths & weaknesses and make informed decisions to advance
  • Highlight training needs for selected staff and targeted departments
  • Re-educate staff to achieve sales & service excellence using 59club’s industry leading benchmarking criteria
  • Set KPI’s to ensure an agreed level of service is maintained
  • Monitor your performance as often as you feel is necessary
  • Increase customer satisfaction, maximise sales opportunities & increase revenue & profits

Click a button below for more information about our Mystery Shopper Audits:



Golf Membership Sales Enquiry

Includes a new member recorded enquiry call, sales appointment and follow up communication. Highlights staff's understanding of the process to extract key personal information from a prospective member in order to deliver a tailored promotion of your member services, facilities and key Unique Selling Points (USP’S), ultimately designed to inspire the prospect to want to join your club.

The feedback for both the recorded enquiry call and live visit appointment will highlight areas of staff and procedural strengths and weaknesses within your ‘potential new member’ enquiry procedures.

The sales protocol that the criteria itself sets out will provide you and your staff with the best training and management tool to increase membership sales at your club.

The system enables you to monitor staff performance as often as you like with the ability to make comparisons to the industry average and the elite performing clubs with the facility to omit any criteria that you feel is not relevant to your club.


Recorded enquiry call from a prospective member measures:

  • The staff’s ability to build a rapport with the prospect by identifying their previous experience
  • The quality of the ‘needs analysis’ designed to establish the main membership requirements, motives for wanting to become a club member and why specifically the interest in your club
  • The level of promotion that takes place to sell the club’s main services, facilities and USP’s in relation to the prospects needs
  • Measures the manner in which the staff sell the idea of a show round appointment, and their ability to successfully book and confirm this during the initial enquiry call
  • Assesses the follow up procedures that take place to confirm and waterproof the show round appointment designed to prevent no shows at appointment and maximise all potential sales opportunities

Prospective member live ‘appointment / club tour’ measures:

  • Measures procedural strengths and weaknesses
  • Assesses the ability to create a bond with the prospect and ability to recall and confirm their previous experience and membership requirements
  • Analyses the quality of the tour that is delivered; including the golf course, all practice facilities, bar and restaurant, changing facilities, members notice boards and golf professional shop
  • Identifies staff’s ability to promote club services from social events and team golf to member benefits and discounts and relate these specifically to the needs of the prospect
  • Analyses the Show round summary and sales process including the approach to request the sale and the ability to 'overcome potential objections to the sale'

Follow up procedures:

  • Identifies the follow up procedure to ‘chase the sale’
  • Measures the time frame when a follow up call is / isn’t received
  • Assessed the quality of the call and sales techniques when attempting to chase and convert the sale

Club Fitting

Measure the custom fitting experience afforded by your coaching staff.

Feedback analysis focuses on the fitting team or individual who takes the initial booking, the delivery of the custom fitting session and the follow up process being undertaken in the days after the fitting. Results will highlight areas of procedural strengths and weaknesses that focus on the Custom Fitting process and overall delivery of the service being offered.

Unwanted questions can be omitted to ensure results are bespoke to a facilities offering. Test questions include extensive 'set' marking criteria, ensuring your mystery tester’s feedback is non-subjective and consistent.

The results will provide a clear direction on ways to improve the custom fitting experience which is vital if your team are looking to secure sales in golf equipment hardware.

Analysis includes:

  • The initial booking process
  • All aspects of communication being delivered throughout the custom fitting session
  • Staff - attitude / manner / rapport / attentiveness / demeanor and custom fitting knowledge
  • Identification of the correct equipment for the consumer
  • Upselling aptitude – equipment & other facilities
  • Post fitting follow up process
  • Bespoke result comparisons - industry & best performing clubs

my59 is designed to fully prepare your mystery shopper for what is required in order to complete their audit. Once the mystery shop has been carried out and the online report completed, feedback assists you to analyse and improve your customer journey, maximising future sales opportunities in the process.


Leisure Membership Sales Enquiry

Includes a new member recorded enquiry call, sales appointment and follow up communication. Highlights staff's understanding of the process to extract key personal information from a prospective member in order to deliver a tailored promotion of your member services, facilities and key Unique Selling Points (USP’S), ultimately designed to inspire the prospect to want to join your club.

The feedback for both the recorded enquiry call and live visit appointment will highlight areas of staff and procedural strengths and weaknesses within your ‘potential new member’ enquiry procedures.

The sales protocol that the criteria itself sets out will provide you and your staff with the best training and management tool to increase membership sales at your club.

The system enables you to monitor staff performance as often as you like with the ability to make comparisons to the industry average and the elite performing clubs with the facility to omit any criteria that you feel is not relevant to your club.


Recorded enquiry call from a prospective member measures:

  • The staff’s ability to build a rapport with the prospect by identifying their previous experience
  • The quality of the ‘needs analysis’ designed to establish the main membership requirements, motives for wanting to become a club member and why specifically the interest in your club
  • The level of promotion that takes place to sell the club’s main services, facilities and USP’s in relation to the prospects needs
  • Measures the manner in which the staff sell the idea of a show round appointment, and their ability to successfully book and confirm this during the initial enquiry call
  • Assesses the follow up procedures that take place to confirm and waterproof the show round appointment designed to prevent no shows at appointment and maximise all potential sales opportunities

Prospective member live ‘appointment / club tour’ measures:

  • Measures procedural strengths and weaknesses
  • Assesses the ability to create a bond with the prospect and ability to recall and confirm their previous experience and membership requirements
  • Analyses the quality of the tour that is delivered; including the gym, pool, spa & wet areas, fitness studio, beauty areas, changing facilities, bar and restaurant, members notice boards
  • Identifies staff’s ability to promote club services from social events, fitness classes, PT sessions to member benefits and discounts and relate these specifically to the needs of the prospect
  • Analyses the Show round summary and sales process including the approach to request the sale and the ability to 'overcome potential objections to the sale'

Follow up procedures:

  • Identifies the follow up procedure to ‘chase the sale’
  • Measures the time frame when a follow up call is / isn’t received
  • Assessed the quality of the call and sales techniques when attempting to chase and convert the sales with all products you can make comparisons to the industry average and the best performing clubs and have the tools to omit any criteria that you feel is not relevant to your club.

Golf Lesson Mystery Shopper Audit

This mystery test is an analysis of two golf lessons, delivered by the same Golf Professional.

The audit measures the staff members expertise, professionalism and service offering as delivered, including their attempt to build a rapport and deliver a lesson plan that relates to the customer’s needs.

Analysis includes:

  • General maintenance: presentation of the shop / academy reception area & the tuition area
  • Staff - attitude / manner / rapport / attentiveness / demeanor
  • Needs analysis / goals
  • Lesson plan
  • Content tailored to pupils needs
  • Payment / rebook policies
  • Upselling aptitude – equipment & membership
  • Post lesson communication

The results will provide a clear direction on ways to improve a pupil’s journey, vital if your coaching staff are to consistently deliver a quality coaching experience.


Golf Visitor Experience

Analyse the experience afforded to visiting golfers at your club.

The audit measures a golfer’s experience during their recorded tee time booking call, plus a detailed analysis of their ‘live’ green-fee visitor experience both on and off the golf course.

Analysis focuses on the venue’s ability to create a ‘Quality’ Customer Experience through its service offering and facilities provided.

The system enables you to monitor performance as often as you like with the facility to omit any criteria that you feel is not relevant to your club.

As with all 59club products, you can benchmark your performance against the industry average and the elite performing clubs.

Analysis Includes:

  • A recorded tee time booking call to the venue
  • Analysis of written tee time confirmation
  • A merchandise enquiry within the golf shop highlighting sales techniques and product knowledge
  • Use of range or practice area and promotion of other golf facilities
  • Entire golf course analysis focusing on presentation, services and facilities on offer
  • Service and standard of pre and post golf food
  • Bespoke comparisons to the industry average and the elite performing clubs.

my59 is designed to fully prepare your mystery shopper for what is required in order to complete their audit. Once the mystery shop has been carried out and the online report completed, feedback assists you to analyse and improve your customer journey, maximising future sales opportunities in the process.


Group Golf Day Enquiry Call

Grade your staff’s ability to manage one of the most profitable customer contact points; a recorded phone enquiry for a Society or Corporate Golf Day at your club.

Feedback includes all aspects of call management including upselling, sales techniques, prospect research and highlights a venues ability to ‘chase and secure’ a booking from a tentative enquiry’.

The call is recorded to allow for play back, training and in-depth analysis to take place.

Analysis Includes:

  • Initial connection to the venue and call management through to the desired department
  • Research questions with focus on a venue’s ability to promote and engage with the caller
  • Understanding and creating a golf day to meet the caller’s needs
  • Up sell and promotion of all products and services to increase revenue
  • Call closure and ability to convert the enquiry
  • Follow up procedure and written proposal
  • Bespoke comparisons to the industry average plus the elite performing clubs

The feedback analysis highlights areas of staff and procedural strengths and weaknesses enabling better monitoring and goal setting, ultimately improving your service levels.


Retail Enquiry

Analyse your staff's attitude, product knowledge and upselling skills during a mystery visit to the retail outlet.

Measure your staff’s ability to approach and engage with a customer on arrival at the shop in an attempt to build a rapport, promote the merits of selected items whilst relating to the customer’s needs, all in an attempt to close the sale and upsell additional items.

Analysis includes:

  • General maintenance: presentation of shop & merchandise
  • Staff welcome: attitude and manner
  • Willingness to approach the customer
  • Opening sales conversation
  • Product knowledge including features & benefits
  • Upselling aptitude
  • Ability to close the sale
  • Bespoke comparisons to the industry average and the elite performing clubs