By SEAN PLUNKETT - In the competitive landscape of the golf industry, cutting edge technology, exceptional customer service and offering something different to your competitors is crucial for success.

In a recent conversation, I was able to speak with Teenie He, the Chief Operating Officer of GOLFTEC Southeast Asia to discuss her journey into the golf industry, her experience across Asia and the developing market in China. This dialogue marks the beginning of a new series called "Local Heroes," aimed at highlighting local talents across Asia and sharing their success stories.

Who is Teenie He? And what's her story?

Teenie He leads GOLFTEC's operations in three regions: Shenzhen, Hong Kong, and Singapore. Her mission is to grow the business by opening more centers across Asia and working to build the brands team of skilled coaches. Teenie's role involves optimizing center performance through business strategy, marketing, operations, customer service and coach training. She emphasizes a supportive company culture, focusing on personal growth and career development for her team.

Teenie's background is rooted in hospitality management, which she believes has equipped her with invaluable service skills applicable across various industries. After a challenging stint in hotel management following her Management Program at the FourSeasons Hotel, she sought a career change and discovered an opportunity at GOLFTEC. Initially hired as a translator and assistant coach, Teenie faced a steep learning curve in the golf industry but embraced the challenge.

Through dedication and hard work, she not only became proficient in golf knowledge but also completed the GOLFTEC University training, emerging as a strong communicator and leader as the COO of the Asia franchise for the global brand.

Insights on the Golf Industry in Asia

Teenie identifies substantial differences in the golf markets across Shenzhen, Hong Kong, and Singapore. While Hong Kong and Singapore have well-established golf cultures, Shenzhen is still developing its understanding of the sport and with many indoor golf studios continuing to open, the industry is becoming increasingly competitive. She emphasizes that golf in China often serves as a status symbol, highlighting the success of elite individuals having not only the financial ability to gain access to the sport but also having the time - Pace of play within China can be incredibly slow as a result of little to no education or awareness for the ‘traditional golfing etiquette'. Whereas in Hong Kong and Singapore, golf is more about leisure, enjoyment and personal development. Although with a limited number of golf clubs within these two countries (and mostly all are private member clubs), for the average golfer, greenfees can be extremely expensive and hard to come by unless you are lucky enough to have a membership.

Passion for Customer Service

In the competitive landscape of the golf industry, exceptional customer service is vital for success and returning customers. Teenie He shared valuable insights on this topic from her experience highlighting the importance of effective communication, relationship-building, and cultural understanding in providing outstanding service:

• The Role of Communication - Effective communication is the backbone of excellent customer service. As a communicator between clients and coaches, she plays a vital role in understanding clients' needs and concerns. By actively listening and addressing issues, she ensures that clients feel heard and valued.
• Building Strong Relationships - Developing strong relationships with clients is another key aspect of Teenie's customer service philosophy. She believes that understanding individual client stories and needs helps create a more personalized experience. This connection fosters loyalty and encourages clients to return for lessons and services.
• Embracing Challenges in Customer Service - Teenie’s journey reflects a significant shift in her approach to challenges. At the beginning of her career in hospitality, she often avoided conflict. However now, addresses concerns head-on, turning a negative experience into a positive one, ultimately enhancing client satisfaction and embracing customer feedback as opportunities for improvement.
• Creating a Positive Client Experience - Delivering excellent customer service involves more than just providing instructions; it requires ongoing engagement with clients. Teenie emphasizes the importance of follow-ups to ensure clients feel supported throughout their golfing journey. This proactive approach contributes to a more satisfying experience.
• Understanding Cultural Differences - Teenie also noted the unique challenges of providing customer service in Asia, where cultural norms can influence interactions. She highlighted the need for patience and empathy, recognizing that understanding these cultural differences is essential in addressing client concerns effectively.

Challenges for Women in the Golf Industry

Teenie notes a significant gender disparity in leadership roles within the golf sector, with only ~5% of golf courses/businesses led by women in the region. She believes that local cultural factors and traditional gender roles in Asia contribute to this imbalance. However, Teenie is optimistic about the future, citing the rise of female entrepreneurs and leaders in various industries as a sign of change and hopes that trend will continue to grow.

Advice for Aspiring Industry Professionals

Teenie encourages newcomers to the golf industry to seek solid foundational knowledge across an array of disciplines, whether through formal education or practical experience. She advocates for continuous learning and self-discovery to find one's passion within the vast opportunities the industry has to offer.

Teenie’s journey is evidence of the successful values of hard work, asking questions and continued learning, from hospitality to becoming a leader in the golf industry exemplifies her resilience and dedication. Her insights into the evolving golf culture in Asia and her commitment to fostering a supportive work environment make her a true local hero. As the golf industry continues to grow, voices like Teenie's will pave the way for future generations of local leaders in the sport.

GOLFTEC

GOLFTEC'S strategy focuses on urban locations, making golf more accessible to busy professionals. GOLFTEC highlights the technological edge of their teaching methods, relying on data-driven insights rather than mere opinion-based techniques. This scientific approach provides golfers with clear metrics and feedback to improve their game.

For more information about GOLFTEC Click here