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Case Study - Clublinks

Supplier: Professional Advantage
21 September, 2009

ClubLINKS was established in 2002 with the aim of providing accounting and financial support services to two PGA LINKS clubs, Sandhurst and Sanctuary Lakes.

Since then it has expanded both its range of managed services and the number of properties it works with, to create a portfolio

that includes outsourced accounting, payroll and IT functions; concierge services; private security, utilities management and an architectural review committee to ensure consistency and appropriateness in residential properties.

Problems

As ClubLINKS’ business model evolved, different software packages were introduced to support new services, but according to Chief

Operating Officer, Nick Hanvin, the additions followed no particular plan.

The result was that by 2004, ClubLINKS found itself dealing with many different systems that were unable to share basic data. Hanvin explains, “The main problem was with our finance and point of sale (POS) system which was written in a very old computer language. It was not user friendly which made it difficult to interrogate the data, so we had to engage external consultants every time we wanted to write a new report.”

With the system only designed to handle two of the company’s growing stable of services, no ability to integrate with common tools such as Microsoft Excel, and increasing stability and performance issues, the problems soon came to a head. Hanvin went to the Board and recommended it was time to develop a new approach to IT.

Solution

ClubLINKS began by examining the functionality of international golf management software packages and then applying this knowledge to help define its own needs.

High on the list of requirements was a single database to house all customer data. In addition, ClubLINKS wanted the ability to replicate each club’s individual set of business rules within the CRM. Hanvin notes, “We had a scenario where one person could be in up to five different systems and this raised issues for maintaining accuracy of data. We wanted to be able to add a member to the CRM system once and have that information made available to all the relevant business applications.”

Other items on the wish list included centralised IT administration, improved data security, better communication with staff and clients including a member’s portal, improved access to quality management data and a platform that would support ClubLINKS continuing growth.

Although Hanvin found one overseas-based solution that came close to meeting ClubLINKS needs, his final choice was to replace all existing software applications with a suite of Microsoft products including the Microsoft Dynamics GP, CRM and Retail Management Solutions, plus Microsoft

SharePoint Server.

“We went with Microsoft because, through Professional Advantage, they have a local presence and we were very comfortable working with the PA people. Microsoft is an industry leader and we were confident that their products would evolve to incorporate new technologies and functionality.” Hanvin says.

Implementation

ClubLINKS took a holistic approach to implementation and required a thorough project study to ensure they achieve their goals.

For the next twelve months a project team of ClubLINKS and Professional Advantage staff scoped the solution. “The scope changed significantly as we understood the capabilities better and the brief expanded”, says Hanvin. By November 2006, the requirements were documented and the team was ready to start.

With so much to do, deployment of the new solution was divided into two phases. The first involved the introduction of centralised servers and implementation of a Citrix thin client server environment for application delivery. Phase two called for the replacement of existing application software with the Microsoft suite.

Within a year ClubLINKS had integrated its new applications to create a single, enterprise wide solution that provides comprehensive information on every aspect of its business – including architectural building control, golf shop operations, membership management, fine dining, bar, corporate functions, internet billing, telephony billing, course and estate maintenance, concierge services and finance administration. The capability is in place to also use the solution for property development and land sales in the near future.

Benefits

It didn’t take long to realise a financial return on investment. With the support of ClubLINKS’ IT Manager, Kristy Chong, the company is now creating its own reports and custom data views, saving approximately $150,000 annually in external IT consulting fees. The simpler but more sophisticated solution has also enabled the introduction of in-house IT support, saving a further $60,000 per year.

Many previous manual processes have been removed or reduced. For example, the generation of owners corporation fee notices used to take two days. With Microsoft Dynamics GP this has been reduced to just one hour. Hanvin estimates that all up, the solution has freed up the equivalent of one staff person for a week per month.

Financial reporting has been centralised and is now more flexible, fulfilling additional requests easily. The POS solution is integrated with the back office financial software ensuring that management can always obtain immediate, timely data relating to stock and revenue.

Customers are represented once only in the CRM system, but the system also captures their multiple relationships with clubs and any associated business rules.

Through Microsoft SharePoint, the intranet has become the central point of communication with staff. Content on individual club websites has also become much easier to update, which in turn has helped to ensure that they are regularly refreshed and retain their relevance.

Workflow management solutions are helping to track and analyse workloads, enabling management to smooth any stress points as the business expands.

Importantly, the solution has already shown itself to be scalable and capable of supporting future growth. Hanvin says, “We now have the flexibility to change the system to suit business needs and this gives us an edge over our competitors. We know we have the best foundation on which to build our business.”