103 ANNUAL REPORT 2023 MST GOLF GROUP BERHAD OUR INITIATIVES In 2023, we implemented various value-added activities for our customers to promote customer satisfaction, maintain customer loyalty and attract new clients. 2 Prioritising Customer Care and Safety Customer care and safety are our top priorities. We aim to mitigate injuries and accidents, prevent discrimination and protect data privacy. Our customers are briefed on safety procedures at our academy and Golf Arena outlets before starting their activities. We display safety notices, posters and videos to remind customers of safety conduct while golfing on our premises. We have also established the Junior Protection Policy to safeguard the welfare of junior golf students at our academy, and our Personal Data Protection Policy protects our customers’ data and privacy. Additionally, our Anti-Bribery & Corruption Policy, Whistleblowing Policy, Operational Safety & Health Policy and Anti-Sexual Harassment Policy further protect customers and govern their wellbeing when engaging in our premises. Delivering Excellence in Customer Service 1 We offer diverse services to meet our customers’ needs, including beginner golf clinics, coaching sessions at the MST Golf Arena and golf club repair and fitting services at The Golf Lab and MST Golf Tech Shops. Our dedicated customer service and loyalty programme team addresses customer inquiries, meets their demands and gathers customer insights and feedback, allowing us to continuously improve our services and offerings to stay competitive and relevant. To provide a seamless customer experience and foster loyalty, we encourage customers to join our ilovegolf membership programme, which offers rewards and exclusive golfing privileges. 3 Engaging with Customers We actively engage with our customers through various events and activities to build rapport, promote the passion for golf and advocate sustainability practices. This includes organising annual events like GOLFEST, regular product demonstration days and community golfing events such as ilovegolf tournaments. We also educate and involve our customers in sustainability practices, such as encouraging the use of reusable shopping bags and providing fabric recycling bins for customers to donate and recycle their used golf apparel and accessories. GOING FORWARD We aim to uphold high safety standards and measures to ensure zero cases of customer injuries across our premises. We also strive to improve our employees’ ability to provide more comprehensive customer service and care through extensive training. We will also improve our communication channels to facilitate more consistent interactions and effectively address customer needs. Our goal is to treat each customer with dignity, enhance their overall experience and involve them in our sustainability initiatives.
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