Top 10 Tips of Great Tennis Customer Service

By Karen Ronney, Editor SanDiegoTennisNews.com

Perspective is everything in the business of tennis. There are two distinct viewpoints. The first is looking at the tennis industry as a whole and success is measure by revenue, metrics and player participation.  The second perspective is to consider the business of tennis as a customer service experience with emphasis on satisfying an individual’s needs first.  The bottom line is offering fun, friendly and competitive tennis events that can lead to life enriching memories. This encourages players of all ages and stages to make tennis their choice for a lifetime sport.

So why does this matter? Tennis customer service is everything. Just ask Bill Kellogg and Conan Lorenzo of the La Jolla Beach & Tennis Club, and they’ll tell you all you need to know. The two have set the bar and were recently recognized as offering Tournament(s) of the Year by the San Diego District Tennis Association (SDDTA) in a January 17 celebration at the La Jolla Beach and Tennis Club.  In 2019, the duo ran the USTA National 40s, Father & Son and the Grandfather/Grandson Tournaments.  They exemplify elite customer service and serve as a model for the tennis industry at large.

In a recent conversation, they shared their “Customer Service Secrets of Success” and I am thrilled to pass on their words of wisdom. 

1. Start Planning Early: Tournament organization begins one year in advance of the start date in terms of sanction application, securing a referee, court reservations, staffing and more.  These elements are revisited until the conclusion of the event. Then construct a 12-month timeline that includes staff feedback to assess things that might have been overlooked. A group think tank session can produce amazing results.
2. Develop an Excel Spreadsheet: With a general idea of participation numbers, start an Excel Spread sheet to include the general progression of the matches that will take place during the week. Include start times for each day’s events.  “This enables us to determine if we have enough court capacity on a daily basis and it gives us a way to determine if we need to make arrangements for more off-site court reservation,” Kellogg said. “It also tells us if we need to limit draws.”
3. Communicate with Players: Once the general timeline is established and it is closer to the event, key customer service considerations are to let players know potential schedules. This early communication allows players to confirm travel plans.
4. Immediately Respond to Special Requests: Do everything in your power to quickly accommodate special requests. If it’s not possible, then let players know and refund their entry fees. If it is possible, create a wish list log. “After the draws are made, we recheck to see that we have accomplished this goal,” Kellogg said.
5.  Early Tournament Desk Preparation and Volunteer Recruitment: Set up the tournament desk and other related facility needs as soon as possible. La Jolla Beach & Tennis Club is typically ready a week in advance. All supplies have been ordered and the desk is up and running before players arrive. Gather a group of dedicated volunteers to work the tournament desk and assist with various aspects of running an event. This ensures a very friendly reception for the players.
6. Secure Tournament Officials: A quality tennis experience starts with hiring enough officials at least a month in advance. During the event, use radios to connect officials with the tournament desk to speed up court transition time. This is a key element to staying on schedule.
7. Post Accurate Website Tournament Information: Double check all information posted on the tournament website. Players will refer to this in making travel plans and schedules. “The website is also critical for posting weather delays and it cuts down on phone calls requesting information.  “The website gives us the ability to let everyone know in real time the condition of the courts when inclement weather comes our way,” Kellogg said.
8. Off-Court Social Fun: Offer social time for players and their families. Playing a tournament is more than time spent on a court. It’s about having fun and making memories with other players and their families.
9. Publicize the Tournament: Engage local print and television news media to possibly include the tournament in their morning news segments. Submit daily results in the newspapers. Also use Social Media to let people know how matches are going from afar. Finally, consider using cameras on select courts to stream matches on the internet.
10. Post Season Wrap Up: At the post season meeting, review the five “W’s” of who, what, when, where and why to determine how to improve for the following year. “We meet with staff to see what we might’ve missed,” Kellogg said. “Then we include that information into future plans. Our end goal is for players to have a great experience and return year after year.”

Other local San Diego pros and players honored at the SDDTA Awards include Jenny Rens Keller (Female Player of the Year), Karel Placek (Male Player of the Year), Curt Wheeler (Male Pro of the Year), Jennifer “JJ” Knightly (Women’s Sportsmanship Award), Mark Bauer (Men’s Sportsmanship Award),  the Castaneda’s (Family of the Year), Mary Ann McCauley (Community Service Award), Sports Tutor (Sponsor of the Year) and Santaluz (Club of the Year.)

Special thanks to Bill Kellogg and Conan Lorenzo from the La Jolla Beach & Tennis Club for contributing to this column.