On-demand customer service is no longer the exception, as live chat becomes more common on club websites. Prompt, attentive service improves member satisfaction and keeps communication open, making live chat a useful marketing tool. For clubs still weighing its value, understanding how to use the feature well and strengthen the exchange between customer and club is key. Membership/Marketing/Communications Manager Denise Saari, CMP, explains how Addison Reserve Country Club in Delray Beach, Fla., has used live chat to better meet member needs, 24/7.
User conversion
Not every club executive is immediately sold on live chat capabilities. Having been somewhat leery of pop-ups permeating the online experience, Saari had initially anticipated a lackluster reception when it launched more than two years ago. “I admit that I was skeptical at first, but the feature has proven itself to be a valuable tool in our branded marketing and member experience,” Saari explains. “I was concerned that my older members would find it annoying, but they utilize the chat line quite a bit.”
Membership/Marketing/
Communications Manager Denise Saari
explains how Addison Reserve CC uses
live chat to meet member needs 24/7.
The convenience factor isn’t the only benefit live chat affords; an immediate response when a team member is unavailable is a plus for the end user. Addison Reserve uses a hybrid model that includes live response and a chatbot, which features a standard reply (“Don’t have time to wait for a response? Leave your email and we’ll be in touch as soon as possible.”). It’s also programmed to recognize and provide key responses to basic queries, like “Is membership mandatory?”
“This identifier is most helpful to the country club community, as it acts as a pre-qualifier of sorts,” notes Saari.
Ease of use is also essential. Saari is able to access the live chat feature via the club website, on her phone, and other personal devices through her CRM app. She can respond with pertinent information and include attachments, such as a fee information sheet. “Even though my chat line settings are for Monday through Friday from 9am to 5pm, I will respond from my phone if the question is easily answered,” she says, adding that administrators can customize their settings as needed.
The modern handshake
Besides providing helpful member resources, the live chat feature enables sales and marketing team members to collect information for sales leads. The chat tool integrates directly with the CRM, capturing and tracking conversation volume by representative and by URL. While Saari is currently the only team member managing the club’s chat, the web-page-specific metrics are useful for targeted marketing initiatives, like an e-book series distributed to new and prospective members. “These branded communications sent on a quarterly basis keep the prospects apprised of happenings at the club,” Saari explains. “The number of people who opt out of is nearly zero.”
Tracking user time spent in the chat offers insight into Addison Reserve’s clientele and potential opportunities for additional business. From January 1 to November 26, 2025, the club logged 499 live chats, with the highest activity occurring during the summer and fall months. Common inquiries include event timing, dining venue hours, and staff email addresses. Even though members can find this information elsewhere, Saari believes the convenience factor weighs heavily in the chat’s perceived value.
Down the road, Saari would like to see more chat representatives from within the club as the feature evolves. Adding support from other departments, such as golf, would help reach a broader audience. As for facilities weighing how to maximize their own website’s real-time capabilities, Saari stresses the importance of communication. “Reliance on technology-driven responses is more and more prevalent in our society,” she says. “Clubs, while traditionally more hands-on, must embrace this additional touchpoint to capture prospective members and improve the existing member experience. Think of it as an electronic handshake.”
