How Topgolf drives customer experience, cost reduction, and operational efficiency
Topgolf was bracing for explosive growth as it has expanded aggressively since its start in 2005 in the US. In 2015, Topgolf had 14 locations. There were manual processes, and the state of Information Technology (IT) was not optimal to support or propel fast growth. The desire “to create an experience that makes socializing a sport for everyone” at the scale at which Topgolf operated required a rethink of its application strategy to support all aspects of its operations. To give a perspective of the Topgolf scale, in 2017:
Struggles and Pains
Back in 2015, Topgolf lacked specialized systems for its business operations, both front of the house catering to the customers, and the back of the house managing F&B inventory, restaurant, HR, event sales, and back office. Many of the processes were manual and relied on exchanging and editing excel sheets and files. There was rework and at times it was error-prone and not repeatable. This created an unnecessary workload on its already busy but very smart associates. In order to expand its footprint by opening new venues and to support the resulting growth of customers and employees, it required a specialized SaaS and cloud system that will integrate with its patented and proprietary gaming platform and remises applications.
Without automated business processes, Topgolf would have struggled to keep pace with its growth. Topgolf employees would have been spending their time in low-value activities like managing new hires, manually running payroll across venues with different local regulations, and managing large event sales without automated processes. Topgolf would be missing new opportunities to grow and to focus on innovation that they do best. It would not have been possible to provide superior entertainment experience for its guests and a fulfilling working environment for its associates.
Topgolf under its visionary leadership embarked on a “cloud-first strategy” with an intent to create a competitive advantage by leveraging state of art available technologies and best-specialized applications. Topgolf wanted to use functional capabilities available with the best-of-the-breed SaaS platforms and wire them together with its on-premises and private cloud applications on AWS to create unique strategic advantages.
Topgolf chose RoboMQ as its Hybrid Integration Platform (HIP) providing the glue that will integrate SaaS, cloud, and on-premises systems while providing a highly scalable service mesh that supports Topgolf’s unique business requirements.
Today, RoboMQ provides integration of RFID based golf gaming system, POS, CRM, large event sales, HR, Payroll, F&B inventory, finance and back-office systems at its 50 venues and AWS cloud in a federated hybrid cloud setup which provides:
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