First Tee, a non-profit that
empowers youth through the game of golf, delivers learning
experiences to children at more than 1,500 locations across
North America. Managing registration for those programs
can be a challenge, so First Tee engaged CapTech to help
streamline its registration solution, powered by Salesforce.
First Tee provides programs that impact young people,
helping them build character and gain life-enhancing skills
through the game of golf. To achieve these positive impacts,
First Tee relies heavily on Salesforce to manage customer sign
up and registration for a wide range of courses across 150+
Chapters. Before this project, the organization’s Salesforce
registration system was not optimal, which impacted the
experience of participants and their parents.
Users and Chapters requested improvements to the
registration experience, noting that the existing system was
not mobile-friendly. Since many parents use mobile devices to
register their children, modernizing the system became a top
priority. Architectural limitations in the previous registration
environment also caused the system to crash during highly
trafficked registration times, such as new event openings.
In addition, many participants need financial aid across the
network, and the process to get it was not easy and did not
meet the needs of all chapters.
With participant experience suffering and a desire to
improve the end-to-end digital experience and solve these
problems holistically, First Tee turned to CapTech as a
CapTech’s human-centered approach to digital problems
brought expertise and insight to First Tee’s challenges. To
begin, the team conducted a thorough discovery phase
with a sample of chapters to understand current
operational challenges, identify customer personas, and
pinpoint the critical needs of First Tee chapters and
participants. With this foundation, CapTech collaborated
with First Tee to design a solution that addressed the
organization’s major pain points and supported a wide
range of customizable features to support First Tee’s
diverse chapter network.
The project leveraged a Salesforce Experience Cloud
implementation with a mobile-friendly approach to
enhance the user experience for parents and participants.
This implementation enabled chapters to customize
features to meet their unique needs. Not only did the new
solution support mobile and desktop registration reliably, it
also enabled a payment processing API to smooth online
transactions and added language support for First Tee’s
As the new registration solution was being built, First Tee
had to maintain the existing one for a while, running both in
parallel. Together, we ensured the rollout had little impact
on the daily administration of the organization. The team
led a staggered rollout to gather early feedback and
provide responsive support for the early adopters. The
team then applied this feedback to improve subsequent
phases of the rollout. The effort also leveraged as many
existing data structures as possible, limiting any downtime.
The new registration system featured an error monitoring
capability to improve proactive resolution by alerting
support staff of registration issues without waiting for
complaint reports. The team also collaborated with First
Tee to develop training videos to ease the transition and
guide parents in using the new registration platform.
First Tee’s new registration system provides a modern,
mobile-friendly experience. Chapters report the new
system is significantly easier to use, requiring less time
for registration completion while resulting in fewer
support calls. Parents can now search for specific
curriculum with filters for age, location, date, and
eligibility. Meanwhile stability has greatly improved;
the new system handles the increased volumes of event
openings with consistent performance.
First Tee chapters have also increased the reach and
efficiency of their community impact with the new system.
Multi-lingual support enabled the opening of a new
Quebec chapter and better serves Spanish-speaking
communities. Flexible financial aid, early registration links,
and the ability to provide customer credits empower First Tee chapters to better serve their customers. First Tee
has developed a roadmap of future enhancements to the
system, including discount codes for a modern ecommerce
experience, additional payment processor options, and
smarter course waitlists.
This enhanced registration platform has broadened
First Tee’s opportunities to impact young people and serve
local community organizations and schools. Additionally,
the improved flexibility and resilience gives First Tee
leaders more time to focus on the young people they serve.
“All we had to do was share the link to
how-to videos and we didn’t get a
single call on how to use the system.”