After a successful pilot earlier this year, Players 1st and Golf Australia have entered into a partnership to offer the Players 1st customer experience management platform as a central support tool to the federation's affiliated clubs.
Over the last six months, 15 golf clubs in Australia have utilised the Players 1st platform to survey their members, with some clubs extending this to their guests, providing a better understanding of their customers' specific needs. This customer-centric feedback approach has exceeded expectations, resulting in a new partnership between Players 1st and Golf Australia.
The initial 15 clubs conducted the member survey, and two clubs also surveyed their guest players. With some clubs achieving a remarkable response rate higher than 70%, the feedback and results dashboard has provided them with some initial areas of interest for improvement based on their customer satisfaction levels.
A total of more than 4,000 responses were collated during the initial roll-out, initiating the establishment of local and national benchmarks that will start to provide a comprehensive understanding of satisfaction levels among Australian golfers.
According to Golf Australia's 2021/22 Participation Report, last year resulted in the second-largest golf membership increase since the federation began its data collection in 1970. With club memberships nationwide growing by 2.7% in that period, the Players 1st tool will prove crucial in gaining insight into how Golf Australia can support its affiliated clubs with specific support towards retaining new members and how to attract future members and guests.
The partnership commenced in September 2023. For affiliated clubs interested in exploring the Players 1st support, please contact your Golf Australia Club and Facility Manager and visit www.golf.org.au/players-1st/ for more information.