Two Ways to Listen: Benchmark vs. Custom Surveys

Imagine you’re managing a club and scrolling through the latest member feedback. 
Your AI Assistant spots a pattern in the open comments: people are talking about the clubhouse. Some share warm memories, while others quietly suggest it’s starting to feel a bit dated. Suddenly, you’re left with two big questions: 

1. Are other clubs hearing the same thing from their members, or is this just us?
   
   
2. And if we explore renovations, what exactly would our members want? 

At Players 1st, we offer two survey approaches that work together to help answer both: Benchmark Surveys and Custom Surveys (beta). 

The Power of Perspective 

Strong clubs don’t just collect feedback – they use it to make confident decisions. Some questions call for a big picture perspective: how do we compare to our peers? Others demand a close-up: what matters most to our members right now? 

That balance, between context and detail, is where feedback becomes strategy. 

Benchmark Surveys: Your Industry Compass 

Benchmark Surveys give you the compass you need to navigate the big picture. Built in partnership with national golf federations, they provide a standardized, credible way to measure performance across the industry. 

With Benchmark Surveys, you can: 

• See how your Net Promoter Score (NPS) compares to clubs nationwide
• Track progress over time with consistent, reliable data 
• Present credible, industry-backed insights to your board and committees 

In the clubhouse example, Benchmark Surveys can confirm whether “facilities” are a common concern across the industry – or if it’s something unique to your club. 

They answer the question: “How do we position ourselves?” 

Custom Surveys: Your Local Lens 

Once you have a general idea of what your members are thinking, you often need to dig deeper. 

Custom Surveys (beta) provide you a close-up lens – flexible, fast, and tailored to your community. 

In the clubhouse example, you could use a short custom survey to ask members what facility renovations they would value most: new locker rooms, updated dining areas, or expanded event space. Within days, you’d have concrete input to guide the conversation with your board. 

With Custom Surveys, you can: 

• Ask focused questions about projects, programs, or experiences 
• Capture member feedback right after important moments 
• Tailor insights to the topics your community cares about most 

They answer the question: “What do our members want most right now?” 

Why You Need Both 

The strongest clubs don’t choose between Benchmark and Custom Surveys – they combine them. 

• Benchmark Surveys provide the industry context: the forest. 
• Custom Surveys capture the local details: the trees. 

Together, they form a complete listening strategy – helping you understand where you stand and what steps to take next. Don’t hesitate to experiment with each approach and see how they fit into your club’s feedback strategy. Explore Benchmark and Custom Surveys offered by Players 1st on our website to discover how they can work together for your club.