Perhaps it is no exaggeration to say that Pleasington Golf Club (since 1891) is a real hidden treasure in North England. Pleasington Golf Club is featured in Golf Monthly’s Top 100 Hidden Gems for 2022.
In the last 15 years, Pleasington Golf Club hosted many prestigious Championships and events such as
- Regional Qualifying for The Open,
- The Brabazon Trophy (North Qualifying),
- European Senior Ladies Team Championships,
- England Golf Ladies County Finals and more.
Today, Pleasington Golf Club has got over 800 members. The golf course is under renovation at this moment, but the club wants to take its members on a journey whilst major course re-developments were implemented.
In the following, I will share with you how Pleasington Golf Club tries to understand membership experience to efficiently drive business strategy.
Action
Although Pleasington Golf Club already had buy-in from the current golf club members to improve the quality and layout of the golf course, the golf club wanted to ensure golf club members continued to have a voice throughout the planned developments.
Through Players 1st, the club launched a Members Experience survey in September 2021, receiving a 49% response rate.
The filter options on the results dashboard provided the splits of scores between gender and also handicap, which has enabled the club to understand the most important club aspects from different golfer types, whilst the age filter helped interpret potential issues within its aging demographic.
Conclusion
The survey identified two clear areas for improvement.
Through the standard template Food & Beverage questions, maintaining the quality of its offer and consideration of price points were highlighted as high importance to member satisfaction.
Additionally, through the use of the Custom Question feature, the Club gauged satisfaction with the recent car park extension, new terrace, and redevelopment of holes 1, 2, and 3.
Pleasington Golf Club now has data to support its decision to invest in these areas, as well as the feedback on the course, as part of its ‘Good2Great’ strategy.
Top Tips
Pleasington Golf Club will continue to survey its members, enabling management to use consistent measurement and benchmarking to drive change.
Critically, attention will focus on the two main areas identified from its survey results, as well as understanding more on the experiences of its current female members to support future recruitment initiatives.
The 2021 Gartner CMO Spend Survey found,
- only 18% of brands have got in-depth insights about the critical moments within experience.
- 22% of the brands have got in-depth insights about their customers’ values & drivers.
Mark Bleasdale, General Manager, Pleasington Golf Club said
“The results suite in Players 1st brings all the key information together from different areas and sections of the membership and is essential in highlighting any problem issues as well as areas in which we are doing well in.
We will continue to invest in our members and measure their experiences to ensure the ‘Good2Great’ strategy is as effective as possible.”
This article is brought to you by Players 1st.