In 2019, I highlighted the significance of memorable moments in customer experience management. We must create moments that matter!
In my interpretation, defining moments are both memorable and meaningful. Such moments typically do not endure for a long time, perhaps only a few minutes, but they transcend the ordinary and rise above the mundane.
The defining moments often spark positive emotions. You can call it “peaks” as well. This theory is supported by what Barbara Fredrickson and Nobel Prize winner Daniel Kahneman wrote in 1993.
Daniel Kahneman even dedicated a chapter to this idea in his famous book, Thinking Fast and Slow.
It goes without saying that this has been great for our revenue growth.
In line with the aforementioned theory/approach, the R&A endeavored to establish a membership experience in the One Club.
The R&A’s One Club initiative
Let’s examine the R&A’s new direct-to-consumer membership initiative based on the concept mentioned above.
One Club is free to join and provides members with a comprehensive array of year-round benefits, rewards, exclusive content, and unique access to The Open, AIG Women’s Open, and other prestigious R&A Championships.
This includes launching a new global streaming service, R&A TV, powered by Endeavor Streaming.
It will also offer fans access to premium coaching and playing opportunities, allowing avid golfers and fans to take their passion for the sport to the next level.
Members can interact directly through the platform by providing user-generated content and sharing their own stories and experiences of golf.
Mastercard is the exclusive presenting partner of One Club, continuing its commitment to providing fans with value and experiences that bring them closer to the game of golf.
Key membership features of One Club include:
- Original golf lifestyle content: Popular YouTuber Rick Shiels and media personality Tisha Alyn will feature in exclusive new video content, inspiring and entertaining members through their own golf experiences.
- Golf coaching network: Top coaches such as Phil Kenyon, Dr. Bob Rotella, Alex Elliott, and Hannah Davies will feature in video content offering members advice, tips, and experience to benefit all aspects of their own game.
- Rewards & Experiences – from tee time giveaways to VIP hospitality packages and professional player meet-and-greets, members can enter for a chance to win money-can’t-buy prizes and unique golf experiences year-round. Discounts on travel, equipment, merchandise, and more are also available.
- Competitive Events: Using partner apps and connected devices, members can enter virtual global challenges, earn Golf It! tee times, receive pro lessons, and even qualify for real-life playing opportunities at select R&A host venues.
- Enhanced Ticketing Opportunities – members can enjoy exclusive early access to purchase tickets and premium experiences to The Open, AIG Women’s Open, and other top R&A events
The bottom line
The R&A has done an excellent job of providing golfers with the experiences they desire. However, it would be beneficial if they could personalize these experiences as much as possible.
By doing so, they will likely achieve their goals and continue to satisfy golfers’ desires.