Last week we had the second training of the year in the Net Promoter System for Sweden's golf clubs.
The golf season has just started and it is important for the clubs to work actively on their reputation.
The golf business is in the area of hospitality together with i.a. the restaurant, conference and hotel industry and a common factor is the great impact that visitors (guests and members) have on the marketing of the business.
Quicksearch has worked closely with the golf industry for 7 years and has gained a unique insight into the behavior of golfers. Already in the first year, we saw that the NPS model was the best fit with the golfers' willingness to return to the same club time and time again.
20% of new visitors to a golf club indicate that they chose the club based on receiving a direct recommendation, while all 67% chose the club based on a recommendation through action, for example being invited to corporate golf or by a friend. This is to contrast with 0.97% who saw advertising for the club or 1% who read an article about the club. The clubs' packages and discounts in the form of the golf booklet, green fee checks (6%) or packages / golf trips (10%) have an impact, but at the same time far less than the club's reputation among golfers.
We have also been able to show that golfers who visit a club for the first time are much more willing to recommend the club if they themselves followed a recommendation. The NPS of first-time visitors is +33, while those who have been recommended to play at the club are at +46, a marked difference that has a financial consequence.
We have been able to show that there is a big difference between the behavior of the three groups measured in NPS. Critics return 32% fewer times to the same club than passively satisfied guests and marketers return a whopping 57% more to the same club than passively satisfied guests. It makes a difference of 231% in future green fee income if you succeed in turning a critic into a marketer.
New for 2016 was that we measured the average increase at the clubs, not only generally across the industry, but also based on how they worked with the Net Promoter System. The aim was to see which interventions produced the most long-term effect.
An average increase of 4 units, you could see from the individual activity that they contacted their critics to try to fix any problems and it was the individual activity that we could show had the biggest impact.
Within Swedish golf, Quicksearch has a collaboration with the industry association GAF and EVRY.
