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NGF has used GSP with more than 400 facilities in the past, providing golf facility operators with actionable customer intelligence to help them compete more successfully.
The program provides detailed information about what customers value most, enabling facility operators to gain a better understanding of their customer base. The program allows facility operators to:
- Identify their loyal customers.
- Determine what percentage of their customers' rounds are going to them versus the competition.
- Learn why their customers play their course and other courses.
- Compare their course to regional and national benchmarks.
- Track their facility's success and performance.
- Determine which operational changes will net the greatest return.
NGF measures Loyalty Index based on a model developed by Frederick F. Reichheld, Director Emeritus of the consulting firm Bain & Company. The survey asks respondents how likely they are to recommend the golf course administering the survey, using a scale from 0 to 10. Those answering 0 to 6 are called "Detractors"; 7 to 8, "Passives"; and 9 to 10, "Promoters." Promoters less Detractors equal the Loyalty Index. For example, 40% Promoters minus 10% Detractors equals a 30% Loyalty Index. In some cases, the Loyalty Index may be a negative number.
NGF has found that Promoters deliver a higher share of wallet and play more rounds on average than Passives and Detractors.
NGF has administered more than 1,000 "Voice-of-the-Customer" (VOC) surveys to more than 300,000 players over the past seven years. Some of NGF's clients using the GSP system include: KemperSports; United States Air Force Services; Montgomery County Revenue Authority; Oklahoma Tourism & Recreation Department; Marriott Golf; Honours Golf, CourseCo, Inc.; Premier Golf Centers; Touchstone Golf; Meadowbrook Golf, Inc.; and Carl M. Freeman Golf, LLC.