The force of nature: How weather affects NPS

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The force of nature: How weather affects NPS

It can be frustrating when bad weather gets in the way of a nice round of golf, but unfortunately clubs cannot control the weather. Nevertheless, weather has a significant impact on experience and NPS.

 

 

How weather affects NPS
Numerous factors impact club NPS on a daily basis. The quality of a given golf course, club atmosphere and service levels, surely, are key elements to consider when forging a good player experience, however, also weather affects NPS. In the 2017 Guest Experience Survey we received data from 38.221 Danish players who evaluated the weather during their latest round by giving it a score of 1 to 10, 1 being really bad and 10 being really good.

We found that players who were more or less pleased with the weather also tended to give a higher overall NPS rating to the club in question. Although we were expecting this to be the case, the impact of weather turned out to be far more significant than anticipated: Really good weather had a major positive impact on NPS, and this tendency was significant all the way down to a rating of 2. Really bad weather actually did spike a little in terms of NPS, perhaps because during extreme climate conditions players were more acutely aware of the fact that clubs obviously have no control over the forces of nature. Nonetheless, our data clearly demonstrate that weather does indeed affect NPS and player experience.

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Providing the unexpected
The weather is shifty, unruly and unpredictable, but mitigating associated customer dissatisfaction is very possible indeed. Some club members may have come to expect certain services and may become very dissatisfied if expected services are found lacking, however, on the other hand, providing unexpected services can often produce a very positive effect.

By providing players with unexpected support under circumstances where the weather is particularly harsh - whether it is extraordinarily dry, wet, hot or cold - clubs can easily and cost-effectively increase satisfaction levels. For instance, during extremely hot and dry weather, like one might encounter in Dubai and the Middle East, clubs may send staff out on the course with chilled towels, cold beverages and ice cubes for the players - an unexpected, but understandably welcome service. In a colder climate hot drinks and warm towels - not to mention a bit of good whiskey or schnapps - will of course fare better. Similarly, hot soup on the menu on rainy and cold days, rather than fancy steak tartare, is a thoughtful consideration that will delight frigid players seeking shelter from the elements.

Working unexpected wonders
Since the impact of weather conditions on NPS was significant across the board it should be noted that, even when the weather is simply below average or less than perfect, initiatives to pay unexpected attention to players’ needs certainly always have the potential to produce an increase in NPS rating and player experience. From an economic perspective the incentive to mitigate bad weather is likewise clear - if clubs can attract players even when the weather is less than perfect and still provide a good experience it will obviously be great for retention, recruitment and loyalty.

There are lots of neat ways to mitigate effects of the weather. Being aware of the significant impact that outside environment has on players, and predicting their needs, can make a lasting impression, and a well timed unexpected service can work wonders on player experience.

 
 
 

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