How to analyze data and focus your efforts
Clubs will have varying amounts of available resources, some more limited than others. However, successful CxM isn’t necessarily determined by the amount of money you spend, rather it depends on how you focus your efforts and the heart you put into the job. Whatever your situation may be, you will need to work with the areas where you get the biggest effect from resources spent and where you are most likely to increase overall satisfaction.
Focus on generating meaningful and actionable insights that you can use to develop a strategy that targets your preferred segments. Private clubs will of course focus on current members and particularly new members, while public courses should typically have a strong focus on guests as well.
Feedback data will be plentiful, so a strong focus is important, or you might end up simply indulging a narrow segment of rambunctious players that do not necessarily represent your target audience. Developing player journey maps is a good start to figuring out the characteristics of the various segments that you choose to focus on, and Players 1st can provide additional data tools to release insights about your players that will enable the development of strategies for correcting negative customer experience and increasing overall satisfaction.
Prioritize your resources
It is important to spend your resources wisely and to allocate them to the areas where they will have the biggest impact. The priority map is an effective tool to find out which areas require more or less attention and resources based on current priorities and NPS.
Priority maps illustrate what the various player segments value most in a given context based on concrete feedback data. Such insight can help you understand the mindset of specific groups of players and how to improve their experience and secure their loyalty. Different segments have different expectations and needs, and the priority map is a neat and powerful tool for gathering meaningful player insights that will help you spend your resources wisely.
The example below illustrates how club members prioritize the elements of training opportunities and the attributes of PGA pros. The bottom left corner contains the least important elements, which have a low impact on NPS and is also of low evaluation. In this case, they are “Booking availability,” and “Price of lesson.”
The top right corner contains your strengths. These are the elements that are evaluated high and have a high impact on NPS. In this case, they are “Contributes positively to club environment,” “Attentive and service minded,” and “Improves the skills of the player.”
The top left corner contains the elements that are currently of high evaluation but have little impact on NPS, which means there is no reason why this should be of such high priority. These are the elements where you can safely reduce the amount of dedicated time, effort and resources.
In this case, while PGA pros certainly need to be experienced golfers, “Skill level of PGA pro” is typically overemphasized despite the fact that it does little to improve the player experience.
Finally, the bottom right corner contains elements that are of low evaluation but have a high impact on NPS, which means allocating more resources to these areas can significantly improve the player experience. In this case, PGA pros that are rated high on “Pedagogical and inspirational” in their coaching methods receive a high NPS by the players.
Besides the improvements to player experience, Players 1st data shows that focusing on the elements of coaching that are of high priority to the players, in terms of NPS, will eventually lead to higher retention rates, because players will take more lessons, become better players, and be more seamlessly integrated in club community.
The most important thing to remember when interpreting data and results is that everything is relative. When you are inspecting your scores you will have to compare them to something else in order to know whether a score is good or bad. The only surefire way to measure your Performance at a given touchpoint is to compare scores with other clubs like your own.
The typical mistake is to relate your own touchpoint scores to each other and prioritizing the ones that score the lowest, however, some touchpoints will always score lower than others and that is okay. For instance, people will never rate prices very high on a 10 point scale.
Remember that your scores are always relative and compared to other clubs perhaps your lowest scoring touchpoints are actually doing quite well. This is why we have created the benchmark function for the Players 1st platform. It will guide you to interpret your results, so you know where you are performing well and where you are performing badly, and it will be a solid indicator as to where you need to take action.