Voice-of-Customer Services
Based on NGF research, word of mouth is the number 1 reason that a golfer will try a different course from the one that they most frequently play. Yet few golf facilities measure word of mouth, let alone guarantee its positive result. Let NGF provide you the edge over your competition to drive revenue growth through customer loyalty.
Based on empirical evidence, we know that a loyal customer will provide a referral impact of more than one additional new customer each year, to the facility that they are loyal to, through the positive referral behaviors that loyal customers perform. Yet for every disloyal customer, they will provide a negative referral impact, as they will cost close to one full customer each year, through the negative word of mouth referral behaviors that disloyal customers perform. Multiply the referral impact of positive word of mouth from loyal customers by what an average customer will spend at a typically priced golf course and that will equal an additional $738 in new business, on average per customer to be delivered from positive referrals. Conversely, by multiplying the referral impact of negative word of mouth referrals from disloyal customers by what an average customer will spend at a typically priced golf course and that will cost an additional $552 in lost business, on average per customer through the negative referral behaviors that disloyal customers will perform.
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Average Annual
Referral Impact of Promoters:
1.19 Future Customers Gained Through Positive Referrals
Average Annual
Referral Impact of Detractors:
0.89 Future Customers Lost Through Negative Referrals
Average Annual
Customer Spend:
$620
Figures as based off of NGF's Benchmark using a typcially priced public golf course ($45 peak green fee including cart).
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This is over a $1200 spread in customer worth between loyal and disloyal customers!
Most operators have no hard evidence prioritizing what capital improvements, if any, should be made to the facility. Instead these vast expenditures are made on hunches that the operator thinks is important to the customer. Give your facility an edge over your competition by having empirical evidence on the actual drivers of customer loyalty at your facility.
Visit the Driving Growth through Customer Loyalty Blog to learn more about NGF's Voice-of-Customer services. To contribute your input, please visit my blog.
To further understand the economic value of customer loyalty and how NGF can help you create an ongoing growth engine and promotional upward spiral, please view the NGF report "#1 Way to Grow Revenues".
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