|
NGF RENEWS PARTNERSHIP WITH OB SPORTS GOLF MANAGEMENT
National Golf Foundation welcomes OB Sports Golf Management as a renewing client of NGF's Voice-of-Customer Operating Model (VOCOM). Since 1972 OB Sports has had involvement with over 60 facilities comprising of daily fee courses, private clubs and resorts. OB Sports is currently managing, operating or developing facilities located in California, Florida, North Carolina, Maryland, Minnesota, Mississippi, Missouri, Nevada, New Mexico, Oregon, Arizona, Texas, Washington and Wyoming.
NGF provides clients with an operational model that provides the voice-of-customer intelligence to make the right strategic decisions and improve their market position. More than 700 course operators have used NGF's Voice-of-Customer Operating Model to build golfer loyalty, increase revenues, grow market share and improve marketing efficiency.
Current Voice-of-Customer clients include management companies such as KemperSports, Baltimore Municipal Golf Corporation, OB Sports and Honours Golf; municipal golf operators such as Montgomery County Revenue Authority; and independently run facilities such as Pasatiempo Golf Club.
The Voice-of-Customer Operating Model (VOCOM) enables facilities to analyze, track and monitor customer behavior to develop a one-to-one relationship with customers and increase profitability. 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:
- Model rounds and revenues with future changes in customer loyalty
- Measure customer loyalty and satisfaction attributes compared to industry benchmarks
- Learn the value of positive and negative referrals and their impact on total customer worth
- Be able to prioritize where to best allocate human resources and financial assets based on the factors that drive loyalty
- Identify leads for outings, banquets, real-estate, and membership
- Build and grow your database of customers
- Learn how to effectively reach your target customers with customer origin mapping
NGF has found that loyal customers deliver a higher share of wallet and play more rounds on average than passive and disloyal customers. Some of NGF's clients have expressed their belief that VOCOM has been key in improving their facilities performance:
- Kris Strauss, Director of Sales and Marketing - OB Sports Golf Management - "NGF has directly assisted us with the execution of the Golfer's Surveys at a number of the OB Sports-managed courses. His follow-up and commitment was exceptional throughout the process. His insight and knowledge of results and trends nationwide was spot on. At the conclusion of this process, he provided very well written summaries of results that continue to aid our efforts to consistently exceed our guest's expectations. If you value your customer's insight whatsoever and are looking for ways to improve your operation I highly recommend working with NGF."
- Laura Pinter, National Marketing Coordinator - KemperSports Management - "I have worked with NGF for the past 3 years. Ben knows his job inside and out. He will also go that extra step to get information if needed. If he cannot provide you with the answers immediately, he will let you know and then does his research or whatever is necessary to get you those answers/results. If something has changed within the program, he lets me know immediately, and will take the time to explain why there is this change and what to expect with this new change(s). He is a very smart individual. It is a pleasure working with Ben."
- Tim Melloh, Director of Golf - Seminole Golf Course, Florida State University - "We have used the reports to help justify expenses for various improvements. Most recently, we used the report to help justify the need for a GPS system. We find that rounds of golf have increased because we are able to spend more time and effort on the things that are important to our customer. With the survey, we KNOW what those things are and we don't need to guess."
Additionally, NGF has empirical evidence showing that customers responding as loyal within NGF's Voice-of-Customer Operating Model will deliver a significant number of new customers through positive referrals that they will make, where disloyal customers will steer business away with the negative referrals that they will make. Through NGF's Voice-of-Customer Operating Model, operators can qualify the value of these positive and negative referrals on total customer worth. The Voice-of-Customer Operating Model provides operators with the intelligence to align the brand promise to the actual customer experience. The alignment fuels positive word of mouth and growth. Once underway, the loyal customers who tell others and deliver new loyal customers will create an ongoing growth engine and promotional spiral.
To find out more about the Voice-of-Customer Operating Model, contact Ben Fowler at NGF at 561-354-1628 or click here.
About the NGF
The mission of the National Golf Foundation, founded in 1936, is to help golf businesses succeed by providing marketing, research, customer targeting and other consulting services. Based in Jupiter, Fla., the NGF serves many constituencies in the golf industry, including equipment manufacturers; builders and developers; facilities and practice ranges; course architects; retailers; turf maintenance suppliers; golf associations and the media. For more information, visit www.NGF.org.
About OB Sports Golf Management
OB Sports Golf Management is a diversified, golf-oriented company with a long history of success. OB Sports currently manages 30 premier golf courses and country clubs throughout the United States. Known for its comprehensive and personalized services since 1972, OB Sports has become widely acclaimed as the leader in boutique-style golf course management. For more information about OB Sports Golf Management, visit www.obsports.com, call (480) 948-1300, follow on Twitter at www.twitter.com/obsportsgolf or become a Fan on Facebook at www.facebook.com/obsports.
|
