The Golfer Journey

Several positions ago, I oversaw the marketing strategy for eBay’s B2B division. We ran the ecommerce for numerous top Internet Retailer 250 brands, most of which you’ve heard of. I was responsible for understanding the customer journey for these brands’ segments, where their pain points were, where key steps had to be taken for them to continue along the journey, and where the key risks were.

Recently, the UGSA has published a study on Understanding the Player Experience. Similar to how McKinsey defined today’ customer decision journey almost 15 years ago now, the USGA and its hired research team for this project have defined the “Golfer Experience Journey”, which has five key inflection points.

Within the document, which contains lots of good nuggets, there is one at the very end that speaks to understanding player needs and expectation: “By building offerings and procedures based upon golfer motivations, operators can meet and exceed the needs of golfers. Through the use of data, operators can meet and exceed the underlying desires and provide consistency each and every time a golfer decides to spend their time, money and energy at a specific course.”

This is where golf venues can continue to improve - using data to personalize the golfer experience, as well as improve operational efficiency for the GM and their team. This results in significant incrementality as well as an “easier” job. Who wants to make more money and simplify their role? Let’s talk.

See you on the tee box!