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Why should I use NGF's Golfer Survey Program?
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Gaining knowledge about your customers and detailed information about what they value most allows you to better target your market, identify areas for capital expenditures and increase overall profitability.
Efforts to measure success will also communicate to your customers that their opinions matter to you and that you are striving to serve them better.
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What do I get with the GSP program?
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Whether you choose the Internet version or printed version of the survey, you will receive comprehensive reports that will show you how your golfer's expectations were met or were not met at your facility and your competitors, as well as key features that are most important to your customers. You will have immediate access to these reports online with the ability to view reports weekly, daily or even hourly.
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What is the difference between the Internet version and the printed version?
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The Internet version allows you to conduct your study with the use of your golfers' e-mail addresses and place on your facility's Web site. The printed version allows you to conduct your study via direct mail or distributing the survey in person at the facility.
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How do golfers get to the Internet survey?
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You may broadcast an e-mail to the golfers in your database, place a web link on the home page of your facility's Web site or distribute cards with the Web link. Sample e-mails and card templates will be provided to you by NGF.
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What if I don't have e-mail addresses of my customers?
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Our program will enable you to start your own customer database with our printed version.
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How does the printed version work?
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The NGF will supply you with 500 copies of the survey to distribute at the golf facility or by mail. After your golfers complete and return the paper surveys, it will be your responsibility to designate an employee to manually enter these surveys into the Internet.
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Who will be responsible for handing out surveys?
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All employees should be familiar with the program; an employee from one of the following customer touch points should actually be designated to distribute the survey or the Web site card directing customers to the online survey:
Bag Drop Area (Cart Attendants)
Bar/Lounge Areas (Servers, Bartenders)
Pro Shop (Entire Pro Shop Staff)
First Tee (Starters)
On course (Rangers)
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What if I don't have access to the Internet?
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The NGF will distribute your surveys, collect surveys and compile a report by mail for an additional fee.
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When will I get the results?
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Our reports are “real time,” meaning once a golfer has completed a survey online or your administrative person has input a survey, the reports are automatically updated.
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Why should I offer an incentive for filling out my survey?
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Our research has shown incentives provide higher response rates.
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What incentive should I offer?
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You may offer immediate incentives (e.g. free drink or a range token,) or a sweepstakes incentive (e.g. drawing for a free round of golf.)
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How can a customer redeem their incentive if they complete the survey on the Web?
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They are instructed on the Internet survey to print out the last page of the survey and present it to the golf shop for incentive redemption.
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What if a customer does not have a printer?
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If a customer is unable to print out their coupon to redeem for their “prize,” he or she will need to call the golf shop to arrange for incentive redemption.
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What if a customer wants to submit a survey and keep it anonymous?
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Both the printed and Internet versions offer anonymity. The printed survey has a dashed line at the bottom, which should be cut off when a customer hands in the survey. This way the name can be obtained for a database. This customer should also get their immediate incentive certificate at this time or entered into a sweepstakes drawing.
The Internet survey also gives the customer the option of just submitting a survey without a name; however they will not be eligible for the immediate incentive or the sweepstakes drawing. In order to receive these incentives, the name must be submitted. Once the customer submits his or her name, the next page will give the customer the opportunity to print out the incentive certificate.
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How often should I administer the survey?
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We recommend that you conduct at least 3 surveys each year -- at the beginning of the season, mid-season and at the end of the season. This will enable you to track and analyze trends among your golfers as well as track your facility's performance.
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What is the time frame for administering and collecting surveys?
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The survey distribution period should be for 30-60 days or until you have collected 300 completed surveys.
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Why should we stop collecting surveys after 30-40 days?
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The program should be a major focus and if you push the survey distribution past 40 days, employees may lose focus. Plus, the surveys need to all be collected so they can be analyzed and action plans can be implemented.
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How many surveys should I collect?
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We recommend that you collect at least 200 - 300 completed surveys. This can
easily be achieved by setting a goal of 10 completed surveys per day. |
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How will the survey information be used once it is collected?
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Once all the surveys are collected an analysis should be conducted. The next step is to develop an action plan to put in place based on the results. The information received from our reports will show you where to make operational improvements, as well as act as a precursor to your marketing plan.
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How do I get started?
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Simply contact an NGF representative at (888) ASK4NGF. They will walk you thru the program step-by-step -- help you decide whether to choose the Internet version, printed version or both; help you select an incentive; provide you with the Web links and more!
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