How PGA Tour uses Qualtrics’s Experience Management tools to improve the golf fan experience
The biggest professional men's US golf tour, PGA (Professional Golfers' Association) Tour, says that the use of Experience Management (XM) tools and techniques is allowing it to move beyond retrospective customer outreach and more towards real-time, closed-loop feedback - enabling the organization to move from fragmented, hard-to-compare data to a coherent, standardized program that is starting to guide strategy.
Specifically, by combining live feedback, research data and operational metrics it is perfecting what the organization calls its new Fan Engagement Index - linking what customers say about their experience at Tour events online with improved outcomes such as higher ticket sales and improved engagement.
For example, event attendees can now easily submit feedback through QR codes dotted across tournament venues, with responses now piped directly to operations teams during the event, allowing any issues to be addressed while tournaments are still underway.
The plan is to extend the reach of...
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