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Connection between NPS
& golf club membership
retention
Miklós Breitner – Founder & CEO of Golf Business Monitor
Golf club operation is a service
Customer experience measurement
Net Promoter Score usage in practice
• Shows who and how many of our customers are either promoting or detracting our
service (e.g. golf club/golf course).
• In such markets like the golf course industry where potential buyers have a
greater tendency to ask friends or acquaintances for advice before deciding about a
purchase, Net Promoter Score can be a useful tool.
• NPS can be a good starting point/springboard from which the evaluator can
engage in a deeper conversation with the respondent and to gather data as to
why the customer responded the way they did, either positively or negatively.
Understanding the motives why
people join or leave our golf club
Churn results from series of events.
• Focus on the entire customer journey.
• Provide them series of positive experience (e.g. showing them that you
care about the members and other golfers in your golf course)
• We should understand that not every loyal customer is profitable.
• In the era of social customers we should complement the old CLV model
with the customer referral value.
Customer Referral Value
measurement
Customer Referral Value
measurement
• Did he/she actually make the referral? (percent that refer)
• Size of their networks.
• Did they actually become a customer? + what is their value of new
customers from referrals? + how profitable are they?
• Golf clubs should be more open and prepared to conversations in their
and other social media channels.
• Openness can affect golf clubs' NPS.
Have you got any questions?
Please, feel free to contact me:
• www.golfbusinessmonitor.com
• Email – mikibreitner@gmail.com
• Mobile/WhatsApp/Viber: +36 30 279 0054

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Connection between NPS & golf club membership retention

  • 1. Connection between NPS & golf club membership retention Miklós Breitner – Founder & CEO of Golf Business Monitor
  • 2. Golf club operation is a service
  • 4. Net Promoter Score usage in practice • Shows who and how many of our customers are either promoting or detracting our service (e.g. golf club/golf course). • In such markets like the golf course industry where potential buyers have a greater tendency to ask friends or acquaintances for advice before deciding about a purchase, Net Promoter Score can be a useful tool. • NPS can be a good starting point/springboard from which the evaluator can engage in a deeper conversation with the respondent and to gather data as to why the customer responded the way they did, either positively or negatively.
  • 5. Understanding the motives why people join or leave our golf club
  • 6. Churn results from series of events. • Focus on the entire customer journey. • Provide them series of positive experience (e.g. showing them that you care about the members and other golfers in your golf course) • We should understand that not every loyal customer is profitable. • In the era of social customers we should complement the old CLV model with the customer referral value.
  • 8. Customer Referral Value measurement • Did he/she actually make the referral? (percent that refer) • Size of their networks. • Did they actually become a customer? + what is their value of new customers from referrals? + how profitable are they? • Golf clubs should be more open and prepared to conversations in their and other social media channels. • Openness can affect golf clubs' NPS.
  • 9. Have you got any questions? Please, feel free to contact me: • www.golfbusinessmonitor.com • Email – mikibreitner@gmail.com • Mobile/WhatsApp/Viber: +36 30 279 0054