Smørum GolfKlub in Denmark has experienced a significant increase in member satisfaction following its decision to start using Players 1st feedback software in 2019.
Since the club began measuring member satisfaction, scores have risen from 29 to 50, allowing the club to surpass the national benchmark for the first time in 2023.
The key to this success lies in the club’s responsiveness to member feedback, implementing changes that cater to the majority while respecting differing opinions.
In 2019, Smørum Golf Club outlined its strategy for the period up to 2025, with clear objectives aimed at taking the already successful golf club to new heights. Today, the club has not only achieved most of its goals ahead of schedule but has also witnessed a remarkable surge in member satisfaction.
Keld Østergaard Christensen, the golf director for the past five years, attributes a significant portion of the club’s success in strengthening its relationship with approximately 2,800 members to the use of Players 1st software. Collecting data has provided the club with invaluable feedback, amassing nearly 5,000 responses over the past five years.
Combined with a publicly available strategy that includes specific implementation dates for improvements, this information has been pivotal in the club’s decision-making process and member engagement.
Prioritizing members’ preferences for the best outcome has been essential. The club has utilized the Players 1st dashboard’s priority card to understand what brings the most joy to its members. Data revealed that the course’s greens required attention.
Østergaard Christensen commented: “Five years ago we began receiving negative feedback about our greens. With the help of the Players 1st dashboard we realized that our members were more concerned about the greens than the tees. So we prioritized improving the greens first and addressed the tees later. The change led to criticism of our tees a few years later, but since the condition of the greens were more important to our members, the changes actually resulted in increased member satisfaction.”
It’s not just long-term improvements that feedback has been used for; the continuous rise in satisfaction levels can also be attributed to their daily response to negative feedback.
“I routinely reach out to members who provide non-anonymous critical feedback. In nine out of ten cases, this approach helps members better understand the reasons for their dissatisfaction, and occasionally, they become club ambassadors by sharing that information with other members,” said Østergaard Christensen.
Since the club began collecting feedback, it has received over 1,700 detailed comments in response to questions about what the club does well for its members and how they can enhance the experience.
Østergaard Christensen believes having reliable data is crucial. “Previously, when only a few people sat on the terrace and provided negative feedback about something, we lacked the data to determine if it was a common issue. Now, we are more confident in handling criticism, and thanks to our extensive dataset, we can confirm whether it’s a widespread problem or a more personal concern.”
The golf director contends that Smørum’s experience demonstrates why all clubs should embrace feedback, whether positive or negative.
“I believe some people are afraid to face the truth,” added Østergaard Christensen. “But why shouldn’t we seek feedback, whether it’s positive or negative? I think those actively seeking negative feedback from all members have the chance to validate it and act. On the other hand, those who don’t use feedback tools can only rely on the loudest voices they hear on the terrace. That feedback may not necessarily reflect the majority’s views.”