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Marriott Golf to launch Customer Loyalty and Satisfaction Program Contact Mike Alday or Beth Gast JUPITER, Fla. (March 17, 2003) - Marriott Golf will launch the NGF's (National Golf Foundation) Customer Loyalty and Satisfaction Program (CLASP(TM)). The program enables their facility operators to analyze, track and monitor precise customer behavior in order to develop a one-to-one relationship with customers and increase profitability. "We had the opportunity to conduct a pilot program and the amount of information provided by CLASPTM was invaluable," said Ed Utz, director of marketing at Marriott Golf. "The depth of the information provided great insight and will help us in our future business and marketing planning. This is a great tool to gauge a broad number of customers' opinions, behaviors and desires." With nearly 62,000 completed surveys from more than 400 facilities now using the program, CLASP(TM) generates information about who the customers are and what they like. The profile allows facility operators to better understand their competition and develop programs targeted at increasing rounds played at their facilities. "Golfer loyalty is critical to the long-term success of facilities and CLASPTM provides focused insight on operations that can positively affect a course's performance," said Barry S. Frank, vice president of growth and development at NGF. "That is exactly what CLASP(TM) does. It targets the information needed to retain customers and to help turn them into loyal customers." Other management companies, marketing groups and municipalities that have implemented CLASP(TM) include Evergreen Alliance Golf Limited, Irving, Texas; IRI Golf Group, Rancho Santa Fe, Calif.; CourseCo, Inc., Petaluma, Calif.; Meadowbrook Golf, Inc., ChampionsGate, Fla.; American Golf Corporation, Santa Monica, Calif.; Carl M. Freeman Golf, Ocean View, Delaware; Ocean City Golf Getaway, Ocean City, Md.; City of Virginia Beach, Virginia Beach, Va.; City of Anaheim Parks and Recreation, Anaheim, Calif.; and City of Salt Lake City, Salt Lake City, Utah. About the NGF The National Golf Foundation, founded in 1936, is the industry leader in providing accurate information and insights on the business of golf. Based in Jupiter, Fla., the NGF serves many constituencies in the golf industry including equipment manufacturers; builders and developers; facilities and ranges; course architects; retailers; turf maintenance suppliers; golf associations and the media. |