Meadowbrook Golf Retains NGF Research Team for Customer Pulse-taking

Jupiter, Fla. (Aug. 25, 2001) - Meadowbrook Golf Group has begun implementing the National Golf Foundation's Customer Loyalty and Satisfaction Program (CLASP) in 46 of its golf properties this year and will start a Phase II rollout in February 2002. CLASP provides quantifiable data on how satisfied customers are with a facility's course conditions, price, food and beverage service, etc., in addition to presenting indicators on customer loyalty. The Lakeland, Fla.-based golf facility management company will use the NGF's analysis of the data to provide the golfer with a better overall experience.

"Currently we've beta-tested two facilities, and have received some very insightful feedback," says Meadowbrook Golf Vice President of Marketing and Development Mike Kelly. "It's helped us evaluate our capital expenditure decisions and made us aware of what we could do to become more competitive in the golf industry. We're excited about how this program will enhance our ability to focus our attention on customer needs and preferences."

The program, which was introduced to the industry earlier this year, was created by the NGF Research Team in response to the growing need of facilities to determine what their golfers want and develop customer loyalty. Administered in both an Internet-based and a printed survey format, CLASP will provide detailed information about what customers value most, enabling facility operators to gain a better understanding of their customer base. Using the program, management will be able to determine:
• Who their loyal customers are
•What percentage of their customers' rounds go to them and what goes to the competition
• How their facilities compare to regional and national benchmarks
• Their facilities' perceived strengths and weaknesses

Meadowbrook reports they have already received better than expected response rates. "Right now, we're exceeding our goal of collecting 200 surveys per property within the 30-day time frame," says Kelly. "The Internet-based program really doesn't require any work from the operator's end and allows a GM to view customer comments on a daily basis."

Kelly adds that both general managers and customers appear to be responding positively to the program. "One GM has indicated that not only is the program providing him with valuable information about his market positioning, but the customers appreciate the ability to offer their opinion as well," he says.

About the NGF
The National Golf Foundation is a membership-based organization providing information and insights on the business of golf. Founded in 1936, the NGF now has 6,000+ members representing a broad cross-section of the industry. Members include equipment manufacturers; media; facilities and ranges; golf course architects, builders and developers; retailers; associations and turf maintenance suppliers. For more information, go to www.ngf.org.

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