The PGA Tour has partnered with Qualtrics, which will see the experience management software specialists become its official experience insights provider.
The Tour and the PGA Tour Champions will utilise Qualtrics’ experience management platform to analyse fan, player and partner feedback across multiple channels. Organisers will also be able to act on real-time insights to ensure a consistent tournament experience.
Qualtrics’ XM platform, including Qualtrics Social Connect and Qualtrics Customer and Employee XM products, will provide real-time fan insights through surveys, social media, online reviews and QR codes. The Tour can then use these insights to optimise each touchpoint throughout the tournament journey, from ticket purchasing through to the on-course experience.
Other insights will include an understanding of how fans are engaging on digital platforms, and how fan and player experiences change over time so the Tour is able to communicate and engage in a more personalised way.
Travis Trembath, PGA Tour vice-president of fan engagement, said: “We are excited to welcome Qualtrics to the PGA Tour and look forward to using their industry-leading XM platform to understand fan insights.
“Our fans are at the heart of what we do at the Tour and Qualtrics will allow us to communicate and engage with them in a more meaningful and relevant way. We look forward to working with Qualtrics to enhance the PGA Tour experience for fans as well as other key stakeholders.”
Brad Anderson, Qualtrics’ president of products and engineering, added: “As the world’s premier membership organisation for professional golf, the PGA Tourunderstands the importance of creating exceptional experiences for fans and players both on and off course and attracting new fan demographics.
“With Qualtrics, the PGA Tour will never miss an opportunity to engage with fans and provide its employees with insights to build deeper relationships that inspire the next generation of fans, players, partners and communities worldwide.”