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TOPGOLF'S CUSTOMER EXPERIENCE

In my Customer Engagement and Experience course, we partnered with leaders at Topgolf to evaluate its customer journey and worked in teams to create exceptional customer perceptions and interactions at every touchpoint. At the end of the semester, we presented our insights and suggestions to the Topgolf team.

STRATEGIC AUDIT

PROBLEM RECOGNITION

  • Meetings at Topgolf HQ

  • Industry/Consumer Trend Research

  • Customer Journey Mapping

  • Focus Groups

  • Digital/Social Media & App Evaluation

  • Detailed Analysis of In-Venue Attributes

  • Low Frequency of Repeat Visits

  • Limited Engagement with "Out-of-Bay" Amenities

RECOMMENDATIONS

  • Tiered Rewards Program

  • Parties and Events

TIERED REWARDS PROGRAM

Incorporate rewards and incentives at a basic level

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Circular Progress Tracker

  • Based on Points in Game Play

  • Limited, Small-Scale Offers

  • Other Rewards Include:

    • Exclusive Merchandise​

    • Discount on Food, Drinks, or Mini Games

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Linear Progress Tracker

  • Spend Money or Fill Reward Circle = Earn Points

  • Tier Progression with Increased Benefits

  • 6-Month Expiration Date

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PARTIES & EVENTS

Need to Take Advantage of this Opportunity

  • Deals Related to Big Games/Events

  • Guest Speakers

  • Live Band on the Green

  • Positive Correlation

    • Personal Event Excitement and Topgolf 

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SO WHAT?

Members will come more often, spend more to reach their goals, redeem

rewards, and start earning points towards the next.

Members will make the CHOICE of Topgolf and consolidate their spend

through increased engagement with "Out-of-Bay" amenities.

Members will cultivate relationships through gameplay and build a community.

SUTTON SOINSKI

Brand Strategist

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