The PGA Tour has named Qualtrics as the official experience insights provider of both the PGA Tour and PGA Tour Champions.
The competition will now utilise Qualtrics’ experience management platform to analyse fan, player and partner feedback across multiple channels and act on real-time insights in a bid to ensure a consistent experience across ticketing, concessions and special events.
Furthermore, the partnership also looks to enable the tour to build deeper relationships with fans, players and sponsors, while identifying opportunities to engage new fans globally.
“We are excited to welcome Qualtrics to the PGA Tour and look forward to using their industry-leading XM platform to understand fan insights,” commented PGA Tour Vice President Fan Engagement, Travis Trembath.
“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.”
The firm has underlined that its Qualtrics XM platform, including Qualtrics Social Connect and Qualtrics Customer and Employee XM products, will provide fan insights in real-time throughout the tournament experience via surveys, social media, online reviews and QR codes, to name a few.
The tour will use these fan experience insights to ‘optimise each touchpoint of the tournament journey’, from ticket purchase and transportation to food and beverage and the on-course experience.
Brad Anderson, Qualtrics’ President of Products and Engineering, added: “As the world’s premier membership organisation for professional golf, the PGA Tour understands 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.”