Research For Golf Course Owners & Operators. B2B International USA, Inc.

Transcription

1 Research For Golf Course Owners & Operators B2B International USA, Inc. June 2017

2 B2B International USA, Inc. June 2017

3 Contents Recap Of The Research Objectives & Process 4 Respondent Profile 7 Challenges, Benefits & Motivations For Using Suppliers 10 Focusing On Golf Management Systems 16 Key Learnings & Conclusions 35 Supplier Scorecard 37 3

4 Recap Of The Research Objectives & Process

5 Research Methodology 1. Scoping 2. Exploration 3. Action Plan Insights meeting between Client and B2B International Teams Development and review of the questionnaire with Client Online survey with 808 OTTA / GMS users 181 completes from the NGCOA database 627 completes from the PGA database Data processing Report development and presentation B2B International s key learnings and conclusions Supplier specific scorecards Response Rate: Total # of completes Total # of invites sent Response Rate PGA ,025 6% NGCOA 181 4,466 4% 5

6 Research Objectives The key objective of this research program is to gain a comprehensive view of how OTTAs (Tee Time Distributors & Golf Management Systems) are serving golf course owners and managers, through the eyes of the customer. This will include general feedback on perceptions of OTTAs, challenges and benefits around working with OTTAs and how well OTTAs perform on aspects of Golf USA Tee Time Coalition guidelines. 6

7 Respondent Profile

8 Profiling Participating Golf Courses Usage Of Golf Course Services: 926 Participating Golf Course Owners, Operators, & Golf Professionals Tee sheet / point of sale system A company that provides you with website design, dynamic pricing, or marketing services 68% 92% 27% Tee time distributor 58% 34% Currently use Don't currently use, used within past 2 years Have not used within the past 2 years Region: Golf Course Management: Tee Time Rates: West 26% Midwest 24% Northeast 15% Privately Owned 80% Run By A Management Company 20% < $20 $20 to $40 $41 to $60 2% 20% 32% Type Of Golf Course: $61 to $80 $81 to $100 12% 19% $101 to $120 3% Southwest 12% Southeast 30% 17% 29% 54% Private Both Public / Daily Fee $121 to $150 $150+ 6% 6% 8

9 Profiling Participating Owners & Operators Age: # Of Courses Responsible For: 926 Participating Golf Course Owners, Operators, & Golf Professionals % 7% Avg. Age: 49 22% 40% 26% 75% 1 course 15% 2 courses 4% 6% 3 to 4 courses 5+ courses Decision Making Responsibility: Gender: Role: Other Golf pro with the golf course 24% 28% 96% 4% Golf Course Owner 15% 10% 73% 70% Organization Membership: 58% Time Distributor Tee Sheet / Point Of Sale Ultimate decision maker / significantly influence Not involved in the decision making, but in frequent contact Not involved in the decision and not contact with the company PGA 99% NGCOA 7% Club Managers Association 2% GCSAA 1% Other 2% 25% Golf Course Operator 9

10 Challenges, Benefits & Motivations For Using Suppliers

11 Challenges Working With External Suppliers Regardless of current supplier used, golf courses all experience similar frustrations when using tee sheet / POS distributes. Top challenges faced by golf courses when working with tee time / POS distributors relate to pricing issues, poor customer service, difficulty in using the software, and challenges with trading tee times, double booking, and player cancelations. Pricing (Price Integrity) (37%) Customer Service (15%) Trading Tee Times (15%) Not Providing Data (14%) Feeling that prices are sold too low and thus devalues the overall golf course Challenges in getting appropriate answers to technical difficulties Difficulty accurately tracking traded tee times and other pricing on traded tee times Issues around who owns the data that is collected, as well as unwillingness to provide courses with customer data Lack Of Control / Flexibility (12%) Difficult To Use (9%) Double Booking / Cancellations (9%) Unreliable / Down Time (6%) Lack of control when it comes to setting prices for their courses. Also a lack of flexibility to meet each courses different needs. Requires employee training that takes time and money. Software is slow and is difficult for golfs to book Trouble when it comes to the software double booking for the same tee time. When players cancel or show up late for a tee time it is difficult to make that edit in the program Golf course experience down times and unreliable software service periodically that frustrate employees and golfers It is hard getting fair market pricing for distribution that is not trade tee times. I want to pay cash or a commission that is reasonable. When the reservation is cancelled with the golf shop counter, it is not recorded as a cancellation through the provider and does not get reposted online unless we call it in as a cancellation. ******* is trying to create a monopoly via extorting some desperate golf courses. If the over supply of golf courses weren't bad enough, ******* is compounding the problem by driving the pricing downward which will ultimately accelerate the death spiral of some courses Q11. What are the three biggest challenges your organization faces when working with tee time distributors and tee sheet / POS systems? [UNPROMPTED] 11

12 Benefits Of Working With External Suppliers Customers appreciate that their suppliers are able to help them increase the number of marketing tools available to them as well as the increased exposure they enjoy when working with distributor. Systems tend to be easy to use (particularly POS systems) and they allow golf courses to collect and track more customer data. Marketing Assistance & Wide Exposure 31% Customer Data Collection & Tracking 26% Easy To Use Systems 25% Reporting Capabilities 16% Tech. Support 10% More Efficient Use Of Employees Time 6% Tee time distributors are good at one thing, bringing new customers onto the course. Once they are there you have to have a plan in place to convert those customers to your own. With tee sheet / POS systems there are so many options for reports where you can track rounds played, peak times, sales, etc. Tee sheet / POS are very sophisticated now with a lot of bells & whistles that allow us to be extremely efficient. We are able to control our own dynamic pricing and prepaid pricing on our website. This has been a bonus! We do not use any other distributors to avoid confusion. Q12. What are the tree biggest benefits your organization experiences when working with tee time distributors and tee sheet / POS systems? [UNPROMPTED] 12

13 Motivation For Using An External Supplier Golf Management System The need for a point of sale system is the top motivation for golf courses using a Golf Management System - this is particularly high among ClubProphet and Jonas Club Software customers. Interest in increasing revenue, rounds, and wanting to move to an electronic system are strong secondary motivations. Sig. Higher Sig. Lower Overall Golf Management System ******* ******* ******* ******* ******* ******* Base * Needed a point of sale system 66% 63% 64% 83% 80% 77% 50% Increase revenue 32% 38% 35% 34% 15% 37% 17% Increase rounds 29% 38% 37% 25% 8% 26% 11% Wanted to move from paper tee sheet to electronic tee sheet 28% 21% 34% 30% 20% 23% 33% Needed better marketing for CRM 18% 18% 20% 14% 6% 32% 28% Needed help creating a website 12% 5% 18% 3% 13% 24% 39% 13 * Caution low base Q26b. For which of the following reasons do you use [MAIN TEE SHEET / POS SYSTEM]? You may select up to 3.

14 Should Barter Be Continued? Preferred Payment Method Preferred Payment Method Of GMS By Vendor The majority of customers of Golf Management Systems prefer to pay a fixed monthly cost. Interestingly among suppliers with the strongest penetration (EZLinks & GolfNow), customers are open to considering the barter method. On the whole, the perception of barter tends to be less popular for GMS however more of those currently using the method are more likely to want to see it continued compared to those who don t use it (95% compared to 13%). Overall ******* ******* ******* ******* ******* Base % Fixed monthly cost 46% 30% 97% 90% 83% 24% Barter 39% 47% 0% 0% 14% Commission 8% 8% 18% 3% 5% 0% Merchant agreement 4% 7% 6% 0% 5% 3% Yes 30% 47% 46% 5% 15% 18% No 46% 37% 33% 71% 41% 65% Don t Know 23% 16% 20% 24% 44% 18% 14 *Caution low base Q30. Which one of these payment options is your most desirable method of compensation? Q31. In your opinion, would you like to see the barter option continued as a method of compensation?

15 Focusing On Golf Management Systems

16 Golf Management System Penetration GolfNow and EZLinks are the most used Golf Management Systems. Jonas Club Software, ClubProphet, and ForeUp form a strong second tier. Owners and operators reported using an average of 1.3 suppliers of Golf Management Systems. Total Supplier Usage Primary Supplier Usage Avg. # of suppliers used 1.3 Sig. higher among those in the South (53%), those responsible for 5+ courses (63%), and among courses run by a management company (57%) 31% 30% Sig. higher among Private courses (42%) 23% 25% 15% 11% 10% 10% 10% 8% 4% 2% 2% GolfNow EZLinks Jonas Club Software ClubProphet ForeUp ClubEssential TeeSnap Tee-On Conversion % using each brand that go on to become primary users 73% 83% 63% 89% 85% ** note low base for ClubEssential ** note low base for TeeSnap ** note low base for Tee-On 16 Base: 747 Tee Sheet / POS Users Q20a. Which of the following tee sheet / point of sale systems have you used within the past 2 years? Q20b. And which tee sheet / point of sale system would you consider as the most strategically important to your organization?

17 Previously Working With GMS For the most part, very few golf courses and golf course owners have stopped a relationship with a Golf Management System within the past 2 years. Those who did were most likely to have been GolfNow or EZLinks customers. 60% haven t stopped using a Golf Management System in the past 2 years. GolfNow EZLinks Jonas Club Software 5% 10% 12% WHY STOPPED USING A SUPPLIER (n=168) Software Issues - 32% Customers faced issues with outdated and aging technology that was difficult to integrate with other software and lacked customization options. Business Relationship - 17% Customers felt that there was a lack of customer support or even a lack of concern for the customers business i.e. there was no relationship. The relationship often deteriorated after a merger between two companies. Business practices - 15% ClubProphet ForeUp 2% 3% Customers faced issues with price integrity (pricing below the agreed amount) and felt they were in direct competition with their supplier. Supplier Effectiveness - 15% Customers felt that the software was too expensive and offered no value for money, while delivering little impact on the business. ClubEssential 1% Chart shows the % of golf course owners / managers that stopped using supplier We switched to EZLink's tee sheet from GolfNow's tee sheet due to GolfNow only being interested in selling their trade times and not willing or interested in working with the golf course operator. 17 Base: 730 Those Currently Using GMS Q20c. Which, if any, of these tee sheet / point of sale systems have you worked with in the past 2 years, but no longer work with? Q24. Please explain in as much detail as possible why you no longer us a particular Tee Time Distributor.

18 Likelihood To Continue Using GMS The majority of Golf Management System customers are likely to continue using their supplier in 2 years times. This is particularly the case for ClubEssential and ClubProphet. Likely To Keep Using (Top 2 Box) 95% 93% 88% 82% 79% 75% Very likely Somewhat likely 75% 66% 62% 63% 48% 37% Somewhat unlikely Very unlikely **Note: TeeSnap, Total e Integrated, Tee-on, ChronoGolf, Golfer, GolfSmash, and Vermont Systems have been excluded because of low base sizes. 20% 5% ClubEssential (n=20*) 31% 37% 27% 18% 28% 10% 16% 11% 10% 5% 7% 11% 9% ClubProphet (n=58) ForeUp (n=52) Jonas Club Software (n=71) EZLinks (n=151) GolfNow (n=139) 18 * Caution low base Base: Varies Currently Using Supplier Q21. How likely are you to still be using the following tee sheet / point of sale system(s) in 2 years time? Please respond as id you would be in a position to change tee sheet / point of sale systems (i.e. please ignore any contractual agreements you have in place).

19 19 Key Overall Metrics

20 Net Promoter Score = % Promoters % Detractors NPS From a B2B perspective we know there is a direct correlation between the advocacy score received and the immediate intentions of the customer. Detractors usually leave within six months unless the sources of detraction are addressed and promoters usually spend more. The Net Promoter Score is a metric of brand loyalty / advocacy and scores can range from -100 to 100. Customer NPS scores tend to be higher so from a B2B perspective, the scores can be interpreted as follows: Below 20 Poor score, considerable improvement required 20 to 35 Moderate score but can be improved upon (the average for business-to-business companies is 24) 36 to 45 Good score, but not great 46 to 55 Excellent score Above 55 Outstanding score 20

21 Likelihood To Recommend GMS ClubProphet and ForeUp are the only suppliers to achieve a positive NPS. Despite customers willingness to continue to use their supplier, customers of EZLinks. Jonas Club Software and GolfNow Marketplace are unlikely to be brand advocates. NPS Promoters (9-10) 44% 42% 25% 24% 21% Passives (7-8) 39% 37% 31% Detractors (4-6) Severe Detractors (0-3) 35% 32% 23% 24% 29% **Note: ClubEssential, Tee- On, Total e Integrated, Vermont Systems, GolfSmash, ChronoGolf, Golfer, and TeeSnap have been excluded because of low base sizes. 19% ClubProphet (n=78) 20% 6% ForeUp (n=65) 13% 14% EZLinks (n=205) Jonas Club Software (n=94) 18% GolfNow (n=191) 21 Base: Varies Ever Used Supplier Q22. How likely would you be to recommend the following tee sheet / point of sale systems to a peer looking for a new golf management system, using a scale from 0 to 10 where o means you are not at all likely to recommend and 10 means you are extremely likely to recommend?

22 Motivation For Likelihood To Recommend Score Consistent drivers of negative perceptions across suppliers include outdated technology, difficult to use systems, poor customer service and restrictive systems. On the other hand, customers who felt their suppliers offered supportive customer service, easy to use solutions and solutions that fit in with the golf course were more likely to be brand advocates. Top Reasons For Low Scores (0 6) Top Reasons For High Scores (9 or 10) ClubProphet (n=74) ForeUp (n=64) EZLinks (n=182) Jonas Club Software (n=81) GolfNow (n=167) Technology is outdated and not keeping up with changing customer needs 9% Difficult to use 4% Expensive solution 3% Unreliable solution 3% Technology is outdated and not keeping up with changing customer needs 6% Inaccurate information being posted 3% Difficult to use 5% Poor / slow customer service 5% Technology is outdated and not keeping up with changing customer needs 5% Technical issues / outdated technology 7% Poor customer service 6% Difficult system to use 5% Limited flexibility / customization 4% Competitors offer better systems 10% Price integrity & payment model 6% Technology is restrictive & needs updating 6% Good customer support 32% Easy to use software platform 11% Pricing options (multiple pricing options available to golf course) 5% Technology / innovative 4% Easy to use 14% Good customer support 9% Good solution 5% Good solution 8% Easy to use 7% Good / informative customer support 7% Good solution 15% Easy to use 9% Good customer support 4% Good solution 10% Easy to use 9% Good customer support 4% %s indicate the proportion of the total customer base mentioning the attribute as a positive or negative 22 Base: 747 Tee Sheet / POS Users Q23. Please explain why you gave that score, in as much detail as possible. [UNPROMPTED]

23 Overall Satisfaction With GMS Taking the full customer experience in, ForeUp and ClubProphet customers are the most satisfied with ForeUp hitting the benchmark of performance among customers, and ClubProphet just below it (benchmark is 8.0 out of 10). Despite having higher penetration, EZLinks and GolfNow Marketplace customers are among the least satisfied 10 **Note: ChronoGolf, Golfer, TeeSnap, Tee-On, GolfSmash, Total e Integrated, and Vermont Systems have been excluded because of low base sizes Mean Score ForeUp (N=62) ClubProphet (N=76) Jonas Club Software (N=71) EZLinks (N=188) GolfNow (n=171) 23 * Caution low base Base: Varies By Main Supplier Sig. greater mean scores if written in green Sig. lower mean scores if written in red Q35. Thinking of the full experience you have with your main Tee Sheet / POS supplier, overall how satisfied are you with Tee Sheet / POS supplier, using a scale from 1 to 10 where 1 means not at all satisfied and 10 means extremely satisfied.

24 24 Drivers Of Satisfaction With Suppliers

25 Derived Importance Where Are Suppliers Delighting Customers The business relationship, online marketing and technology / customer data are key to driving satisfaction among customers of Golf Management Systems largely customers are satisfied for these attributes. Satisfaction for full disclosure of all market channels used could be improved. A B C D Open contract (i.e. non-exclusive) Flexible and amendable contract Contract Terms Reasonable process for terminating contract Communication of auto-renewals 1.00 Important Weakness Important Strength Area E F Payment terms (i.e. when receiving money) Fair and reasonable pricing structure G Speed of payment transfer Payment H Adherence to payment standards I J Offers a range of payment methods beyond barter Payment terms when adding services to contract W K Yield management tools 0.75 U P F L I J K S E T B C D R O N A G M H Q V L M N O P Q R Respond to reviews, ratings and content Provides monthly sales reports Full collection and transfer of customer data Provision of digital reports analyzing customer data Full disclosure of all marketing channels used Up-to-date inventory Honest marketing practices Technology & customer data Online marketing S Accurate display of discount percentages T Accurate representation of non-barter 'rack rates' U Accurate representation of pricing for barter-rounds 25 Less Important Weakness Less Important Strength Area % 45% 70% Base: 747 All Golf Management System Satisfaction With Golf Management System (top 3 box) = a top 10 driver of satisfaction V W Displaying honesty and integrity Being easy to do business with Business relationship

26 26 Detailed Drivers Of Supplier Choice & Loyalty

27 Satisfaction With Contract Terms By Main Supplier ClubProphet and ForeUp customers are the most satisfied with their contract terms. EZLinks and GolfNow customers are most satisfied with their open contract, while Jonas CS customers are most satisfied around communication of auto-renewals Best performing brand(s) Overall (n= ) EZLinks (n=81-100) GolfNow (n=62-82) ClubProphet (n=27-39) Jonas Club (n=29-38) ForeUp (n=28-32) Open contract (i.e. non-exclusive) 54% 48% 42% 70% 38% 75% Communication of autorenewals (i.e. notification of date contract automatically renews, prior to expiration) 51% 45% 33% 68% 50% 72% Reasonable process for terminating contract (i.e. termination costs and ease of cancelling contract for poor service 50% 44% 30% 71% 42% 68% Flexible and amendable contract 50% 41% 28% 72% 38% 84% 27 * Caution low base Base: With contracts in place Size of the bubble represents top 3 box satisfaction (% rating an 8, 9, or 10 for attribute) Q27. How satisfied are you with the contract terms with [MAIN TEE SHEET / POS], using a scale from1 to 10 where 1 means not at all satisfied and 10 means extremely satisfied?

28 Satisfaction With Payment To & From Suppliers By Main Supplier ClubProphet customers are the most satisfied with their payment terms, however ForeUp customers are slightly more satisfied with the payment terms when adding services and the pricing structure. Best performing brand(s) Adherence to payment standards (i.e. Payment Card Industry Standards and IRS provisions) Overall (n= ) EZLinks (n=98-143) GolfNow (n=85-127) ClubProphet (n=26-54) Jonas Club (n=43-54) ForeUp (n=27-54) 55% 51% 46% 77% 40% 67% Speed of payment transfer (from end customer to your course) 54% 49% 48% 73% 59% 64% Payment terms (i.e. when receiving money from suppliers) 51% 46% 41% 77% 53% 59% Payment terms when adding services to contract 48% 41% 35% 62% 45% 71% Offers a range of payment methods beyond barter Fair and reasonable pricing structure (i.e. reasonable floor prices and discount policies) 46% 40% 33% 78% 40% 69% 44% 38% 31% 65% 33% 67% 28 * Caution low base Base: By Main Supplier Size of the bubble represents top 3 box satisfaction (% rating an 8, 9, or 10 for attribute) Q27. How satisfied are you with the payments terms with [ MAIN TEE SHEET / POS]?

29 What Golf Management Systems Need To improve What Golf Management Systems Are Doing Well Satisfaction With Contract Terms & Payments What Customers Said Improvements to contract terms and payments center around fairer and clearer contract terms, better pricing integrity (not charging too little for rounds of golf), and an overall improving customer service. However, customers recognize that the systems are generally easy to use and there are low pricing options for those with small budgets. Customer Support 19% Golf course professionals appreciate the open and honest communication they currently enjoy with their tee sheet / POS supplier and feel that this communication keeps expectations on track. Easy To Use / Understand 15% Tee sheet / POS Suppliers are currently doing well when it comes to having contract terms and software that is easy to use and understand is Low Pricing Options 12% Tee sheet / POS Suppliers are currently doing well when it comes to offering options with set low pricing to attract golf courses who cannot make the substantial investment for a robust software Their rep was really helpful and willing to help me out in any way possible, especially setting up my tee sheet to fit my needs. Fair and Clear Contract Terms 27% Golf courses are interested in their tee sheet / POS suppliers offering fairer contract terms that are easy to understand. This would improve the overall relationship between golf courses and suppliers. Increased Pricing Integrity 20% Golf course professionals are frustrated when suppliers sell tee times to their courses at greatly discounted prices as they believe this effects the perception of their courses Improved Customer Service 13% The tee sheet / POS supplier is an investment for most golf courses, in return, professionals expect suppliers to have knowledgeable customer service staff that can accurately and quickly address questions & concerns. If they are going to continue moving toward a flat monthly fee, they need to make them more affordable. Otherwise, courses will prefer to remain on the per tee-time booking model. 29 Base: 747 All Tee Sheet / POS Users Q29a. In your view, how should [MAIN TEE SHEET / POS SUPPLIER] make improvements with regards to your contract and payment terms? Q29b. And what do they do particularly well? [UNPROMPTED]

30 Satisfaction With Technology & Customer Data By Main Supplier ClubProphet customers are also the most satisfied with the technology and customer data, particularly around the collection and transfer of data, the monthly sales reports and the provision of digital reports. Best performing brand(s) Overall (n= ) EZLinks (n= ) GolfNow (n= ) ClubProphet (n=25-63) Jonas Club (n=36-52) ForeUp (n=33-52) Full collection and subsequent transfer of customer data 56% 55% 40% 78% 52% 75% Provides monthly sales reports 55% 46% 44% 77% 65% 67% Provisions of digital reports analyzing customer data 52% 47% 38% 75% 52% 66% Yield management tools (i.e. ability to adjust pricing on supplier and affiliate website based on demand) 48% 50% 35% 58% 47% 66% Ability to respond to review, ratings, and accuracy of content on affiliated websites 46% 46% 36% 64% 47% 58% 30 * Caution low base Base: By Main Supplier Size of the bubble represents top 3 box satisfaction (% rating an 8, 9, or 10 for attribute) Q32. Now, how satisfied are you with technology and customer data with [MAIN TEE SHEET / POS].

31 Satisfaction With Online Marketing By Main Supplier ClubProphet and ForeUp customers are the most satisfied with regard to online marketing. However, ClubProphet customers are particularly dissatisfied with the accurate display of discount percentages. Best performing brand(s) Overall (n= ) EZLinks (n= ) GolfNow (n= ) ClubProphet (n=9-54)* Jonas Club (n=26-45)* ForeUp (n=16-42)* Up-to-date inventory 59% 59% 43% 80% 51% 71% Honest marketing practices 54% 47% 37% 82% 54% 86% Accurate representation of pricing for non-barter rack rates 51% 46% 36% 81% 55% 71% Accurate display of discount percentages Full disclosure of all marketing channels used (i.e. where your inventory could end up) Accurate representation of pricing for barter-rounds 41% 38% 38% 35% 57% 55% 45% 40% 30% 60% 50% 75% 39% 42% 25% 67% 50% 56% 31 * Caution low base Base: By Main Supplier Size of the bubble represents top 3 box satisfaction (% rating an 8, 9, or 10 for attribute) Q32. Now how satisfied are you with the online marketing with [MAIN TEE SHEET / POS]?

32 Satisfaction With The Business Relationship By Main Supplier ForeUp perform strongly across both business relationship attributes, particularly being easy to do business with. GolfNow customers are the least satisfied, with less than half truly satisfied with the business relationship. Best performing brand(s) Overall (n= ) EZLinks (n= ) GolfNow (n= ) ClubProphet (n=69-72) Jonas Club (n=53-56) ForeUp (n=55-58) Displaying honesty and integrity 60% 52% 41% 83% 66% 80% Being easy to do business with 54% 53% 36% 65% 54% 76% 32 * Caution low base Base: By Main Supplier Size of the bubble represents top 3 box satisfaction (% rating an 8, 9, or 10 for attribute) Q32. Now how satisfied are you with the business relationship with [MAIN TEE SHEET / POS]?

33 Satisfaction With Technology, Customer Data, Online Marketing, and Business Relationships What Customers Said What Golf Management Systems Do Well Customer Service 19% Responsive to customer issues and complaints Easy To Use 14% Easy for both the end users as well as the golf courses Technology / Innovation 14% Improve both the platform in which tee sheets are available as well as the interface in which customers see when booking tee times What Golf Management Systems Need To Improve More Robust System / More Updates 23% Customers are looking for tee sheet / POS suppliers to offer systems that are allinclusive and constantly provide updates to improve already existing technology Better Reporting Format / Platform Interface 13% Make the reporting outputs be more robust and more detailed Better Customer Service 11% Users are looking for more responsive to customer issues and complaints They are very open and honest. They are also eager to accommodate improvement suggestions and quite often already have a comparable solution in production. I just wish the system was faster and the tee sheet reports need to be upgraded to have an option on the print screen to only print booked tee times only as an option. There is no need to print 5 sheets of paper to print off tomorrow s only tee time at 11am. 33 Base: 747 All Tee Sheet / POS Users Q34a. In your view, how should [MAIN TEE SHEET / POS SUPPLIER] make improvements with regards to technology, customer data, online marketing and the business relationship? Q34b. And what do they do particularly well? [UNPROMPTED]

34 Key Learnings & Conclusions

35 Key Learning: An Easy To Use System Backed Up By Support Is Critical To Satisfying Customers Of GMS As a benchmark, suppliers across any b2b market should be aiming to achieve a minimum of an 8.0 out of 10 for overall satisfaction, and a score of at least 24 for NPS. These benchmarks were not met on the whole by Golf Management Systems: ForeUp ClubProphet Jonas Club Software EZLinks GolfNow Marketplace Satisfaction NPS Key Issues With Supplier - Outdated technology - Inaccurate information posted - Outdated technology - Difficult to use - Outdated technology - Customer service - Outdated technology - Customer service - Competitors are better - Price integrity The previous system was very old and outdated. It was confusing to look at and was not user friendly at all. You had no options in changing layouts and adding/ deleting certain needed or unneeded items or buttons. Inventory was so complicated with the old system also. Golf Management Systems that are easy to use, are backed up with effective customer support when issues arise and that offer customization are highly valued by customers. These are the basics for any software provider to get right. Satisfaction and advocacy scores are better for Golf Management Systems (compared to Tee Time Distributors), however there is still significant room for improvement. Given the competitive nature of this market (i.e. no dominant supplier) it is in the interest of suppliers to build a loyal customer base. Consideration: Currently the suppliers with some of the lowest penetration have the happiest customers (i.e. ForeUp & ClupProphet). These suppliers are in a strong position to continue growing their customer base, and the other big suppliers need to improve service delivery in order to combat the threat. Suppliers should look to offer some customization of their software to tailor the offering to the courses needs, and should offer training and support on the platform to ease the on-boarding process. 35

36 Supplier Scorecards

37 Overall Composite Metric Of Performance This overall score has been developed by evaluating performance across the detailed aspects of the customer journey, the likelihood to recommend and overall satisfaction. It is intended to provide a simple indication of a suppliers performance, relative to other suppliers. Scores can vary from 0 to 100. TEE TIME DISTRIBUTORS GOLF MANAGEMENT SYSTEM ******* ********* *********** ClubProphet ForeUp Jonas Club Software EZLinks GolfNow Brands shown have a sufficient number of customers to deep dive into performance 37

38 38 Golf Management System Detailed Scorecards

39 ClubProphet Scorecard COMPOSITE SCORE 75 PERFORMANCE OVERVIEW (% of customers truly satisfied - scores of 8, 9 or 10) BENCHMARK* Open contract (i.e. non-exclusive) Flexible and amendable contract Reasonable process for terminating contract Communication of auto-renewals 70% 72% 71% 68% 54% 50% 50% 51% Payment terms (to the course) Fair and reasonable pricing structure Speed of payment transfer (to course) Adherence to payment standards Offers a range of payment (beyond barter) Payment terms when adding services Yield management tools Respond to reviews & accuracy of content Provides monthly sales reports Collection and transfer of customer data Digital reports analyzing customer data Full disclosure of all marketing channels used Up-to-date inventory Honest marketing practices Accurate display of discount percentages Accurate pricing (non-barter 'rack rates ) Accurate pricing (barter-rounds) Displaying honesty and integrity Being easy to do business with 77% 65% 73% 77% 78% 62% 58% 64% 77% 78% 75% 60% 80% 82% 67% 81% 67% 83% 65% 51% 44% 54% 55% 46% 48% 48% 46% 55% 56% 52% 45% 59% 54% 51% 51% 39% 60% 54% LIKELIHOOD TO RECOMMEND (NPS) (% promoters - % detractors) Promoters (9-10) Passives (7-8) Detractors (4-6) Severe Detractors (0-3) NPS Likely Unlikely 22 OVERALL SATISFACTION (mean score out of 10) 7.9 LIKELIHOOD TO CONTINUE USING 7% 93% 39 *all suppliers combined green / red text (supplier performance +/- 10% compared to the benchmark)