PGA TOUR Leverages Qualtrics for Experience Management


The PGA TOUR is leveraging Qualtrics for experience management (XM) transformation that will provide deep analytics for both the fans and the players of the sport. The implementation is further aimed at delivering inspiring experiences surrounding all aspects of golf on and off the course.

Qualtrics — an SAP-owned company that is known as an industry leader in XM technology — has been transforming the way that enterprises manage the core experiences of their business operations namely: brand, product, employee, and customer. With an increased focus on analytics, Qualtrics empowers organizations to collect data from every touchpoint with their customers in one central location. This allows companies to identify trends in areas like customer sentiment and behaviors that can have a positive impact on their bottom line.

The Utah-based firm has seen a tremendous rate of growth in recent years. Qualtrics announced that it has had remarkable financial results for the second quarter of fiscal year 2022, with total revenue of $356.4M, up 43% from this time last year. This is a great indicator of the company’s continuing shift away from being just a survey provider and into a much more robust XM platform.

This month has also been quite successful for Qualtrics with the company unveiling a new partnership with the PGA TOUR and PGA TOUR Champions. The two organizations have signed a multi-year contract that designates Qualtrics as the Official Experience Insights Provider of the two entities. The collaboration will see Qualtrics working closely with both of these household names to make the experience more enjoyable for players, partners, and spectators.

As part of the recently announced agreement, the PGA TOUR will use the Qualtrics XM platform to analyze feedback of its fans, players and partners across multiple channels in order to provide a consistent tournament experience. This platform will provide real-time insights by acting on feedback from ticketing, concessions and special events.

Additionally, the partnership will help the PGA TOUR deepen relationships with current and future corporate sponsors, fans of golf, and players themselves. The organization will also be able to identify opportunities across the globe where they can reach new fans. Thrilled to be welcoming Qualtrics as a technology partner, Travis Trembath, Vice President of Fan Engagement at the PGA TOUR, said that they look forward to using the 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,” Trembath shared.

Utilizing Qualtrics for Experience Management Transformation

The world’s best golfers are a part of the PGA TOUR, which is headquartered in Ponte Vedra Beach, Florida. The company co-sanctions tournaments on the PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, and PGA TOUR Latinoamérica. There are a total of 29 countries and territories represented by this world-class organization.

Taking steps to improve the fan experience at every stage of the tournament journey, the PGA TOUR will be using insights gleaned from crowdsourced data including ticket purchase, transportation, food and beverage, and the on-course experience itself. To do this, the Qualtrics XM Platform — which also includes the company’s Social Connect, Customer and Employee XM solutions — will be utilized to deliver insights about fans’ experiences with the PGA TOUR over the course of a tournament by analyzing surveys, social media posts, online reviews, and other available sources of information.

According to Brad Anderson, President of Products and Engineering at Qualtrics, the PGA TOUR is the most prestigious membership organization for professional golf in the world, and as such, it recognizes the significance of providing fans and players with memorable experiences both on and off the course in order to attract new fan demographics. Commenting on the latest partnership with the sports institution, he noted:

“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.”

Share this post

submit to reddit
scroll to top