From the Clubhouse

Overall, 2024 results showed an improvement against 2023 and consistently outperformed the National Benchmark. The Net Promoter Score (NPS) – the measure of customer satisfaction – moved from 41 to 56 (National figure: 40). This is encouraging, but the survey identified areas where opportunities exist to improve.

There was a 43% response rate to the survey (61% in 2023).

The full presentation is available to view in the Office, but in summary, the results were as follows:

Course
Overall Score 77 (Last year: 74 National Benchmark: 73)
Goods: Greens (incl. smoothness, speed, uniformity); Course is well maintained; varied and exciting to play; keeps members informed on developments; greens team are customer orientated; toilets, buggies; distance markers
Opportunities: (score below 80) Bunkers, Rough; course design and conditions (ability to find ball); tee time availability
All (18) ‘touchpoint’ areas scored better than national benchmark except bunkers and tee time availability

Club Life
Overall Score 81 (Last year: 79 National Benchmark: 75)
Goods: Friendly, welcoming atmosphere; keeping members informed; good social environment/ place I like to come; variety of competitions
Opportunities:(score below 80): number and type of social events
All (7) ‘touchpoint’ areas scored better than national benchmark
Clubhouse
Overall Score 86 (Last year: 85 National Benchmark: 77)
Goods: The Toilets, changing facilities, locker rooms; club cleanliness and tidiness
All (3) ‘touchpoint’ areas scored significantly better than national benchmark

Food & Beverage
Overall Score 82 (Last year: 84 National Benchmark: 72)
Goods: Bar operating hours, food and drink quality; selection of food and beverages; service; price levels
Opportunities(score below 80): Variety of offerings
All (6) ‘touchpoint’ areas scored better than national benchmark. Bar operation and service scored 90.

Pro Shop
Overall Score 79 (Last year: 78 National Benchmark: 79)
Goods: Hours of Operation, customer service and attention
Opportunities (score below 80): Selection of retail goods; price levels
All (4) ‘touchpoint’ areas scored better than national benchmark, except price levels.

Lessons
Overall Score 85 (Last year: 86 National Benchmark: 86)
Goods: Improves game, reasonable affordability, good varied range of instruction
Opportunities: opportunities for booking lessons
All (7) ‘touchpoint’ areas scored above 80 with the question ‘contributes positively to the environment of the club’ scoring 90.

Club in General
Overall Score 77 (Last year: 74 National Benchmark: 73)
Goods: Office opening hours and office team; keeping members informed of club developments;
Opportunities (score below 80): Board effectiveness, listening to member suggestions and new ideas. Membership offers good value for money.
All (10) ‘touchpoint’ areas scored above the national benchmark, except ‘different types of membership categories meet my needs’.

MEMBERSHIP PROFILE
The facility to benchmark nationally reveals some interesting facts about our membership
• The average age of a VX member is 52.5 – 44% of members are under 50 (Nationally 19%)
• The average handicap is 16.8 (Men14.4 Ladies 32.2). 35% of Members have a handicap of 12 or less (Nationally 28%)
• Over 40% of Members have been here for 3 years or less
• Male to Female split is 85:15 – the same as nationally
• 84% of members have regular playing partners – the same as nationally
• Over 80% of members play at least once a week – course utilisation is high and is demand at weekends slightly higher than the national situation
• The words that would best describe Vicars Cross to non-members are Outstanding Course, welcoming and friendly, great service.

If you have any questions about the survey or the results, please address them to me via the Office (enquiries@vicarscrossgolf.co.uk)


Peter Roberts
Director of Governance