Concurrent with its announcement of a major move into the healthcare industry with the acquisition of patient experience company Press Ganey Forsta, Provo's Qualtrics is also expanding its relationship with the PGA Tour.
Last week, the PGA Tour named Qualtrics the official tool of its new “Voice of the Gallery” program, part of the professional golf organization’s Fan Forward initiative designed to elevate fan experiences across tour events by understanding and acting on their needs.
The PGA said it launched the Voice of the Gallery program to capture insights into the on-site experience from fans attending tour events in post-tourney feedback. Results are shared with executive and tournament leadership to drive improvements at individual events and identify trendlines across the tournament schedule.
The PGA hosts hundreds of thousands of fans each year and Qualtrics powers the collection and analysis of their real-time feedback to better inform improvements to the on-site fan experience, player engagement initiatives and internal culture programs. As part of the Fan Forward initiative, Qualtrics enables event staff to identify and address challenges while fans are still on site, creating a more engaging and responsive experience at all PGA events.
The expanded program builds on the multi-year relationship between Qualtrics and the PGA Tour. Qualtrics serves as a key platform for tour members to provide direct feedback on event operations, course conditions and broader membership topics throughout the year. From weekly surveys to the end-of-year player membership questionnaire, insights gathered through Qualtrics help the player relations team better understand what matters most to players and continue to evolve the tour experience.
“Listening to our fans and players is essential to how we continue to evolve and elevate the PGA TOUR experience,” said Andy Weitz, the tour’s chief marketing officer. “Qualtrics provides the tools and insights the TOUR needs to ask the right questions, understand what matters most and respond quickly with meaningful solutions. We’re excited to expand our partnership with Qualtrics as we continue to put Fan Forward insights at the center of our decision-making.