Morten Bisgaard has spent years at the intersection of data and the golf experience. As CEO and co-founder of Players 1st, the leading golfer experience platform, he’s watched the industry cling to familiar metrics — satisfaction scores, NPS, loyalty ratings — while largely ignoring the deeper story those numbers could tell.
His argument isn’t that golf clubs are measuring the wrong things. It’s that they’re barely scratching the surface of what those measurements can reveal.
In this conversation, Bisgaard makes a compelling case for a quieter revolution: not replacing the metrics golf clubs already trust, but supercharging them with artificial intelligence.
The result is a shift from reporting on the past to predicting the future, from knowing that a member is happy to understanding, months in advance, that they’re about to leave.
Which traditional customer experience (CX) metrics are ineffective for golf clubs in the age of artificial intelligence (AI)?
I would challenge the assumption that traditional CX metrics have become ineffective. In fact, measures such as member satisfaction, Net Promoter Score (NPS), and loyalty remain among the most valuable indicators available to golf clubs. The problem is not the metrics themselves but how they are used.
Historically, clubs have relied on CX metrics primarily for reporting.
They have measured how members and guests felt about their experience and then reviewed the results weeks or months later. While this provides valuable insight, it only tells part of the story.
Artificial intelligence changes the role of these metrics.
Rather than viewing satisfaction and loyalty scores as the final destination, AI allows clubs to treat them as inputs into a broader understanding of golfer behavior.
The real opportunity lies in combining experience data with operational data such as rounds played, booking activity, membership history, and spending patterns.
I believe that the future is not about replacing traditional CX metrics. It is about unlocking more value from them.
Satisfaction scores tell us how golfers feel. AI helps us understand why they feel that way and what is likely to happen next.
Suggest new CX metrics that can better address these issues.
The most exciting development is not the emergence of entirely new metrics but the ability to connect experience data with behavioral data.
For years, golf clubs measured what golfers did and what golfers felt separately. AI allows us to bring those worlds together.
For example, a club can combine satisfaction scores, survey comments, rounds played, booking frequency, and membership data to create predictive indicators such as Churn Risk, Engagement Health, or Member Lifetime Value.
These metrics help clubs identify which members are becoming disengaged, which experiences have the greatest impact on loyalty, and where intervention is most likely to succeed.
A practical example might be a member who reports high satisfaction but whose playing frequency has steadily declined over six months.
Traditional reporting would classify this member as happy. An AI-powered model may identify them as being at high risk of leaving.
The future of CX is not about collecting more feedback. It is about transforming feedback into foresight.
The clubs that succeed will be those that combine what golfers do with what golfers feel, creating a more complete picture of the member experience and its impact on long-term business performance.