Combining data channels for commercial decision making

Data instead of gut feeling

Understanding the guest journey has been a key focus since Esbjerg Golf Club began working with 59club Nordic two years ago, initially through mystery shopping programmes.

“The feedback was an eye opener,” said Eriksen. “Guests notice details we sometimes overlook. Those insights help us make small changes that have a big impact.”

The assessments covered the full experience – from arrival and clubhouse atmosphere through to food & beverage and practice facilities – enabling the team to refine both service standards and communication.

In 2025, Esbjerg expanded the collaboration to include customised surveys, delivering clear and measurable results.

“We need data to support the right decisions,” said Eriksen. “Customised surveys give us the clarity and direction we need at Esbjerg Golf Club, and the results provide a strong foundation to build on and to help guide us in the desired direction.”

Ultimately, by balancing member loyalty with an increasing focus on guest experience, Esbjerg Golf Club is creating a robust platform for long-term success – supported by insight-led decision-making, and a shared commitment to excellence with 59club Nordic.