Redesigning Golf Engagement Through Data-Driven Customer Experience

Challenge

Golf Saudi set out to expand participation in golf and reposition the sport as inclusive and accessible, in line with national sports sector objectives. However, fragmented journeys across digital and on-ground touchpoints, limited audience insight, and low awareness of available services constrained adoption, engagement, and long-term retention.

The organization needed a scalable, data-driven customer experience model to move beyond assumption-based design and support sustainable growth across regions and audience segments.

TAM's Approach

TAM partnered with Golf Saudi to design a comprehensive, end-to-end customer experience transformation grounded in real user insights. The engagement was delivered using TAM's proprietary UDE Methodology (Understand, Design, Engage), enabling a shift toward evidence-based decision-making and customer-centric design at scale.

Key activities included:

• Qualitative and quantitative research, including surveys, stakeholder interviews, ethnographic observation, and digital audits.
• Analysis of behavioral drivers, motivations, and barriers to participation.
• Development of psychographic audience segments and data-driven personas.
• Mapping and redesign of end-to-end customer journeys across digital and physical touchpoints.

More than 800 survey responses and extensive stakeholder engagement informed a deep understanding of Golf Saudi's audiences and experience gaps.

What We Delivered

TAM delivered a holistic customer experience framework aligned with strategy, operations, and digital enablement, including:

• Six data-driven personas built on attitudes, motivations, and behaviors.
• Three "As-Is" journeys highlighting friction points across the customer lifecycle.
• Six persona-based "To-Be" journey blueprints covering awareness, engagement, participation, and loyalty.
• Segment tiering model (Tier 1–3) to prioritize high-impact enhancements.
• Embedded Voice of Customer mechanisms to support continuous improvement.
• A scalable experience framework applicable across cities and regions.

All journey enhancements were co-created with Golf Saudi stakeholders to ensure operational feasibility and alignment.

Impact at a Glance

Lasting Value Created

The transformation fundamentally reshaped how Golf Saudi understands and engages its audiences. Segment-led journeys resolved long-standing experience disconnects and enabled personalized engagement pathways for members, non-members, event attendees, and new audiences.

Beyond experience design, the initiative strengthened internal alignment across research, design, and operations, embedding customer centricity into day-to-day decision-making. Continuous feedback loops now allow Golf Saudi to adapt experiences as user expectations evolve.

Most importantly, the engagement laid the foundation for increased participation, improved retention, and stronger public perception of golf as an accessible sport — contributing to broader national goals around wellness, social engagement, and sustainable sports development.