GOLF MANUFACTURER BRAND EXPERIENCE EVOLUTION

Opportunity: A leading golf manufacturer recently refreshed their consumer research and brand beliefs. They aimed to create a consistent and industry leading brand experience at every consumer touchpoint to [ultimately] drive conversion and loyalty. To do this they were seeking a Brand / Consumer Experience (CX) partner.

Scope: Crescent Consultancy joined to facilitate holistic, omni-channel, cross-touchpoint consumer journey mapping to surface opportunities and provide a clear execution framework. We identified over a dozen channels, interviewed 25+ leaders and key customers, and held channel touchpoint journey mapping sessions to surface the multitude of decisions the consumer makes end-to-end. We leveraged research and new insights to bring the cross-functional team together to prioritize critical foundational changes and quick wins to continue the brand and consumer experience evolution. 

Results: We provided a targeted execution plan and other core recommendations to elevate the brand and consumer experience across the organization. The engagement sponsors allocated resources and budget to take action immediately. In parallel, leaders are expanding use of consumer experience metrics (KPI's: key performance indicators), while educating employees on the elevated experience evolution and how they are empowered to demonstrate this daily.