Every autumn, TGI Golf's members are given the opportunity to give a balanced view and opinion on the companies they deal with via an online questionnaire.
The survey takes the form of 10 simple questions, where members score the suppliers they deal with. We have a number of ‘key performance indicators', which includes product saleability, product quality, retail price consistency and overall rep performance.
This is not just a useful auditing exercise for TGI Golf professionals. Over the years, our accredited suppliers have come to realise how beneficial this survey is as a source of feedback from their customers, our members. What's more, we are providing it as a value-added element to our relationship; every supplier is sent a copy of their results, which they can discuss with us. It's positive two-way communication.
Before the survey, most of the information we were receiving about suppliers' performance was anecdotal, but today's Suppliers Survey represents insightful business intelligence.
Once the results are calculated we present specific awards based on overall performance in four categories: hardware; apparel; footwear and golf balls. The awards for 2008 went to Ping (hardware), Lyle & Scott (apparel), FootJoy (footwear), Srixon (golf balls). There is no doubt suppliers take the results seriously. I recently visited Acushnet for example, where FootJoy had all their awards on display.
It also enables brands to see where they need to improve their business. We frequently receive feedback from companies saying they thought they were weak in a certain area, and that our survey has validated their fears.
The feedback from the industry has been fantastic. Our suppliers don't take the results as a criticism but as a tool to be used in their quest to be the best they can be. TGI Golf members know that by airing their views it adds value to the supplier as it stimulates performance.
It is a process that benefits both parties, and TGI Golf is firmly committed to working in partnership with our suppliers, particularly at this time when, more than ever, we all need to work together.
