SOURCE: Mirimichi


October 01, 2009 16:45 ET

Ongoing Customer Surveying Shows Mirimichi Is the Place to Play

MEMPHIS, TN--(Marketwire - October 1, 2009) - The customer experience is the top priority for world-class golf course Mirimichi and results from the first month of play clearly show the golf course is exceeding expectations.

More than 90 percent of the golfers surveyed in August rated their experience at Mirimichi as either very good or excellent indicating a strong emotional intensity tied to the Mirimichi experience. For the owners and management at Mirimichi, the most impressive statistics revolved around the staff. The survey asked respondents to rate their experience with staff based on courtesy/friendliness; eager to serve you; helpfulness; knowledge; and professionalism. The results showed that the staff at Mirimichi set an exceptionally high bar right out of the gate with more than 90 percent of respondents ranking the staff as either very good or excellent in each of the categories and almost perfect in courtesy/friendliness, eager to serve you and helpfulness.

"We were particularly pleased with the public perception of our staff and quality of experience," said Rich Peterson, general manager, Mirimichi. "It shows that we have done a good job not only in selecting our staff, but in training them to provide a world-class experience. Now that we have set the bar this high, we are committed to continuing to exceed the expectations of our golfers and provide exceptional service."

Another strong indicator of the early success Mirimichi has had in creating a place of happy retreat is that 92 percent of the respondents said they would be extremely likely or very likely to visit the course again and 96 percent of respondents said they would be extremely likely or very likely to recommend the course to others. An impressive 95 percent of respondents felt Mirimichi offered fair value or higher.

The research was done by consulting firm BRANDbeacon who will continue to survey golfers twice a month. The survey was emailed to the golfers who had booked tee times online at The survey has a response rate of 30 percent. While many golf courses survey their customers, surveys are typically posted on the Web site and customers are not actively sent there following a round.

"The results from Mirimichi are the most impressive survey results I have ever seen in 21 years of research across a wide range of product and service categories," said Lewis Evans, president, BRANDbeacon. "The customer reaction is very strong and shows an emotional attachment to the course."

"We are taking these results very seriously and will continue to survey our customers so they can make recommendations on how we can improve our operations and keep raising the bar for the golfing experience," added Peterson.

About Mirimichi

Mirimichi, meaning "place of happy retreat" is a public golf course located just 15 minutes north of Downtown Memphis. Owned by Justin Timberlake and co-founders, Lynn and Paul Harless, Mirimichi's rolling grass mounds, meandering creeks and scenic vistas provide a natural ambience that creates a haven for both golfer and nature. At Mirimichi, golf, nature and people exist in harmony. For more information, visit or call Mirimichi at 901-259-3800.

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