Forsyth Country Club in North Carolina, United States, wanted a way to stay closely connected with members across generations. Leadership saw that informal conversations and yearly surveys were not enough to capture how members truly felt about the club, dining, events, and amenities. To strengthen loyalty and make faster, better-informed decisions, the club turned to Customer Alliance surveys, a tool that makes feedback structured, actionable, and easy to share.

Key achievements

• Established a consistent survey system across dining, events, and quarterly member check-ins
• 695 reviews collected across three questionnaires in the last six months (656 positive, 38 neutral, 1 negative)
• Brand NPS improved from 63 to 70 in less than three months
• Food-related Customer Satisfaction Score (CSAT) increased by 13% month over month
• Overall CSAT improved by more than 10% month over month

About Forsyth Country Club 

Forsyth Country Club is a private club in North Carolina, United States. Established in 1913, it brings together more than 900 members and offers golf, tennis, pool, and dining facilities spread across 172 acres of rolling hills and wooded terrain. Operating 365 days a year, Forsyth combines its long tradition with a commitment to providing members a place where community, recreation, and fellowship are part of everyday life.

The challenge before Customer Alliance

Before Customer Alliance, Forsyth collected member feedback through outside consultants and separate survey tools. These solutions weren’t practical for everyday decisions. Reports often came in polished formats that were difficult to adapt, which meant the team had to spend additional time recreating data in the right structure for committees and the board.

As Tonya Lynn, Director of Clubhouse Operations at Forsyth Country Club, explained: “We found ourselves recreating data to make that happen. Time is of the essence, and we are very busy in our world, we wanted to make things a lot easier.”

The process was fragmented and time-consuming, creating extra work instead of simplifying it. Forsyth needed a more flexible approach they could manage directly, with insights ready to use across all amenities.

The solution with Customer Alliance 

Now, Forsyth is using Customer Alliance surveys as a core part of its member engagement strategy. They have essentially three survey programs in place that together capture both everyday experiences and broader member sentiment.

• Dining surveys: After their dining experience, members receive short surveys that measure service and meal quality. The feedback highlights where adjustments are needed, while positive mentions are shared directly with staff, motivating servers and reinforcing great performance.
  
• Quarterly surveys: Broader check-ins are sent every quarter to track satisfaction across golf, tennis, pool, dining, and events. They give leadership a clear picture of member sentiment and help identify trends that guide long-term decisions.
  
• Event surveys: Sent after member gatherings, these quick surveys evaluate what worked well and what could be improved, ensuring future events continue to meet expectations.

Managers receive survey results directly in their inbox, which makes it easy to monitor feedback. Positive notes are often read aloud to staff, giving them recognition for a job well done, while negative comments are acknowledged quickly so the team can make changes. This balance has turned surveys into a tool not just for spotting problems, but also for reinforcing what works well.

The flexibility of Customer Alliance also allowed Forsyth to adapt surveys based on member input. In the first weeks, the focus was mainly on identifying issues, if someone scored below three, they were asked to explain why. But members who gave top ratings wanted to leave positive comments too. By adding an open field for all respondents, surveys became a space to capture both sides: recognition of good service and opportunities for improvement.

“We had a few members who said, ‘We really want to leave a positive comment, not just a negative one.’ Since adding an open comment field, feedback has been well received and gives us both sides, what is working and where we can improve.”

— Tonya Lynn, Director of Clubhouse Operations, Forsyth Country Club

With streamlined reporting, actionable feedback, and space for members to share both praise and suggestions, Forsyth has turned surveys into a practical, flexible system that supports operations and strengthens bonds across generations.

Why surveys matter for member-focused clubs and why it works

For private clubs, understanding members isn’t optional, it’s the foundation of loyalty. Surveys make it possible to capture what members value, identify areas for improvement, and measure how well services meet expectations.

Instead of relying only on occasional conversations or assumptions, surveys provide structured feedback that can guide decisions big and small. From adjusting a dining service to shaping long-term investments, the right survey program ensures that every choice is grounded in what members actually want.

Customer Alliance makes this process effective because it combines flexibility with ease of use. Surveys can be tailored to different amenities, scheduled at the right moments, and adapted quickly based on member feedback. Results arrive directly in managers’ inboxes and are automatically structured into clear reports, making it simple to share insights with staff, committees, and the board. This combination of customization and practicality ensures surveys are not just collected, but acted on.

“It’s about making sure we’re not skipping a beat. Our members range from their 30s to their 80s, and surveys allow us to listen to every generation.”
— Tonya Lynn, Director of Clubhouse Operations, Forsyth Country Club

The takeaway

Forsyth Country Club shows how surveys can strengthen the relationship between a private club and its members. By implementing three survey programs with Customer Alliance for dining, quarterly check-ins, and events, the club created a system that captures what matters most to members, celebrates staff successes, and spots areas for improvement before they grow.

The result is more than data. Surveys have become a practical tool for communication, recognition, and decision-making. They give managers clarity, simplify reporting, and give members a stronger voice in shaping their club experience.For other private clubs, the lesson is clear: structured feedback isn’t just a nice-to-have, it’s the foundation of loyalty across generations. With the right platform, surveys can evolve from a yearly task into a continuous source of insight and connection.

Ready to make surveys and feedback a stronger part of your member or guest strategy?

Book a call to see how Customer Alliance helps teams collect meaningful insights, improve experiences, and build lasting loyalty.