Acushnet continues to reinforce its commitment to outstanding customer service with the introduction of a new Customer Insights Analyst role.

Chris Handy has recently joined the Customer Service team at Acushnet Europe Ltd and will support both the Titleist and FootJoy brands using data to drive better decision-making across the business.

Using his knowledge and expertise, Chris has shared how the introduction of this new role will help make meaningful improvements to the overall experience of conducting business with Acushnet.

Would you mind talking a little bit about your working background?
I started my career in a technical analytical role before joining Acushnet in July 2024 as a Supply Chain Analyst within Distribution. That role gave me great exposure to how the business operates and allowed me to work closely with different departments, developing both my commercial understanding and analytical skillset.

Moving into the new Customer Insights Analyst position feels like a natural next step - combining my background in data and analysis with my passion for the game and the #1 brands in golf.

Why has Acushnet introduced this new role to the business and what does it entail?
Acushnet has made a real commitment to investing in the customer experience. As expectations continue to rise, we want to make meaningful improvements and ensure that dealing with Acushnet feels as seamless and effortless as possible.

The Customer Insights Analyst role has been introduced to help make that happen. At its core, the role is about capturing the ‘voice of the customer’ and using data to drive better decision-making across the company. It involves analysing key touchpoints across the customer journey and using those insights to make enhancements to the overall experience.


Are there any key objectives the business is wanting to achieve both in the short and long term?
In the short term, the focus is on understanding our customers better, capturing their feedback in a consistent way and using those insights to make tangible improvements that enhance the customer experience. 

In the long term, the goal is to embed a culture of customer-led decision-making across the business. This means building a mature, trusted Voice of Customer capability, anticipating the needs of golfers and shaping experiences that are seamless, meaningful and aligned with our heritage and brand values. 

Alongside the introduction of this new role to the business, how else is Acushnet investing in its customer experience?
Acushnet is making significant investments to enhance the customer experience which starts with investing in new technology to better tailor our service, improve efficiency and provide an easier and more consistent experience for our customers.

We are also heavily investing in our people. Technology can only go so far as ultimately it is our people who define the experience customers have with our company. We are developing a more multi-skilled, knowledgeable team so customers can receive well-rounded support with greater ownership and accountability.

These investments are designed to create a smoother, more effortless experience, combining the right tools with the right expertise to deliver meaningful improvements.

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