Sports

Challenges Create Opportunity, People Create Change - 4/20/21


There are so many great things that have been said over the years about overcoming challenges, pushing aside the roadblocks of life, dealing with difficulties.  And these are important points of discussion because challenges are all around us.  There are challenges with our personal health or in our personal Read more

The Passive Predicament - 4/13/21


The employee is speaking to you.  Do they have that look in the eyes like they’re hanging on your every word, like they’re processing, interpreting, and getting ready to quickly respond to your key points and questions?  Or do they have the look of somebody in the 2nd hour Read more

Regain Lost Motivation - 4/6/21


For many of us over the last 12 months, our home has also become our workplace.  Our work interaction has been 2-dimensional through the computer screen as opposed to the 3-dimensional experiences we’re used to with co-workers and customers. We are all motivated in our own unique ways.  Some are Read more

The Answer is Right, but the Service is Wrong - 3/30/21


Maggie was irate.  The gift she ordered needed to be received by the 20th of the month so she could give it to her cousin for his birthday.  It was the 19th, and Maggie couldn’t find any shipping update online, so she called the company.  The employee said “Oh!  Read more

Question Everything, but What’s the Question? - 3/23/21


The new leader joins the organization, and she decides she wants to question everything.  She wants employees to question everything.  Why have we always done it this way? Why do we continue to do it that way? Is this the best way to work? Sometimes it’s a great management Read more

The Resourceful Rep - 3/16/21


One of our clients is seeking to develop Customer Service Standards.  We’re working with them to identify those key expectations of staff that will enable the organization to deliver a consistent high-level customer experience.  One of the key attributes that this organization is seeking from its team members is Read more

Be Proactive like a Pro - 3/9/21


We constantly work with clients, encouraging them to become more proactive with customers.  Don’t just be reactive, waiting for the customer to ask questions or to complain.  Instead, go to the customer, anticipate their needs, suggest something to them. But many of us, frankly, don’t know how to be proactive.  Read more

Find One Unique Thing - 3/2/21


Many of us are not in a position to develop long-term relationships with our customers.  Our encounters are often one-time only with a customer - very brief and likely to be our only time chatting with this individual. And even though there may not be a long-term professional relationship developed, Read more

Should I Stay or Should I Go? - 2/23/21


Should I stay or should I go?  That’s not just a classic song by The Clash.  It’s also the question customers ask more and more, especially during difficult economic times. A recent study in the Charlotte Business Journal noted that 50% of North Carolina businesses are concerned with how to Read more

Optimism – A Force for Good in Customer Service - 2/16/21


Will 2021 be a better year than 2020?  I have absolutely no idea.  Maybe it would be nice to see into the future and know for certain, but I can’t and I don’t.  But as I wade further and further into this year, I can hope that the water Read more

Smart 1-to-1 of Season Ticket Holder Research

Posted on in Business Advice, Sports Please leave a comment

Big data? Let’s start with Smart Data.

Pro sports organizations feel they know their fans well, and then they conduct their own fan surveys and are frustrated by the lack of useful information. The results are usually broad brushstrokes of fans – general ratings and likes/dislikes. However, research done the right way creates a 1-to-1 view of specific Season Ticket Holders (STHs). Consider the following 3 profiles of specific fans (we changed their names below) that came out of a research project we conducted for a pro sports club:

  • Fred Smith will definitely renew for next year. In fact, he’s considering adding seats and is likely to want to upgrade his seats. He’s a STH because he loves basketball and the perks associated with being a STH (particularly ticket exchange and the post-game shoot-arounds), but he’s dissatisfied with the direction of the team. He doesn’t know who to contact if he has ticket issues, and he doesn’t know the name of his account representative. Fred’s married, has a doctorate, and usually attends with a business associate or with his wife.
  • Janie Watson is a brand new STH, in her first season with the club. Janie’s uncertain whether she’ll renew her tickets, and although she loves the events, she doesn’t like her seats. She’s 32 years old, single, and loves the relationship with her account representative. She prefers to be contacted via e-mail, and – even though Janie loves her account representative – what’s most important to her is the game itself, getting in/out of parking quickly, her seat location, and getting ticketing needs/issues resolved quickly.
  • Bob Jefferson is somewhat unlikely to renew. He’s been a STH for 7 years, and he has the tickets for family entertainment. He’s become disillusioned the past few years because the ownership preaches family values, but several players and some of the game day staff don’t convey those values. Bob wants more opportunities for kids to interact with players, and he’s particularly dissatisfied with the relationship with his account representative, the attitudes of Security, and the game entertainment. Bob noted that he’d like to talk with someone about his issues with the team.

What would you be able to do with this information for these 3 STHs? The answer should be obvious. You know who to contact about what; you know what SPECIFICS to discuss with each. You know HOW to contact them, and you know whether you’re in sales mode or service recovery/retention-mode.

When you look to do fan research, begin with the end in mind. Structure STH research to tell you the level of information you need to nurture and grow relationships – on a 1-to-1 basis.

Did you like this post? Here are other Sports-related posts:


Is Your Fan Experience a Reason to Stay or Leave?

Posted on in Business Advice, Sports 1 Comment

It’s not about winning. It’s not about the more popular sport. It’s about convenience and interactions with the people around you….

In the article Why I Gave Up My NFL Season Tickets, a former Washington Redskins season ticket holder shares why he’s no longer an NFL season ticket holder (STH) and is now a STH of the Washington Wizards. In short, he wanted an easier commute and not to be exposed to out-of-control drunk fans.

I was once told by a major sports owner that the only thing that drives attendance is “Wins and Weather.” He was echoing what his marketing consultant had said many times to the press. But in the case of this fan and many others, it’s not just about “Wins and Weather,” it’s about the fan experience. It’s about whether the fun outweighs the effort, the hassle, the cost, and the time.

This is a short post because the article itself has many key points, but keep this point in mind as well. The team, its wins, its marketing, its sales pitches, its image can bring fans in, but that’s often not what keeps fans.

If you want to keep fans for the long-term, you need to start by getting to know them, developing a relationship with them, learning their renewal drivers, and helping their experience to change and improve as their lives change.

Make the fan experience a reason to stay…not a reason to leave.

Did you like this post? Here are other Sports-related posts:


When You Take Away a Takeaway

Posted on in Business Advice, Sports 1 Comment

I went to a Carolina Panthers game with a friend a couple weeks back, and he told me how he has a box with all the tickets to all the events he’s attended over the years. The problem is that nowadays, you don’t get physical tickets as often – you might print them off the web, but it’s just not the same.

We like the tangible, the feeling of holding something in our hands – as a sports fan, we like having the ticket, the game time guide, the souvenir cup – something tangible to take away from the experience. It’s a physical reminder of a memory.

So when sports fans have that takeaway taken away, sports organizations need to think about the value of that tangible reminder of the experience, the memory it represents, and the memorabilia aspect to it.

In the article The Caps season-ticket holder box, Washington Post blogger Dan Steinberg notes “Sports fans love those beautiful, fancy, full-color, heavy-stock tickets they used to receive. Many season-ticket holders described with joy their excitement upon receiving their tickets each winter, how they would immediately take them out, and stare at the pretty pictures, and hold that thick paper in their hands.”

He then addresses how one team – the Washington Capitals NHL team – has addressed that by sending out a STH package without the tickets. Check out the article to see their approach and the perks they provide.

Just as with any customers (sports fans or not), when you get ready to take something away (even if it’s simply a ticket), think about this from the customer’s perspective. How will they feel? How will they interpret the action? What will this say about your organization? Then determine how to communicate the decision and what else you might be able to provide in its place to lessen the loss.

Learn some Capital lessons from this takeaway being taken away.

Interested in improving your organization’s fan retention and revenue? See our other blog posts at: http://serviceadvice.cssamerica.com/category/sports/

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