When theory moves to practice, it’s always a good thing. As much as we love talking about why and how to conduct client surveys, it’s always helpful to look at actual surveys and pinpoint some key strengths to build into your own tools.
The University of Wisconsin completed a recent survey with season ticket holders (STHs), and there were several positive aspects for you to review so that you can build these into your own STH research:
- Much of the analysis was based on trending (not every organization is the same, so sometimes the best analysis is against one’s self – over time)
- Start with the most important data (near the start, they highlight likelihood to purchase and retention drivers immediately in the presentation – again, trending)
- They sprinkled in sample comments to illustrate the data findings (many people understand data better if there’s a story behind it)
- It was comprehensive (covering such attributes as game day experience to parking to likelihood to renew to retention drivers and disabilities services)
- They asked about communication methods/preferences (the survey addressed information sources as well as % of respondents with smart phones, use of smart phones during games, and connectivity).
Issues? They needed more stratification so you could compare answers by customer type or by response. What do students feel v. non-students? What are retention drivers for those married v. those single? What are retention drivers for first year STHs v. those with the Badgers for 15+ years? Luckily, the data is there; they just need to analyze it more fully.
Finally, the presentation was big on overall findings, but it lacked recommendations. It’s the kind of presentation that makes you nod your head and say “interesting” throughout, but at the end you want to ask “Based on this, what are you suggesting we do?”
See this sample sports survey as a fine example of what to ask; now find ways to use the data you gather to make strategic retention and revenue decisions as well as to identify STH-specific retention tactics to employ.
Learn from this Badgers research.
Interested in improving your organization’s fan retention and revenue? See our other blog posts at: http://serviceadvice.cssamerica.com/category/sports/
Learn about our CSS Sports services at: http://cssamerica.com/csssport.htm