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Tailor to the Type - 10/12/21


We’re all different.  We’re all unique.  Every customer is different and unique, as well, and we should treat them as unique individuals. While we should see each customer as unique, before we fully get to know the customer, there are some core philosophies to take into customer conversations based on Read more

Avoid the Silence; Build the Relationship - 10/5/21


Our interactions with customers are “Moments of Truth.”  These Moments of Truth can be conversations with a customer about some complaint, encounters when they're in the drive-thru, questions about an order that the customer calls in to the company, or brief interactions in the lobby of a government building. Sometimes Read more

Make it a “Good Busy” - 9/28/21


When I’m speaking with colleagues or clients, I’ll often ask how their day is going. The response I get almost once a week is something like:  I’m incredibly busy! When I get that response, sometimes I’ll ask whether it is a “good busy” or whether they are “fighting fires.” I’ll ask Read more

What’s the Good Word? - 9/21/21


Each one of us talks to co-workers and customers every day.  And when you’re speaking with someone, there are always good ways to respond to questions or issues.  But there are also better ways to respond.  Since you’re receiving weekly customer service tips, I know you are all about Read more

You can read me like a book - 9/14/21


Let’s say that I’m the customer, so it’s important to listen to what I say when we’re talking.  However, sometimes there are hidden words within the words.  I’m not talking about the tone of voice that I use as much as I’m talking about the words I choose. Sometimes you Read more

Show Your Confidence - 9/7/21


“Self-confidence is the first requisite to great undertakings.” To do something great, you need to have confidence in yourself.  That confidence often comes from positive experience, preparation, understanding what has happened and could happen, and having the knowledge and resources and training to address it when it does happen. If you Read more

Dear Customer, What do you expect? - 8/31/21


Studies show that 40% of customer dissatisfaction was because the company didn’t meet the customer’s expectations.  The company overpromised and under delivered, or the company didn’t even do the bare minimum of what the customer expected. To avoid dissatisfying your customer, meet or exceed their expectation.  Simple, right?  It only Read more

Listen Here…or Hear - 8/24/21


To listen or not to listen?  That is the question… Okay, so I’m no Shakespeare, but I like to quote the masters – Shakespeare, Senge, Seinfeld – whenever I get the chance. Today’s topic is listening versus hearing.  There are distinct differences.  It's important to go beyond hearing what somebody says Read more

Show Nothing but R-E-S-P-E-C-T - 8/17/21


With the new Aretha Franklin movie, Respect, coming out, it’s a great time to talk about Respect in customer service.  Respect is a word, a concept, an experience that’s brought up a lot in customer service, and it’s usually discussed when someone has been disrespected, Respect is part of Read more

It Matters How They Heard About You - 8/10/21


In the 1,000+ surveys that CSS has conducted over the past 20 years, it’s interesting to read how our clients’ customers heard about them.  This question is typically asked of first-time customers, and it’s especially helpful for those customers because you don’t typically have a lot of information on Read more

Ensure Your Voice of the Fan Approach Includes These Key Points

Posted on in Business Advice, Sports Please leave a comment

Blog 5-1-14Voice of the Fan – we use that phrase with many of our clients, but to clarify its meaning, sometimes it helps to look at examples.

The University of Florida’s “University Athletic Association” (UAA) is forming a fan advisory group that will provide feedback on how to improve the fan experience at UF football games, in particular. According to the article UAA to improve gameday experience through new fan advisory council, the advisory group “will select representatives from several season-ticket-holder demographics, including current students and boosters…The issue that needs to be discussed is how we can help students come in, but at the same time help people who have been season ticket holders for 40 years still have a good time at the game.”

These comments go to the heart of why a Voice of the Fan strategy is so important in sports. We can’t make the assumption that all fans are the same. Conversely, we can’t make the assumption that the long-time fans don’t matter – which often turns out to be a concern in the heavily marketing/sales-oriented world of sports.

We have to develop a strategy of dialogue with our fan base, that not only includes the surveys and 1-on-1 discussions with staff, but it also includes the sit-down discussions that get you depth on issues, creativity on solutions, and the fan’s perspective on potential changes being considered for the future.

Develop a Voice of the Fan approach that has at least these characteristics:

  • Includes a quantifiable component to evaluate multiple aspects of the fan experience, preferences, renewal drivers, etc.
  • Includes trended data through ongoing (including real-time) research or point-in-time annualized surveys.
  • Includes Focus Groups for deep dives on specific issues or about consideration of future changes/improvements.
  • Includes Advisory Boards that provide some consistent feedback mechanism as ideas are developed, refined, and moved toward implementation.
  • Crosses all key demographics or fan types.
  • Has predictive characteristics about retention/growth likelihood.
  • Uses multiple platforms (face-to-face, web, social media, e-mail, telephone, etc.) to ensure breadth of response.
  • Results in actionable information.
  • Shares back with fans the results and actions taken.

When you’re thinking about an advisory board, focus group, survey, or other research method, first make sure it’s getting at the voice of your true fans. Create a strategic approach to listening to and utilizing the Voice of the Fan.

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

Learn about our CSS Sports services at: http://cssamerica.com/sports/