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Acting on the Guiding Principles for Great Customer Service - 11/19/24


In last week’s tip, we shared 5 Guiding Principles for Great Customer Service.  This week, let’s address what “taking action” looks like on those key principles.  If last week was about what to do and WHY, this week is about the HOW. Engage with Interest: To engage with interest, proactively Read more

Guiding Principles for Great Customer Service - 11/12/24


It’s hard to know every procedure, every policy, every technique possible to handle every situation correctly.  After all, maybe our procedures are standard, but our customers are not.  Maybe our policies stay pretty consistent, but our customers’ needs and issues, their attitudes and actions can change from customer to Read more

From a Simple Question to an Exceptional Experience - 11/5/24


Phyllis loves her job.  It’s not just because she loves being a customer service representative, not just because she really likes her co-workers, and not just because she enjoys her company.  It’s because she really appreciates her customers, as well. A customer had ordered a register book off the company Read more

Fix One Problem without Creating Another - 10/29/24


If you’ve ever had an issue with your dishwasher, this will sound familiar.  I’ve dealt with so many dishwashers over the years, and they always seem to have some kind of an issue.  Maybe it’s because of the mix of water and technology, but for whatever reason, these never Read more

Delight Your Customers - 10/22/24


Buddy the Bug Man was different.  His company was new, and the only reason why Janet tried him out was that the service she had used for years just wasn’t working.  Whether it was mosquitoes in the yard, ants in the kitchen, or cockroaches flying through on their way Read more

A More Complete Definition of Responsiveness - 10/15/24


I was purchasing something recently that was being custom-developed.  At one point, the company’s employee and I had a good 20 e-mails going back and forth - 10 from each of us.  Unfortunately, I broke my own rule, and I did not pick up the phone after 2 or Read more

Have a Game Plan to Address Their Anxiety - 10/8/24


It seems like we all get deliveries - whether it is UPS, USPS, FedEx, Amazon, the local courier, or all the above.  We order.  They deliver.  Or do they? It’s times like these, when we’re expecting that package, that item that we’re looking forward to or need urgently or are Read more

How Persistence Saved the Day - 10/1/24


Sherrie saw the customer walk into her store holding his cell phone, and Sherrie immediately knew that was William.  She had spoken to William on the phone about an hour ago, he said he would be at Sherrie’s cell phone store in less than an hour, and there he Read more

Notice the Little Changes - 9/24/24


“My, how times have changed.” Yes, times have changed.  As a matter of fact, one of the biggest reasons why an organization’s customer service deteriorates is that times have changed…customers have changed…and the company has not… If we think about customer service delivery today v. decades ago, changes in technology alone Read more

Don’t Hurry…Be Quick - 9/17/24


No, this is not a take off on the Bobby McFerrin song:  Don’t Worry Be Happy. It’s actually a take off on the John Wooden quote:  Be quick, but don’t hurry. When I read Wooden’s book with this title, I liked the concept, and not just because John Wooden was a Read more

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Smart 1-to-1 of Season Ticket Holder Research

Posted on November 19, 2013 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 October 16, 2013 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 Leadership Creates an Avalanche of Troubles

Posted on June 5, 2013 in Business Advice, Sports Please leave a comment

The organization needs to improve its culture. Leadership was blind to the issues that were surrounding it and resting on their laurels.

It was obvious that the culture had changed for the worse, leadership was driving in the wrong direction, and the main way to change the culture was going to be to change the people at the top.

So is this a Fortune 500 company? Was it one of the industry leaders in high tech? Was it one of the old-time manufacturers trying to rebound?

No, these organizational issues that sound all too familiar in big business actually were presenting themselves in a professional hockey team.

We are not personally familiar with the Colorado Avalanche and all their issues, so we’re simply noting an article that had its own take on a need for organizational change (Colorado Avalanche: New Front Office Must Show New Direction Quickly). However, the lessons learned still apply. Leadership had issues with player relations, and that impacted fan relations as well as performance on the ice. So the new leadership will need to work to improve those relationships, but the article’s writer noted that the new Team President will “need more than just his word that he cares just as much for the Avalanche (as the local NBA franchise). Actions speak louder than word.”

For any kind of culture change to get everybody going in the same direction, not only does that Vision need to be articulated, but leadership also needs to exhibit the kind of behavior that is expected of others. What leadership in organizations says is only part of what moves it toward the Vision. Look at what leaders’ behaviors really tell you about them and the Vision. Is there alignment or disconnect? Do leaders do what they expect of others? Is there a common purpose and direction?

Before you take that slap shot, make sure you’re pointed at the goal.

Interested in improving team’s Fan Relations and Retention? See more at http://cssamerica.com/csssport.htm


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