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Uncover Silent Concerns - 8/5/25


One of the customer service statistics we have quoted many times over the years is:  For every complaint you do hear, there could be 26 other customer issues that you don’t hear. And when we bring up that statistic, we bring it up because we want to make sure companies Read more

Talk Yourself Up to Take Down Their Anxiety - 7/29/25


I believe that most customer service people are pretty humble, so I’m not asking you to lose your humility.  But I do have one ask of you… When that customer is anxious or nervous, when they fear the future because the future is unknown or it could be laced with Read more

Use Little Acts to Make a Big Impact - 7/22/25


A WOW Experience is not always one instance, one act that blows away the customer.  It’s not always an over-the-top-the-employee-saved-the-day act of brilliance.  Sometimes a WOW is the sum total of a series of little things that others don’t do – those actions that differentiate you from others.  The Read more

Avoid Some Stress by Addressing Issues Quickly - 7/15/25


It’s good customer service to resolve issues quickly.  The customer sees the light at the end of the tunnel.  They more quickly bring their anxiety and stress, their negative emotions down.  And they more quickly get to a solution. But this tip is not about them.  This tip is about Read more

Better Customer Service through Better Teamwork - 7/8/25


We spend so much time talking about what great customer service looks like in those 1-on-1 Moments of Truth, that we often neglect to discuss what goes on inside the company that leads to those great moments.  We’ve talked about customer handoffs within an organization, but what does a Read more

Highlight the Hidden Value - 7/1/25


Marketing campaigns often highlight a particular product and ALL the features and extras that the customer will receive… “For 3 low, low payments of only $39.99, you not only get these world-renowned chef knives, but you can also get this free laser-etched spatula!  AND THAT’S NOT ALL!  We will also Read more

Don’t Harp on the Customer’s Mistake - 6/24/25


Seth’s daughter, Sarah, had missed some swim classes, and Seth remembered that the aquatics center had several make-up classes available late in the summer.  So Seth pulled up the class schedule on his phone, found one that worked on his and Sarah’s schedules, and planned to attend a session Read more

Create Customers for Life - 6/17/25


Veronica has gone to the same automotive service shop for at least 20 years.  She bought a new car about a year ago, and this is the third car she’s brought to the shop instead of taking her car to the dealer where she bought it.  She’s had three Read more

Don’t Turn the Customer into the QA Department - 6/10/25


Roberta received a form with information filled in by the company after her conversation with the account rep.  Roberta just needed to review the information, fill in some of the blanks, sign it, and resend it in order to set up a new account. She noticed that the effective date Read more

Imitate to Improve - 6/3/25


Oscar Wilde said that “Imitation is the sincerest form of flattery.”  Now this doesn’t mean that plagiarism is the sincerest form of flattery.  Nor does it mean that great impersonators such as Rich Little, Dana Carvey, or Frank Caliendo are always offering flattering portrayals of those that they imitate. Wilde’s Read more

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G’Day = Good Relationships

Posted on May 13, 2010 in Business Advice, Sports Please leave a comment

An Australian soccer club had an issue. Attendance was poor, and even though they were constantly getting new fans, most went to fewer than four matches per year.

According to a goal.com article (http://www.goal.com/en/news/808/australia/2010/05/10/1917241/exclusive-edwin-lugt-taking-sydney-fc-forward), the Dutch CEO of the club called in a fellow Dutchman and created a position for him called “General Manager, Fan Relationships.” I LOVE THIS TITLE! But even more than the title, this new executive did what you expected someone trying to build fan relationships to do.

According to the CEO “He builds a database with potential new fans, developing strategies, activities to communicate with those fans one-on-one in a targeted way so that we know who the fans are, expanding and enriching the profile so that we know what they want, and targeting activities and communication towards them. You have members, regular fans and incidental fans. The question is: how can we develop them and get them higher on the value chain? In order to do that you’ve got to stimulate them but first you’ve got to know who they are by inviting them to register, via in-stadium activities or stimulating them to pre-purchase, because if they do that online you know who they are and can start communicating with them.”

These are the exact types of strategies that we help our sports (and other industry) clients to implement. Why? Because they work. They take the focus off transactional values and put them on lifetime values. The take the focus off a customer as a number and put the focus on a customer as someone with whom you need to build a relationship for the long-term.

Know your customer, setup an ongoing communication plan with them, address their retention drivers, and grow with them.

Be a relationship developer.

Interested in improving your company’s customer service? See more information at: http://www.cssamerica.com/