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Talk Up Your Teammate - 12/5/23


It happens all the time in business. The salesperson transitions the new customer to their service representative.  The nurse tells the patient about the doctor about to come into the room.  The gatekeeper tells the customer about the supervisor they’re about to transfer the customer to, in order to Read more

Use Silence Wisely - 11/28/23


Silence is golden...until it isn’t. Silence is an excellent tool to use when talking to the customer.  Silence can convey that you’re listening, that you are patient, that you are being kind and are deferring to the other person.  Being silent can convey that you’re intentional about what you say, Read more

Be Grateful for the Good - 11/21/23


There are several different ways you could define gratitude, but I like the simple definition:  Being grateful for the good.  There’s a lot to be upset about, a lot to be frustrated with, there’s a lot to lament about in our customer service roles.  But even in these challenges, Read more

Sport Some Customer Perks - 11/14/23


Of all the industries we work with, the one that talks most about providing perks and benefits to its customers is pro sports.  We’ve worked with NASCAR, MLS, the NBA, and a little bit with the NFL and the NHL. And most of the teams or organizations will provide their Read more

Customer Service Lessons from the E.R. - 11/7/23


Every industry is interesting in its own way, and healthcare is definitely no exception.  We’ve done many different types of studies and projects in the emergency rooms at hospitals, and it’s interesting to look back at some of the results of focus groups we conducted with the E.R. patients. We Read more

I Did This…For You - 10/31/23


Michelle needed to run by the grocery store during her lunch break, and because it’s October in the USA, that means it’s Halloween month!  Fittingly, the grocery store had every shape and size of a pumpkin you can imagine; there was even this small basket of mini pumpkins. They were Read more

Make Deposits with Your Customer - 10/24/23


Carrie has a 50+ hour a week job, and - financially - she does better than many.  She’s in the media, but she doesn’t like everything to be public.  Carrie’s a real person with real issues and real needs and real gifts, as well. One day, her best friend, the Read more

Find Their Future Motivators - 10/17/23


We’ve provided fan experience and customer retention consulting in professional sports for a couple decades now.  One of our professional basketball clients was the Miami Heat.  We were working with them just a year or so after they had acquired superstar Shaquille O’Neal.  When they signed him, ticket sales Read more

How to Exceed the Promise - 10/10/23


It’s the never-ending battle between marketing and customer service.  Marketing makes promises, and customer service has to deal with upset customers when the company doesn’t deliver.  To ensure we deliver on promises, let’s assess promises by looking at some famous quotes over time… Promises may get Friends, but ‘tis Performances Read more

What “One in a Million” Means - 10/3/23


You are One in a Million! That can mean a lot of different things to a lot of different people.  Depending on the tone in which it’s said, the phrase can be a compliment or a criticism.  If there are 8 billion people in the world, that means there might Read more

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Fan Loyalty is a Sun Devil of an Issue to Address

Posted on August 1, 2012 in Business Advice, Sports 1 Comment

To build fan loyalty, is it just about wins, or is it also about fan relations?

I talked with the owner of an NFL team years ago about building fan attendance, discussing with him the issues that the organization faced at the time. I asked about what initiatives the organization was taking in the area of fan relations. His response was that “only wins and weather drive fan attendance.”

Well if that were the case, then you could do mathematical calculations each year to determine how many fans would attend games. You wouldn’t need to do fan surveys, have security at games, offer concessions, have game day customer service staff, have account representatives, have sales staff (except to take orders), and generally do anything beyond open the doors to the stadium.

The real truth is that the game day experience matters. Relationships matter. Being valued as a fan matters. So do wins and weather, but there’s so much more to building loyalty than those aspects of the experience.

At Arizona State University, the athletics department is trying to build fan loyalty and relations. According to the article ASU athletics undergoing face-lift, changes in culture, fan relations, the new Vice President of Athletics, Steve Patterson, is trying to change the culture of the organization. He’s building personal accountabilities; he’s working to improve the game day experience; he’s ensuring facilities are conducive to communications and relationship-building with prospective and current student-athletes (and their families). He created a championship vision, and he’s trying to create a championship environment for the students, coaches, and fans. He’s trying to create an environment where success is facilitated.

To facilitate means “to make easy.” But there’s nothing easy about becoming a champion. However, individuals on the business side of athletics can have a significant impact on the ultimate success of a program in the minds of the fans. These individuals can impact relationships, word-of-mouth, reputations, and loyalty. They can impact the business side and help foster enthusiasm on the sports side.

Fan loyalty isn’t just about “Wins and Weather.” Fan loyalty is about the fan.

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