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Explain without Over Explaining - 2/10/26


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While I’ve Got You on the Phone… - 1/6/26


I’m a big planner.  Whether it’s strategic planning or planning out the year or planning my week first thing on a Monday morning, I like to plan.  I do this because it gets all of my action items documented and ensures that I have some understanding of what I Read more

Pass the Quick Impression Test - 12/30/25


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2025 Holiday Poem - 12/23/25


We hear the word change And that change can be good, But we like things to stay same, And sometimes they should.   The weather can be wet And then dry as a bone. We know things will change, Even if all left alone.   Our customers change. Our co-workers do, too. It seems like our resources Are often too few.   The technology Read more

Make the Long Wait Feel Shorter - 12/16/25


When Greg entered the Tax Office, he was thinking only about two things: (1) How he was going to get the tax value on his home reduced, and (2) Whether the wait would be 1 hour or 2.  He checked in with the navigator who asked a few questions, Read more

When Kindness Means More in Customer Service - 12/9/25


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Sample a Sports Survey

Posted on July 2, 2013 in Business Advice, Sports Please leave a comment

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