The following is a narrative of a great experience (people, process, service, facility) at a minor league sporting event – key points that could apply to any business are in bold…
Mark and I pulled into the parking lot, excited about the game. The Slapshots had been on a roll lately, and this was my first chance to see them play this year. The line moved smoothly and signs alerted us to the $10 parking charge, so we had the money ready when we reached the parking attendant. “Good evening, and welcome to the Slapshots!” the man exclaimed as he took the money. “Please follow the other attendants’ directions to your parking spot, and have a terrific night!”
The ticket window attendant offered a friendly “hello!” and offered to help us locate the best seats. I asked about the $22 seat locations, and – showing me a color-coded map of the arena – she pointed out the best remaining seats for that price. She asked if we were familiar with the ice box seating. We weren’t, so she explained the expanded food and beverage service in those seats. We agreed to the extra $5 to avoid missing any game action in the search for food. “Great,” she said, as she rang up the sale. “Enjoy the game, and here’s some information on season ticket packages in case you’re interested.”
We entered the main concourse and immediately spotted the merchandise table and requested a couple team magazines. “Is this your first Slapshots game?” the booth worker asked. Since it was Mark’s first game, the employee pointed to the “Hockey 101” fact sheets on the table. “You might find this useful if you’re new to the sport. A lot of folks around here are, and they find this useful.”
Mark followed the signs to our section, and an usher greeted us and showed us to our seats. The menus were on our seats, and we placed our dinner order with the server who appeared almost as soon as we sat down. “What great seats!” Mark said, as the puck slammed into the window right in front of us!
It was an awesome game, and the food was great, better than expected for minor league hockey. At the second intermission, we walked the concourse to stretch our legs and grab a drink. The Slapshots had taken the lead by the end of the second period, and the staff we talked with were excited about the game and thanked us for coming.
After an exciting ending to the final period to secure a 5-4 victory for the Slapshots, Mark and I headed to the exits. “That was a ton of fun!” Mark exclaimed. “I’m going to stop off at the information desk and find out about their season ticket packages.”
Whether it’s the people, the process, the service, or the facility – learn from these examples to move all aspects of the customer experience from good to great.
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