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Invest In Customer Culture

A lot of the professional clubs overseas have an issue without “sales” culture. It is a distain for the idea of distributing tickets through an outbound sales effort. “Teley-Marketing” across The Pond doesn’t sell very well to those outside the United States. Therefore, when the word “sales” gets uttered within the international sports industry, it is shut down as a conversation piece for growing the business.

But there is the avenue of investing in a customer culture, even if the word “sales” offends those who may need it most to generate revenue. A customer culture is something that every club or franchise, regardless of location, should be focusing on. Specifically because it is about ensuring the relationship between the fan and the organization is second-to-none based on the unique fan experience offered upon entering the facility.

Fan experience within the realm of customer culture is about realizing that what happens on the field is only a small component of the overall spectrum. Customer culture is about understanding that each factor involved in the fan’s entry in the venue is about engaging them in a successful, enlivened manner in order to build great experiences as well as challenge them to repeat that experience as much as possible, regardless of the cost of entry.

Every restroom should be clean. Every usher, ticket taker, or attendant should be courteous and helpful. Every touch point within the venue should be comforting, welcoming and try to promote the idea that as a guest, they are the most important person within the stands. This is about pushing each attendee to realizing that their involvement in the stadium is crucial to the club’s financial survival.

The industry can continue to focus on “teley-marketing” efforts or dynamic ticket pricing all that they want. It doesn’t matter to a fan how much they paid for a product at that point. It only changes when the experience flattens or turns negative because the concessions are cold and the beer is flat or warm. If the person behind the concessionaire counter scowls or is rude, it will not matter how many mini-packs have been sold. Because that negative experience at the stadium will carry over beyond a simply complaint. It will result in the fan deciding to spend their money elsewhere.

Customer culture adoption means adhering to a simple universal truth: It is about the customer, stupid.

Nothing less than that. If the customer is entering the building merely for wins or losses, fifty percent of the time, they will be disappointed in the outcome. But, if they are entering the stadium and building a relationship with the staff, venue and team, as well as experiencing great customer service, and getting to know fellow customers around them through happy interactions, the club will be successful 100 percent of the time.

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