Ron Goch
The Telios Group
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Excellent Guest Service and Experience

March 28th 2007

Q. I believe we offer a great experience at our sporting events, but my boss believes we could improve.  What is the best way to evaluate our guest service to ensure we are indeed offering our fans the very best service at our sports events?
 

A. The first question I would have for your supervisor is where does s(he) think you and your event staff can improve?  If you do not conduct annual fan, season ticket holders and group leader surveys following each of your sports seasons, I encourage you to consistently do this soon after each season concludes.
 

You may want to hire someone to come through as a secret/mystery fan (similar to a mystery shopper, and have your events evaluated from start to finish. It’s amazing what you can learn when a knowledgeable and experienced sports business exec conducts a complete analysis of your sporting events.
 

Finally, you may want to consider bringing your season ticket holders, group leaders, and former season ticket holders  in for a town hall meeting to answer questions and provide feedback on your operation and their overall fan experience at your games.
 

These evaluations are not only a great way to evaluate how you’re doing, but to also ask your fans, season ticket holders, corporate partners, group leaders and single-game buyers what you can do to improve their overall experience at your sporting events.  Once you begin implementing suggestions, it will go long way with your fans.
 

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Ron Goch,
The Telios Group
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