Ron Goch
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Executing Mystery Fan Program

August 10th 2009

Q. What are your thoughts on sports teams using secret shopping companies (focused on sports and entertainment) to evaluate events and customer service?

A. It’s a terrific idea. Sports organizations should consistently evaluate their events and customer service with surveys, response cards, and periodic mystery fan event evaluations.

I’ve conducted hundreds of sporting event evaluations over the years and the detailed reports assist sports organizations greatly with knowing where they’re doing well and identifying opportunities to improve.

One cost-effective way to conduct a mystery fan program would be sports organizations in the same market working together to evaluate each other’s events and provide feedback, recommendations and best practices to improve.

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