Ron Goch
The Telios Group
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The Loss of Season Ticket Holders
November 14th 2006
Q. Over the years, we’ve lost a lot of season ticket holders and each year have to work extra hard to not only replace our lost accounts, but also sell additional season tickets to increase our season ticket base. Is this a trend in sports?
A. Many times in sports, the high turnover of season ticket holders is due to the lack of year-round customer service or touches by staff members throughout the year. If there’s a trend in sports, it’s simply sending a renewal invoice versus reaching out to season ticket holders on a consistent year-round basis to develop a relationship and address your shareholders needs.
You may be interested in the words found on a sign in a gas station which read:
Why Customers Quit
1 percent die.
3 percent move.
5 percent leave because of location.
7 percent quit because of product dissatisfaction.
84 percent of customers quit because of an attitude of indifference shown to them by one of the employees.
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Ron Goch, The Telios Group
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