“Shoppers’ Critique is an invaluable resource for companies looking to keep their companies consistent in the service they provide to their guests.” Keith Charlton – Pirates Dinner Adventure
Key Sports and Recreation Industry Performance Issues
We understand that the real competition that sports teams face is coming up with a game plan to maximize revenues through sponsorships, ticket sales and increasing per caps on food & beverage, parking and merchandise. It’s about filling seats and selling eats! Several of our key team members have been professional sports executives. We get it!
Meeting or beating fan expectations ensures loyalty even when the won-loss record is not helping generate sales. If fans experience all-star customer service and value, they are likely to continue to come out to support the team. Your ability to capitalize on brand loyalty, through good seasons, and especially through tough ones, is a function of how well you truly understand your operational strengths and weaknesses from top to bottom, and their corresponding impressions and impact on the customer.
At Shoppers Critique International, we have more than forty years of experience in the customer intelligence industry, helping some of America’s top brands. Our customer intelligence information can help to empower companies and also give them a truthful look at how customers perceive their brand. With this, companies better understand what they need to do to keep their brand name prominent so it doesn’t fall to the wayside or get lost in the shuffle. Our high quality, reliable, and timely customer intelligence information has helped many companies, including those in the sports and recreation industry. When looking at the sports and recreation industry, we evaluate several variables, including:
- Do we create a “selling environment” from the initial touch point in the parking lot?
- Are we delivering on all our brand standards and customer service criteria?
- How do we increase per cap spending at our home facility to maximize revenues?
- Do we establish a sales environment on the phone and “ask for the sale”?
- How do we convert a casual fan/customer into a regular fan/customer?
- Are we efficiently moving traffic in ticket, concession and merchandise lines?
- In the eyes of our fans, what are our top 3 best on-site or in-game experiences?
- Are our fans being thanked, treated with courtesy and made to feel that we care?
- Are our employees connecting sincerely with our fans and building a rapport?
- Are all our employees following the specific training and protocols that we provided them with?
- How would our fans rate each of our amenities?
- Is our cleaning vendor providing a clean building to our fans?
- Does event staff support our customer service policies or undermine them?
- What are people saying about us on Facebook?
- Which simple operational adjustments can make to garner higher returns?
- Do we create or eliminate excuses for not coming to our home facility?
- What do our fans know about our home facility that I never even thought of?
- How do fans view our prices and customer service vs. other competitors?
- Do we provide the same level of service to each fan, regardless of gender, age and ethnicity?
- Are we “servicing” customers or “processing” customers?
- Is there anything that detracts from the fan experience that we can correct?
- How do our fans feel about the service, cleanliness, price, quality and value of our caterer?
- Do we hard upsell, do we order take or do we “sweet sell” while maximizing sales opportunities?
- Bottom line: how do we come across to the fan?
Over the years, we’ve seen the best sports operations continually invest in customer intelligence data, and use that data to tweak brand positioning, customer service platforms or home venue operational procedures to maximize the customer service experience, which leads to greater brand loyalty, positive halo and word of mouth, and ultimately, optimal sales performance and increased market share of entertainment dollars.
Maximum sales performance equals maximum revenue, and Shoppers’ Critique International has a proven suite of measurement and marketing tools to ensure your facilities are creating the best possible customer service and sales environment possible to drive profits and deepen customer affinity for your venue.
Customer Intelligence Best Practices for the Sports and Recreation Industries
Acquiring and maintaining exceptional customer service levels requires the ability to consistently gather and measure data and feedback throughout your value chain. Below are the most prominent areas that the clients of Shoppers’Critique International use to gather customer intelligence and improve overall performance.
- Phone Inquiry/Season Ticket Sales Transaction Experience
- Phone Inquiry/Group Ticket Sales Transaction Experience
- Phone Inquiry/Individual Ticket Sales Transaction Experience
- Phone Inquiry/Premium Seating Sales/Reservations Transaction Experience
- Internet Inquiry/Sales Transaction Experience
- On-Site Ticket Purchase/Will Call Evaluation
- On-Site Event Evaluation
- On-Site Food & Beverage and Merchandise
- On-Site Premium Seating Evaluation
- On-Site Arena/Stadium Tours
- Fan Intercepts
- Web-Receipt or IVR Customer Service Survey
- Price Comparisons
- Competitor Analysis
- Mobile Marketing Promotions, Couponing and Feedback
- Social Media and Reputation Tracking
- Employee Climate Status
Benefit from our four decades of experience by requesting a consultation today. We can help you develop a customized plan to address the needs you know you have, and the ones you didn’t even know existed.
Recommended Measurement Tools Include:
- On-Site Mystery Shops
- On-Site Audio Shops
- On-Site Video Shops
- Phone Shops (Recorded or Non-Recorded)
- Internet Shops
- Competitor Shops
- Neuro-Economic Profiling
- Web Surveys of Prospects
- Employee Climate Surveys
- Focus Groups
- Social Media Monitoring
Request a No-Obligation Demo of our Proprietary ShopMAX Data Reporting System!