An Ethos Based Approach to Customer Experience

Transcription

1 One team, one vision An Ethos Based Approach to Customer Experience Nick Brice, L & D Partner, Amex Stadium

2 Jan 2011: A Major Transformation Needed

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4 Project Vision & Measures Sustained top of the league customer experiences for fans, community, corporates, conference clients and delegates A climate that inspires fans, players and employees to want to do their best to help the Club succeed Measured by: B&HA Mystery Shop/Customer Feedback Football League Surveys/Awards Commercial Revenue/Spend per Head Attendance Increases Away Supporter Feedback League Position

5 Inspirations

6 The Club Story Our Vision To provide a world class standard of service with politeness, helpfulness, good humour and efficiency.. To delight our fans and make every event a positive and memorable occasion! Memorable Experiences...

7 Customer Service Fans/Customers NEW BRAND IMAGE Moments Of Truth EXPERIENCE CREATORS Critical Point of Success = Living our Values SUPPORT Ref: TMI

8 The Close Season Challenge From To 200 staff hospitality season tickets 17,500 (+ waiting list) attendance 21,000+ (now 27,000-30,000) No pies 10,000 A few pints 12,000 Football/hospitality...IN 6 WEEKS? + Conference & Banqueting

9 Team Brighton Values TEAM STARLINGS Our Vision To land safely just before dark without getting eaten Our Values 1. Turn towards the middle of the flock 2. Don t hit each other 3. Fly at the same speed

10 Life is full of choices WIN CHOICES LOSE

11 Our Values Treat people well Exceed expectations Aim high we never give up Make it special One Team, One Vision

12 Team Brighton Programme Club/Team Story, Strategy, Road Map All-Staff Customer Journey Mapping HRD Clinics Core Values Co-creation Champions Internal/External Research Monthly Tracking & Feedback All Staff Engagement & Immersion + Verbatim Playback Bite-Size Bootcamps Vision & Values Customer Handling Writing on-brand Coaching Performance

13 Team Brighton Champions

14 Team Brighton Day

15 A Branded Customer Experience?

16 The Away Fan Experience It was after the Newcastle game. The Newcastle fans had settled in and were making a long night of it in the away end concourse. We needed to close the area, but they were having a great time they d even started doing the hokey-cokey! Then inspiration struck us! The lady stewards all joined in the hokey-cokey with them, and when that ended, we shouted hey, lets do the conga! We conga d them right out the door, and when they realised what had happened everyone was in tears of laughter Away end steward

17 The Results? Sustained top of the league customer experiences for fans, community, corporates, conference clients and delegates A climate that inspires fans, players and employees to want to do their best to help the Club succeed

18 Results Season 1 ( ) Revenue up by 5x Best New Venue in the World Award Finalists Best Customer Experience & Best Venue in the World International Design & Engineering Awards Hospitality Provider of the Year Average attendances up c.200% 10 th in the Championship

19 Results Season 2 ( ) 9 th in League on season ticket sales (includes Premier League) 3000 bigger crowd than any Championship team Spend at kiosks 4x per head than Liverpool vs Chelsea Highest away revenue in Championship Venue Team of the Year Average attendances up c.290% - history Triple Gold National TJ Awards for Team Brighton

20 Results Season 3 ( ) Family Excellence Award Best Stewarding & Safety Award International Best Hospitality Award UK Best Pie Award UK Best attendance in division CEO of the Year

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23 Team Brighton The new facilities are fantastic for sure, but it was the people who made it for me. They were friendly, superbly efficient and attentive throughout. 11 out of 10 for everyone! Match Day Sponsor

24 Team Brighton One Club, One Ambition.

25 Welcome to: One Club, One Ambition Season Kick-Off

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27 One Club, One Ambition An Ethos Based Approach to Customer Experience Nick Brice, L & D Partner, Amex Stadium