All photography provided by Adam Ramsey
If you desire to build genuine fans or customers of your product.
It’s not about you. It’s never about you.
Build sustainable customers or fanbase based on the experience, service, or product you provide them.
Understand what your customers want from you.
YOUR Mission
Build the experience, the community, and connectivity for those you are looking to serve (fans-customers), work with your partners (sponsors), and do so with actionable data designed to elevated the collective experience with your club. Build and maintain a true data strategy that serves the organization and the customer. This does not mean use data to manipulate or create opportunity to use data strictly for financial gain. Start with the right purpose and use it to serve others. Find the right partners to help you do it, who will help serve your mission.
THE USE OF DATA
It’s important as you begin to acquire data on your customers, that you do so through the lens of their enhancement of their experience. Data for insights and understanding fan/customer behaviors helps us learn more about how they decide to interact with us. It helps show the organization making decisions with marketing dollars, gap planning, sponsors to approach, ticketing ideas/pushes or even staffing decisions. It demonstrates to your organization distinct patterns of behavior - some we might want to find ways to change (like coming into a game AFTER it starts).
Some behaviors we may just want to reinforce, but by choosing to do right by your customers - monetization will follow.
It is NOT the other way around.
AS an organization, ASK YOURSELF:
Does your organization have an outward-facing data use policy? Develop one, enforce it, and be transparent about it.
Do you have a data & customer acquistion strategy? What do you really know about your customers?
Do you have a plan as to what traits about fans you need to know? What do these traits tell us about our customers?
CUSTOMER EXPERIENCE
Do you ask for feedback or survey fans for any reason? Apply what you learn & share the results.
What actions do you take that make customers a true fan of your product? Let’s find out & be purposeful in our actions.
How is each customer different or how are they the same? Let’s build segmentation & audiences.
How can you get your customers to really talk about you? Great customer service, surprise & delight.
“First, boost sensory appeal.
Second, raise the stakes.
Third, break the script. — To break the script is to defy people’s expectations of how an experience will unfold. It’s strategic surprise.”