Building a Great “Fan Experience” Professor Pat West

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Our Mission  Objective:  Increase teenager attendance at Clippers games  Strategy:  Enhance the game experience  Convert teens into Columbus Clippers loyalists

Situation Analysis: Company  Columbus Clippers:  Fan Perceptions  Resources Available  Strengths & Weaknesses

Situation Analysis: Consumers  Current & Potential Fans:  Demographics & Geographical Locations  Psychographics  Entertainment motive, needs, & wants

Situation Analysis: Competition  Teen Lifestyle & Activities:  Preferences  Sports  Music  Food

Situation Analysis: Collaborators  Current:  Media (News coverage & Radio stations)  Potential:

Situation Analysis: Context  PEST Analysis:  Political factors  Economic factors  Social factors  Technological factors

SWOT Analysis  Areas of strength, weakness  Potential opportunities and threats  Prioritize!!!

Great Customer Experiences  A great customer experience is about how it makes you feel  It involves an interaction between an organization and its customers  It is a blending of physical performance, senses stimulated, and emotions evoked

The Role of Customer Perceptions  Perception is reality framed by the past  We make judgments based on what we expect to happen  Experiences are measured intuitively

Adopting the right perspective  “Inside out”  Historically companies are internally focused  They look at what is good for the company rather than their customer  “Outside in”  When a company builds itself around what is good for the customer it can build great experiences and develop loyal customers

Great Customer Experiences are… A source of competitive advantage Created by consistently exceeding customer expectations Differentiated by focusing on stimulating planned emotions Enabled through strong leadership, an empowering culture and empathetic people Designed from the outside in

Stages in the Customer Journey 1: Expectation setting Expectations are set by advertising, PR, word of mouth, brand image 3: Pre-purchase Information gathering 2: Need Recognition Catalyst that starts the process 4: Purchase Interaction Activities involved in ordering and implementation 5: Consumption Using and consuming the product or service and all interactions involved 6: Post Experience Review Intuitive review of the physical and emotional experience, revising of expectations

Moment Mapping Touch Points Stages Decision to go to game Travel & parking Purchase ticket Find a seat Concessions / Souvenirs Music & Activities Getting home Expectation Threat Opportunity to exceed expectations Emotion Evoked

Customer Experience Zones Danger Zone  Surviving on a relationship  Not achieving on physical side  Exceeding emotionally  Feel sorry for you  Drawing on goodwill High Performance Zone  Exceeding physical & emotional  High emotional engagement  Differentiation on emotional  Loyalty generation Dead Zone  Out of business  Not achieving on physical  Not achieving on emotional  Unable to survive Commoditization Zone  Over-achieve on physical  Under-achieve on emotional  Faster, quicker, cheaper  Running faster but standing still  Not sustainable  Innovation to imitation Not meeting emotional expectations Meeting Expectations Exceeding emotional expectations Exceeding physical expectations Not Meeting physical expectations

Assignment:  Review your “data” and being the process of idea generation