In the latest episode of the CX Innovators podcast, hosted by Retail Customer Experience editor Judy Mottl, Stacy McGranor, the CX director for Sharks Sports & Entertainment, shared a wealth of insights about customer experience strategy. The Sharks organization encompasses a wide range of brands, including the NHL’s San Jose Sharks, the AHL’s San Jose Barracuda, the Sharks Ice Family of Rinks, the SAP Center at San Jose, and the Tech CU Arena. This multifaceted approach provides a unique lens through which to explore effective customer service and engagement strategies.
Understanding Customer Experience Strategy
McGranor emphasized the importance of customer-centric strategies tailored to diverse audiences. The organization focuses on creating memorable experiences that appeal not only to hardcore hockey fans but also to families and casual visitors. This segmentation allows tailored marketing and service strategies to be more effective.
For instance, at the SAP Center, attending a hockey game is not just about watching the sport, but enjoying the entire experience, from the pre-game activities to post-game celebrations. McGranor pointed out that they strive to make every visit an event to remember, integrating entertainment with sports to cater to different demographics.
Omnichannel Experience
In today’s digital age, an omnichannel approach is crucial. McGranor discussed how the Sharks Sports & Entertainment team harnesses various platforms to reach their audience. From social media engagement to personalized email campaigns, the team creates a cohesive experience that resonates with fans across multiple touchpoints.
For example, prior to game day, fans receive tailored emails with updates about seating and special promotions, ensuring they feel valued before even stepping into the arena. This strategy not only improves engagement but also drives ticket sales and merchandise purchases, ultimately enhancing revenue streams.
Empowering Employees
One key insight shared by McGranor is the vital role of employee training in delivering a top-notch customer experience. The Sharks organization invests heavily in staff development to ensure that team members understand the importance of each customer interaction.
Training programs focus on equipping employees with skills for effective communication and problem-solving. As McGranor noted, satisfied employees lead to satisfied customers. This correlation is supported by numerous studies that indicate employee engagement directly impacts customer satisfaction.
Collecting Customer Feedback
Continuous improvement is driven by feedback. McGranor highlighted the organization’s commitment to gathering customer insights through surveys and social media monitoring. They actively listen to fans’ suggestions and concerns and use this data to refine their services.
For example, after a recent survey indicated a desire for more family-friendly options at games, the organization introduced new menu items and activities that cater specifically to younger fans. This adjustment not only enhances the experience for families but also encourages repeat attendance.
The Digital Transformation
Digital tools play a pivotal role in the overall customer experience strategy. McGranor discussed how the Sharks organization utilizes technology to streamline ticketing processes and enhance fan engagement. Mobile apps provide fans with real-time updates, exclusive content, and the ability to manage their tickets seamlessly.
Moreover, implementing AI-driven customer service solutions has led to quicker response times and a more efficient handling of customer inquiries, providing a modernized touch to the overall service model. For example, chatbots help answer frequently asked questions, allowing human representatives to focus on more complex customer issues, thus improving overall satisfaction levels.
Community Engagement
Beyond providing a great in-arena experience, the Sharks Sports & Entertainment organization understands the importance of community engagement. McGranor mentioned initiatives that involve players in local events, fostering a deeper connection between the team and the fans.
Such initiatives not only build community trust but also generate goodwill, enhancing the brand’s image and making it a key player in the region. Engaging with fans outside game days cultivates loyalty that translates into higher attendance and sales during the hockey season.
Conclusion
The insights shared by Stacy McGranor on the CX Innovators podcast illustrate a robust framework for building a successful customer experience strategy within a sports and entertainment organization. By prioritizing diverse customer needs, investing in employee training, gathering feedback, and leveraging technology, the Sharks organization sets a high bar for customer satisfaction.
The approach taken by the San Jose Sharks can serve as a model for various industries striving to enhance customer experience. In the competitive landscape of retail and e-commerce, understanding the consumer and meeting their expectations with innovative solutions is more crucial than ever. Organizations that can master these strategies will see not only improved customer loyalty but tangible growth in their revenue.
