The importance of retaining a high number of returning tickets holders during the renewal process
the importance of retaining a high number of returning tickets holders during the renewal process each season. Ticket administrators should strive for a minimum renewal rate of 90% each season in order to maximize revenue. Unless in an exceptional market, achieving a minimum renewal rate of at least 90% requires a major commitment on the part of the sport organization, as well as outstanding customer service in order to maximize the experience for fans.
Your task in this discussion is two part. First, please review external ticketing research and list and explain what you consider the best three (3) strategies a sport organization can utilize in order to provide an exceptional "experience" for fans from a customer service perspective. Second, please list and explain what you consider the three (3) biggest mistakes made by sports organizations that hinder fan experiences. Feel free to share any personal experiences at sports or entertainment
Sample Solution
- Personalize the fan experience. This means knowing your fans and their preferences, and providing them with a customized experience that meets their needs. For example, you could offer season ticket holders the opportunity to choose their seats, or to receive discounts on merchandise or food. You could also send them personalized emails or text messages with updates about the team or upcoming games.
- Go above and beyond. This means going the extra mile to make sure your fans have a positive experience. For example, you could offer a lost and found service, or a way for fans to get refunds for games they can't attend. You could also have a customer service hotline that is staffed by knowledgeable and friendly representatives
Full Answer Section
- Make it easy to do business with you. This means making it easy for fans to buy tickets, renew their season tickets, or get in touch with customer service. For example, you could offer online ticket sales, or a mobile app that allows fans to manage their tickets. You could also make it easy for fans to contact customer service by phone, email, or social media.
- Not listening to fans. This is probably the biggest mistake that sports organizations make. Fans are the ones who pay to see the games, so it's important to listen to their feedback and make changes based on what they want. For example, if fans are complaining about the food at the stadium, then the organization should look into making changes to the menu.
- Not being responsive to customer service issues. When fans have a problem, they want it to be resolved quickly and easily. If they have to wait on hold for a long time or if they don't get a response to their email, they're going to be frustrated. This can lead to them not renewing their season tickets or even not coming back to the games at all.
- Not providing value for the price. Fans want to feel like they're getting a good value for their money. This means more than just winning games. It also means providing a good atmosphere at the stadium, having affordable food and drinks, and offering other amenities that make the experience enjoyable.