Building the Fire - Experience First

Every aspect of the organization that is "fan-facing" must be driven by the fan experience.  Simply "telling and selling" is not enough to convert passersby or increase fan loyalty.  The best place to fully commit to the fan experience is Toyota Park itself.  The club has made a number of improvements in the overall gameday experience, but there is still room for improvement in the fan experience.

Starting at the gates, security and guest services set the tone for the day.  As posted earlier, bringing this personnel in-house would bring them closer in line with the club's culture, helping deliver a consistent, quality experience.  Once inside the park, all club representatives should have a performing mindset.  Every part of Toyota Park is public on gameday, and representatives are never "off the clock" as long as they are wearing their credentials.   

Work to instill the basic values of professional customer service:

• Project a positive image and energy
• Be approachable and courteous
• "Stay in character"
• Go above and beyond

This is basic blocking and tackling for service, entertainment, and hospitality industries, and the club needs to commit to the reality that it is very much in these same industries on gameday.  Encourage employees to think of the fans first, and give them the lattitude to solve issues on the spot, quickly and efficiently, turning concerns into positive experiences.

An addition/example to the above guidelines would be instituting a "5-10" rule.  When a fan comes within 10 feet of a representative, they are acknowledged non-verbally with eye contact and/or a smile.  When within 5 feet, they are greeted with a verbal "hello", handshake, or other gesture.  A bit cold and calculated, yes, but it is should be noted that no moment is too small to an opportunity to improve the fan experience.