How to create a successful university season ticket holder retention program

How to create a successful university season ticket holder retention program
by Bryce Killingsworth – September 2013

Connecting Fans

What is customer service?

Customer service is taking an ordinary situation and making it extraordinary. At Oklahoma State University, we implemented a newly developed retention program to build long-term relationships while providing supreme customer service.

The retention program includes four representatives focused on (1) connecting with the fans, (2) moving fans through the buying funnel, and (3) cultivating fans for life. We believe our best marketing plan includes a superb customer service plan.

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]

Bill Sutton
Bill Sutton

“As a three time graduate of Oklahoma State University, and as an academic leader and consultant in the area of sport marketing – particularly as it relates to sales and retention, I am excited to see OSU Athletics realizing the importance of retention activities. OSU has decided to keep its sales and retention activities in house and is taking responsibility for the revenue generation necessitated by that approach. Having dedicated retention specialists, much like the majority of pro sport franchises, shows the Cowboys’ commitment to their customers and shows a deep understanding and strategic approach to not only customer satisfaction – but customer happiness.” [/dropshadowbox]

How we do it

The stadium sections are divided among the four reps. Each rep takes full responsibility for providing customer service for the assigned fan base and increasing renewal rate percentages. By assigning specific sections we can target more personal messages toward customers. We provide a personal touch by:

  1. Personally calling or e-mailing every season ticket holder as the first touch point.
  2. As relationships build, we make arrangements to meet season ticket holders at their tailgates on game day and bring them a small gift (poster, lapel pin, etc.) as a gesture of appreciation.
  3. This season we are leaving a personal thank you card on the seat of season ticket holders to display appreciation. Reps will provide their business card inside the note to personalize the relationship.
  4. We invite football season ticket holders over for a basketball game with complimentary tickets. When they come in to retrieve the tickets we offer refreshments, adding another touch point.

Anytime we have an opportunity to meet a fan in person is an advantage for us, as we provide that personal connection and increase the level of the relationship between the fan and Oklahoma State University.

Seizing first impression opportunities

Last season, I helped a dad buy single game tickets to take his son to his first ever football game on his birthday. I took notes of their names and seat locations and just before kickoff I went up to their seats to introduce myself and wish the boy a Happy Birthday. I also gave him a gift bag that included an OSU poster. Both the father and son were overjoyed. Seizing first impression opportunities produces a significant impact on the buyer’s connection to the program.

Results

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]“To me, the best part of the program is that it falls perfectly in line with our long term approach to relationship building. We want our fans to feel connected to our program and our university. This is just another aspect of how we do this.” Adam J. Haukap [/dropshadowbox]The most notable benefits from the program?

  1. Decreased complaints. That means not only happier fans but also saved time by administration not putting out fires. The complaints are virtually non-existent at this point.
  2. Improved process for dealing with issues. Problems still come up. But with the retention program each one is addressed in a timely manner with full communication throughout the process with the fan. The issues are managed at the lower level and rarely need reach the AD. This creates a great working environment for everyone. Fans are able to speak with a rep instead of feeling like they are battling an organization.
  3. Increased interaction. One indication our program is being productive is our direct lines ring more than our general office line. Customers directly reach out to their reps rather than dialing the 1-800 line.
  4. Increased referrals. Customers voluntarily give out referrals of friends, family, and co-workers on a regular basis to help extend the Oklahoma State family. This translates into less reliance on finding new leads each off-season to reach department goals.

We now have better quality data when making decisions and developing strategies in our retention program as we continue to increase our renewal rate percentages. OSU just broke their personal record of public season ticket sales for the fifth time in six years, in large part to increased motivation of our reps in providing great customer service in-season and out-of-season to the OSU fan base.

How has social media changed consultative selling?

How has social media changed consultative selling?
Monika Fahlbusch
Monika Fahlbusch
by Ben Milsom – March 2013

“Business is social.  So my number one tip for impressing our recruiters is connect and interact with us on Facebook, LinkedIn, and Twitter” says Monika Fahlbusch, SVP of Global Employee Success at Salesforce.com.

We have far more advanced tools than ever to find information about anyone.  For the right price you can buy software to provide detailed information about anyone you want to meet, including their friends and spouses.  I was recently on a phone call with a colleague of mine discussing a potential job candidate. He paused and said, “Let me check their LinkedIn page before calling them.”

There’s no where to hide anymore. You really can’t afford to. Social connectivity can make or break your personal brand, help you get to know your clients or prospects better, and can even get you that dream job. If you’re in sales and service, social media is critical to your success:

“Social media allows for a 360 degree view of the customer with so many more touch points to the customer and interaction it is easier to get a full view of what the customer needs and wants.” ~ Bryan Apgar, Associate Vice President of Sales and Business Development, www.websitealive.com.

Bryan Apgar
Bryan Apgar

People expect you to know more about them than in previous years.  With LinkedIn and company websites, one should never ask a prospect, “What do you do? How did you get to this position?” or “Please tell me about your company.”

Let’s get personal

I retrieved this email from my deleted folder. The names have been changed to protect the guilty.

[dropshadowbox align=”center” effect=”lifted-both” width=”650px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Hello Ben,

I hope this email finds you well. I wanted to follow up on an email that was sent to you earlier regarding Clueless.

Clueless is a global leader in support software. Our tool, Clue-On enables you to create, manage and deliver content in multiple formats with one click. I have attached some general information for your review.

I would like to schedule a quick call to chat with you about our product and see if it might benefit you and your organization. Would you be open to discussing this?

Thank you,

Bill Smith
Account Executive
Clueless, www.cluelesssoftware.com
254.710.5555
bsmith@cluelesssoftware.com[/dropshadowbox]

Bill is sending hundreds of these emails a day hoping five people will respond.  He only personalized by changing my first name. Bill even asked the dreaded open-ended question.  If Bill mentioned what I do, some potential challenges I may face, or even searched LinkedIn to find a mutual connection, I would have responded.

Jeff Eldersveld

With so much information available it only tells me Bill and his company are too clueless or lazy to use it.  I doubt I’d ever respond to this company in the future.

” Teams need to do everything within their power to provide outstanding customer service because one bad experience can be exacerbated when released in the digital and social media world.” ~ Jeff Eldersveld, Director of CRM and Analytics, Columbus Blue Jackets

What to do?

In this environment of social connectivity and transparency I recommend:

  • Be different.  Emails and texts are common, personal touches make a big impact.
  • Dig deeper.  Know your client or prospect and ask them questions you can’t read in their LinkedIn profile.
  • Care about your personal brand.  Be sure you are up to date on how you want your brand to be perceived.