RANK CUSTOMER SERVICE OVER SPONSORSHIP
How the Dallas Stars utilized Evolved Experience Solutions’ Fan Assessment to choose customer service over sponsorship revenue.
The Problem:
For years the Stars had a high level sponsorship agreement that allowed the partner to have a presence at events on the concourse. Fans constantly complained noting they were intrusive and belligerent when trying to market their product. Due to their sizeable deal, the Stars were reluctant to make significant changes.
The Process:
Evolved Experience Solutions Fan Assessment tool acquired real time data from fans to determine their perspective on the activation. Through this, they discovered this vendor was significantly diminishing the overall guest experience due to these negative encounters.
The Solution:
After a year of gathering data, the Stars were able to tangibly show the executive management team the negative impact this vendor was having on the fan experience. The Stars ended that partnership and filled the space with more fan friendly vendors and activities.
The Result:
The following year saw a 10% increase in fans overall satisfaction with the concourse experience as well as an uptick in overall fan satisfaction. The data allowed them to prioritize the guest experience, maximize incremental revenue and pursue other profit streams.
