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Tampa Bay Buccaneers | Increase our Guest’s Satisfaction

Tampa Bay Buccaneers LogoThe Tampa Bay Buccaneers Football Club shares ownership with Manchester United, the powerhouse and premier English soccer club. In 2011, the franchise was ranked 27th out of 32 teams in season pass member satisfaction for the league.


Challenge

To increase member satisfaction they focused their time, energy and financial resources on getting assistance in building a customized training program for their newly established team of guest services and retention representatives, the largest in the National Football League.


Solution

Our Project Lead assembled a task force of partners representing all event staff and every touch-point of the game-day experience (i.e., parking, security, box office, ushers, food service, guest services, etc.). He then led these key stakeholders in crafting and implementing a unified service philosophy with accompanying standards and branded messaging. This work generated an exclusive training curriculum based on their new service philosophy and standards. To ensure seamless execution, we implemented a specially designed mystery shopping program.


Results

According to J.D. Power & Associates, in 2012, post training, the Buccaneers’ went from a guest satisfaction ranking of #27 to #1. They maintain this #1 ranking today. 

Based on the training program’s initial success, the engagement was extended to include our role to lead an enterprise-wide service culture initiative that included all vendors and strategic partners for the game-day experience at Raymond James Stadium. We continue to provide support, oversight and strategic direction to ensure sustainability and lasting success.