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WRAP-UP II // Exciting practical insights in the SLC slot "Next Level Fan Experience" @ SPORT MARKE MEDIEN
SPORT MARKE MEDIEN - The name says it all: On 2 & 3 December 2024, the ESB Congress "SPORT MARKE MEDIEN" brought together the players of the sports ecosystem for the first time as part of the leading trade fair ISPO in Munich to define the future of sport.
In addition to presenting the anniversary edition of the popularity study on the main stage, SLC was also represented on the White Stage with two exciting & high-calibre discussion panels on the topic of "Turning Data into Value" on the White Stage. IT'S A WRAP - SLOT 2...
Slot 2 - "Next Level Fan Experience - Added Value for Club, Venue & Brand"
In Slot 2, buzzwords such as fan experience, visitor journey, customer centricity and CX roadmap were on the agenda. The participants in the discussion addressed questions such as: Why is an optimal fan experience in stadiums and arenas so important and how can the matchday experience for fans be analysed, specifically optimised and monetised along the CX roadmap? With the globally unique certification process "Tested Service Quality - Sport", SLC Management, together with SGS INSTITUT FRESENIUS, offers a data-based and holistic analysis of the matchday experience - from an expert and customer perspective. The following is a brief insight into the discussion...
(Photo: Kenny Beele - from left to right: Maximilian Madeja, Dirk Lindemann, Sebastian Ernst, Burkhardt von Wagner, Pascal Beij)
Sebastian Ernst, Head of Sky Boxes, Special Matches & Customer Relations, Allianz Arena Munich
"The people who come to our stadium entrust us with two very precious things: their time and their money. Accordingly, the quality on site must of course also be right, and that goes beyond the mere 90 minutes at all customer contact points."
"We have been constantly questioning ourselves for 20 years and are constantly revamping our processes, and holistic analyses of this kind with surveys and studies by independent institutes naturally help because they provide us with data. We can see which things are working and which are not. And in the best case scenario, these are recognised when we can still intervene so that we can continue to be at the forefront and deliver a correspondingly high quality on every match day."
Burkhardt von Wagner, Director Corporate Partnerships, SAP Garden & EHC Red Bull Munich
"Of course, someone has to check whether what we have put together on our greenfield site really works. And that's why we also need to listen very carefully to whether our fans really see it that way and whether it's actually what they want. We have to take the opinion of the fans very seriously, as they are the basis of everything we do."
Pascal Beij, Chief Commercial Officer, Unzer GmbH
"If you think you can do everything yourself, that's dangerous. Of course, we were convinced that we had created a good fan experience, but it's still important to look at it objectively and rigorously analyse it from the fan's perspective. And that's where objective advice that doesn't have any contracts, that uses both expertise and surveys to analyse customer satisfaction, really helps."
Dirk Lindemann, Business Development Manager, SGS INSTITUT FRESENIUS
"The snapshot of the experts on site paired with the data collected from the fans and stadium visitors provides added value and gives the stadium/arena operator an overview of where they stand and what needs to be done."
The first part of the forum "Turning Data into Value" with a focus on "Data-based club and sponsorship management" is >> HERE <<.
You can find more information on Certified Service Quality - Sport here: Certified Service Quality Sport | Next level Fan Experience
Further information on the congress can be found here: www.sportmarkemedien.com
For more information, please contact us at any time
Lea Härtel
Research Consultant
Assistance to the Managing Board
E-mail: l.haertel@slc-ag.com
Phone: +49 (0) 911 - 54 81 830
